Cultural diplomacy is a type of soft power that includes the "exchange of ideas, information, art, language and other aspects of culture among nations and their peoples in order to foster mutual understanding"."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. 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 objectives.Mary N. Maack, "Books and Libraries as Instruments of Cultural Diplomacy in Francophone Africa during the Cold War," Libraries & Culture 36, no. 1 (Winter 2001): 59. In essence "cultural diplomacy reveals the soul of a nation", which in turn creates influence.United States, Department of State, Advisory Committee on Cultural Diplomacy, Diplomacy Report of the Advisory Committee on Cultural Diplomacy, 3. Public diplomacy has played an important role in advancing national security objectives.
Definition In a 2006 article in the Brown Journal of World Affairs, Cynthia P. Schneider wrote: "Public diplomacy consists of all a nation does to explain itself to the world, and cultural diplomacy – the use of creative expression and exchanges of ideas, information, and people to increase mutual understanding – supplies much of its content."
Culture is a set of values and practices that creates meaning for society. This includes both high culture (literature, art, and education, which appeals to elites) and popular culture (appeals to the masses).Joseph S. Nye, Soft Power: The Means to Success in World Politics (Cambridge: Perseus Books, 2004), 22. 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 get what you want through attraction rather than coercion or payments. It arises from a country's culture, political ideals and policies."Joseph S. Nye, Soft Power: The Means to Success in World Politics (Cambridge: Perseus Books, 2004), 18. This indicates that the value of culture is its ability to attract foreigners to a nation. Cultural diplomacy is also a component of public diplomacy. Public diplomacy is enhanced by a larger society and culture, but simultaneously public diplomacy helps to "amplify and advertise that society and culture to the world at large".Carnes Lord, Losing Hearts and Minds?: Public Diplomacy and Strategic Influence in the Age of Terror (Westport, CT: Praeger Security International, 2006), 15. 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. This comes from knowledge of the other's culture.Carnes Lord, Losing Hearts and Minds?: Public Diplomacy and Strategic Influence in the Age of Terror (Westport, CT: Praeger Security International, 2006), 30. Cultural diplomacy has been called the "linchpin of public diplomacy" because cultural activities have the potential to demonstrate the best of a nation.
Richard T. Arndt, a former State Department cultural diplomacy practitioner, said: "Cultural relations grow naturally and organically, without government intervention – the transactions of trade and tourism, student flows, communications, book circulation, migration, media access, inter-marriage – millions of daily cross-cultural encounters. If that is correct, cultural diplomacy can only be said to take place when formal diplomats, serving national governments, try to shape and channel this natural flow to advance national interests.""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), 74–75. While cultural diplomacy is a government activity, 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.Nicholas J. Cull, "Public Diplomacy: Taxonomies and Histories," Annals of the American Academy of Political and Social Science 616 (March 2008): 33. An important aspect of this is listening- cultural diplomacy is meant to be a two-way exchange.United States, Department of State, Advisory Committee on Cultural Diplomacy, Diplomacy Report of the Advisory Committee on Cultural Diplomacy, 7 . This exchange is then intended 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 authorities.Nicholas J. Cull, "Public Diplomacy: Taxonomies and Histories," Annals of the American Academy of Political and Social Science 616 (March 2008): 36.
Objectives
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 good will reserve to win support for policies. It seeks to harness the elements of culture to induce foreigners to:"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), 77. have a positive view of the country's people, culture and policies, induce greater cooperation between the two nations, aid in changing the policies or political environment of the target nation, prevent, manage and mitigate conflict with the target nation.
In turn, cultural diplomacy can help a nation better understand the foreign nation it is engaged with and it fosters mutual understanding. Cultural diplomacy is a way of conducting international relations without expecting anything in return in the way that traditional diplomacy typically expects."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), 89. Cultural exchange programs work as a medium to relay a favourable impression of the foreign country in order to gain outsiders' understanding and approval in their cultural practices and naturalize their social norms among other cultures.
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.Mark Leonard, "Diplomacy by Other Means," Foreign Policy 132 (September/October 2002): 51. 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.United States, Department of State, Advisory Committee on Cultural Diplomacy, Diplomacy Report of the Advisory Committee on Cultural Diplomacy, 3, 4, 9. Therefore, ideologies spread by cultural diplomacy about American values enables those that seek a better life to look towards the Western world where happiness and freedom are portrayed as desirable and achievable goals.
Connections to national security Cultural diplomacy is 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."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), 76.Sergei Gavrov, Lev Vostryakov, Cultural diplomacy as a tool for constructing and broadcasting an attractive brand of the Russian state. (Moscow, Russia: Moscow State University of Culture and Arts, 2018, No. 2), 26–33. The perception of power has important implications for a nation's ability to ensure its security. Furthermore, because cultural diplomacy includes political and ideological arguments, and uses the language of persuasion and advocacy, it can be used as an instrument of political warfare and be useful in achieving traditional goals of war."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), 93. A Chinese activist was quoted as saying "We've seen a lot of Hollywood movies – they feature weddings, funerals and going to court. So now we think it's only natural to go to court a few times in your life."Joseph S. Nye, Soft Power: The Means to Success in World Politics (Cambridge: Perseus Books, 2004), 23.
In terms of policy that supports national security goals, the 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.Mark Leonard, "Diplomacy by Other Means," Foreign Policy 132 (September/October 2002): 49. The struggle to affect important international developments is increasingly about winning the information struggle to define the interpretation of states' actions. If an action is not interpreted abroad as the nation meant to it be, then the action itself can become meaningless.Jamie Frederic Metzl, "Popular Diplomacy," Daedalus 128, no. 2 (Spring 1999): 178.
Participants in cultural diplomacy often have insights into foreign attitudes that official embassy employees do not. This can be used to better understand a foreign nation's intentions and capabilities. It can also be used to counter hostile propaganda and the collection of open-source intelligence."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), 78–79.
Tools and examples
Cultural diplomacy relies on a variety of mediums, including:"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), 82–87. Arts including films, dance, music, painting, sculpture, among others. 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. 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 Promotion and explanation of ideas and social policies Goodwill tours