The importance of cultural diplomacy By Hossam Badrawi

Egypt can use its cultural dimension not only as an extension of its foreign policy but also as a strategic asset to enhance its global presence, writes Hossam Badrawi

Cultural diplomacy involves the exchange of ideas, values, traditions, and other aspects of culture between nations and peoples to promote mutual understanding and respect. It is an ancient practice and a vital modern foreign policy tool, playing an increasingly important role in global affairs.

In ancient times, there were cultural exchanges through trade, arts, and sciences between different civilisations, such as the Egyptians, Phoenicians, Greeks, Romans, and Chinese. These exchanges contributed to fostering mutual understanding and respect among various peoples.

In the Middle Ages, cultural diplomacy continued through cultural and religious exchanges. Universities and religious schools in Europe and the East became centres of cross-cultural dialogue.

In the modern era, countries began to use cultural diplomacy in a more organised manner as part of their foreign policies. In the 19th and early 20th centuries, the colonial powers employed cultural diplomacy to reinforce their imperial control. After World War II, cultural diplomacy became an integral part of international relations, with major powers like the United States and the former Soviet Union using culture as a tool of political influence during the Cold War.

Since the end of the Cold War, cultural diplomacy has evolved to include a wide range of activities, including arts, sports, education, science, and youth exchanges. Institutions like cultural centres, museums, universities, and international organisations all play a major role in promoting cultural exchange and mutual understanding between countries and peoples.

There are various theories that support the role of cultural elements in foreign policies, among them social constructivism, cultural integration theory, international identity theory, and cultural exchange theory.

Social constructivism emphasises the fact that international structures are shaped by ideas, identities, and cultural values. Cultural beliefs and perceptions directly influence how states interact with each other. Cultural integration theory posits that the spread of cultural values, customs, and norms across borders can significantly affect international relations and make it easier for states to develop foreign policies that are compatible with or help to understand others’ cultures.

International identity theory focuses on how national identity is shaped and perceived by oneself and others through a cultural lens. Cultural identity is central to the development and implementation of foreign policies, as political decisions are based on how a state represents itself on the international stage. Cultural exchange theory advocates that cultural interactions and exchanges between states can improve bilateral relations and create common grounds for cooperation. This theory highlights the role of cultural diplomacy as a tool in foreign policy.

A further theory, the dialogue of civilisations, gained momentum after the Cold War and is based on the idea that understanding and acknowledging cultural and religious diversity can help reduce international tensions and promote global peace and stability.

The concept of “soft power” was developed by the US academic Joseph Nye in the late 20th century and refers to the ability to influence and attract others to achieve desired outcomes through appeal, persuasion, cultural forces, and political values rather than through coercion or material incentives (hard power). Soft power is seen as complementing, not replacing, hard power in foreign policy.

Nye himself defined soft power as “the ability to affect the behaviour of others to get the outcomes you want through attraction rather than coercion.” Culture, political values, and public diplomacy are the main tools for exercising soft power.

Countries with significant soft power often use their cultural resources, such as films, music, and literature, along with promoting values like democracy and human rights, to enhance their global image and influence global public opinion. This type of influence can enable countries to achieve their foreign policy goals in ways that are less costly and less risky than using military or economic power.

The idea behind soft power is that cultural appeal and a nation’s values can be powerful resources that rival, and sometimes surpass, military and economic power. For example, Egyptian cinema is known as “Arab cinema” in the Middle East, and the currency in many Arab countries is called “masari,” highlighting Egypt’s cultural leadership.

EGYPT’S CULTURAL DIPLOMACY: Egypt has historically absorbed anyone who came to it as a friend or even as an occupier. Many artists began their careers in Egypt, and the country currently hosts nine million Arabs, without labelling them as refugees.

Egypt used to send teachers to schools across the Arab world after the colonial powers left in the 20th century, and in many cases the Egyptian government paid their salaries. Al-Azhar University still receives students from abroad, a role once fulfilled by all Egyptian universities. Many Arab leaders, kings, and ministers were educated in Egypt, and its leadership in education and culture has had a profound impact on neighbouring countries. Egypt’s African role extended beyond commerce and military to encompass the support of many African peoples.

In the era of globalisation, where information and cultures are exchanged at lightning speed, soft power is more important than ever. It plays a critical role in shaping a country’s international image and its influence on the global stage.

The mechanisms of cultural diplomacy are many, and cultural attachés play an extremely important role that should not be taken as an ordinary job. Those in these positions must be capable of spreading culture.

International protocols and agreements on cultural preservation are also crucial, and Egypt actively participates in these to preserve cultural heritage, combat the illicit trafficking of cultural property, and ensure the recovery of artifacts that were illegally exported. Through these efforts, Egypt strengthens international cooperation and underscores the global importance of cultural preservation.

We must also remember the support for Egyptian expatriates and the cultural Diaspora, maintaining strong relations with communities abroad. Egypt supports cultural events and communities abroad, helping to spread Egyptian culture and reinforce a sense of community and national identity among Egyptians living overseas.

All these examples illustrate how Egypt uses its cultural dimension not only as an extension of its foreign policy but also as a strategic asset to enhance its global presence, foster international partnerships, and promote mutual understanding and respect among nations.

We also possess something unique in the shape of Egyptology that can play a role in cultural diplomacy by contributing to the revival of interest in Egyptian heritage and culture. This enhances Egypt’s national identity and highlights its significance on the global stage, promoting tourism and partnership in archaeological discoveries and new knowledge provided by Egyptologists, which supports the local economy and bolsters cultural diplomacy.

Ongoing restoration and preservation efforts of Egyptian antiquities also highlight the importance of global heritage preservation, encouraging other nations to support these endeavours.

Joint research and studies between Egyptian scholars and international ones about ancient Egypt facilitate knowledge exchange and foster cultural relations between countries. Thanks to advances in Egyptology, aspects of Egypt’s history can now be retold in more detailed and accurate ways, helping diplomatic entities use this information to enhance Egypt’s image as the cradle of human civilisation.

Egypt, with its rich history and vibrant culture, holds immense cultural resources that it can effectively utilise in cultural diplomacy on the international stage. Cultural diplomacy relies on using culture as a means of strengthening international relations, promoting mutual understanding, and fostering peace between nations.

Some analysts may argue that there is still room for Egypt to more efficiently leverage its cultural power in international diplomacy. Improving cultural strategies and programmes, expanding initiatives for cultural exchange, and strengthening international partnerships could enhance Egypt’s cultural role on the global stage.