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A New Era in Cultural Diplomacy: Rising Soft Power in Emerging Markets

USC Center on Public Diplomacy hosts its 2014 conference examining the impact of soft power for emerging countries, such as China.

February 28, 2014 8:15am to 4:00pm

Cultural diplomacy is often conceived of as part of a country’s foreign relations, in that cultural dialogue can sometimes achieve what political dialogue cannot. It is an example of “soft power”― the possibility of communicating through culture and ideas to achieve national interests.

In an increasingly distributed global system, emerging-economy countries are now paying greater attention to culture and communication as part of the symbolic domain of their national power in global affairs. But their efforts remain little understood or even noted.

This conference will explore the cultural diplomacy efforts pursued by a number of countries with emerging economies. The conference aims to enrich our understanding of the opportunities and challenges facing institutions of cultural diplomacy in contemporary times. It is our goal to shed light on the bigger, broader issues of the role and potential of culture and public diplomacy in a multipolar world.

8:15am - Conference Registration

8:45am - Welcome & Opening Remarks

Ernest J. Wilson, III, Walter Annenberg Chair in Communication and Dean of USC Annenberg School for Communication & Journalism
Jay Wang, Director, USC Center on Public Diplomacy and Associate Professor, USC Annenberg School for Communication & Journalism

9:00am - 10:30am - Cultural Diplomacy: Continuity and Disjuncture
This panel will address the adaptations and changes that cultural diplomacy has undergone in the 21st century, considering the multitude of actors now present in the cultural diplomacy sphere.

Nicholas J. Cull, Director, Master of Public Diplomacy Program, USC Annenberg School for Communication & Journalism (chair)
Senem Cevik, Assistant Professor, Ankara University, Turkey
Judy Mitoma, Professor (Emerita) of World Arts and Cultures, UCLA
Katerina Tsetsura, Gaylord Family Professor of Strategic Communication & Public Relations, University of Oklahoma
Daya Kishan Thussu, Professor of International Communication and Co-Director of India Media Centre, University of Westminster

10:45am - 12:00pm - Confucius Institutes: The Globalization of Chinese Soft Power
The Confucius Institutes are a platform for Chinese cultural diplomacy through language learning and cultural exchanges. This interdisciplinary panel of experts will discuss the Confucius Institutes’ operations the United States and South Africa. This panel on the Confucius Institutes is co-sponsored by the USC U.S.-China Institute.

Clayton Dube, Executive Director, USC U.S.-China Institute at the Annenberg School for Communication & Journalism (chair)
Falk Hartig, Post-doctoral Researcher, Frankfurt Inter-Centre-Programme on new African-Asian Interactions AFRASO at Frankfurt University, Germany
Jennifer Hubbert, Assistant Professor of Anthropology, Lewis & Clark College
John Layton, Assistant Superintendent, Lafayette School Corporation
R.S. Zaharna, Associate Professor, School of Communication and Affiliate Associate Professor, School of International Service, American University

12:30pm - 1:30pm - Lunch and Conversation: GREAT Britain in Emerging Markets
How was Great Britain's global campaign received in emerging economies? This lunch conversation will discuss the challenges and successes.

Andrew Pike, Deputy Director, Prime Ministers' Director of Strategic Partnership for the GREAT Campaign
Jay Wang, Director, USC Center on Public Diplomacy and Associate Professor, USC Annenberg School for Communication & Journalism

1:30pm - 3:15pm - Dialogues Through Film
Film festivals are flourishing around the world, yet their role in fostering cultural exchange remains under-examined. This panel will examine how film festivals are a platform for creating shared cultural space.

Mike Medavoy, Chairman and CEO, Phoenix Pictures and CPD Advisory Board Member (chair)
Samuel Douek, Director, HOLA Mexico Film Festival
Vladek Juszkiewicz, Executive Director, Polish Film Festival Los Angeles
Hope Obioma Opara, President & Founder, EKO International Film Festival.
Yasemin Yilmaz, Co-Founder, L.A. Turkish Film Festival

Refreshments will be served. In order for us to get an accurate head-count for this event, you must register in advance to attend.

Parking is available on campus for $10.00 per day. The closest parking structure is located at USC Gate 3, Parking Structure X. Click here for a USC campus map.