The Influence Of Cultural Diplomacy

According to Gienow-Hecht (2010) cultural diplomacy or other words soft power policy was traditionally defined as a large part the foreign policy or the ability of the state to persuade through the culture, values, and ideas, as opposed to the policy of hard power, which traditionally are based on economic, military, political forces. France can be considered as a creator of cultural policy. Since immemorial times, the French monarchs surrounded themselves with well-educated people and artists. The history of French cultural policy occupies a central role in the state (Perrin &Delvainquière, 2015).The king Francois I was a pioneer of patronage of arts and literature in France. He did not recognise the Latin language and in 1530 he established

foreign policy (Feigenbaum, 2001).As a result, the weakening of the French cultural influence raises concerns. Today it is evident that the process of globalization makes the world more open and influenced by American culture. For the New Year eve from the radio we can hear "Jingle Bells" rather than our national songs. According to French paper Le Figaro (2007) France faced with challenges of the new rules of the international game, but at the same time France is rather strong to adapt for new foreign actions without losing its specificity. We can agree with this journalistic source, because in the conditions of Americanization, the positions of the French culture are declining. But despite to this fact, all factors are generally accepted the cultural superiority of France: the rich historical heritage, great literature, philosophy, one of the best high school education system, advanced technology, excellent music, painting, architecture, unique high fashion industry, perfumes, high gastronomy, wine, luxury industry, etc. The most important thing is French life-affirming and healthy way of life, particular the way of thinking, and inherent to the French ability to enjoy

The actions of France have comprehensive and systematic approach to the implementation of separate directions of soft power strategy. France pays special attention to the development of public diplomacy, actively using instrumentation Francophonie, French institutes and French Alliance. The responsibility of the French institute is the promotion of French cultural diplomacy through the cultural exchanges, French literature, cinema, language, knowledge and ideas (Perrin &Delvainquiere, 2015). The development of the system of exhibitions organization and special receptions at the embassies in cooperation with the French Agency for foreign investments enables French companies to enter the markets of countries presence. Timely publication of the results of evaluation of activities of all soft power subjects helps to ensure the transparency of actions, discussion in society and the participation of all interested individuals and