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Cultural Diplomacy and Nation Branding

In: Cross-Cultural Communication

Author

Listed:
  • Brian J. Hurn

    (University of East Anglia)

  • Barry Tomalin

    (International House)

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.

Suggested Citation

  • Brian J. Hurn & Barry Tomalin, 2013. "Cultural Diplomacy and Nation Branding," Palgrave Macmillan Books, in: Cross-Cultural Communication, chapter 12, pages 224-240, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-39114-7_12
    DOI: 10.1057/9780230391147_12
    as

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