Promoting Culture Abroad: The Experience of Germany and Japan in the Field of Cultural Diplomacy

Practices & Interpretations: A Journal of Philology, Teaching and Cultural Studies. 2016. No. 2. P. 41–54.

Marchukov A.

The paper focuses on German and Japanese efforts to form a positive national image abroad in the field of cultural diplomacy. Cultural diplomacy of both countries is characterized by: the lack of a centralized organizational structure; the emphasis on intercultural dialogue encouragement and deepening of mutual understanding between nations; the active role of international broadcasters; and the use of social media for cultural promotion. The author concludes that one of the main differences between the foreign policy cultural strategies of these countries is the Japanese focus on pop culture as a tool for its own public diplomacy. From this point of view, Japanese modern media culture demonstrates thepotential for rapid development in the future.

Keywords: "soft power", cultural diplomacy, digital diplomacy, Japanese foreign policy, nation branding, German foreign policy