CULTURAL DIPLOMACY AS SOFT POWER: A COMPARATIVE STUDY OF CHINA AND SOUTH AFRICA FROM 1990-2010

Abstract

Cultural diplomacy carries a set of prescriptions which are material to its effectual practice such as unequivocal recognition and understanding of foreign cultural dynamics and observance of the tenets that govern basic dialogue. Individual nations commonly use cultural diplomacy to improve international relations and secure agreements that cover issues like trade, investment, immigration and security. The continued evolution of cultural diplomacy depends on behavioural economics of its adherents, as people develop better understandings of each other and new mediums of dialogue. Emergence of globalization carries with it cultural erosion which directly affects relevance of cultural diplomacy; a prevalent culture would remove the need for cultural recognition and understanding, if all people identified with a common culture. This study was based on the search for better ways of forging relations between states other than the previous domination of hard power use. With the growing trend of countries ‘looking-east’ it is definite that China’s growth has caught the attention of the world. This paper identified why it could be attributed to their intense soft power and cultural diplomacy. The study examined cultural diplomacy as a form of soft power, and how it affects foreign policy and inter-state relations. The framework used was theory of idealism, which helps explain why soft power is more effective than hard power. It used two case studies: China and South Africa. In concluded, cultural diplomacy as a form of soft power not only boosts relations but also economies.