Abstract:
States need to be recognised by other states to be legitimate and diplomacy is the
way in which states represent their interests overseas. Cultural diplomacy is an
important part of this diplomacy as it allows states to present their culture
internationally and use it to build and maintain relationships that will be of value.
Historically, cultural diplomacy has been a long term project, and the benefits to
the state are not always immediate. In recent years, the more short term and
immediate benefits of nation branding have become popular with states. Nation
branding allows a state to promote itself and its products, resulting in quick and
often very profitable economic benefits to the country. Like cultural diplomacy,
nation branding draws heavily on the culture and imagery of the nation and uses it
to gain an advantage.
This thesis looks at New Zealand’s cultural diplomacy programmes and the very
successful 100% Pure New Zealand nation brand. It looks at the way in which
the cultural diplomacy programme meets New Zealand’s aims and is able to build
long term relationships, promote understanding and protect its cultural
sovereignty, and examines the way in which the new Zealand nation brand has
managed to build such a distinctive image and attract customers. The thesis
argues that the traditional long term cultural diplomacy is beginning to be
changed as economic aims take precedence and it discusses some implications of
this for New Zealand.
