Bridging borders

cultural diplomacy and EU integration of the Western Balkans

Abstract

In recent years, cultural diplomacy became a key tool in international relations, crisis resolution and nation branding. It also proved to be one of the most effective ways to build meaningful connections between states and peoples. A strong cultural presence abroad allowed countries to assert their distinctive identity, improve their public image, share ideas, models and values, increase or maintain their influence, make allies and open new avenues for dialogue with conflicting states when other means have become impossible. Cultural diplomacy initiatives have been implemented by individual countries and national governments as well as by supranational political and economic organisations such as the European Union. EU has been using cultural instruments to its advantage for many years, especially in times when it has not been sure of its other sources of power. Moreover, the European Union pursued its foreign cultural policy towards non-member states, and all the more important, towards the Western Balkans, aiming to facilitate and accelerate their EU integration.