The United States as a Cultural Equal

It was great to hear a number of voices on Thursday speaking on the topic of cultural diplomacy, and I’m sure the impressions we derived from the conference will vary greatly. I’ll just give my quick thoughts regarding a point that was brought up in the first discussion.

A member of the audience brought up the notion that the focus of United States missions abroad was focused towards the wrong goals. Whereas the embassies of other nations have strong cultural exchange programs, the United States lacks any formal office or department specifically dedicated towards the preservation and promulgation of American culture. This is needed, she claimed, in order to set the United States on the same footing with the rest of the world in the field of cultural diplomacy.

Now, many will decry her opinions as a blatant example of cultural imperialism. Such a view is especially suspect given the dominance of the United States in world affairs. However, I see her suggestions in an entirely different context, one which I think could turn the worldwide opinion of the United States around for the better.

As she stated, the United States government, especially the diplomatic organs, does not put major emphasis on using its diplomatic capabilities to promote interest in American culture. Rather, she said, the prime directive of all missions is to open up markets to trade, and all offices work in furtherance of this goal. While this may serve the nation’s interests, such a single-minded focus handicaps the ability of the United States to relate to the people in a given country on an intercultural basis. While most embassies sponsor artists and social events in order to exhibit their cultures and foster a friendly image, United States embassies around the world focus entirely on business, essentially closing themselves off socially to the societies they are situated among.

In effect, this isolation unintentionally helps to foster a negative image of American culture. In the absence of positive direct portrayals of American culture, the denizens of foreign lands are exposed to the United States through the only route promoted by the embassies: business. When American businesses, either public franchises or behind-the-scenes contractors, move in and dominate a market, they project an image of American culture as one of dominance and assimilation. They devour all domestically-owned businesses and force the locals to accept their authority. The locals then attach the feeling of subservience to American culture as a whole, and their overall opinion of the United States is irrevocably damaged.

So how should the Foreign Service combat this image? Rather than withdraw from foreign markets, the most beneficial (and diplomatic) course of action would be to install an office in the State Department and in American embassies tasked specifically with promoting American culture as a single, diverse world culture among many others. In essence, portray American culture as other countries portray their own cultures: in an idealized and inviting way.

Of course, no country portrays their culture exactly the way it is. I was in the Embassy of Benin about three months ago for a cultural open house, and the main features on display were a collection of tribal masks and a drum-and-dance show. But it goes without saying that actual daily life in Benin incorporates none of these things. Rather, such cultural expressions are societal ornaments, reminiscent of a time long past.

The United States should direct its missions to adopt similar public relations techniques. America, with its myriad cultural expressions, could easily entertain foreign audiences with the best elements of its culture, and direct attention away from unpopular private business practices. Embracing the full possibilities of cultural diplomacy is an excellent first step towards rebranding the United States and regaining the international respect it once enjoyed.

Perry Landesberg