| Abstract [eng] |
Final thesis “Cultural Diplomacy and Nation Branding interface: the Case of Lithuania” was aimed to reveal the interaction of Lithuanian cultural diplomacy and nation branding activities and measures, and to propose strategy recommendations. To achieve this goal, several key challenges were raised: to analyze the relevance of internationalization of culture to the understanding of Lithuanian cultural policy makers and implementers; to explore the links between Lithuanian cultural diplomacy and nation branding and to explore the direction of Lithuanian cultural diplomacy in the context of the country's presentation abroad. While all aspects of the so-called soft power are more or less interrelated, two clear sources of this power are chosen as the subject benefiting modern states: a more traditional source - cultural diplomacy; and a newer, more streamlined source called nation branding. The master thesis examines the development and challenges of cultural diplomacy. Cultural diplomacy in this work is analyzed through the state image, or otherwise, the theoretical access to country branding and soft power. There were also two assumptions: Lithuanian cultural diplomacy is more focused on cultural exports than on constructing a country's image through culture; constructing of Lithuania nation branding is not consistent, which leads to the emergence of difficulties in forming cultural diplomacy. In the conclusion of the thesis, these assumptions were confirmed. Lithuania is currently at the beginning of the nation's branding development phase, and it is obvious that the tools of cultural diplomacy are indispensable for the successful presentation of the country abroad, for the constructing of favorable attitude of other countries and for the implementation of foreign policy goals. However, due attention is not paid to creating a country's image through culture. The most well-organized side of cultural presentation abroad is the export of culture, but not the aspects of cultural diplomacy: representation, networking, making the country more attractive. The current situation in Lithuania provides an opportunity to carry out only an overview work based on common practice, rather than strategic directions of state image formation through culture or other elements. Presented recommendations indicate that the most important elements of the nations's branding through culture could be a centralized cultural attaché management system, the creation of a harmonious link between country’s economic, diplomatic and cultural goals in foreign countries, and centralized nation branding development management. |
