Ukraine's narrative has been fragmented by the political and social turmoil of their past. Volodymyr Sheiko, Director General at the Ukrainian Institute, explains how the country is using cultural diplomacy to project a more accurate portrayal of life in Ukraine - and how taking a slower approach is helping them to create impact in an ever-changing, fast-paced digital world.

To begin with, can you share what ‘cultural diplomacy’ means to you?

Cultural diplomacy is arguably one of the most complex terms in today’s political and international studies. It is also frequently misused, misunderstood or mistaken for other forms of international communication that involve state and non-state actors. Understanding of cultural diplomacy varies across countries depending on the political and historical context in which this practice emerged and developed as a public policy.

Cultural diplomacy is commonly regarded as an instrument of public diplomacy and an integral part of a country’s soft power - a set of intangible assets that allow countries to achieve influence by attraction rather than coercion. In practice, cultural diplomacy means ‘exchange of ideas, information, works of art and other components of culture between states and peoples in order to strengthen mutual understanding.’ Culture matters because it represents values of a society, its collective modality of life. Through culture, we share our values and experiences with others, thereby achieving trust and openness to cooperate. In this context, culture must be seen to include not just arts, but also science, education, material and intangible heritage, values, mentality, language and other assets.

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