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In the decades following the USSR’s collapse, the US has gone from unrivalled hegemon to a position of relative decline. With America ‘triumphant’ after 1991, its culture, like its diplomatic, military and economic power, remained unmatched. Such favourable circumstances seemed to undercut the need for cultural diplomacy. Why should the US government sell a product that was already selling so well? After 9/11, however, it was apparent the US image was less popular than previously assumed. To reverse this negative image, cultural diplomacy was revived. Despite being beset by internal and external challenges, US officials supported various cultural initiatives and partnerships to promote the American brand globally. Along the way, cultural diplomacy has made use of new forms of expression to promote American culture and build positive foreign relations. The arrival of the second Trump administration in 2025 has clearly signalled an end to using cultural diplomacy to further causes of empowerment and diversity, making the future uncertain for this field of activity.
Jeffrey H. Michaels is the IEN Senior Fellow at the Institut Barcelona d’Estudis InternacionalsGiles Scott-Smith is Professor of Transnational Relations and New Diplomatic History and Dean of Leiden University College, Leiden University.
IntroductionJeffrey H. Michaels and Giles Scott-SmithPart I: Sites1 Designing, displaying and engaging for reputational security: The death and resurrection of US expo diplomacy, from Seville 1992 to Dubai 2020Nicholas J. Cull2 Museums and US cultural diplomacy in the twenty first centuryHyojung Cho3 Cultural platforms beyond the compound: American Corners and US diplomacyJeffrey H. MichaelsPart II: Sounds and Screens4 Still ‘120,000 American ambassadors’?: Hollywood, the US Department of State and 21st century cultural diplomacyPaul Moody5 ‘A sixteen-inch broadside of soft power’: The New York Philharmonic in PyongyangJonathan Rosenberg6 Unresolved dissonances: Tensions and motivations in Next Level and OneBeatErica FedorPart III: Policy Settings7 The president as cultural diplomat: Donald Trump, the presidency, and American cultural diplomacyAndrew J. Gawthorpe8 Washington’s see-saw: US public diplomacy and climate changeMara Oliva9 Bending the arc of history: Racial equity and protest in US cultural diplomacyOliver Elliott10 Measuring the impact of 21st-century US cultural diplomacyMark KatzConclusionGiles-Scott Smith and Jeffrey H. Michaels