Docente: dott. Andrea Canepari, Direzione Generale per la Promozione del Paese del Ministero degli Affari Esteri a Roma, già Ambasciatore in Repubblica Dominicana e Console Generale a Filadelfia
Numero di ore previsto: 6/8 ore
Tipo di didattica: lezioni frontali, SARANNO PRESENTATI DIVERSI CASI STUDIO
Periodo: II semestre a.a 2024/25
Programma:
Branding Nations: Cultural Diplomacy in a Globalized World
Traditionally, public diplomacy has been seen as the work of ambassadors and diplomats to support international relations and international agreements. Nowadays, diplomacy has a much broader scope consisting of a set of approaches, strategies, and practices that international agencies, national governments, multinational corporations, and globalized NGOs use in fostering mutual understanding, collaboration, and reciprocity in a complex international arena. Relying on shared traditions, heritage, history, arts, communication, and large-scale events of communities living abroad represents a valuable way to support international dialogue, enhance mutual understanding, and foster economic development. These assets can be leveraged to promote engagement through storytelling, public diplomacy initiatives, and the organization of impactful international events such as festivals, exhibitions, and conferences, creating opportunities for cross-cultural exchange and economic collaboration.
This course will, therefore, challenge students to think beyond traditional diplomatic roles, particularly viewing understanding and communicating identity as the essence of diplomacy itself. Students from diverse disciplines— international law, international management, international politics, arts management, and marketing—will gain practical skills and theoretical insights on diplomacy as an invaluable practice in a globalized world.
The course delves into cultural diplomacy as a fundamental activity and profession in contemporary international relations. Traditionally, public diplomacy involves joint efforts by actors beyond government institutions. While it often overlaps with political communication, public diplomacy has always aimed at informing and influencing foreign audiences. For instance, the U.S. Marshall Plan helped in rebuilding war-torn Europe after the 2nd World War but at the same time it projected an idealized vision of the “American way of life,” shifting global perceptions of U.S. society. In recent years, cultural diplomacy initiatives such as EU Erasmus+ programs foster direct human connections through educational and cultural exchanges. Through media, cinema, music, sports, and literature, national ecosystems of public and private actors export and promote their cultural identity and values to global audiences. Nowadays, the rise of the internet, social media, and television has exponentially expanded the reach of cultural diplomacy. The intersection of public diplomacy and mass culture is further highlighted by the role of national landmarks such as the Colosseum and the Tour Eiffel, or global music phenomena like K-pop or the Eurovision Song Contest, demonstrating the role of cultural icons in shaping international perceptions and dialogue.
The course therefore focus on how leveraging on community engagement through arts, media, heritage, and education might foster bilateral, multilateral and international collaborations. Combining lectures, interactive workshops, and guest speakers, students will engage with real-world case studies and emerging trends in public and cultural diplomacy, from nation branding to digital and diaspora diplomacy.
Module 1: Introduction to public diplomacy and the diplomatic work
This module offers an overview of public diplomacy’s evolution. The topics we will discuss will include some basics in international relations, core functions of Embassies and consular services, how to represent government positions on global issues, economic diplomacy and domestic trade facilitation, and the role of multinational corporations and third-sector organizations in diplomacy.
Module 2: Public Diplomacy Toolbox : case study Ciaophiladelphia
This module focuses on the tools, skills, and tactics central to public diplomacy, emphasizing its role in building meaningful relationships and advancing national objectives. The module delves into how diplomats can effectively listen to and understand key audiences, navigate power dynamics, and advocate or lobby while addressing social stereotypes. It explores the use of communication y to combat disinformation, foster trust, and engage in digital diplomacy, highlighting its relevance in today’s interconnected world.
Module 3: Exploring Cultural Diplomacy :case study experience in the Dominican Republic
This module examines cultural diplomacy as a way governments, third-sector organizations, or multinational business companies mobilize cultural resources to achieve foreign policy objectives.
The module discusses the definition of cultural diplomacy, from heritage diplomacy, like the UNESCO World Heritage List, to the role of pop culture, such as Korean dramas and K-pop, in shaping national identity abroad. It also addresses the importance of building partnerships in cultural diplomacy through international organizations and cultural institutions like the Goethe Institute or the British Council. Additionally, it examines the influence of media and broadcasting, from the dissemination of cultural narratives via Hollywood to the symbolic impact of globally acclaimed TV series.
Selected References
Snow, N and Cull, N (2020), Routledge Handbook of Public Diplomacy. Routledge: New York
Cull, N (2019). Public Diplomacy: Foundations for Global Engagement in the Digital Age. Polity Press; Cambridge.
Nye Jr, JS (2005). Soft Power: The Means to Success in World Politics. Public Affairs: New York.
Calendario:
venerdì 21 febbraio dalle 15 alle 17
venerdì 4 aprile dalle 15 alle 17
sabato 5 aprile dalle 10 alle 12
Aula Bernardi
