1 2 You realize the sun doesn't go down It's just an illusion caused by the world spinning round -the Flaming Lips, ”Do you Realize” 3 Innhold Forord ......................................................................................................................................... 7 1.0 Innledning............................................................................................................................. 9 1.1 Public Diplomacy................................................................................................................. 9 1.2 Empirien............................................................................................................................. 12 1.2.1 Dokumentene .................................................................................................................. 12 1.2.2 Arrangementet................................................................................................................. 13 1.3 Forskningshistorikk............................................................................................................ 14 1.3.1 Myk makt ........................................................................................................................ 15 1.3.2 The Foreign Policy Center, London................................................................................ 15 1.3.3 Offentlig diplomati på norsk ........................................................................................... 17 1.3.4 En ny offentlighet? .......................................................................................................... 18 1.3.5 Nasjonalisme og identitet................................................................................................ 21 1.4 Teoretiske perspektiver ...................................................................................................... 22 1.4.1 Diskurser ......................................................................................................................... 22 1.4.2 Sjanger, interdiskursivitet og diskursorden..................................................................... 24 1.4.3 Diskurs, hegemoni, makt, globalisering og media.......................................................... 25 1.5 Skissering av oppgaven: Felt og problemstillinger............................................................ 25 1.5.1 Kulturvitenskap ............................................................................................................... 27 1.5.2 Problemstilling ................................................................................................................ 28 1.6 Forskningsetiske betraktninger .......................................................................................... 30 2.0 Oppbrudd og fornyelse....................................................................................................... 32 2.1 ”Keep it simple, stupid” ..................................................................................................... 32 2.2 Globaliseringens konsekvenser .......................................................................................... 34 2.2.1 Det truende globale ......................................................................................................... 36 2.2.2 Ekstremsport og geitost................................................................................................... 38 2.3 Om rapportens bruk av ”eksport/import”........................................................................... 39 2.4 Tingliggjøring av kultur ..................................................................................................... 40 2.4.1 Kultur som verktøy.......................................................................................................... 42 2.4.2 Kultur som vare............................................................................................................... 43 2.4.3 Hva er norsk – i dag?....................................................................................................... 44 2.4.4 Formidlingen av Norge ................................................................................................... 46 4 3.0 Norway’s Public Diplomacy – a strategy........................................................................... 49 3.1 Brukbare budskap............................................................................................................... 50 3.1.1 Det usynlige Norge.......................................................................................................... 52 3.1.2 En global kommunikasjonsarena..................................................................................... 53 3.1.3 Hvordan gripe oppmerksomheten? ................................................................................. 54 3.1.4 ”The Paradox of Plenty” ................................................................................................. 56 3.2 Verden er en scene ............................................................................................................. 57 3.2.1 Norge som aktør .............................................................................................................. 60 3.2.2 Norge - Ung, sprek, kjekk og grei!.................................................................................. 61 3.2.3 Fra Folkesjel til verdier ................................................................................................... 62 3.2.4 ”NGORWAY” ................................................................................................................ 63 3.3 Verdier................................................................................................................................ 64 3.3.1 Verdier og politikk .......................................................................................................... 65 3.3.2 Verdien av verdier........................................................................................................... 66 3.3.3 Foredling av verdier ........................................................................................................ 68 3.4 Godhetsmakt....................................................................................................................... 70 3.4.1 Den skjøre personifiserte godheten ................................................................................. 71 3.4.2 Medievennlige verdier..................................................................................................... 72 4.0 New York, 28.02 – 01.03.2005 .......................................................................................... 76 4.0.1 Off-Broadway.................................................................................................................. 76 4.1 Norge – Contemporary Landscapes, 28.02.05 ................................................................... 78 4.1.1 Strategisk moderne.......................................................................................................... 79 4.1.2 Vi liker samtidskunst, eller..?.......................................................................................... 81 4.2 Klangbunn .......................................................................................................................... 83 4.2.1 Royal, Nasjonal og Banal................................................................................................ 84 4.3 My Norway ........................................................................................................................ 86 4.3.1 Dronningens Powerpoint-presentasjon ........................................................................... 87 4.3.2 Vår kvinne i New York ................................................................................................... 88 4.4 Utstillingskomplekset......................................................................................................... 89 5 5.0 Oppsummering................................................................................................................... 92 5.1 Avsluttende kommentarer .................................................................................................. 93 Appendiks................................................................................................................................. 96 Norges omdømme .................................................................................................................... 97 Omdømmeutvalget ................................................................................................................... 98 Undredal.no ............................................................................................................................ 100 Fresh Air................................................................................................................................. 101 Public Diplomacy................................................................................................................... 102 The Foreign Policy Center ..................................................................................................... 103 Visitnorway.com .................................................................................................................... 104 Valgerds tale, Scandinavia House.......................................................................................... 105 Sammenfatning av workshopen ............................................................................................