Cultural Diplomacy has existed as a practice for centuries. Explorers, travelers, teachers and artists can be all considered examples of informal ambassadors or early cultural diplomats. The establishment of regular trade routes enables a frequent exchange of information and cultural gifts between traders and government representatives.

Such deliberate efforts of cultural exchange can be identified as early examples of cultural diplomacy. Indeed, any person interacting with different cultures, in the past as today, facilitates an important form of cultural exchange.

A starting definition of culture is offered by the American political scientist and author, Milton C. Cummings, in his description of cultural diplomacy as:

“the exchange of ideas, information, values, systems, traditions, beliefs, and other aspects of culture, with the intention of fostering mutual understanding”.

This cultural exchange can take place in fields including art, sport, literature, music, science and the economy. Such exchange implies communication and respect between the cultures involved, based on a sounder understanding of respective values and a reduced susceptibility to stereotypes. The potential of such an improved knowledge is to enable improved interaction and cooperation.

Cultural diplomacy is the initiation or facilitation of such exchanges with an aim to yielding long-term benefits, whether they promote national interests, build relationships or enhance socio-cultural understanding.

The Unique Role of Cultural Diplomacy in International Relations

Two broad approaches to conducting international relations can be distinguished; that of ‘hard power’ and ‘soft power’.

The political scientist Joseph S. Nye has famously made the distinction between the two, describing ‘soft power’ as:

“the ability to persuade through culture, values and ideas, as opposed to ‘hard power’, which conquers or coerces through military might”.

Similarly, the British political think-tank Demos has qualified ‘hard power’ as the ‘ability to coerce’, and ‘soft power’ as ‘the means to attract and persuade’.

Whilst this ‘hard power’ approach has historically been a favored policy of Governments in conducting international and regional relations, the increasingly interconnected world stage highlights the need for co-operation on a new level. This is where cultural diplomacy as a form of ‘soft power’ becomes significant. According to Demos:

“cultural exchange gives us the chance to appreciate points of commonality and, where there are differences, to understand the motivations and humanity that underlie them”.

On this basis, cultural diplomacy, as the initiation of this cultural exchange, is not secondary to political diplomacy, but rather functions as an intrinsic aspect of it. Cultural diplomacy can therefore be seen as a vital foundation of all political activity.

The Uses of Cultural Diplomacy

Cultural Diplomacy can be employed in many ways and for various purposes:

The Public Sector:
By Governments or other politically motivated organizations for the promotion of national or regional interest; providing information regarding the country or region of origin, specifically its people and culture, the organization has a clear intent to promote its native values and culture.

Civil Society:
By non-governmental organizations and individuals, motivated by the opportunity to develop and encourage platforms for mutual cultural exchange. Their activity could take the form of cooperation through the sharing of valuable professional information and networks, for example in the context of academic exchanges, international forums and tourism.

The Private Sector:
By private companies interested in the development of intercultural communication. Global businesses are not only an important conduit through which cultural exchange takes place, but are also increasingly interested in intercultural communication and cross- cultural learning as a means of improving their own effectiveness and practices.

Examples of Cultural Diplomacy

Cultural diplomacy can be used in a number of forms, and with a range of different intentions, to help improve intercultural dialogue.

Whereas in the past state-sponsored cultural diplomacy has been associated with the intention to impose one way of life onto another, in recent times the focus has shifted dramatically. Within the context of state-sponsored cultural diplomacy, the common focus has moved from aggressive and imposing practices to a transparent and unselfish offering of culture. This can be seen for example in the so called 'Ping-Pong Diplomacy'; the exchange of ping-pong players between the US and China during the 1970s. Whilst there may have been economic and political advantages for the USA, the initiative was conducted in a transparent manner and was beneficial to both countries.

Nevertheless, in examples of state-sponsored cultural diplomacy programs there is a relatively clear intention. Each source nation is interested in the relaying of information regarding its values and way of life, with a view to fostering sympathy or acceptance thereof. The result is better economic or political connections with other countries. National culture is thus utilized for the ultimate intention of promoting that nation's standing on an international stage.

The practices of independent or semi- independent institutions of cultural diplomacy, such as the British Council and the Goethe Institute, offer prime examples of the modern informative and exchange - based approach to national cultural diplomacy strategies. This type of exchange is on a considerably larger scale than individual exchange programs, and facilitates the mobility of individuals from both the cultural and academic sectors. Prime examples of this are the Erasmus/Socrates program or bilateral artist-exchange programs.

The initiatives of independent organizations such as those by the New York Philharmonic Orchestra travelling to North Korea have further demonstrated the potential of cultural diplomacy to transcend national borders and enable mutually beneficial cross-cultural exchanges.

For the individual artists, academics or professionals involved in these direct exchanges of culture, their motivation is the opportunity to show their work and abilities and to learn about the other. The motivation is purely personal, without necessarily any political or economic goal.

Corporations and businesses, through the constantly evolving field of Corporate Social Responsibility and Socially Responsible Investing, are developing many initiatives that assist in strengthening the dialogue, understanding and trust between nations and cultures. Indeed, companies are increasingly important as a channel of cultural exchange. On any occasion that an individual is sent abroad to work in a foreign office, they have the potential to act as an unofficial cultural diplomat, and in the context of international conferences can even be accepted as 'official' representatives of their country of origin, especially with regards to corporate culture and standard working practices.

Private sector foundations operate in an ever increasing number of countries and regions around the globe. In many cases they are funded and owned by private sector firms, but, at least officially, work independently of them for non-commercial purposes. By supporting projects and events in local communities in both domestic and international contexts, they offer another means of contact between different cultures, and by definition therefore are important agents of cultural exchange.

Cultural diplomacy can be used by different groups for different purposes. As demonstrated above, this can be by governments for a distinct political purpose, by academic institutions for the purpose of developing a greater knowledge base through academic exchange, or by independent organizations for the sole benefit of demonstrating their work and ideas to a new audience.

In addition, in an increasingly globalised international environment, companies and foundations are becoming ever more central as forums of international dialogue and cooperation. Although by diverse methods and with different motivations, all of these examples ensure that cultural diplomacy, as defined by M. C. Cummings, takes place.

Cultural diplomacy has acted as a peace keeping force in a number of situations throughout history. With increased social exchange and the platforms in place to promote it, the future potential for cultural diplomacy to improve mutual understanding on all levels is highly significant.