Cultural Diplomacy as a Method for Promoting in the World

Cultural Diplomacy as a Method for Promoting Kosovo in the World

Veton Zejnullahi1

Abstract

Cultural diplomacy as one of the main forms of different countries’ promotion and also with the focus on the cultural aspects and traditions of the respective ones, has been very effective in presenting the values of an entire country and its citizens .Being known since the ancient times, based on different contacts and communication between people, especially those of a commercial character, it marks the first steps of what is known as cultural diplomacy, which besides its benefits, also was focused on the exchanging of the ideas and values between people and countries. For the successful realization of such a form of diplomacy, many engagements of people related to culture, history, art, and other important areas are needed.

The purpose of this paper will be to reveal the many values that our country Kosovo has, focusing on the historical aspect, the cultural heritage and the natural resources it possesses. Many of Kosovo's assets are protected by UNESCO, which shows even more of their values but as a matter of fact it is needed a greater diplomatic engagement to make their promotion because nothing could better than the culture reveal the past and the present of an entire population and a state.

Numerous objects of great historical value, great natural wealth and religious objects of all beliefs are characteristic and a great asset of Kosovo and its citizens. This requires a qualitative promotion from the government of the country through cultural attaches to embassies of different countries around the world.

Key words: Kosovo, diplomacy, culture, heritage, UNESCO, religion

Introduction Although Kosovo is known as the youngest state in the world, its history is thousands of yearsold and its citizens are proud of its past. Its multi-ethnic composition gives another meaning to life in Kosovo by combining the different cultures of its citizens. Despite albanian population which is a majority in Kosovo live as well , various national minorities such as Serbs, Bosnians, Montenegrians, Turks, the REA community and some other national minorities in a very low number of people. Kosovo in history is known as a country that was inhabited thousands of years ago by the native Illyrian population of the Dardanian tribe who were

1 Dr., University for Business and Technology, [email protected]

145 3nd International Congress on Political, Economic and Social Studies (ICPESS), 09-11 Nov. 2017 V. ZEJNULLAHI settled in these areas and that the discoveries made, prove that they were located exactly in the vicinity of in the Old Town ULPIANA. Other very old settlements are Vicianum - today's Vushtrri as well as Novobërda near Pristina. Rich in many objects from the cultural heritage of its people, Kosovo can stand out proudly in front of the world and a real witness to its ancient history. Monuments and facilities from the historical past, fortresses and castles, religious sites, rivers, lakes, national parks, beautiful ski resort for skiing, mines are the assets of the state and the citizens of Kosovo but also victims of various attacks by different invaders. Very often this territory was the fighting arena between different cultures, which is undoubtedly the most popular among the Christian people of and the Ottoman Empire of 1389, which ended in the Ottomans victory. Kosovo, among other things, is rich in many religious buildings of different beliefs, which undoubtedly represents the greatest wealth of Kosovo's cultural heritage and its citizens. Numerous mosques, Catholic and Orthodox churches undoubtedly represent an added value for Kosovo and its citizens. Even though these objects were the target of attacks during the many wars being destroyed by hundreds, Kosovo citizens have rebuilt them, they have kept it with fanaticism, thus also demonstrating the tolerance and religious harmony that reigns in Kosovo. Despite the proposal for membership in UNESCO, this process leaves many obstacles from , however, it is worth noting that many of Kosovo's facilities are under its protection, a fact that proves that UNESCO is aware of many assets of Kosovo and in the hope that in the near future Kosovo will also be a member with equal rights as other states Cultural Diplomacy Registered since the Bronze Age, cultural diplomacy has become a norm for humanity within civilizations2 Diplomacy as a complex concept has evolved during the stages of its development, while the evil forces can still destroy civilization, diplomacy tried to maintain it by creating linkages from one culture to another3, and today it focuses on activities that relate to the development of other diplomatic ones emphasising the communication between people because

2 Richard T. Arndt, The first Resort Of Kings, American Cultural Diplomacy in the Twentieth Century, Potomac Books, Inc. Washington, D.C. 2006. pg. 1. 3 Ibid

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Zaharna's communication and culture are so interlinked that they can not be separated4. The literature often has many definitions about the fact what cultural diplomacy actually is. The most accurate definition is the one of Milton Cummings according to which, cultural diplomacy is an "exchange of ideas, information, art and other aspects of culture between states and their people in order to foster mutual understanding "5. Natural and historical assets of Kosovo The function and purpose of cultural diplomacy is to create and strengthen bilateral relations across borders, including economy, trade, politics, culture and diplomatic element; connect with groups beyond borders such as diaspora and help preserve ties in time.6 Given this fact in Kosovo, since the ancient times up to current historic periods, there has been an expansion at the crossroads of influences, which mainly came from East and West, and sometimes from the North and South. The very first inhabitants of Kosovo are the from the DARDAN tribe who were settled in these lands by raising cities that were discovered with archaeological excavations such as the ancient city of Ulpiana near Pristina. There were also found other important artifacts which testify their society organization, including their religious beliefs. All of these were engraved and given a detailed description.

The ancient city Ulpiana7 Artificial Dardanous deities Dardania8 The main monument of our cultural heritage which is at the same time the symbol of the city of Pristina - the goddess of the throne-was returned to Kosovo after the negotiations between Kosovo and Serbia as part of the agreement reached .It was kept by the Serbian government since it was

4 R.S. Zaharna, The Cultural Awakening in Public Diplomacy, Los Angeles, Figueroa Press, 2012, pg. 8. 5 Milton C. Cummings, Jr. Cultural Diplomacy and the United States Government: A Survey , Washington, D.C: Center for Arts and Culture, 2003, 6 Simon Mark, A Greater Role for Cultural Diplomacy, Institute of International Relat ions„Clingendael‟ ISSN 1569-2981, p rill, 2009, pg. 9. 7 http://ourancientworld.com/images/901/3412_1.jpg 8 http://www.gazetadita.al/hyjnesha-dardania/

147 3nd International Congress on Political, Economic and Social Studies (ICPESS), 09-11 Nov. 2017 V. ZEJNULLAHI robbed in 1999 on the occasion of their withdrawal from Kosovo, shortly after the signing of the capitulation by the Serbian government at the end of the war.

Goddess on the Throne9 Kosovo is very rich with rivers, lakes and national parks. If you look at the tourist guide of Kosovo, you can find many interesting places to visit as part of the cultural heritage of the country including many places for cultural and activities, especially in wintertime, for example. the wonderful slopes of Brezovica and the Mountains. Also places of historical character such as the House of the Albanian League of , the Mausoleum (Tyrbja) of Sultan Murat, the castle of Novobërdë and in Prizren, the fortress of Harilaq. To natural resources, it is unavoidable to mention the Trepça Metallurgical Combine with its underground asset, which only in lead ore, is estimated to be about 2 million tonnes of reserves and also gold, silver, molybdenum, strontium, phosphate, etc. Revenues from 1991 to 1992 were calculated only by Trepça, to be over $ 50 million a year and for centuries were the main suporter of economic development not only of Kosovo. Then there come the large coal reserves from which electricity is produced and the Gazivoda Lake which was built in the 70s of the last century with a length of 24 km and a height of 107 meters, which is considered to be one of the largest lakes of its kind in Europe. According to Leonard, "cultural scope should be much wider, not only with art, but also with popular culture, politics, science and academic department"10 Therefore, all these assets of Kosovo must become as close as possible to the international public for the purpose of its

9 https://www.pinterest.com/pin/375769162640247046 10 Mark Leonard, Public Diplomacy, London: The Fore ign Policy Center, pg. 107

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presentation in the world because according to historian Akira Iriye, "International relations are like intercultural communication.11 Religious objects of cultural heritage Characteristic of Kosovo and its citizens is the religious diversity among Albanian people and other communities. The main religions are three: Islamism, Catholicism and Orthodoxy (includes members of the Serbian minority). Precisely in this area there are also the most important cultural heritage sites of Kosovo and its people. Sultan Mehmet Fatih II Mosque from the 15th century in Pristina, Orthodox monasteries in Gracanica and Deçan as well as Patriarchate of of Orthodox believers, then a thousand-year-old Catholic church in Gjonaj and a number of other objects attest to this great wealth of Kosovo. Although many times it was the arena of various wars involving those of religious character, Kosovo still characterizes religious tolerance among different people. To there is no discussion and misunderstandings about the three religions, because this Albanians tolerance is considered to be a strong value rather than a division between them. Although formally, according to the Ahtisaari Package, Orthodox objects are owned by the , Kosovo citizens regardless of their nationality treat them as part of their historical heritage and as a right of them, they rightly ask that the ownership belong to Kosovo and its citizens, not to the church of the neighboring state. The Sultan Mehmet Fatih Mosque II - or as it is known by the citizens of Prishtina as the great mosque is built in the 15th century, respectively in 1461, according to an inscription located there at the entrance gate.It was built according to Sultan Mehmeti's order and is located in the center of the city and close to three other historic buildings listed as : Clock Tower, Great Hamam and former building of the Kosovo Academy of Sciences and Arts Deçan Monastery - was built in the first part of the 14th century by King Stefan Uroshi III of Deçan. It is part of Kosovo's cultural heritage but also placed on the list of world cultural heritage protected by UNESCO. This monastery resisted to all historical periods and the protection in most cases was provided by domestic families who were important family names of local Albanians. However, currently there are settled Serbian monks there and it is guarded by KFOR.

11 Nea l M. Rosendorf, “A Cultural Public Diplomacy Strategy”, në: Philip Se ib, Toward a New Public Diplomacy - Redirecting U.S. Foreign Policy, Palgrave Mac millan, 2009. pg. 173.

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The Catholic Cathedral Mother Theresa in Pristina - built a few years ago is the largest Catholic cathedral in the region and located in the center of the city. It keeps the name of the Albanian saint Gonxhe Bojaxhiu known as the mother of the whole world - Mother Theresa. The construction of this cathedral best attests the religious tolerance of Kosovo's citizens, a tolerance that can hardly be found in other people. NEWBORN - is the newest facility that arose on the day of Kosovo's declaration of independence on 17 February 2008 and it is the country’s famous sight visited by tourists and citizens too, bearing in mind the symbolism that it carries on itself. This symbol annually changes the view as part of the activities that are carried out in honor of the declaration of the country's independence from Serbia. Eminent historic Albanian &Kosovo personalities and events Kosovo, known since the earliest times, is the birthplace of many eminent historic personalities or others that a part of their activity developed in Kosovo. The heroes that the people of Kosovo are proud of,have left a strong footprint in the civilized world with their honesty and fair wars, sport, or humanitarian activities starting from Gjergj Kastrioti - Skënderbeu, the hero of the Albanians who, during the 15th century was the shield of Europe by the Ottoman invaders, whose struggle for 25 years prevented the expansion of the Ottoman Empire to Western Europe. He represents a great value for Albanians and not only to us. This is brilliantly proved by the fact that nearly every continent in the world and many cities have its monument in a sign of respect for the heroic struggle. Then Pjetër Bogdani represent the greatest scholars of the time trained in , then Hasan Prishtina was a key figure in the process of 's independence from the Ottoman Empire in 1912, which was recognized as a patriot, humanist, military, diplomat and leading inspirer in the 1912 Independence Movement. In his honor and respect the University of Prishtina keeps his name. Another Albanian personality, to whom we are deeply proud is Gonxhe Bojaxhiu-Mother Teresa sanctified by the Vatican and who is also known as the mother of the whole world. We can not avoid the as well the heroic story of Adem Jashari and the Jashari family who was vascularized in the year 1998 on the freedom of Kosovo. This sacrifice of unknown dimensions so far has made this country a pilgrimage site visited by millions of people from all over the world in the honor of Adem Jashari and his family. In addition to the eminent personalities, Kosovo in history is also known for the since 1389, which took place near Pristina between the Christian alliance on one side and the Ottoman Empire on the other.

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Although Christians lost this battle, it became a true myth and was later adopted by Serbs as a battle between Serbs and Turks. It should be particularly noted that this battle was used by the Serbian regime for the creation of Milosevic's nationalist ideas, which were unfortunately turned in reality as he said in the marking of the 600th anniversary of the battle in Kosovo. Upon these ideas there were wars against other people and ethnicities who brought to the dissolution of the Yugoslav federation an event which was infamously conveyed to hundreds of thousands of innocent victims and major economic disasters and mishaps. Kosovo and the city of Prizren are known in the Albanian history of the Albanian League of Prizren of 1878, the link which marks for the best the greatest organization towards the struggle of the Albanian people against the Ottoman Empire. It was here that the bases of the future independent Albanian state was established. The house where the League of Prizren was held is actually a museum house and is visited by many citizens from the country and tourists all over the world. All these assets possessed by Kosovo are a powerful peaceful weapon in the hands of Kosovo diplomacy for the best promotion of the country and values that it presents. Kosovo is a country that promotes peace in the region, tolerance among different people regarding their national aspect as well as the religious one, serving so as an example for other countries in the region and beyond. Art and Across the world, it is accepted that sportsmen and artists are the country's best ambassadors. Kosovo even during the time, had artists, singers and athletes who were adorned with different medals from the biggest events including the biggest film and music festivals as well as the . Artists such as Bekim Fehmiu (known for many roles, among others, the part of Odysseus) then sportsmen like Aziz Salihu, have made Kosovo known since then. The role of music in this respect is significant because according to Tollman "music is an important component of cultural diplomacy, a kind of communication with the culture and tradition of foreign countries"12. How powerful impact is that of the music seen on the occasion of Albanian singers such as Inva Mula, Rita Ora and many other new talents through whom Kosovo is becoming more and more popular. Such an example of the influence of music is best explained by a Russian poet who describes American music as a neglected element of freedom and consequently jazz has played the role of cultural ambassador.

12 Sally-Ann Totman, How Hollywood Projects Foreign Policy, Palgrave MacMillan, 2009, pg. 8.

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"Every night, we would close the doors and windows, turn on Willis Connover and have two hours of our freedom."13 Today's world-renowned sport around the world is through the Olympic champion in Majlinda , which was adorned with gold medals at the Summer Olympics Games 2016.14 In the nowadays world in order to know the best of the respective countries there have been created special chapters and films on this purpose by expounding the whole tradition and culture of the country. In this sense, today there are universities that own several courses in politics and international relations that use popular films as primary texts to facilitate active reading for foreign policy15, while there are also film productions that do the same thing following the official policy course, the same as the American case. Hollywood has often followed this course, and due to this in the last decade it has portrayed some Arab countries as assessed by the Department of State.16 CONCLUSIONS AND RECOMMENDATIONS  Kosovo's history is very rich, and its territory has often been a source of numerous conflicts between different cultures  Due to this rich history, Kosovo has a great cultural heritage including the natural, religious and national heritage of its peoples  All cultural, historical, educational or religious sites belong to the citizens of Kosovo and are an inseparable part of the cultural heritage of Kosovo  Kosovo is recognized as a country populated by different people who live in harmony among themselves both nationally and religiously  Although the allocates funds for the preservation and maintenance of cultural heritage sites, they do not seem to be sufficient so a new form of obtaining different funds should be found  Presentation of these values should be done through powerful campaigns around the world or through fairs that focus on cultural heritage aspects

13 Cynthia P. Schneider, Culture Communicates: US Public Diplomacy that Work s, Netherlands Institute od International Re lations „Clingendael ISSN 1569 -2981, shtator, 2004. pg. 8. http://www.c lingendael.nl/sites/default/files/20040300_c li_paper_dip_issue94.pdf 14 https://www.olympic.org/majlinda-kelmendi-1 15 Sally-Ann Totman, How Hollywood Projects Foreign Policy, Palgrave MacMillan, 2009, f. 8. 16 Ibid

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 Assigning cultural attaches within the embassies of the Republic of Kosovo who is to be the main promoters of cultural heritage values of Kosovo  Membership in UNESCO should be the main goal which must be done through a strong lobbying and overthrowing the facts of Serbia which is strongly against Kosovo's membership precisely because of the Orthodox Church claiming on this heritage of Kosovo's cultural heritage and its citizens to adopt and put it within the Serbian Orthodox Church  For the purpose of preservation and further development of culture, art, sport, archaeological discoveries, special institutions have been established on the purpose of deepening the studies. Kosovo Academy of Sciences and Arts, Albanological Institute of Prishtina, Kosovo Institute of History whose task is to prepare additional and to deepened studies, and also create an informative book about cultural heritage of Kosovo REFERENCES Cynthia P. Schneider, Culture Communicates: US Public Diplomacy that Work s, Netherlands Institute od International Relations „Clingendael ISSN 1569 -2981, shtator, 2004. pg. 8 http://ourancientworld.com/images/901/3412_1.jpg http://www.clingendael.nl/sites/default/files/20040300_c li_paper_dip_issue94.pdf http://www.gazetadita.al/hyjnesha-dardania/ https://www.olympic.org/majlinda-kelmendi-1 https://www.pinterest.com/pin/375769162640247046 Mark Leonard, Public Diplomacy, London: The Fore ign Policy Center, pg. 107. Milton C. Cummings, Jr. Cultural Diplomacy and the United States Government: A Survey , Washington, D.C: Center for Arts and Culture, 2003, Nea l M. Rosendorf, “A Cultural Public Diplomacy Strategy”, në: Philip Se ib, Toward a New Public Diplomacy - Redirecting U.S. Foreign Policy, Palgrave Mac millan, 2009. pg. 173. R.S. Zaharna, The Cultural Awakening in Public Diplomacy, Los Angeles, Figueroa Press, 2012, pg. 8.

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Richard T. Arndt, The first Resort Of Kings, American Cultural Diplomacy in the Twentieth Century, PotomacBooks, Inc. Washington, D.C. 2006. pg. 1. Sally-Ann Totman, How Hollywood Projects Foreign Policy, Palgrave MacMillan, 2009, pg. 8. Simon Mark, A Greater Role for Cultural Diplomacy, Netherlands Institute of International Relations„Clingendael‟ ISSN 1569-2981, prill, 2009, pg. 9.

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