Today we live in a globalised world, where distance and space have almost disappeared and communities and regions are becoming more integrated. The globe is becoming more densely populated. Different cultures live side by side and come into daily contact with each other. In 1945 at the creation of the United Nations there were approximately 50 states in existence.

Today there are over 200. The explosion in technology and development of all fields of human knowledge, distributed instantly around the globe by the internet and other forms of telecommunication, is at breakneck speed. One of the most powerful tools in influencing the opinions of global citizens is cultural diplomacy.[1]

Cultural diplomacy, as a set of activities, undertaken directly by or in collaboration with diplomatic authorities of a state, which are aimed at the promotion of foreign policy interests of this state in the realm of cultural policy primarily by means of fostering its cultural exchange with other (foreign) states, is an important part of diplomacy in these days.[2]

Cultural diplomacy is an integral part of diplomatic activities of almost all states. Although this specific dimension of diplomacy is attached growing importance in last decades, it can be still considered the most underestimated area of diplomatic activities of states, particularly in comparison with economic or defence diplomacy. In practice, the underestimation of cultural diplomacy very often results from unclear or false ideas about the scope of its activities, according to which it is frequently associated with organising or attending cultural events by diplomats, which is in fact only a small part of cultural-diplomatic activities.

Aims and Objectives

• To trace the development of Culture as a tool to realise foreign policy goals
• To understand the role of Cultural Diplomacy in International Relations
• To understand the importance of Cultural Diplomacy
• To analyse the use of Cultural Diplomacy by the present Indian government

Research Methodology
The methodology of the study to be used by the researcher shall primarily be doctrinal. The study encompasses a doctrinal method of research by using both primary and secondary sources. The sources include — Text Books; Journals; Articles/Research Papers; Magazines; PowerPoint Presentations on the subject. The tools used are e-tools and Libraries, Legal Databases viz. JSTOR, Manupatra, Westlaw, E-Books, E-Journals, E-Articles, E-Dictionaries, Legal Dictionaries, Thesaurus, various National and International Repositories, etc. to mention a few.

History of Cultural Diplomacy
Cultural display and exchange have arguably always played a role in the relations between peoples. With the emergence of the modern state system in the early modern period, such display and exchange became an expression of formal diplomatic relations between courts, yet it is only in the 19th century that we see the emergence of cultural diplomacy in the sense it is understood today: It is no longer a matter of communication between rulers, but rather an expression of national identity directed at an international public.[3]

The very beginnings of cultural diplomacy as a specific instrument of foreign policy can be associated with the first attempts of states to implement the idea of purposeful use of culture in the interest of promoting foreign policy goals. In this sense, some signs of cultural diplomacy appeared already the activities of medieval Byzantine missionaries, for example, who deliberately disseminated not only religious doctrine, but along with it, their view of the world, its ideas, beliefs, and customs in foreign countries, whereby they tried to strengthen the influence of the Byzantine Empire abroad.[4]

However, the origins of modern cultural diplomacy are likely to be associated with the establishment of the first specialised cultural-diplomatic institutions that began to appear at the end of the 19th century. As the very first institution of this kind may be considered Alliance Française founded on the initiative of a French diplomat P. Cambon in Paris in 1883 that opened its first foreign branch, officially called comité local, a year later in Barcelona, Spain.[5] It should be added that Alliance Française, whose activities have focused primarily on supporting the promotion of French language abroad4 , has been legally a non-governmental organisation (NGO) and not a diplomatic body of state although in practice its activities have been usually closely coordinated with and/or sponsored by the French Foreign Ministry.

Within diplomatic bodies of states the first specialised cultural-diplomatic institutions began to take shape during the first half of the 20th Century. During World War I the first diplomats, charged with fulfilling specific diplomatic functions in the field of cultural diplomacy started to be sent on diplomatic missions by France. In the same period, a specialised department for cultural diplomacy was created within the structures of the French Foreign Ministry, The Directorate General for Cultural Affairs. In the interwar period the specialised institutions of cultural diplomacy were established in several other countries too.

During the Cold War cultural diplomacy has acquired special significance as an important instrument of ideological struggle, since culture has become an integral part of the contest between two power blocs.

However, Since 1990, the foreign policy of India has gone through several changes in terms of policy making to accommodate itself in newly emerging trends in international relations.[6] The end of the Cold War brought two opposing tendencies in the evolution of cultural diplomacy. On one hand, the fall of the Iron Curtain and the subsequent democratisation of most post-socialist countries created favourable conditions for cultural penetration of Western countries in the space of the former Eastern bloc and, thereby, for the development of their cultural-diplomatic activities too. On the other hand, the collapse of the bipolar system brought about the end of the ideological confrontation between the Soviet Union and the U.S., which has resulted in a tendency to reduce cultural-diplomatic activities.[7]

Cultural diplomacy and related terms
To understand the term cultural diplomacy correctly, it is necessary to understand briefly the meaning of several closely related but different terms such as public diplomacy, cultural relations and cultural policy.

Public Diplomacy
The term public diplomacy can be generally understood as a set of activities undertaken or coordinated by diplomatic authorities of the implementing state, which are aimed at general public abroad and which are intended to influence public opinion in a foreign target state in line with foreign policy objectives of the implementing state.[8] In practice, the majority of activities carried out within the framework of cultural diplomacy is usually focused on the public abroad and, therefore, can be regarded as part of public diplomacy, too. Cultural diplomacy is believed by scholars as an extension of soft power and it is part of public diplomacy.[9]

However, cultural diplomacy cannot be equated with public diplomacy. One reason for this is the fact that not all activities falling within the scope of cultural diplomacy are carried out in relation to the public abroad and, therefore, cannot be seen as part of public diplomacy. Another reason why cultural diplomacy cannot be equated with public diplomacy is the fact that public diplomacy can include not only activities undertaken within the framework of cultural diplomacy, but within other fields of diplomacy, too.

Cultural Relations
In the theory of international relations, cultural relations usually refer to the whole complex of cross-border cultural interactions among states.[10] In this sense, cultural relations encompass all cultural interactions existing between states, i.e. not just those that are regulated or managed by the state, but also those arising spontaneously i.e. independently from the state and its foreign policy achievements. The interconnection between cultural relations and cultural diplomacy lies in the fact that an important instrument of state for regulating its foreign cultural relations or, more precisely, a certain part of them - is cultural diplomacy.

Cultural policy
Cultural policy in the context of cultural diplomacy can be regarded as the political program of the government in the field of culture. In other words, cultural policy is a set of specific principles, objectives and tasks of the government of the state in the field of promotion and development of culture.

In this sense, cultural policy is one of state's policies and in terms of its content reflects the specific national interests of a particular state. Thus, the link between cultural policy and cultural diplomacy lies in the fact that cultural diplomacy is basically a tool for implementation of state's cultural policy or, more precisely, state's foreign cultural policy i.e. specific part of cultural policy that is aimed at foreign countries.

Soft Power
The concept of soft power was introduced to the world by Joseph Nye. He categorized such diplomacy in terms of their primary sources, namely, political values, foreign policy, and culture. A very basic explanation of soft power diplomacy is the ability to create an impact that results in obtaining one's desired outcome without using the means of coercion, money, or strength. It is merely using alternative resources like values and culture to shape others' preferences either by making them relate to or aspire to inculcate the same outlook to achieve a collectively desired goal.

Role of Cultural Diplomacy in International Relations
Culture has become a diplomatic tool, a bridge needed to promote mutual understanding between nations. Gradually, more and more governments are giving priority to culture in foreign policy and diplomatic relations. The goals and aspirations stemming from the development of cultural diplomacy are first of all to create a "trust base" with other peoples, on which policy makers will then be able to achieve political, economic and military agreements. Within this emerging framework of trust, the ultimate goal is also to create among the peoples such relationships characterized by stability beyond the changes of political leadership.

The role of cultural diplomacy should also be to create an agenda that will support state cooperation regardless of the political differences that may arise. Furthermore, an additional objective focuses on the development of a neutral platform so that ordinary people can communicate with each other. Cultural diplomacy can be conveniently used as a flexible and universally accepted means of approaching countries with which diplomatic relations are tense or sometimes non-existent, thus further contributing to the promotion of the development of civil society.[11]

Regardless of the state implementing it, the three most fundamental objectives of cultural diplomacy are the protection of national identity, strengthening of the prestige of a country and the promotion of mutual understanding.[12] The protection of national identity has to do with the right of cultural self-determination of States, which is also the basis of the UNESCO Declaration on the Principles of International Cultural Cooperation. Strengthening of the prestige of a country is based on the country's desire to strengthen its position and prestige in the world. It is generally accepted that a country can shape a good image abroad by spreading its culture, values and traditions.

Promoting mutual understanding between countries and individuals is based on the idea that ignorance and a lack of understanding lead to hostility among the peoples while fighting against them lead to world peace. This is why exchange programs and scholarships have been established in the field of education, placing particular emphasis on language learning and spreading in order to promote understanding among the peoples.

For a long time, state bodies were the main actors in cultural diplomacy, since they largely monopolized the management of foreign affairs, which was considered to be their specialized field of action. However, since the Second World War, the structure of international relations has undergone significant changes. During this period, new diplomatic factors (governmental and non-governmental) have been presented and at the same time a dramatic development of information and communication technology has taken place. However, this wind of change continued, as cultural and religious differences between countries, especially between the Muslim and the Western world, increased. This, in turn, led to the creation of universities and research centres that played a key role in cultural diplomacy.[13]

Importance of Cultural Diplomacy
Using culture as a means of diplomacy holds importance due to several reasons. Culture helps build connections on humanitarian grounds which lays the groundwork for long term relations because of the kind of trust that is imbibed. This humanitarian foundation thus creates a strong base for further agreements. Indian culture has been making its way to the global forum since the very beginning. Be it the recognition we receive as one of the world's oldest civilizations, the various delicacies, yoga; our cultural heritage has made our thriving reputation stand out.

It wouldn't be completely wrong to say that the current government has shifted the aim of using soft power as a means to objectively build India's relations across the world and make our foreign policies and relations much stronger.[14] This has not only helped India achieve its foreign policy objectives but has also shown our ability and willingness in being a key stakeholder in global policy and strengthened our position as a promising country with the potential of becoming an economically and politically developed country.

The External Affairs and Culture Ministries are responsible, to a large extent for the promotion of cultural diplomacy. India has signed over a hundred bilateral cultural agreements. The realization of the importance of using culture as a tool of soft power diplomacy hit soon after Independence and the Indian Council for Cultural Relations as a nodal body established by a leading political figure, the scholarly Maulana Abdul Kalam Azad[15]. The ICCR has since proven to effectively promote India's cultural heritage across the world by the means of cultural centres, festivals, Chairs of Indian Studies, etc.

Just as cultural diplomacy promises, it has helped India build strong ties with several countries and also, with inter-governmental organizations. These efforts have not only helped emphasize the social and cultural assets of India abroad, but they also support the country's major foreign-policy initiatives. India is an active and influential member of the United Nations and is a top contender amongst all those working towards a permanent membership of the UN Security Council. India's economic developments are visible through its mere membership of the BRICS. India has very strategically strengthened its ties with Southeast Asian countries as well.

The active use of cultural diplomacy in its Look East Policy has helped in the recognition of efforts towards genuine appreciation of these countries rather than being viewed as attempting to gain cultural dominance over them.

The use of culture as soft power diplomacy has very quickly helped India establish an image at the global forum which has helped counter misunderstandings and ignorance that may have existed towards the country. Moreover, it has and continues to strengthen India's position as a key stakeholder in world politics.

Cultural diplomacy of India in action
The soft power assets of India were factored inaptly in foreign policymaking till 1990s. Not that the policymakers were not aware, rather the founding fathers of modern India were themselves ambassadors of soft power, but they displayed recalcitrance to use soft power tools to realize foreign policy goals. As early as 1948, Indian Foreign Secretary, K. P. S. Menon had requested reports on a regular basis on "persons of Indian descent … their number, employment, economic and political position, treatment, all relevant matters as well".[16] Those attempts were more aimed at tracking Indian origin population outside.

Indian Council for Cultural Relations (ICCR) and Indian Council for World Affairs (ICWA) played a vital role in cultural diplomacy. The objective of ICCR, was "to establish, revive and strengthen cultural relations and mutual understanding between India and other countries"[17]. At present, the ICCR has 35 cultural centres around the world, working under respective Indian Missions.

It is planning to establish new centres at various other locations. ICWA, aimed to "promote India's relations with other countries through study, research, discussions, lectures, exchange of ideas and information with other organisations within and outside India engaged in similar activities"[18]. The historic Asian Relations Conference in April 1947 was organized by ICWA, in which Mahatma Gandhi had emphasized on Asian way. ICWA was incorporated as a member of the United Nations Academic Impact in 2015. At present, it has partnerships with organizations in 38 countries.

India remained a latent soft power or a sleeping giant, till forces of globalization and information technology revolution awoke the sleeping giant from slumber. There was a significant shift in 1990s in the policy emphasis to factor soft power towards realizing foreign policy goals. There were various factors responsible for this shift, the major ones being: India's economic crisis in 1991, the collapse of the Soviet Union, the end of bipolarism and the advent of liberalized and globalized world, India's giving up of old foreign policy calculations guided by the cold war world order, the unpopularity of India among its neighbours, and rise of consciousness among the policymakers about the utility of soft power tools.[19]

The use of social media buttressed India's soft power outreach. Unlike the cold war times, when the wars and rivalries were mainly based on ideological differences, the relations in the post-cold war period have significantly been shaped by the revolution in information technology. The Indian foreign ministry established a new web portal for public diplomacy in 2006, in which later it uploaded YouTube videos and pictures and a Facebook page. It launched its Twitter account and sent first tweet in July 2010. Also, Indian government uses Facebook boosters to send regular posts on its policies. Indian policy establishment has become well adept in using information technology to promote policies.

The onset of globalization, increasing commerce and exchange among nations, flexibility of borders and rising international migration created a much-needed cushion for the use of soft power. The Indian leaders realized the potentials of India's soft power, and capitalized it through various methods. According to Ian Hall, five new developments can be identified in what he terms "new Indian public diplomacy" since 2000. Those are: efforts to reach out to overseas Indians; building connections with foreign business interests; foreign aid and development programme; promoting events to showcase and "nation-brand" India; and, using new social media to reach out younger generations.

The government of Prime Minister Narendra Modi came to power in New Delhi in May 2014. His policy to use soft power was different from his predecessors in various ways. Some of the major innovations distinguishing him from his predecessors include: addressing Indian diaspora during foreign visits, hosting foreign leaders in different locations of India, crafting policies such as Make in India, and frequently alluding to Indian culture and tradition in speeches.

Unlike his predecessors, The Prime Minister makes it a regular practice to address the diaspora during his official visits abroad. During his first official visit to the United States in September 2014, He addressed 18,000 people, mostly Indian–Americans, at the Madison Square in New York. The venue was packed and those unable to find a place through lottery preferred to watch Modi and listen to his speech outside on the big screens. Similarly, during his visit to Shanghai in China in May 2015, Fiji in August 2015, Seychelles in March 2015, Brussels in March 2016, and Johannesburg in July 2016, Modi, unlike his predecessors, almost made it a custom to address Indian diaspora, meet Indian origin people and even pose with them for selfies.

Besides connecting to the diaspora during foreign visits, Mr. Modi adopted a novel approach to showcase India's soft power assets to foreign leaders during their India visits. He preferred to hold official talks at different cities of India, keeping aside the usual practice of conducting talks in the capital, New Delhi. For example, He invited Chinese President, Xi Jinping, during his visit to India in September 2014, to Ahmadabad for bilateral talks and together they visited the Gandhi Ashram, founded by Mahatma Gandhi. In the Ashram, Jinping paid tributes to Mahatma Gandhi and sat bare feet to spin charkha.

Conclusion
In conclusion, the changing nature of international politics has altered the scene having increased the importance of intangible forms of power. Consequently, culture has become a powerful card in the field of international relations, with a continuously increasing influence and importance. In the past, governments used culture as a tool to support political and economic goals. Nowadays, culture is considered to be one of the three interdependent pillars that are politics-security, economy-trade and culture of the foreign policy system. Culture is forming a focal point of the diplomatic agenda of both state and non-state actors. Modern developments in the field of international relations show that the 21st century will be a golden age in terms of the importance of cultural actors in relations between nations.

Bibliography
Books and Articles

• Katerina Papaioannou, "Cultural Diplomacy in International Relations", International E-Journal Of Advances In Social Sciences.
• Keith Hamilton, The Practice Of Diplomacy Its Evolution, Theory And Administration, 1995.
• Jean Paul Pancracio, Dictionnaire De La Diplomatie, 2007.
• Junuguru Srinivas, "Modi's Cultural Diplomacy and Role of Indian Diaspora", Central European Journal of International and Security Studies.
• Erik Pajtinka, "Cultural Diplomacy in Theory and Practice of Contemporary International Relations", Politické Vedy.
• Ján Marko, "Book Review: Dictionary of Diplomacy", Politické Vedy.
• Riski Muhamad Baskoro, "The Truth of Cultural Diplomacy" , AEGIS.
• Mauricio Jaramillo Jassir, "Soft Power and Cultural Diplomacy: A Re-Emerging Dynamic in International Relations", Soft Power and Cultural Diplomacy: Key Elements of Foreign Policy in Transformations.
• Katerina Papaioannou, "Cultural Diplomacy in International Relations", International E-Journal of Advances in Social Sciences.
• Karl W Deutsch, The Analysis of International Relations, 1988.
• Yudhishthir Raj Isar, "Cultural diplomacy: India does it differently", International Journal of Cultural Policy.
• Devesh Kapur, Diaspora, Development, and Democracy: The Domestic Impact Of International Migration from India, 2010.

Webliography

• http://www.dac.gov.za/content/culturaldiplomacy-pillar-our-international-relations.
• https://doi.org/10.1093/acrefore/9780190846626.013.543.
• https://www.encyclopedia.com/social-sciences/encyclopedias-almanacs-transcripts-and-maps/cultural-relations-and-policies.
• https://timesofindia.indiatimes.com/readersblog/shimadrishspeaks/soft-power-diplomacy-continues-to-strengthen-indias-position-as-a-key-stakeholder-in-world-politics-23549/.
• https://www.nature.com/articles/palcomms201691.pdf.

End Notes:

1. Cultural Diplomacy: A Pillar of International relations, http://www.dac.gov.za/content/culturaldiplomacy-pillar-our-international-relations, (Visited on April 29, 2022).
2. Katerina Papaioannou, "Cultural Diplomacy in International Relations", INTERNATIONAL E-JOURNAL OF ADVANCES IN SOCIAL SCIENCES, Vol. 3 No. 9 2017, p. 942-944.
3. David Clarke, CULTURAL DIPLOMACY, https://doi.org/10.1093/acrefore/9780190846626.013.543, (Visited on April 29, 2022).
4. Keith Hamilton, THE PRACTICE OF DIPLOMACY ITS EVOLUTION, THEORY AND ADMINISTRATION, 1995.
5. Jean Paul Pancracio, DICTIONNAIRE DE LA DIPLOMATIE, 2007.
6. Junuguru Srinivas, "Modi's Cultural Diplomacy and Role of Indian Diaspora", CENTRAL EUROPEAN JOURNAL OF INTERNATIONAL AND SECURITY STUDIES, Vol. 13 No. 2 2019, p. 74-90.
7. Erik Pajtinka, "Cultural Diplomacy in Theory and Practice of Contemporary International Relations", POLITICKÉ VEDY, Vol. 17 No. 4 2014, p. 95-108.
8. Ján Marko, "Book Review: Dictionary of Diplomacy", POLITICKÉ VEDY, Vol. 17 No. 3 2014, p. 218-221.
9. Riski Muhamad Baskoro, "The Truth of Cultural Diplomacy", AEGIS, Vol. 4 No. 2 2020, p. 34-47.
10. Akira Iriye, Cultural Relations and Policies, https://www.encyclopedia.com/social-sciences/encyclopedias-almanacs-transcripts-and-maps/cultural-relations-and-policies, (Visited on April 29, 2022).
11. Mauricio Jaramillo Jassir, "Soft Power and Cultural Diplomacy: A Re-Emerging Dynamic in International Relations", SOFT POWER AND CULTURAL DIPLOMACY: KEY ELEMENTS OF FOREIGN POLICY IN TRANSFORMATIONS, Vol. 1 2015, p. 1-14.
12. Katerina Papaioannou, "Cultural Diplomacy in International Relations", INTERNATIONAL E-JOURNAL OF ADVANCES IN SOCIAL SCIENCES, Vol. 3 No. 9 2017, p. 942-944.
13. Karl W Deutsch, THE ANALYSIS OF INTERNATIONAL RELATIONS, 1988.
14. Himadrish Suwan, SOFT POWER DIPLOMACY CONTINUES TO STRENGTHEN INDIA'S POSITION AS A KEY STAKEHOLDER IN WORLD POLITICS, https://timesofindia.indiatimes.com/readersblog/shimadrishspeaks/soft-power-diplomacy-continues-to-strengthen-indias-position-as-a-key-stakeholder-in-world-politics-23549/, (Visited on April 29, 2022).
15. Yudhishthir Raj Isar, "Cultural diplomacy: India does it differently", INTERNATIONAL JOURNAL OF CULTURAL POLICY, Vol. 23 No. 6 2017, p. 705-716.
16. Devesh Kapur, DIASPORA, DEVELOPMENT, AND DEMOCRACY: THE DOMESTIC IMPACT OF INTERNATIONAL MIGRATION FROM INDIA, 2010.
17. ICCR, "ICCR's Centres Abroad", http://www.iccr.gov.in/content/iccrscentres-abroad-1, (Visited on April 29, 2022).
18. ICWA, "Aims and Objectives of ICWA", http://www.icwa.in/aims.html, (Visited on April 29, 2022).
19. Debidatta Aurobinda Mahapatra, FROM A LATENT TO A 'STRONG' SOFT POWER? THE EVOLUTION OF INDIA'S CULTURAL DIPLOMACY, https://www.nature.com/articles/palcomms201691.pdf, (Visited on April 29, 2022).