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Cultural Diplomacy and Nation Branding

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Cross-Cultural Communication

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.

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Author information

Authors and Affiliations

  1. London Academy of Diplomacy, University of East Anglia, UK

    Brian J. Hurn (Visiting Lecturer)

  2. International House, London, UK

    Barry Tomalin (Visiting Lecturer, Director of Cultural Training)

Authors
  1. Brian J. Hurn
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  2. Barry Tomalin
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Copyright information

© 2013 Brian J. Hurn and Barry Tomalin

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Cite this chapter

Hurn, B.J., Tomalin, B. (2013). Cultural Diplomacy and Nation Branding. In: Cross-Cultural Communication. Palgrave Macmillan, London. https://doi.org/10.1057/9780230391147_12

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