Article | Culture Unbound: Journal of Current Cultural Research | Reframing Cultural Diplomacy: The Instrumentalization of Culture under the Soft Power Theory

Reframing Cultural Diplomacy: The Instrumentalization of Culture under the Soft Power Theory
Mariano Martín Zamorano: Cultural and Heritage Management, University of Barcelona, Spain
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Although cultural diplomacy has grown in importance in recent years, there is no consensus on its definition. Cultural diplomacy is commonly framed in terms of soft power: the capacity of persuasion and attraction that allows the state to construct hegemony without using coercive methods. In this article, I offer a critical analysis of this theory’s limitations. To shed light on this situation, I provide an historical analysis of cultural diplomacy. Based on this historical analysis and on an extensive desk research, I examine the dominant methodological and conceptual articulation of soft power in cultural diplomacy literature to clarify how the logical framework of soft power favors a specific and restrained conception of these policies, narrowing its understanding and legitimating its economic and political instrumentalization.

Keywords: Cultural diplomacy; soft power; instrumentalization; branding; propaganda

Volume 8, Issue: 2, Article 4, 2016

Mariano Martín Zamorano
Reframing Cultural Diplomacy: The Instrumentalization of Culture under the Soft Power Theory:

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Volume 8, Issue: 2, Article 4, 2016

Mariano Martín Zamorano
Reframing Cultural Diplomacy: The Instrumentalization of Culture under the Soft Power Theory:
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