EU cultural diplomacy : challenges and opportunities

Abstract

An organic development of international cultural relations is fundamental to engage all the concerned stakeholders - national governments, civil society and international organisations - into a constructive dialogue based on equality and mutual respect and to overcome the socio economic and power inequalities between the different countries and actors involved in traditional cultural diplomacy. The new EU approach offers strategic opportunities for large and small Member States alike, as it allows them, in different ways, to actively co-create a diverse set of international cultural activities. In order to make the nascent strategy for EU international culural relations a success, it is fundamental to move beyond the crisis narrative by proactively engaging with the media, to achieve a multiplier effect and increase the impact of cultural projects and initiatives. New digital technologies are key to facilitate start up projects, specifically tailored to youth, and to reinforce the people-to-people approach. Co-creation and co-ownership with stakeholders (at local and national level) are of paramount importance to increase efficiency and sustainability of projects, but may present important value challenges. Systematic monitoring to judge which kind of projects work best, and coordination at all levels are essential to make the EU strategy a success. The European Public Spaces project represents a source of inspiration to develop cultural programmes in third countries. During the next Multi Annual Framework negotiations funding for culture needs to be further prioritised as such funding has been on the rise among Europe’s global competitors in the race for soft and smart power.