WP5 - Shaping perceptions by Cultural diplomacy as soft power
Objectives
The objective of this Work Package is to understand in which way cultural exchange is able to influence and change people’s perceptions in regard to their relationship to Europe’s common and not only nationalistic historical and cultural past.
Furthermore, we aim to develop strategies for post-pandemic times, which permit by transfer of art and culture to overcome reciprocal stereotypes in East and West and improve access to the European project to – especially in regard to rising populist and nationalist movements and the political transformations due to the war in Ukraine.
The research group examines in a historical perspective the cultural exchange between East and West and its influence on mutual perceptions in Romania, Poland, Germany, France and The Netherlands 30 years before and after the Fall of the Iron Curtain. Even if it seems not possible to prove in a quantitative way the influence of cultural diplomacy on perception, we will in eight case studies concretely investigate the results of different programs of cultural diplomacy in response to their different historical situation.
A special focus will be put on times of crises (such as in 1968, 1979, 1989/90, 2015 or 2020) and the target groups of young people and minorities (in this field especially often overseen). Based on the results of the historical research, we will identify best practice and lessons to learn in the field of cultural diplomacy and cultural exchange to give concrete recommendations for the future, how to improve the efficiency of cultural diplomacy as soft power instrument and how to bring policy making in the field of cultural exchange closer to people (with an emphasis on young people’s values in regard to social, economic and environmental challenges).
The knowledge and experience gained by the project will be not only published as scientific publication but also offered to institutions and stakeholders in the form of strategies papers and documentations. Furthermore, they will be conserved in a virtual museum and transformed in a master program “New cultural diplomacy”.
Specific goals:
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Cultural Diplomacy and Perception (Eastern vs. Western Europe):- Examine how cultural exchange and cultural diplomacy as soft power can constructively influence mutual perception and understanding between Eastern and Western Europe.
- Investigate how these efforts can foster a more inclusive vision of cultures and values, both within Europe and globally, and contribute to positive European political positions.
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Role of Cultural Diplomacy Post-Iron Curtain:
- Analyze how cultural diplomacy and civil society exchanges after the Fall of the Iron Curtain helped to change stereotypical perceptions and bridge national divides, contributing to peacekeeping.
- Study cultural transfer as a key factor in reconciliation processes, drawing comparisons with the post-WW2 Franco-German reconciliation, which serves as a global role model.
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National vs. European Perceptions (Connected to WP 3):
- Investigate whether cultural diplomacy, initially driven by national interests, can effectively change perceptions in support of European unity and values.
- Explore how cultural diplomacy can promote an inclusive European narrative without undermining national identity.
- Assess the role of EUNIC network clusters as potential gatekeepers in this process.
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Reaching New Target Groups (Connected to WP 2):Evaluate how foreign cultural institutes (e.g., Goethe-Institut, Institut Français), traditionally serving an elite, older audience, can become more inclusive by addressing younger, more diverse audiences, including people from lower socio-economic classes and minorities.
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Challenges of Digitalization (Connected to WP 3, 4, and 6):
- Explore how foreign cultural institutes can redefine their roles in light of increased digitalization and hybrid/virtual formats, especially as access to cultural practices and objects becomes more available online.
- Investigate how cultural diplomacy can adapt to these changes and influence perceptions through new, sustainable hybrid formats and social media strategies.
