SCIENTISTS AND CULTURAL DIPLOMACY OF SERBIA

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Based on a research study (Questionnaire Scientists and Cultural (Scientific) Diplomacy
of Serbia, conducted among employees in research, scientific and teaching positions
at faculties and institutes in the Republic of Serbia from November 1-15, 2021), analysis of
available documents of the Ministry of Education, Science and Technological Development
of the Republic of Serbia, as well as literature, the paper analyzes the place and the role of
scientists (scholars) in the cultural (scientific) diplomacy of Serbia. Recalling the historical
significance of scientists in the political and social development of Serbia since the beginning
of building a modern Serbian statehood, the place of scientists in society is emphasized and
the possibilities to apply good examples in the present are analyzed as well. Based on data on
the participation of Serbian scientists in international projects and networking with scientists
in Europe and the world, the paper will provide recommendations for better use of these ties
in (re)positioning Serbia in bilateral and multilateral relations. The paper presents current
attitude of scientists in Serbia on the need and importance of cultural (scientific) diplomacy
to answer the following questions: How many of them participated in cultural-diplomatic
actions? Do they perceive themselves as actors of cultural (scientific) diplomacy? In what
ways Serbian cultural diplomacy can be organized? Finally, this paper, in addition to analyzing
the possibilities and scope of engaging scientists to promote Serbia and its interests in
international relations, also gives specific recommendations for strengthening and developing
cultural diplomacy of Serbia.
International projects, conferences, guest appearances and study stays are an excellent training
ground for improving and presenting results, as well for establishing contacts and connections,
but they also can and must be developed into a powerful tool of Serbian public diplomacy.
The results of this research showed that a significant part of Serbian scientists have
a clear awareness of their role in scientific and cultural exchange, as well as that they have a
desire to participate in it. This, along with the scientific elite of this country in the diaspora,
is a huge untapped potential of Serbia. This potential has to be systematically organized and
shaped in accordance with the goals of Serbian diplomacy. It is very important that actors
of cultural (scientific) diplomacy and useful individuals be recognized and financially supported,
which should be followed by better coordination design of activities of the Ministry
of Foreign Affairs, the Ministry of Culture and the Ministry of Education, Science and Technological
Development.
Cross-sectoral cooperation can be strengthened through joint coordination bodies or by
building a system of institutions that would deal with: (additional) education of new staff
(master studies, specialized courses in cultural and scientific diplomacy), lifelong learning of
existing staff in diplomacy or recruitment of experts in certain fields, with a single list (base)
of potential experts, who would create proposals for the development of diplomatic strategies
and / or, if necessary, be sent abroad for longer or shorter missions.

THE PROBLEM OF INTERRELATIONS BETWEEN CULTURAL DIPLOMACY AND NATIONAL CULTURAL POLICIES IN THE FIELD OF MUSIC: EXPERIENCES FROM THE SOCIALIST YUGOSLAVIA AS A POSSIBLE YARDSTICK

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This paper will examine in detail the discepancy between the phenomenon of decline
of popularity of the choral amateurism that started in the mid-1950s and its rising prestige in
the cultural diplomacy of the socialist Yugoslavia. Taking into consideration, on the one hand,
the different phases of development of this practice after WW2 followed with various measures
of the creators of Yugoslav cultural policies meant at its revitalization and expansion, and, on
the other hand, strenghtening of its role and standing in the bilateral cultural exchanges in
this period, we will try to point out the following: 1) how important the congruence between
cultural diplomacy and national cultural policies (and politics) is, and 2) whether the focus on
the different parts of the field of music is also fruitful for the cultural diplomacy.

CULTURAL DIPLOMACY OF NON-ALIGNED YUGOSLAVIA – REFLECTIONS OF A FORGOTTEN HERITAGE

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Cultural diplomacy of Yugoslavia 1945-1991 is often represented through its socialist,
European or westernization aspects. However, one specific characteristic of this multinational
federation is often overlooked. Non-alignment was the main axis of the Yugoslav
foriegn policy from c. 1956 to 1989. This foreign policy doctrine made possible a wide array of
networks to be formed with the newly liberated post-colonial states of Africa, Asia and Latin
America. This paper presents a short history of these networks. The given examples present
Yugoslav-African cooperation in the fields of museology, literature, artistic and intellectual
exchange, exhibitions and institutions created based on this cooperation – such as the Museum
of African Art in Belgrade. Yugoslavia was very present on the African continent and
signed official cultural cooperation treaties with over 30 of its nation states. Belgrade and
the rest of the Yugoslav federation was extremly receptive of initiatives from the non-aligned
and, to the limits of their infrastructural and financial possibilities, supported them. The
specificities of socialist Yugoslavia, however, made possible for a decentralization of cultural
cooperation. The paper also examines the most recent interpretations of Non-Aligned heritage
and history in lieu of events following the 60th anniversary of the Belgrade Conference
and the Jubilee Conference of the Non-Aligned (Belgrade, October 2021). A special emphasis
is placed upon the analysis of two exhibitions – The Non-Aligned World in the Museum of
African Art, and the Prometheans of the New Century in the Museum of Yugoslavia. The last
part of the text elaborates on the renewal of these old trends of cooperation and gives some
thought to the reach and possiblities of cultural diplomacy in the post-colonial space of Africa,
Asia and Latin America, highlighting recent examples from the Republic of Serbia and its
neighbours. In a globalised world and with Serbia rapidly forming partners on all continents,
these links should be re-examined and renewed

LITERATURE AND DIPLOMACY: LESSONS FROM SOCIALIST YUGOSLAVIA

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The diplomacy of socialist Yugoslavia paid a lot of attention to the international
reputation of the country in the sphere of culture, and thus literature. At the same time,
Yugoslav writers in the Writer’s Union of Yugoslavia, faithfully supported Yugoslav foreign
policy, both individually and institutionally. The most impressive example of collaboration
between literature and diplomacy was awarding Ivo Andrić a Nobel Prize. The Writers’ Union
of Yugoslavia nominated the writer in 1958, and Yugoslav diplomacy lobbied in favor of
Andrić for several years.
The efforts were successfully crowned in 1961. In socialist Yugoslavia, the existence of a special
Macedonian nation and its culture and language was insisted on, so in that sense, the
greatest challenge was denying the Macedonian identity that came from Bulgaria.
The Yugoslav Writers’ Union, consistently pursuing state policy, suspended official co-operation
with the Bulgarian Writers’ Union in the second half of the 1960s due to Bulgaria’s
refusal to recognize the Macedonian language.
Yugoslav writers also adapted to the state policy of non-alignment. They did not reach the
level of cooperation with those countries that existed in the field of politics, economics or
science, but they maintained ties with writers from those parts of the world in various ways.
Among other things, the twentieth anniversary of the Belgrade Conference of the Non-Aligned
Nations in October 1981 was a meeting of writers of non-aligned countries in Belgrade.

ACTIVITIES OF THE GALLERY OF MATICA SRPSKA IN THE SERVICE OF CULTURAL DIPLOMACY

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Within the framework of rich and diverse activities of museums, which include
exhibitions, publishing, educational and conservation / restoration activities, a special place
is given to international cooperation programs which, if well designed, can play an important
role in the cultural diplomacy system of each country. In the process of transformation from
a traditional to a modern museum of the 21st century, the Gallery of Matica Srpska has directed
an important part of its activities towards international cooperation and thus cultural
diplomacy. These activities are realized through hosting of exhibitions of foreign institutions,
visiting exhibitions of the Gallery in European museums, organization of joint exhibitions
with museums in the region, cooperation with foreign cultural centers and through protocol
visits. Well-designed themes and programs that promote national art, connections with other
cultures and the culture of other nations, museum activities – exhibitions and publications
– become an important tool for better international relations and a foundation for active
cooperation among museum institutions throughout Europe.

A COMPOSITE IMAGE OF THE SATE: THE ROLE OF COLLECTIONS IN THE CULTURAL DIPLOMACY OF THE EARLY MODERN STATE

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A new form of identity that emerged in the late Renaissance grew even more vivid
in the Baroque Age. It was a novel, complex type of identity, that was fashioned by the
individual, according to social norms and expectations. That type of identity was often immortalised
in the painted or sculpted portraits, but not only there. The image that one left for
posterity could have been a manifold one, represented in lavish libraries and the first cabinets
of curiosities.
Simultaneously with the development of the first collections as mirrors of identity, grew a parallel
notion where a collection surpassed the confines of the particular and became a symbolic
signifier of the collective identity of the state.
The role of the collections in the cultural diplomacy of the early modern state are the main
topic of this article. But in order to be fully understood, this mechanism would need to be
explained first on the individual and then on a wider plane.

SOFT POWER OF THE BALKANS (SOFT POWER OF THE TV SERIES:BLACK SUN/SHADOWS OVER THE BALKANS)

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The paper explores the soft power of the Serbian TV series produced in the period
2015–2021 – as focused on the in depth analysis of the TV series Senke nad Balkanom (Black
Sun/Shadows over the Balkans, 2017, Dragan Bjelogrlić) – and their role in the domains of
cultural diplomacy and international relations of Republic of Serbia. The research uses the
methods of the qualitative (textual, narrative, genre) and quantitative (the financial success
in terms of distribution, placement at the festivals, promotions on the social webs) analysis.
The aim of this paper is to map out – reading the thematically and generically diverse
case studies of multilayered narrative complexity – the emerging patterns of the soft power
analysis of TV series and their importance and value for the national cultural policy and
diplomacy. Consequently, the multifaceted narrative of the Shadows over the Balkans becomes
the story of the past and the present; cultural and political tensions; opposed parties
and conflicting identities in the country and in the region. At the same time the TV series
creates the image of Serbia – process of ’branding the nation and the state’ – aimed for and
turned toward the world, but not necessarily made in accordance with the state priorities
and strategies. Regional and global reactions and critical response to the Shadows over the
Balkans, its international placement, distribution and promotion argue the skilful change of
the global into the local phenomenon (global exploitation and the growing soft power) as well
as the successfully achieved mission of the cultural diplomacy – have appropriated identity
and enhanced visibility of the country and of the nation.

FEATURES OF CULTURAL DIPLOMACY OF THE UNITED STATES OF AMERICA

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The objective of the article is to shed light on the historical and intellectual frameworks
within which the concept of American cultural diplomacy has emerged and transformed,
as well as to identify the features of its theoretical formulations and practical application.
American historical experience, first the inter-war, and subsequently World War
II and Cold War, essentially determined the ways in which the diplomatic system of the
United States developed. Academic and social debates on the role and significance of culture
in pursuing national interest have been, and remained until today, reflections of international
system transformations and the American position therein. The superpower experience
during the bipolar system of the Cold War, as well as subsequent incomparable status of the
global hegemony during the post-Cold War ”unipolar moment”, has shaped the practice of
American diplomacy in a way which occasionally blurred the difference between the natures
and extents of military and cultural dominance of the US. This is evident from the case of
American cultural-diplomatic relations with Serbia and former Yugoslavia, analyzed in the
third section of the paper. The key finding is that, in the context of great power politics, the
cultural aspect of foreign policy functions only in cooperation with the military-strategic aspect;
thus, only cultural influence purposefully exerted as part of general diplomatic efforts
can be considered cultural diplomacy.

CULTURAL DIPLOMACY OF THE PEOPLE’S REPUBLIC OF CHINA IN THE WESTERN BALKANS: SERBIA FROM A COMPARATIVE PERSPECTIVE

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The People’s Republic of China has long sought to improve its image in the world
through various and numerous forms of public and cultural diplomacy. Since China became
one of the important and influential actors at international level, there was a need to change
their perspective concerning others, but also to change the perspective of others concerning
China. To achieve that, the People’s Republic of China has begun to implement a proactive
strategy of public and cultural diplomacy, which will promote it as a responsible great power
and which will contribute to the formation of a positive narrative in international relations.
The Chinese authorities, with several major initiatives involving economic, political and cultural
strategies are seeking to improve and promote their country’s image as a trusted political
and economic partner. In the process, culture and cultural exchange are becoming one
of China’s most important tools for increasing its soft power. As these initiatives include the
Western Balkans, and thus the Republic of Serbia, China, as elsewhere, uses various methods
and instruments of cultural diplomacy, ranging from Confucius Institutes and academic
cooperation to the internationalization of the Chinese media as well as Chinese presence in
the media of these countries. Accordingly, the aim of the paper is to present and describe how
these instruments work in the Western Balkans, and how they are applied in the Republic of
Serbia in comparison with other countries in the region.

WHAT MESSAGE IS RUSSIA SENDING US: RUSSIAN CULTURAL DIPLOMACY IN SERBIA AT THE BEGINNING OF THE 21st CENTURY

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In the light of new approach to the promotion of the Russian Federation in the world, the author discusses its cultural diplomacy in the Republic of Serbia. The basic re­search question in the paper is related to the value orientation of Russia’s cultural diplomacy in Serbia. He tries to identify the most important means of communication used by Russia’s cultural diplomacy in Serbia, as well. The author finds that the main directions of the persua­sive actions of the Russian Federation are harmonized with its political goals in Serbia and that the idea of Russia as a protector of Serbs is the basis of its value orientation. He finds the most significant shortcomings in Russia’s persuasive actions in the absence of a pro-Russian cultural elite in Serbia and a television channel.