Moving Beyond Official Cultural Diplomacy: Unleashing the Potential of Moroccan Students as Unofficial Cultural Ambassadors

Abstract

Cultural diplomacy plays a pivotal role in international relations, enabling states to project their soft power and shape their global image. This paper explores the current state of Moroccan cultural diplomacy, highlighting the need to go beyond official approaches and embrace unofficial cultural diplomacy. While extensive research exists on official cultural diplomacy, little attention has been given to the contribution of Moroccan study-abroad students in bolstering their country's cultural diplomacy and soft power. More specifically, this paper argues that Morocco's cultural diplomacy is primarily politically oriented and institutionally based, relying heavily on the monarchy and the Ministry of Foreign Affairs. The strategic utilization of Morocco's cultural and religious heritage and diaspora politics showcases the government's efforts to secure its regional and global influence. However, these initiatives are largely driven by official institutions and lack the involvement of ordinary citizens. By examining the limitations of official cultural diplomacy, this paper argues for the inclusion of Moroccan study-abroad students as unofficial ambassadors in the service of their country’s cultural diplomacy. Drawing inspiration from successful examples of unofficial diplomacy, this paper advocates for the active participation of Moroccan study-abroad students as unofficial cultural ambassadors. Their unique perspectives, connections, and grassroots status can offer valuable contributions that official diplomats may not possess. This research paper contends that Moroccan study-abroad students have many resources of power that qualify them to leverage their country’s cultural diplomacy. These resources are informality and grassroots engagement, volunteering and community service, and the power of the virtual sphere. By utilizing these power resources, these students have the potential to foster cross-cultural understanding, build relationships, and enhance Morocco's soft power. In conclusion, this paper highlights the need for a paradigm shift in Morocco's cultural diplomacy, advocating for a combination of both official and unofficial cultural diplomacies.