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Cultural Diplomacy in The Era of Global Communications: The Case of Eurovision

Author

Listed:
  • Elena Rosberg

    (University of National and World Economy, Sofia, Bulgaria)

Abstract

This article examines emerging approaches in public and cultural diplomacy, focusing on their evolution in the context of globalization, digitalization, and the growing influence of social media. The primary objective is to investigate how the Eurovision Song Contest operates as a platform for contemporary cultural diplomacy, serving as a testing ground for innovative diplomatic practices within a globalized media and geopolitical landscape. The study analyzes Eurovision as a strategic tool for conveying political messages and shaping national image, highlighting its role as an arena for geopolitical discourse and the transformative impact of social media on diplomatic strategies.

Suggested Citation

  • Elena Rosberg, 2025. "Cultural Diplomacy in The Era of Global Communications: The Case of Eurovision," Nauchni trudove, University of National and World Economy, Sofia, Bulgaria, issue 4, pages 183-212, December.
    • Handle: RePEc:nwe:natrud:y:2025:i:4:p:183-212
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    Keywords

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    JEL classification:

    • Z10 - Other Special Topics - - Cultural Economics - - - General
    • F50 - International Economics - - International Relations, National Security, and International Political Economy - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D74 - Microeconomics - - Analysis of Collective Decision-Making - - - Conflict; Conflict Resolution; Alliances; Revolutions
    • O57 - Economic Development, Innovation, Technological Change, and Growth - - Economywide Country Studies - - - Comparative Studies of Countries

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