THE CHANGING NATURE OF CULTURAL DIPLOMACY IN CONTEMPORARY INTERNATIONAL RELATIONS: FROM STATE REPRESENTATION TO STRATEGIC INFLUENCE

Abstract

Although cultural diplomacy has become an increasingly prominent concept in contemporary international relations, its theoretical boundaries remain blurred. The growing body of literature reflects a wide range of interpretations, often overlapping with related concepts such as soft power, public diplomacy, international cultural relations, and strategic communication. This conceptual diversity has contributed to the expanding use of the term in both academic research and foreign policy practice while simultaneously raising questions regarding its definition, scope, analytical distinctiveness, and evolving role within contemporary international relations.
Against this background, the paper examines the conceptual evolution of cultural diplomacy and its changing position within contemporary international relations theory. Rather than providing a purely historical overview, it analyses the principal theoretical debates that have shaped the concept and explores how the transformation of power in contemporary international relations has contributed to redefining the role and functions of cultural diplomacy. The paper argues that the absence of a universally accepted definition should not be interpreted merely as a conceptual weakness. Instead, it reflects the dynamic nature of international relations and the continuous adaptation of diplomatic practice to evolving political, technological, societal, and geopolitical environments.
Particular attention is devoted to the transition of cultural diplomacy from a predominantly state-centred instrument of cultural exchange towards a multidimensional framework involving non-state actors, digital platforms, transnational cultural networks, and new forms of international engagement. In this context, cultural diplomacy increasingly extends beyond the promotion of national culture and international image, incorporating functions related to dialogue, trust-building, mutual understanding, international cooperation, resilience, and the strengthening of democratic and societal resilience in response to contemporary geopolitical and security challenges.
The paper concludes that the evolution of cultural diplomacy mirrors the broader transformation of power in contemporary international relations as well as the changing nature of today's international and security environment. As influence increasingly depends on legitimacy, credibility, communication, trust, and cultural attractiveness rather than material capabilities alone, cultural diplomacy continues to develop as an evolving analytical concept with growing relevance for both foreign policy theory and practice. By revisiting the principal theoretical debates surrounding its development, the paper contributes to a more coherent understanding of the changing role of cultural diplomacy in contemporary international relations.