Soft power architecture: (Un)intentional and incidental in culture relations policies

Abstract

States' cultural policies for international relations take various forms, both intangible and tangible. This paper will focus on the latter, namely, exported architectural manifestation utilized as cultural negotiation tools. In this research, exported architecture is considered to be any built (realized) spatial manifestations, non-native to the county in which it is placed. Subsequently, architecture is viewed and examined as a cultural resource, having the power to influence bilateral relations presenting a new term, 'soft power architecture' as conceived, exported, and state-controlled spatial manifestation, with a clear set of goals inscribed within cultural relations policies. The notion of architecture as a negotiating instrument between various actors is introduced, borrowing from Joseph S. Nye's definition of the term "soft power" postulated as, in the most basic terms, as the ability to attract, with attraction often leading to acquiescence.These typologies have a profound impact and yet the policy makers remain unaware of the importance of architectural manifestations as cultural resources. Requirements of the re-conceptualization of the state's policies regarding the planning, implementation and management processes for diplomatic-consular outpost will be discussed. Lastly, the case study of the new Japanese embassy in Belgrade, Serbia, will be examined, noting particularities of its processes, arguing an unintentional paradigmatic shift, providing a theoretical and methodological framework for future research.

Keywords

• cultural relations policy
• soft power architecture
• embassy
• identity
• nation branding