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The Art of Soft Power

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The Art of Soft Power The art of soft power A study of cultural diplomacy at the UN Office in Geneva Authors Dr James Doeser is a Research Associate of King's College London and a freelance researcher and consultant based in the UK. Dr Melissa Nisbett is a Senior Lecturer in Arts and Cultural Management at the Department of Culture, Media & Creative Industries at King's College London u Food festival on the occasion of the International Day of Nowruz Springtime Festival on 21 March 2017, Salle des pas perdus, Palais des Nations, Geneva, Switzerland. © UN Photo/Ivanna Petrova FOREWORD FOREWORD up what may be the most Paulauskas (at the time, empirical engagement frequently made claim for art: Lithuanian Ambassador with soft power. its contribution to soft power. to the United Nations at Geneva), whose question Artists have long been The Art of Soft Power has its sparked the Enquiry; deployed – consciously origins in that conversation. Francesco Pisano, Director of or not – as instruments It struck me as odd that the United Nations Library of diplomacy, from a subject that inspires so Geneva and his staff; and the the Bolshoi’s 1956 Covent much discourse has, largely, authors, Dr Melissa Nisbett Garden season to the escaped the critical gaze and Dr James Doeser. annual tours abroad of academic scrutiny and, during my career at The Deborah Bull with King’s positioned at the The Art of Soft Power Royal Ballet. Having been Assistant Principal (London) interface between research, reveals how and why art on the front line over many King’s College London cultural practice and policy, is deployed by diplomatic years, I have a personal soft power seemed a natural Missions alongside the interest in understanding In 2015, I spoke at the subject for our next Cultural formal business of the United the mechanisms of soft World Economic Forum in Enquiry. The United Nations Nations. It displaces existing power. But for me, the Davos on art’s role in social, Office at Geneva provided an assumptions and clarifies two important question is this: political and global concerns. ideal focal point: a microcosm distinct intentions: reaching if art really can build bridges In response to the questions of world politics whose out and standing out. While and promote understanding that followed, I highlighted contained environment the holy grail of a credible between nations, might now studies demonstrating impact creates a laboratory for measurement framework – as long-held international on issues like ageing, conflict investigation. I’m grateful remains elusive, the findings alliances shift and evolve – and health but had to report to those people who made represent important steps be a timely moment to try a dearth of evidence to back this project possible: Rytis towards a deeper, more to find out how? negotiated here goes One of the tangible Academic research that beyond political relations benefits of cultural could help design better between nations. diplomacy is bringing multilateral programmes in people together, thereby support of cultural diplomacy Cultural pluralism is by enlarging the cultural remains scant, so we were definition a central feature landscape and creating pleased to facilitate this study of the UN, and one of the new artistic and linguistic which is both encouraging fundamental principles bonds. By promoting and timely. Its conclusions of multilateralism is that understanding between are an initial mapping of a dialogue among civilisations countries and peoples, still understudied dimension is conducive to mutual cultural diplomacy helps of soft power as it relates understanding, tolerance, bridge divides and create to multilateral actions. Francesco Pisano peaceful coexistence and respect among cultures. It has provided us with Director, United Nations international cooperation For this reason, it is stimulating elements and Library Geneva and security. Cultural important to maintain raised some key questions diplomacy at the UN a space for cultural activities that we will factor into our Building a peaceful contributes to building at the Palais des Nations, multi-dimensional approach community of states is one bridges and facilitating accessible to all member to cultural diplomacy. of the highest priorities for cooperation and partnership. states. Our work is a modest Decades have passed since diplomatic activities taking As such, it is increasingly yet relentless contribution the first baby steps of place at the United Nations. used by member states not towards a more peaceful, cultural diplomacy during The Palais des Nations, only as a vehicle for soft more inclusive world, based the Cold War, but the need home to the UN in Geneva, power, but also to promote on respect for different to embrace diversity and is one of the main centres of United Nations values cultural identities, a constant share our common humanity multilateral diplomacy in the of dialogue, democracy, reminder of the will of the through art and culture has world, and the significance human rights, and freedom majority to reject extremism never been more justified of international affairs of expression. and embrace diversity. than today. The art of soft power 03 p Portrait Gallery of UNOG Directors-General A worker positions a portrait of Michael Møller, Director- General of UNOG, alongside those of his predecessors, at the Palais des Nations. 25 February 2014 Geneva, Switzerland Photo # 581052 © UN Photo/Jean-Marc Ferré CONTENTS CONTENTS INTRODUCTION Soft Power in the UK .............................................. 08 The evidence gap ................................................... 09 Case study: the UN Office at Geneva ..................... 10 FINDINGS Soft Power is ‘standing out’; Cultural Diplomacy is ‘reaching out’ ...................... 14 The impossibility of defining, let alone analysing, Soft Power .............................. 16 Soft Power and Cultural Diplomacy may be immeasurable ........................................... 17 The unwavering faith in Soft Power and Cultural Diplomacy .......................................... 18 Culture can be a Trojan horse for political messages ............................................ 19 Culture sometimes involves a clash of values ....... 20 Cultural activity at the UN is imbued with ritual and performance .................................. 21 The UN buildings are the backdrop to the rituals of diplomacy ..................................... 22 Private spaces and private lives are important Soft Power tools ............................ 23 Greater resources make for more Soft Power .... 24 The US remains a Soft Power superpower ........... 25 Ultimately, culture is used to preserve and express hard political power .......................... 26 REFLECTIONS Research summary ............................................... 32 Where the research goes from here .................... 32 APPENDICES Appendix 1: Origins of the project ......................... 35 Appendix 2: Methodology ...................................... 35 Appendix 3: Recommendations for the Cultural Activities Programme .................. 36 Appendix 4: Acknowledgements ........................... 36 Appendix 5: References ........................................ 38 The art of soft power 05 q Palais des Nations at dusk A view of the Palais des Nations, seat of UNOG, at dusk. 6 November 2014 Geneva, Switzerland Photo # 611326 © UN Photo/ Violaine Martin 06 King’s College London INTRODUCTION INTRODUCTION Art and culture can change the way people think, feel and behave. When set in the context of international relations, this is often talked about as Cultural Diplomacy or Soft Power. This enquiry explores how art and culture are deployed by diplomats to influence the thoughts, feelings and behaviours of others in the negotiations that take place at the United Nations Office at Geneva (UNOG). It is a study of how diplomats use art and culture in the service of Soft Power. It presents findings and insights that explain how and why Permanent Missions at UNOG use a variety of cultural forms to improve the standing of their countries, to enhance the quality of debate and to build alliances. In contrast to the somewhat depoliticised view of Soft Power and Cultural Diplomacy offered by the academic literature, this enquiry shows how the use of art and culture is intensely political. This leads to all sorts of interesting scenarios, as uncovered in the many conversations that this report is based upon. Diplomats at UNOG described a range of artistic and cultural activity when asked about the role and effect of Soft Power and Cultural Diplomacy. One participant spoke of highly choreographed events, where attendees were carefully selected and seated on particular tables, to encourage and facilitate dialogue between specific individuals, with a view to forming strategic alliances at subsequent negotiations. There were convivial occasions, frequently centred on food and drinks, often referred to as ‘gastrodiplomacy’, where guests broke bread together, an ancient form of social bonding, and where wine, cocktails or tea lubricated the discussion. There is widespread acceptance that this sort of activity works. Memorably, one of the interviewees described how, after attending a particular exhibition in Geneva arranged by one of the Missions at UNOG, they decided to visit that country for the first time to find out more. They took a holiday with their partner and visited several cities. The diplomat said that they had ‘picked up a lot of precious information’ and explained
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