Almost all governments today support some funding towards promoting their international political and economic agendas through cultural activities overseas: commonly referred to as part of “cultural diplomacy” or “soft power”.
Cultural diplomacy is not new. Julius Caesar brought gladiatorial performance to Britain, not so subtly suggesting Rome’s power. James Cook presented gifts to the Pacific island chiefs – albeit insubstantial ones in return for the highly prized objects he received, now in European collections.
