This website is an archive of the work of Marietje Schaake in the European Parliament between 2009 and 2019. Marietje can be reached at

Media: Cultural diplomacy: To sell European culture and values globally


The objective of culture is not only to create art or literature. "Cultural Diplomacy" is increasingly being used as a vehicle to promote liberal democratic values and to foster "democracy and participation". Ahead of a vote in plenary Thursday, the Dutch Liberal draftswoman of the report on "the cultural dimensions of EU's external actions", Marietje Schaake explained what cultural diplomacy is and how European culture can help spread democratic values around the world.

May 2011, European Parliament News Why is culture important in foreign politics? Culture or culture actions are used to foster democratization participation, development, education, human rights and freedom of expression. Culture is increasingly recognized as a vehicle to accomplish other goals that are more value oriented. We see exchanges between students, teachers, journalists, artists and we see elements of development money being used for culture and partnerships with third countries. This report makes suggestions on how these policies can be used more coherently and how we can make a more strategic coordination between the programmes. Not only because I believe it's a good idea, but because it has already been said in the Lisbon Treaty and the UNESCO convention that culture should be mainstreamed and be an element of every program. In the report you propose that there should be a cultural administrator at each EU representation in the world. What would be the job description for this person? Yes, the report proposes one representative in each European representation that deals with the coordination of cultural programmes. This person would know about all the cultural actions and programmes that the EU has and should inform people about it. This can also be done via internet. It is not just about travelling to places and doing on the ground programmes. Actually I think we need to introduce a new strategy on digital diplomacy. You mention that "new media" has a crucial part to play in cultural diplomacy... People interact increasingly over the internet. New media can help to foster values such as freedom of expression, access to information and democratic participation. It is now possible to break through censorship and taboos and it’s really important to engage people in democracy and human rights through these new media. This is also a part of the cultural programmes. Bloggers are basically the journalists of today and people are being imprisoned for the blogs they write or the way they use new media. It's just the reality in the new world - a reality that has not really been factored into the policies yet, and this would be a good moment to do so. How can Europe defend and monitor the freedom of expression over the internet, and do you think that internet - as we know it today - can survive after recent Wikileaks’ incidents? It is very important that Europe stands for a free and open internet. It’s important for the freedom of expression and it’s important for democratic participation. The Wikileaks’ cases are a symptom of how the internet and technology changes democracy. What we should do is to rethink diplomacy, democracy and governance and see how we can make it much more open. Services like Wikileaks were developed in a climate of mistrust of government. Open government needs to be the standard and secrecy needs to be the exception. So I hope that this moment will be used to create more openness. I hope that trust can be rebuilt effectively between government politicians and people. Your report also mentions the concept of "Brand Europe". How do you think we can do this? We are many member states, we have different cultures. How can we sell ourselves as a one cultural brand? This diversity is precisely what makes Europe so attractive. There is no desire to blend this together, it would not even be possible and it would kill precisely what makes Europe strong. Diversity is an image as well. Brand Europe is just to switch the thinking in terms of "Europe in the World" instead of differences between member states. It’s important to think about our position in the worldwide economy because otherwise we miss opportunities and we risk becoming less relevant on the global stage even though we have the by far most attractive cultural landscape. What impact do you think the resolution will have on EU foreign policy? The common foreign policy for the EU, which is now being developed and facilitated through the External Action Service should mainstream cultural and digital programs and diplomacy. If we think of culture as a serious and strategic element of foreign policy, the EU will begin to catch up with the rest of the world. Hillary Clinton has put forward a strategy for global internet freedom. NATO is working with culture to prevent and overcome conflict. China is investing heavily in cultural diplomacy to promote its image in the world, and to attract tourists. There are many good reasons for the EU to mainstream cultural and digital diplomacy, and there is no reason not to make it a priority. Promoting "freedom of expression, press and access to information technologies" is a key goal of the resolution. How can the EU help the spreading Arab revolutions to move to democracy, can the cultural dimension help? Being connected to the internet is increasingly important as a facilitator of universal rights. Press freedom, access to information, to documentation and communication of human rights violations is unthinkable without the internet. Repressive regimes also understand this and crack down on people using the same means. People are being tortured for their passwords, so that opposition networks can be traced and arrested. Europe needs to adapt its policies to 21st century reality.  Open societies allow for open markets, so it is a win-win to both ensure respect for human rights, and to allow for greater market access. This is only one example of how new technologies must be part of our foreign policy strategies. Access to creative content via internet is also growing, and allows people from all over the world to experience Europ's digitised cultural diversity. While the EU has attractive, diverse cultural content, it needs to be more accessible to people across the world.