Cultural Diplomacy and Arts Festivals. The Case of the Montreux Jazz Festival in Switzerland

This research analyses the relationship between large-scale arts festivals and cultural diplomacy in the current interdependent world. In an international context of both globalization and cultural diversity, arts festivals are key events acting as catalysts for interactions and exchanges. These can be between cultures and social actors of different sectors such as public, private and civil society, in geopolitical contemporary relationships (Dragicevic, Rogac & Mihaljinac, 2018; Quinn, 2009). Through the concept of "soft power" of culture (Nye, 2004), an international arts festival can shape international public opinion and foster mutual understanding. Despite the relevance of this factor in today's world, there is a lack of academic research concerning the specific link between cultural diplomacy and these types of large-scale events, as well as an alarming lack of clear distinction between cultural diplomacy and propaganda. To be able to investigate this relationship, this study focuses on the case study of the Montreux Jazz Festival, a renowned annual event of jazz and soul music in Switzerland. This research focuses on two goals: first, to investigate the relationship between cultural diplomacy and the Montreux Jazz Festival considering the contemporary Swiss and international context, and second, to study the potential of the event for cultural diplomacy and if that would be the case, define its characteristics. Since a wide variety of actors are involved in the festival, this study concentrates on diplomatic impact perceptions of staff, artists and audience during the 2018 edition. In order to reach the goal of this study, surveys and structured interviews were undertaken, as well as a qualitative discursive analysis of public speeches of different directors. This research concludes that the Montreux Jazz Festival has a high potential as a platform for cultural diplomacy, above all providing shared intercultural exchange, breaking stereotypes and promoting freedom of expression. This study also discusses the fine line between cultural diplomacy, propaganda and facilitating access to sociocultural exchange in the 21st century.Esta investigación analiza la relación entre los festivales de arte a gran escala y la diplomacia cultural en el mundo interdependiente actual. En un contexto internacional de globalización y diversidad cultural, los festivales de arte son eventos clave que actúan como catalizadores de interacciones e intercambios. Estos pueden ser entre culturas y actores sociales de diferentes sectores, como la sociedad pública, privada y civil, en relaciones geopolíticas contemporáneas (Dragicevic, Rogac y Mihaljinac, 2018; Quinn, 2009). A través del concepto de "soft power" de la cultura (Nye, 2004), un festival internacional de arte puede dar forma a la opinión pública internacional y fomentar el entendimiento mutuo.Aquesta investigació analitza la relació entre els festivals d'art a gran escala i la diplomàcia cultural al món interdependent actual. En un context internacional de globalització i diversitat cultural, els festivals d'art són esdeveniments clau que actuen com a catalitzadors d'interaccions i intercanvis. Aquests poden ser entre cultures i actors socials de diferents sectors, com la societat pública, privada i civil, en relacions geopolítiques contemporànies (Dragicevic, Rogac i Mihaljinac, 2018; Quinn, 2009). A través del concepte de "soft power" de la cultura (Nye, 2004), un festival internacional d'art pot donar forma a l'opinió pública internacional i fomentar l'enteniment mutu