Cultural diplomacy : an essential and creative component in the toolkit of contemporary diplomacy : theoretical and comparative study with a special focus on Macedonia

Abstract

The research question of this study is divided in three logical and methodological parts: theory of cultural diplomacy, a comparative study of contemporary cultural diplomacy and a case study of the Republic of Macedonia. The first part aims to profoundly understand cultural diplomacy and extensively analyze the nature and potential of this diplomatic strategy. What is the relationship between culture and diplomacy? What are the diverse definitions of cultural diplomacy, their ranges and overlaps? If and why does it have an ambiguous character? Is it based in national or common interests of states? And how relevant is this strategy in different historical, social and political circumstances? The next part of this thesis gives a comparative analysis of selected cases of national institutional structure regarding cultural diplomacy. It provides answers to the questions: why different states and governments have different understanding of the place that cultural diplomacy should take in their overall policy? How they choose their specific institutional approaches and the tools that make them operational? The approach taken is one of a cyclical interdependence: how policy defines institutional structure and vice versa how structure influences policy. Finally, the paper explores the case study of Macedonia: how and why it can use culture as a successful tool in public diplomacy? Which should be its building blocks? What errors were made so far? What is the most adequate institutional approach taking into account the size, wealth, international position and specifics of the country? This part of the thesis analyzes the developments in a small country, with limited resources, that is in the beginning of the process of understanding the importance of cultural diplomacy and setting up institutions that should professionally work in this field. Therefore, I consider that this is an ideal example that conveys important conclusion and universally applicable solutions.