Analytics, Culture, EU – Baltic States, Legislation

Cultural diplomacy has the potential to demonstrate national power; it creates a favorable climate for policy support, and assist in the collection and interpretation of information. This, in turn, assists in enhancing nation's prestige and aids in garnering its international stance. Finally, all these factors affect a nation's position in Europe and the world; thus, cultural diplomacy in the last extent, has a role to play regarding national security.

These and other PC’s features were revealed during a recent international conference “Cultural diplomacy in the Nordic countries” (8-9 September 2014) in Copenhagen. The first article on the issue was published in BC, see: “Nordic states’ culture as a branding tool in diplomacy”.

Diplomatic connections among cultures

Cultural diplomacy or "diplomacy among cultures" existed in the European continent for centuries. Explorers, travelers, traders, teachers and artists through history can be regarded as practical examples of “informal cultural ambassadors”. For example, establishment of regular trade routes in Hansa region around the Baltic Sea in middle ages has turned the region into a prosperous territory. The practical effect of the process can be seen today, e.g. in architectural styles of numerous Hansa-cities.  

 Besides, it was for years a part of the courses on international relations; presently it is an innovative academic field of research and has successfully established itself as an integral part of international relations’ theory and practice.

The term "cultural diplomacy" has only recently been established in Europe: founded in 1999, the Institute for Cultural Diplomacy (as an international, non-profitable and non-governmental organization) has headquarters in Berlin, Germany and the USA. It has also offices in some European capitals: Bulgaria, Romania and Slovenia. The ICD´s goal in Europe is to promote peaceful cooperation and stability by strengthening and supporting intercultural relations at all levels. During last five years, the ICD has grown to become one of Europe's largest independent cultural exchange organizations, hosting programs that facilitate interaction among individuals of all cultural, academic, and professional backgrounds. Mark C. Donfried is a Director General of the Institute for Cultural Diplomacy. (7)

Through the interaction of peoples, the exchange of language, religion, ideas, arts and societal structures have consistently improved relations between divergent groups in Europe.

Soft power

Cultural diplomacy is a type of public diplomacy; it is a sort of soft power that includes the "exchange of ideas, information, art and other aspects of culture among nations and their peoples in order to foster mutual understanding”. (1) The purpose of cultural diplomacy is for the people of a foreign nation to develop an understanding of the nation's ideals and institutions in an effort to build broad support for economic and political goals. In essence "cultural diplomacy reveals the soul of a nation, “which in turn creates influence”. Though often overlooked, cultural diplomacy can and does play an important role in achieving national security aims. (2).

As to culture, it is a set of values and practices that create meaning for a society. This includes both high culture (literature, art, and education, which appeals to elites) and popular culture (appeals to the masses), as J.S. Nye defines. This is what governments seek to show foreign audiences when engaging in cultural diplomacy. It is a type of soft power, which is the ability to reach one’s aims through attractive means rather than direct influence or investments. It arises from a country's culture, political ideals and policies. (2) This indicates that the value of culture is its ability to attract foreigners to another nation.

However, cultural diplomacy is also a component of public diplomacy, which being enhanced by a larger society and culture, helps to amplify and advertise cultural values in a society to the outside world. (4) It could be argued that the information component of public diplomacy can only be fully effective where there is already a relationship that gives credibility to the information being relayed. (5)

Cultural diplomacy has been called the “linchpin of public diplomacy” because cultural activities have the possibility to demonstrate the best of a nation. In this way, cultural diplomacy and public diplomacy are intimately linked. Richard T. Arndt, a former State Department cultural diplomacy practitioner, underlined  that “cultural relations grow naturally and organically, without government intervention”, which includes transactions of trade and tourism, student flows, communications, book circulation, migration, media access, inter-marriage – millions of daily cross-cultural encounters. He added that cultural diplomacy “can only take place when formal diplomats, serving national governments, try to shape and channel this natural flow to advance national interests.” (5)

Cultural diplomacy can be a government activity, while the private sector has a very real role to play because the government does not create culture, therefore, it can only attempt to make a culture known and define the impact this organic growth will have on national policies. Cultural diplomacy attempts to manage the international environment by utilizing these sources and achievements and making them known abroad.

Cultural diplomacy is meant to be a two-way exchange: it intends to foster a mutual understanding and thereby win influence within the target nation. Cultural diplomacy derives its credibility not from being close to government institutions, but from its proximity to cultural environment.  

Cultural diplomacy: roles to play

Ultimately, the goal of cultural diplomacy is to influence a foreign audience and use that influence, which is built up over the long term, as a sort of good will reserve to win support for policies. It seeks to harness the elements of culture to induce foreigners to: 

= have a positive view of the “Nordic profile”, its country's people, culture and policies;

= induce greater cooperation between the nations in the Baltic Sea Region;

= induce changes in policies or political environment in the adjacent nations, and

= prevent, manage and mitigate conflicts among nations.

In turn, cultural diplomacy can help a nation better understand the foreign nation it is engaged with and foster mutual understanding. Cultural diplomacy is a way of conducting international relations without expecting anything in return in the way that traditional diplomacy typically expects.

Generally, cultural diplomacy is more focused on the longer term and less on specific policy matters. The intent is to build up influence over the long term for when it is needed by engaging people directly. This influence has implications ranging from national security to increasing tourism and commercial opportunities. (6)

 It allows the government to create a "foundation of trust" and a mutual understanding that is neutral and built on people-to-people contact. Another unique and important element of cultural diplomacy is its ability to reach youth, non-elites and other audiences outside of the traditional embassy circuit. In short, cultural diplomacy plants the seeds of ideals, ideas, political arguments, spiritual perceptions and a general view point of the world that may or may not flourish in a foreign nation. (7)

PD as part of nation’s culture…

Cultural diplomacy can and does utilize every aspect of a nation’s culture. This includes the following tools:

= The arts including films, dance, music, painting, sculpture, etc.;

= Exhibitions which offer the potential to showcase numerous objects of culture;

= Educational programs such as universities and language programs abroad;

= Exchanges- scientific, artistic, educational etc. facilities;

= Literature - the establishment of libraries abroad and translation of popular and national works;

= Broadcasting of news and cultural programs;

= Gifts to a nation, which demonstrates thoughtfulness and respect;

= Religious diplomacy, including inter-religious dialogue, and

= Promotion and explanation of ideas and social policies.

Numerous ideas have been recently undertaken to promote Nordic development model to states around the Baltic Sea area and globally. The purpose of such CD is to show the “recipient” states the advantages of the Nordic model; the rest is for other nations to see possible advantages of such emulation. Suffice it to say that among global 10 “happy nations” five are Nordic states!

Some states use a lot of resources to “brand” country’s profile: e.g. Denmark, according to O. E. Mikkelsen, Ministry of Foreign Affairs, it invested about €83 mln in this direction.   

Understanding the audience…

All of these tools seek to bring understanding of a nation's culture to foreign audiences. They work best when they are proven to be relevant to the target audience, which requires an understanding of the audience. The tools can be utilized by working through NGOs, diasporas and political parties abroad, which may help with the challenge of relevance and understanding. And again, these tools are generally not created by governments; they are produced by the cultural exchange and sometimes by governments’ ideas to facilitate their influence abroad to a foreign audience, with the purpose of gaining political, economic, ideological advantages.

Cultural diplomacy: complications and challenges

Important is that cultural diplomacy is often a demonstration of national power because it demonstrates to foreign audiences every aspect of culture, including wealth, scientific and technological advances, competitiveness in everything from sports and industry to military power, and a nation's overall confidence.

Furthermore, because cultural diplomacy includes political and ideological arguments, and uses the language of persuasion and advocacy, it can be used as an important instrument disseminating political interests.  

Modern information revolution has created an increasingly connected world in which public perceptions of values and motivations can create an enabling or disabling environment in the quest for international support of policies. The struggle to affect important international developments is increasingly about winning the information struggle to define the interpretation of states' actions.

Cultural diplomacy can create an environment in which a nation is received positively, which in turn can help frame its actions in a positive light. Overall, cultural diplomacy has the potential to demonstrate national power, create an environment conducive to support, and assist in the collection and interpretation of information.

Cultural diplomacy presents a number of unique challenges to any government attempting to carry out cultural diplomacy programs. Most ideas that population in another country can observe are not in the government's control. The government does not, and should not, generally, produce books, music, films, TV programs, consumer products, etc. that reaches an audience. The most the government can do is try to work “to create openings” so the message can get through to mass audiences abroad.  

EU: National Institutes for Culture, EUNIC

EUNIC is a network of the European national institutes for culture, engaged beyond their national borders and operating with a degree of autonomy from their governments. The EUNIC membership currently includes 32 organisations from almost all EU member states. The EUNIC operating budget is over 2 billion euro per annum.

The purpose of EUNIC is to create effective partnerships and networks between the participating organisations, to improve and promote cultural diversity and understanding between European societies, and to strengthen international dialogue and co-operation with countries outside Europe.

EUNIC operates at two complementary levels. The first level consists of the Heads or Directors General of the national institutions. The second level comprises clusters of national institutions for culture, based in cities across the world, cooperating in common projects. As of July 1, 2012, there are more than 80 clusters or national networks worldwide. (8)

References:

1. Cultural Diplomacy, Political Influence, and Integrated Strategy," in Strategic Influence: Public Diplomacy, Counterpropaganda, and Political Warfare, ed. Michael J. Waller (Washington, DC: Institute of World Politics Press, 2009), 74.

2. Joseph S. Nye, Soft Power: The Means to Success in World Politics (Cambridge: Perseus Books, 2004), 22.

3. http://en.wikipedia.org/wiki/Cultural_diplomacy  

4. Carnes Lord, Losing Hearts and Minds?: Public Diplomacy and Strategic Influence in the Age of Terror (Westport, CT: Praeger Security International, 2006), 15.

5. Cultural Diplomacy, Political Influence, and Integrated Strategy, ibid. pp. 74-75.

6. Mark Leonard, "Diplomacy by Other Means”. Foreign Policy,132 Sept/Oct. 2002): 51.

7. Over 4.000 speakers have taken part in more than 600 ICD events since 2009, see:

http://www.culturaldiplomacy.org/index.php?en; 

8. See: eunic-online.eu and http://www.eunic-online.eu/eunic-members.