Editing Cultural Diplomacy in Africa

=== Introduction to Cultural Diplomacy in Africa ===

Cultural Diplomacy is a growing concept within academia and global politics. It describes and promotes the cultural exchange between individuals, governments and non-state actors. Cultural Diplomacy can be defined as a practice of building cultural and social bridges between people coming from different backgrounds. According to the definition provided by the Institute of Cultural Diplomacy, this concept should consist of five major principles-clad: respect and recognition of cultural diversity and heritage, global intercultural dialog, justice, equality and interdependence, the protection of international Human Rights, and finally global peace and stability. Those values guarantee a decent multi-level implementation of the idea of Cultural Diplomacy through varied instruments. Visual arts, music, film or sport facilitate people’s capacities of mutual understanding and peaceful dialog on many levels of social interaction; moreover, those acts of Cultural Diplomacy can be performed by individuals, international organizations, governments or non-state actors who undertake different actions from Human Rights promotion through inter-cultural and intellectual exchange to economic activities innerving human creativity and empowerment of vulnerable social groups such as women and youth. 

The UNDP in Africa describes the continent as “the region on the move”. Indeed, over the past 10 years the African region has experienced tremendous economic, social and political transformations. Since 2011, Africa has noted an average growth of 5% per year, which is reflected in rise of the middle class, urbanization, telecommunication revolution, and development of central economic sectors such as agriculture, consumer goods and services. Moreover, economic growth had an impact on the increasing economic and political independency of the African countries that have had one of the best performances according to the Human Development Index. The UNDP also recognizes the region’s progress in democratization, stating that since the independence movements of the 1960s, Africa has the highest number of countries operating under democratic systems. Nevertheless, the African continent still remains one of the poorest regions in the world with 48,5% of Sub-Saharan Africans living in poverty and with almost 60% of unemployment rate among young people. Unequal redistribution of income is one of the most serious problems of the African continent; it results in social, political and economic inequalities among people. 

As argued above, Cultural Diplomacy is an intrinsic and necessary component of political and economic policies that aim to increase exchange and mutual understanding between actors coming from different social backgrounds. Cultural Diplomacy in Africa has noted a considerable growth over the past years. As it helps to disolve political unrest in parts of the continent and a constant economic and social change, the African continent is involved in actions that develop plans on how to re-assert local culture and identity in the face of a growing global society, and in an age of interdependence, how the African Union can integrate further to create deeper pan-African cooperation. In the following sections four types of Cultural Diplomacy involvement in Africa will be presented: Cultural Diplomacy through Arts and Sport, Creative Economies, Nation-Branding and Corporate Cultural Diplomacy.

=== Cultural Diplomacy and Arts, Music, Sport ===

Cultural Diplomacy through the arts is the traditional but still vivid way of spreading mutual understanding and inter-cultural dialog. Africa has a unique music tradition that infuses a rich palette of influences, starting from Arabic inspirations through the unique rhythm of Eritrean music to traditional Eastern African drums. The continent has a lot to share with different cultures in terms of music, for instance the Music in Africa Project, which was launched in 2011, spreads the knowledge about the African music sector through an innovative online platform. The project enables cross-cultural information exchanges amongst musicians, researchers, cultural operators, educators and music fans. Thanks to this interactive platform founded by Siemens-Stiftung and the Goethe-Institute, together with partners from across Africa, people from around the world can have an equal access to the African musical heritage. Another remarkable project promoting African music was launched in 2004 by Josh Asen. This Fulbright scholar came back to his home country Morocco with a real passion for Hip Hop. The "I ♥ hip hop" festival project was the culmination of efforts from different countries and cultures working together to express themselves and provide a new voice to the peoples of North Africa. The cultural exchange not only provided a voice for the young generations of Morocco but also presented to the world a more modern and progressive vision of North Africa, a vision free from demonized stereotypes of Islamic countries and the Arabic world. 

Film and cinema are other substantial means of cultural or social expression and intellectual exchange in Africa. The best example of Cultural Diplomacy action that promotes African film art is the PanAfrican Film and Television Festival of Ouagadougou in Burkina Faso that has existed since 1969. The main goal of the FESPACO is to support development and growth of the African film industry through art, education, and actions to raise global awareness. The event is organized under the principle that only movies produced by African filmmakers are accepted into the competition. The festival gives filmmakers the opportunity to settle professional relationships, exchange ideas and promote intercultural dialog. It has also successfully contributed to the expansion of the African film industry by promoting African cinema on various international film festivals. Alongside this festival, it is worth to mention the film industry in Nigeria called “Nollywood”. The Nigerian film industry is the second largest in the world in terms of the number of annual film productions that are starting to be distributed further afield as Nigerian filmmakers attend internationally acclaimed film festivals. The popularity of Nigerian films is growing amongst the African and global population. Nollywood became a “vital mediums used to exhibit the cultures of Nigeria to the outside world” . 

Finally, sport is also a traditional instrument of spreading the understanding of different cultures. It is one of the most powerful tools to unite people across the physical and cultural borders. Events that promote sport are very popular in Africa, one of the biggest and the most discussed example is the FIFA World Cup that took place in South Africa in 2010. The organization of this unique and periodic football celebration in Africa brought thousands of supporters from all over the world to face and challenge the stereotypes that they have about the African continent. Thanks to the 2010 FIFA World Cup Africa was seen by foreigners from a different perspective that does not show humanitarian disasters, civil wars or development problems, but a simple sport celebration of thousands.

=== Cultural Diplomacy and Creative Economies ===

Creative Economy is a concept based on human innovation and creativity. Those innovative examples of Cultural Diplomacy that aim to foster economic growth, use the capability of technology and human potential to improve the state of local and global economies and insure a long-term sustainable economic development. It also encourages social inclusion and empowerment of youth and women by providing them with equal opportunities to take an active part in economic activities. Africa’s rich crafting tradition is one of the best examples of creative economy application to foster an economic growth. The Cape Craft and Design Institute, established in 2001, promotes and supports the handmade and design sector through exhibitions, competitions, networking, research, and skill trainings. CCDI intends to expand and develop the Western Cape craft and design by supporting creative and dynamic craftsmen and designers in producing modern and high-class handmade products that indicate the cultural heritage of this region of South Africa. The beneficiaries’ database of the Institute consists of more than 2500 enterprises: from small-micro businesses, many from poor communities, to top designers who have received CCDI training in exports and who sell their products at international trade. This innovative example of Cultural Diplomacy not only promotes and preserves local culture but most of all it provides jobs for the local community. Another example comes from the ‘Social Media Week’ initiative, which is a series of events, held worldwide. It aims to exam the impact of social media and technology on society, culture and economy. The ‘Social Media Week 2014’, was organized under the theme “A Connected Africa is the Future: Exploring the Potential of Social Media and Technology for African Continent”, was held for a second time in Lagos, Nigeria. The event aimed to be more social, interactive and productive by means of engaging local contents, workshops, discussions and seminars. The most influential specialists, brands, agencies and start-ups of the continent gather in Nigeria to share best practices, inspiration and ideas as well as to examine the power of social media and technology in forming a prosperous and sustainable future for Africa.

=== Cultural Diplomacy and Nation-Branding ===

Nation-Branding is another specified area of Cultural Diplomacy research. It stands for country’s cultural, natural and historical heritage promotion. In times of unstable political situation and multiple military conflicts in Africa, it is crucial that countries emphasize their cultural potential. This is in particular important to attract future investments and to develop local tourism. Nigeria is the country that can be a great example for the African nation-branding implementation. First of all, it hosts offices of many international organizations and embassies. Moreover, its economic interests are world-wide represented by multiple offices of Nigerian Chambers of Commerce. Moreover, the country has been very active during its social media campaigns: DoSumthing initiative designed for young people, websites such as tinapa.com, crossriverstate.com or ‘Welcome to Nigeria’ advertisement. The difficult and unpopular political situation of Nigeria is balanced by Nollywood. The industry together with the recently-won award for “the most valuable African Nation Brand 2012”, are the key for the extension of Nigeria’s brand around the World.

=== Corporate Cultural Diplomacy === 

Finally, Cultural Diplomacy can be also analyzed from the point of view of non-state actors involved in an economic exchange such as big transnational companies. On the one hand, often those actors invest in non-profit oriented activities in order to share their surplus with the communities in need and at the same time to improve their public image. On the other hand, thanks to their great economic and social capital, the companies bring a considerable development and cultural change to the local communities. This is especially important in Africa, where some governments do not have means to invest in the improvement of the cultural and social situation of their populations. Therefore, the investment coming from the private sector is a substantial development factor. To bring up a good example, the involvement of big African companies in sponsorship of numerous scholarships and graduate programs for young talented people should be discussed. For instance, the Kenya Commercial Bank Foundation provides a full secondary education scholarships program for 200 beneficiaries every year across Kenya. Thanks to this initiative hundreds of young talented have an access to the quality education regardless their primary economic situation. Finally, education stimulates an economic and social exchange between young people. Another example of Corporate Cultural Diplomacy in Africa is the companies’ involvement in humanitarian aid during natural catastrophes, civil conflicts or epidemics. Vodacom Group from South Africa launched the Red Alert program. This project allows the company’s clients to send an SMS to provide a small financial aid to victims of tragic events that took place worldwide. Vodacom’s clients have already helped during the Haiti earthquake disaster, Japan Earthquake, and Somalia Food Disaster. With this project the citizens from South Africa send a message to victims of humanitarian catastrophes around the world, thus they demonstrate their understanding above the borders and social or cultural differences.

In conclusion, Cultural Diplomacy in Africa is a flourishing concept; it can be interpreted through arts, culture, sport, creative economies, nation-branding, and corporate engagement. Through its diverse application at the African continent Cultural Diplomacy improves inter-cultural dialog between people coming from different backgrounds. It also stimulates sustainable economic development by emphasizing human creativity and innovation as crucial elements to foster inclusive economic growth. Moreover, it has the potential to improve external image of different countries. Finally, Cultural Diplomacy encourages big African companies to share their profit with actors that are not directly involved in their financial activities. Therefore, the idea of building bridges and spreading multicultural dialog can be introduced through many different paths that all bring a substantial change. 

[[Category:Cultural Diplomacy Thematic Programs]]
Latest revision		Your text
Line 29:		Line 29:
	In conclusion, Cultural Diplomacy in Africa is a flourishing concept; it can be interpreted through arts, culture, sport, creative economies, nation-branding, and corporate engagement. Through its diverse application at the African continent Cultural Diplomacy improves inter-cultural dialog between people coming from different backgrounds. It also stimulates sustainable economic development by emphasizing human creativity and innovation as crucial elements to foster inclusive economic growth. Moreover, it has the potential to improve external image of different countries. Finally, Cultural Diplomacy encourages big African companies to share their profit with actors that are not directly involved in their financial activities. Therefore, the idea of building bridges and spreading multicultural dialog can be introduced through many different paths that all bring a substantial change.		In conclusion, Cultural Diplomacy in Africa is a flourishing concept; it can be interpreted through arts, culture, sport, creative economies, nation-branding, and corporate engagement. Through its diverse application at the African continent Cultural Diplomacy improves inter-cultural dialog between people coming from different backgrounds. It also stimulates sustainable economic development by emphasizing human creativity and innovation as crucial elements to foster inclusive economic growth. Moreover, it has the potential to improve external image of different countries. Finally, Cultural Diplomacy encourages big African companies to share their profit with actors that are not directly involved in their financial activities. Therefore, the idea of building bridges and spreading multicultural dialog can be introduced through many different paths that all bring a substantial change.

−	[[Category:Cultural Diplomacy ~~in Africa~~]]	+	[[Category:Cultural Diplomacy Thematic Programs]]