The Relevance of Brazilian Cultural Diplomacy in the International Scenario

The following is guest post by Leila Bijos, professor at the Masters Programme in Law at the Catholic University of Brasilia.

Cultural relations are actions inserted in the practical reality of every internationalist, diplomat or political scientist. These relations have expanded, and the specialist has the opportunity to contemplate an extensive range of themes that show the need for adjustment, organisation and interaction with the world, by means of a constant demand of economic and cultural exchange.

Through this new contingency, Brazil saw the need to adapt to the new international reality and seek a more relevant role in the international scenario.

Brazil’s development throughout the last two decades and along with its increasing involvement in the great international themes, are supported by a foreign policy that aims at an increasing inclusion in the international scenario. Consequently, the number of international partners grows exponentially every day, showing the need to consolidate old partnerships, as well as to attract new ones, particularly with Asian countries, which have a remarkable cultural richness.

I mention my experience in Japan, Taiwan, Philippines, India, and Iran, countries immersed in thousands of years of history, diversity and religious syncretism.

Culture can play an important role in overcoming obstacles, promoting cooperation and reducing mutual distrusts. Countries such as the United States, France, United Kingdom, Spain, Germany, Japan, among others, have already recognised the value of using culture as a facilitator to their international inclusion.

In order to achieve and consolidate these goals, the objectives of international inclusion of a country must be dealt based on some theoretical tools that may help with the proposed task: language teaching, cooking lessons, geopolitics, and the most important, getting in touch with citizens.

Diplomacy, regarded as a State’s instrument to implement foreign policy, is an activity that since the most remote ages has always needed intelligent skills, careful actions, ethical posture, and updated knowledge of facts. I always analyse the Country Profile before an international trip, so that negotiations can be conducted with seriousness.

Official documents are not enough. It is necessary to dress according to the country’s official rules, respect colours and avoid clothes that may affront customs. I always wear classic clothes and I have added to my wardrobe the burqa for Islamic countries, veils, scarves, closed shoes with black socks, and no transparencies or tight skirts. I went through some embarrassment in Tehran, when my veil detached from my hair as I walked through the Laleh Hotel hall. But, once the impasse was overcome, I fell in love with the Iranian cuisine.

In this sense, the role of cultural Diplomacy is highlighted, which provides uncountable inputs in a society that changes from a purely political conception to a predominantly economic society. Culture creates bonds that were once non-existent between different peoples; it does not dependent on origins, geographical localisation and economy. It possesses a universal character because its reach is unlimited.

The culture of a country represents its identity, what makes it different from other nations. Culture, as a diplomatic tool of foreign policy, facilitates international inclusion to the State, which will lead to the delimitation of the diplomatic axes, as happened globally during Lula’s government. Lula included the Brazilian cuisine in official dinners, like caipirinha, cheese bread and milk fudge. I have found Guaraná Antarctica in Jericho, Israel, rapadura in China and caipirinha Garota de Ipanema in Bielefeld, Germany.

However, I got in trouble during a lunch in Panama when a clam soup was served. One of my colleagues was startled when she saw the shell opening up and imagined that the mollusc had blinked at her. I had to affectionately calm her down, even though the worst was still to come!

After a generous meal, when dessert was over, I was asked to try the local ceviche. My students looked at me and said “Smile, teacher. Be diplomatic!” Actually, I love getting to know each country, culture, typical cuisine, be it snake meat or shark!

The Brazilian diplomatic axes obtained more emphasis or different approaches in the current government with Dilma Rousseff; both from the point of view of doctrinal innovation of Lula’s policy and as a result of the change of circumstances or the emergence of new opportunities, in a context of new groupings from G-20, BRICS, India, – Brazil – South Africa Dialogue Forum (IBSA), Pacific Alliance, ASPA, BRASIL-CARICOM, FOCALAL, CPLP, among others.

As a final reflection, I consider culture fundamental for the destiny of a nation and the development of its citizens. In short, there is no development without the guarantee of rights and freedoms: right to healthcare, education, housing and political, cultural, ethical and religious freedom.

Regardless of the Weberian position of ethical neutrality upon the cultural phenomenon equipped with economic and social fecundity, culture proves to be essential to the life of a nation.
__________________________________________________________________________________________

Leila Bijos has a PhD in Sociology from the University of Brasilia (UnB). She is a professor at the Masters Programme in Law at the Catholic University of Brasilia, a visiting researcher at the University of California in San Diego and at the University of Tsukuba, Japan. Email: leilabijos@gmail.com –  lbijos@ucb.br.