Cultural Diplomacy as Soft Power: Moroccan Cultural Assets and the Construction of International Nation-Branding

Abstract

The aim of this paper is to highlight the role of culture being a central asset in the management of international relations. Part of it takes the form of a systematic review that scrutinizes the relevant literature pertaining to examining the often unrevealed and overlooked potential of culture in reconciling relations within states and societies. It also highlights how this potential is activated through the practice of cultural diplomacy. This analysis is framed under Nye’s (2004) concept of smart power that stresses the combination of soft and hard power practices in contemporary diplomatic trends. This paper adds that the effect of cultural diplomacy on the international level should start from a local awareness of the importance of culture. The established theoretical background serves then as a basis for understanding some of the assets of Moroccan cultural diplomacy and their contribution to the country’s international nation-branding.