Cultural Diplomacy and Nation Branding

Brian J. Hurn and Barry Tomalin
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Brian J. Hurn: University of East Anglia
Barry Tomalin: International House

Chapter 12 in Cross-Cultural Communication, 2013, pp 224-240 from Palgrave Macmillan

Abstract: Abstract This chapter covers the development of the role of cultural diplomacy in communicating national values, ideas and policies to the general public worldwide. It also includes the differences between ‘hard’ and ‘soft’ power. Examples are provided of the development of instruments for spreading cultural diplomacy through broadcast media, cultural missions and education, and the emergence of advertising concepts in the understanding of cultural diplomacy. It examines how nation brand management can be used to improve a nation’s standing in the world. The chapter concludes with a short case study on the Beijing and London Olympic Games.

Keywords: Olympic Game; International Olympic Committee; British Council; Country Image; Public Diplomacy (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-39114-7_12

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DOI: 10.1057/9780230391147_12

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