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Projekt Azja i strategia brandingu Polski przez kulturę w Azji Wschodniej i Południowej w latach 2010–2015

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Jurkiewicz-Eckert D.
Studia Europejskie-Studies in European Affairs
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2016
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vol. 3
147-168
EN
The paper analyses the nation branding as an umbrella concept applied by the Polish cultural diplomacy for the promotion of a positive image of Poland in the world since 2008. The analysis takes the form of a case study of a Project Asia, a new, long-term project aiming to promote brand Polska through high and non-commercial culture in East and South Asia. Since 2010 the project has been executed by Adam Mickiewicz Institute in cooperation with Polish diplomatic missions, Polish Institutes and other Polish institutions engaged in promotion of the Polish culture abroad. Establishing the presence of Polish contemporary culture in East and South Asia has become a significant challenge because of circumstances and contexts much different from those in which IAM used to develop consistent cultural narratives about contemporary Poland. The paper analyses the main institutional and cultural determinants of the project development, the dynamics of its implementation and its adjustment to the cultural realities of Asian countries.
2
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Od Traktatu o Unii Europejskiej do Europejskiej Agendy dla Kultury – narodziny i rozwój polityki kulturalnej UE

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Jurkiewicz-Eckert D.
Studia Europejskie-Studies in European Affairs
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2015
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issue 1
65-90
EN
In 2013, the European Union celebrated the twentieth anniversary of the entry into force of the Treaty of Maastricht, while the European cultu-re, the cultural sector and cultural institutions – the twentieth anniversary of the birth of the EU cultural policy. Article 128 of the Treaty contained the fi rst definition of the goal, powers and scope of activity of the Commu¬nity in the field of culture. Currently, the EU’s competences in the field of culture are specified in Article 167 of the Treaty on the Functioning of the European Union (former Article 151 of the Treaty of Amsterdam). In the first part of this paper, the author outlines, in chronological order, the legal basis for the EU cultural policy laid down in each of the Treaties and analyses the ‘soft’ instruments used for shaping this policy that have determined its development in the years 1992–2013. The second part of the article focuses on the European Agenda for Culture, the fi rst strategic document in which the EU has defined long-term goals and priorities of cultural policy. The document, adopted in 2007, was to become the response of the Community to new challenges in the area of European culture and to initiate the process of shifting culture from the periphery to the mainstream of EU policies. The article points to the importance of the European Agenda for Culture in the history of the EU cultural policy, not only because it shows a change in the EU’s rhetoric regarding the place and role of culture in the process of integration but mainly because the priorities adopted in the document, as well as new mechanisms of decision-making and cooperation between the EU, its Member States and the cultural sector, have determined the shape of the EU cultural policy, including the shape of EU programmes and the measures taken in the field of culture after 2007. The dynamism of implementing the objectives of the European Agenda for Culture also shows that – in the long run – the Agenda will have an impact on the future condition and development of culture in Europe. Will incorporating the EU cultural policy in the Agen¬da shift culture from the periphery to the mainstream of EU policies? What price will the cultural sector and culture have to pay for this shift and will it not be too high? What will be the impact on culture of the pro¬gressive economisation of culture and the introduction of new key words to the language of the EU cultural policy (creativity–innovation–growth), which have dominated the point of view on the role and place of the cul¬tural sector in Europe after 2007. Can the EU find a balance in supporting the economic and social dimensions of culture, and can it support culture as an area of autonomous values, actions as well as complex identities that cannot be reduced to one common denominator? The conclusion ending the text concerns the future of the EU cultural policy and the paradox that it can become part of. Because what we are witnessing now is an attempt to negotiate a partial ‘soft’ communitisation of the EU cultural policy wit¬hin the limits imposed by Article 167 TFEU. It is possible, however, that in the future the same limits, so fervently criticised over the years, will be the basis for insisting on the autonomy of culture and its values and needs not defined by the market.
3
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Międzynarodowy wymiar Europejskiego Roku Dziedzictwa Kulturowego w świetle strategii Unii Europejskiej w obszarze międzynarodowych stosunków kulturalnych

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Jurkiewicz-Eckert D.
Studia Europejskie-Studies in European Affairs
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2019
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vol. 3
153-179
EN
The EU-Western Balkans Cultural Heritage Route, international activities for the protection of cultural heritage in Syria, Iraq, Libya and Yemen, Silk Route Heritage Corridors in Iran, Afghanistan and Central Asia, projects promoting European cultural heritage through EU Delegations in third countries are projects implemented outside the European Union as part of the European Year of Cultural Heritage (EYCH) in 2018. At the same time, the EU promoted these activities as flagship examples of the implementation of the EU Strategy for international cultural relations launched in 2016. The aim of the article is to analyze the ways of implementing the international dimension of the EYCH, which, although important in the context of the activities of European institutions and organizations involved in the implementation of the EU strategy in the field of international cultural relations and EU cultural diplomacy, remains for the time being a side theme and is not deepened in the subject literature. The article indicates that the specific moment for heritage, which became the celebration of the European Year of Cultural Heritage, was important not only for the internal dynamics of shifting culture from the periphery to the mainstream of EU policies, but also for the process of operationalisation of the 2016 Strategy.
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The Polska Brand as a Challenge for Polish Cultural Diplomacy. Old Determinants, New Strategies

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Jurkiewicz-Eckert D.
Yearbook of Polish European Studies
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2014
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vol. 17
s.259-292
EN
This paper analyses the evolution of the strategy employed by Polish cultural diplomacy for the promotion of a positive image of Poland in the context of a long-term strategy for developing the Polska brand in the world. The analysis takes the form of a case study and concerns selected aspects of the activity of the Adam Mickiewicz Institute – currently the most influential governmental institution responsible for promoting Poland in the world through culture. The paper presents the main determinants and challenges in shaping a coherent message about Poland and their infl uence on the current strategy for promoting the Polska brand through cultural diplomacy. The critical analysis places the Institute’s activities in the context of the priorities of Polish foreign policy and puts forward a thesis on the growing infl uence of the Institute on the development of Polish culture, Polish cultural diplomacy, and nation branding in Poland.
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