INTRODUCTION TO SOCIAL AND CULTURAL STUDIES

SEM 2021 -1

INDONESIA’S CULTURAL DIPLOMACY IN EUROPE: A CASE STUDY OF INDONESIAN

AMBASSADOR TO BULGARIA
I. INTRODUCTION
1. Cultural Diplomacy in 21st Century
To begin with, what is “cultural diplomacy”? Cultural diplomacy is a domain of
diplomacy concerned with establishing, developing and sustaining relations with
foreign states by way of culture, art and education. It is also a proactive process of
external projection in which a nation’s institutions, value system and unique cultural
personality are promoted at a bilateral and multilateral level. At its core, this sense of
cultural diplomacy includes what might be described as a nation’s “expressive life,” but
it also incorporates the exchange of values and overarching ideas. Historically, cultural
diplomacy has often been viewed as a subset of “public diplomacy,” a program of
exchange that includes art, education, and ideas, but also incorporates health care and
community and economic development, activities beyond the cultural realm.
However, following the tragedy of 9/11, the challenge of global terrorism has been
characterized as a “cultural” problem. Meanwhile, the functional boundaries of the U.S.
government’s public diplomacy have been pulled in to encompass little more than
public relations or advertising programs intended to modify attitudes toward the U.S.
(significantly, about half of the current U.S. public diplomacy budget is spent on radio
and television broadcasting). Further, during the past half-century, the cosmopolitan
sense of “Culture” as the output of artistic and intellectual elites has been gradually
supplanted by “culture,” with a lower-case “c,” an anthropological construct
encompassing a broad range of religious, political, and creative practices that together
constitute the essential character of societies and communities. United Nations
declarations and UNESCO accords memorialize this modern sense of “culture” as a
multifaceted reflection of a nation’s character.
Interest in public and cultural diplomacy, after a long post-Cold War decline, has
surged in the last few years. This new focus inside and outside government has two
causes: first, the 9/11 terrorist attacks and the perception that the U.S. is losing a war
of culture against Islamic extremists; and second, the documented global collapse of
positive public sentiment toward the U.S. But the task facing policy leaders – translating
interest into action – must accommodate the reality that government cultural work has
been diminished in scope even as trade in cultural products and Internet
communication has increased the complexity and informal character of cross-cultural
communication.

The current state of U.S. cultural and public diplomacy has been reviewed by
numerous special commissions and elite bodies, ranging from the 9/11 Commission to
the RAND Corporation, from Congress’s Governmental Accountability Office (GAO) to
 the Council on Foreign Relations. Resulting recommendations have emphasized
increased funding, better coordination, increased State Department programming, and
more private-sector partnership to support programming that the State Department and
governmental broadcasting outlets are already producing.
However, because cultural work constitutes a long-term, diffuse, and largely
immeasurable solution to a pressing problem in an age of quick fixes, the larger
concept of cultural diplomacy – defined most broadly as the propagation of American
culture and ideals around the world – tends to get short shift in these presentations. In
addition, the lion’s share of American cultural content is conveyed by private-sector
film, recording, and broadcasting industries, functioning beyond the realm of official
policy objectives. Yet any meaningful, real-world cultural-diplomacy policy ought to
take into account the considerable impact of private-sector cultural products – such as
movies, music, and television – on international sentiments toward the U.S.
2. Indonesia's Cultural Diplomacy in Bulgaria
Diplomatic relations between Indonesia and Bulgaria have been established for a
long time, to be precise since 1968. Since then, the two countries have also established
bilateral cooperation in various fields such as economic and socio-cultural cooperation.
Even though it has increased, the cooperation between the two countries is still not
maximized from its potential and there are still many opportunities that can be
improved. Moreover, based on a survey conducted by the Indonesian Embassy in
Sofia, Indonesia is still not widely known by the Bulgarian public. Many of them do not
know some basic information about Indonesia, such as where the country is, what
national language is used by the people and so on. This makes Indonesia have a great
national interest in Bulgaria, one of which is to increase its brand nation.
The Indonesian Embassy in Sofia, Bulgaria has launched a contemporary paper art
exhibition as part of ongoing cultural diplomacy with the Southeast European country.
The exhibition, titled "Eastern Rhythms", was officiated by Indonesian Ambassador to
Bulgaria Sri Astari Rasjid. The event is part of the “Wonders of Indonesia” campaign
aimed at bolstering bilateral relations between Indonesia and Bulgaria on tourism,
trade and investment.
Sri contributed three works of photography, which serve as a feminist commentary
on the binary nature of masculinity and femininity, to the exhibition. Exhibition curator
Bambang "Toko" Witjaksono said he wanted to showcase various pieces of art made
by Indonesian artists that paint a unique portrait of Indonesia, ranging from traditional
cultures and cuisines to sociopolitical realities in the country.
He went on to say that the paper art exhibition highlighted various artistic media
such as papier-mâché, watercolor and sculptures. The exhibition showcases the
 works of 17 Indonesian artists including Butet Kertaradjasa, Beng Rahardian, Djoko
Susilo, Surya Wirawan and Eunike Nugroho. Nurul Sofia, the Indonesian Embassy’s
first secretary for culture in Sofia, told Antara news agency that attendees at the launch
event were enthralled by renowned Indonesian artist Butet Kertaradjasa’s reading of
A. Mustafa Bisri’s classic poem titled "Kalau Kau Sibuk Kapan Kau Sempat" (When
You’re Busy When Will You Have Time). The exhibition, which will run until May 26,
is also part of this year’s Sofia Paper Art Festival.
II. BODY PARAGRAPH
1. Cultural Diplomacy: Theory
Cultural Diplomacy may best be described as a course of actions, which are based
on and utilize the exchange of ideas, values, traditions and other aspects of culture or
identity, whether to strengthen relationships, enhance socio-cultural cooperation,
promote national interests and beyond; Cultural diplomacy can be practiced by either
the public sector, private sector or civil society.
Cultural Diplomacy (or "Diplomacy between Cultures") has existed as a practice for
centuries. Whilst the term "cultural diplomacy" has only recently been established,
evidence of its practice can be seen throughout history and has existed for centuries.
Explorers, travelers, traders, teachers and artists can be all considered living examples
of “informal ambassadors” or early “cultural diplomats”. Indeed, any person who
interacts with different cultures, (currently or in the past), facilitates a form of cultural
exchange, which can take place in fields such as art, sports, literature, music, science,
business & economy and beyond.

For example, the establishment of regular trade routes enables a frequent exchange
of information and cultural gifts and expressions between traders and government
representatives. Such deliberate efforts of cultural and communication exchange can
be identified as early examples of cultural diplomacy.

Throughout history the interaction of peoples, the exchange of language, religion,

ideas, arts and societal structures have consistently improved relations between
divergent groups. No longer relegated to the periphery of the international relations
discipline, cultural diplomacy today is a vibrant and innovative academic field of
research and has successfully established itself as a stand-alone theory and practice.

2. Types of Cultural Diplomacy

Cultural diplomacy is one of the major tools that a country can use to voice its
interests and position to the world. Cultural diplomacy can include academic,
professional, cultural and student exchange programmes, conferences and lectures on
 economic and social problems, literature, film industry, theatre art, art exhibitions and
performances, as well as dance and music concerts. It is clear that a variety of platforms
and opportunities exist that allow the establishment of a constructive dialogue and the
creation of a positive image of the country.
Cultural diplomacy is one of the major tools that a country can use to voice its
interests and position to the world. Cultural diplomacy can include academic,
professional, cultural and student exchange programmes, conferences and lectures on
economic and social problems, literature, film industry, theatre art, art exhibitions and
performances, as well as dance and music concerts. It is clear that a variety of platforms
and opportunities exist that allow the establishment of a constructive dialogue and the
creation of a positive image of the country.
3. The Role of Cultural Studies
Cultural studies, interdisciplinary field concerned with the role of social
institutions in the shaping of culture. Cultural studies emerged in Britain in the late
1950s and subsequently spread internationally, notably to the United States and
Australia. Originally identified with the Center for Contemporary Cultural Studies at
the University of Birmingham (founded 1964) and with such scholars as Richard
Hoggart, Stuart Hall, and Raymond Williams, cultural studies later became a well-
established field in many academic institutions, and it has since had broad influence
in sociology, anthropology, historiography, literary criticism, philosophy, and art
criticism. Among its central concerns are the place of race or ethnicity, class, and
gender in the production of cultural knowledge.
III. INDONESIA EMBASSY IN BULGARIA
1. A Brief Information of Mrs. Astari Rasjid
Astari Rasjid is not a career diplomat but an artist who was posted as Indonesian
ambassador to Bulgaria, Albania and Macedonia in 2016. From the start Astari said
that she would be practicing cultural diplomacy. Not everyone was impressed by this.
Another lady ambassador from a different country told her that as a political
ambassador she would not be wasting her time on cultural activities. To which Astari
responded that artists express their political and social views through their art. She
said, “Cultural diplomacy is about applying the soft power of culture to strengthen the
unity of humanity.

Although Astari is not a career diplomat she was born into a diplomat’s family. She
remembers her childhood as being a very happy one. Her father Colonel Soegyanto
served as Air Attaché both in India as well as Myanmar and Astari has fond childhood
memories of both countries.“When I was a child, I loved learning about other cultures
 abroad,” declared Astari. “I used to play with the children of the Indians who were
Indonesian Embassy helpers. I was strictly forbidden to eat the food they brought for
their lunch but I always did. They usually ate rice with a sort of fermented fish paste
which was delicious. I also learnt about how they dressed and prayed and their festivals
and stories. They had of course the Ramayana and the Mahabharata which I knew
from wayang stories. The only thing that scared me was the festival of Holi when they
threw coloured paint powder and water at passersby but my mother told me not to be
afraid.”

2. Astari Rajid’s Effort in Promoting Cultural Diplomacy

Astari felt that the best way to promote Indonesia would be through its rich culture
and civilization. This led Astari to embark on an ambitious series of cultural programs.
She says that she felt Bulgaria, Albania and Macedonia were Western countries but
that a part of their soul was also Eastern. Thus, making her task far easier. Also, it
has the same national motto as Indonesia. Their motto is United We Stand Stronger
whereas Indonesia’s is Unity in Diversity. “Through cultural diplomacy I was
determined to establish people to people contact. I wanted people to see, hear, taste
and feel Indonesia through different events and festivals.”

Two important cultural events that she created and held every year were first the
Wonders of Indonesia Festival and the other was the Asian Festival at Borisova Park
which is attended by over 10,000 people, with 16 Asian countries participating. It was
Astari who approached the other Asian embassies in Sofia to participate in the event
which was attended by the President of Bulgaria. At these festivals she held
exhibitions of Indonesian crafts, jewelry, textiles, art, food, performing groups, films
and cultural activities. Many embassies have been inspired by the Indonesian
Embassy’s activities. “Such events promote Indonesia and if you promote your
country well then usually tourism, investment and trade with your country tends to
increase– as we have seen in Bulgaria,” commented Astari.

3. The Result of Indonesia's Cultural Diplomacy in Bulgaria

Tuesday, June 30, 2020, at the Sculptural Yard of the National Gallery of Bulgaria,
the Indonesian Embassy in Sofia organized a book launching of "Art of Diplomacy"
and a farewell reception for the Indonesian Ambassador to Sofia, Sri Astari Rasjid.
The event was attended by the Vice President of Bulgaria, Y.M. Iliana Iotova, as the
guest of honor, as well as Ambassadors, diplomatic circles, government officials, and
friends of Indonesia.
 The event aims to promote the book "Art of Diplomacy", written by Ambassador
Sri Astari Rasjid. It contains information about the success of cultural diplomacy that
has been carried out by the Indonesian Embassy in Sofia in Bulgaria, Albania and
Northern Macedonia during the 2016-2020 period. The book "Art of Diplomacy" is
published in three languages (Indonesian, English and Bulgarian). All guests received
a copy of the book (English or Bulgarian), signed by Ambassador Sri Astari Rasjid.
The Indonesian Embassy also use this event to promote the Indonesian
Permanent Collection located in Hall 20 of the National Gallery of Bulgaria to invited
guests. This collection was officially inaugurated by the Minister of Foreign Affairs of
the Republic of Indonesia and the Minister of Culture of Bulgaria in September 2019.

In her speech, Vice President Iliana Iotova expressed her recognition of the
success of the cultural diplomacy carried out by the Indonesian Embassy in Sofia
during the 2016-2020 period in bringing Indonesia and Bulgaria closer, as well as
opening up opportunities for increased bilateral cooperation in the fields of Trade,
Tourism and Investment between the two countries, one of which was proven by the
400% increase in the value of trade between Indonesia and Bulgaria in 2019 and a
200% increase in the first quarter of 2020, compared to the previous year. "My
appreciation goes to Ambassador Sri Astari Rasjid, who has united the Asian
Embassies in Sofia through her initiative to hold the annual Asian Festival since 2017.
For me, the role of Ambassador Astari as an artist-ambassador who promotes cultural
diplomacy is very appropriate in representing a country as rich in culture as Indonesia,
"she said.

Regarding the book "Art of Diplomacy", Vice President Iliana Iotova considers the
book to be more than just a "formal report on the ambassadorship", but as an
inspirational reading material. The Indonesian Embassy in Sofia used this opportunity
to promote Indonesian tourism by exhibiting Indonesian tourism photos at the event
location, screening of Wonderful Indonesia tourism films on three different screens,
performing Indonesian dance and songs, and serving Indonesian culinary delights.

IV. CONCLUSION

Culture has a central and fundamental role and function as the main foundation in the
life order of the nation and state because a nation will be great if cultural values have
taken root (deep rooted) in the joints of society. Indonesia as an archipelagic country is
a nation-state that has the richness and diversity of the archipelago culture which is an
attraction in the eyes of the world. This should be used as an asset to raise the image of
 the nation in the eyes of the world, the values as well as the fundamental values that
function to cement unity.

Carrying this year's theme "Miracles from the East", Indonesia successfully held the
Asian Festival for the third time in Sofia, Bulgaria. Starting from the initiative of the
Indonesian Embassy in Sofia in 2017, the Asian Festival has become an annual tradition
in the Bulgarian summer and is getting bigger every year. This third edition of the Asian
Festival was opened directly by the Vice President of Bulgaria and was attended by 16
countries, namely China, India, Indonesia, Iran, Iraq, Japan, Palestine, Pakistan, Saudi
Arabia, Kuwait, South Korea, Philippines, Thailand, United Arab Emirates, Bangladesh,
Vietnam: An estimated 12,000 visitors filled the festival throughout the day.

The opening ceremony was officially opened with Barong Bali presiding over the
parade of representatives of the participating countries. In his speech, the Vice President
of Bulgaria really appreciated this event considering that Asia has an important meaning
for Bulgaria. Meanwhile, the Indonesian Ambassador to Sofia, Sri Astari Rasjid, as the
leader of the Asian Festival activities, said that the aim of the event was to introduce
cultural diversity, unite various differences and bring peace.

Besides bringing Asia closer to and opening up opportunities for greater cooperation
in the fields of culture, tourism and trade. Various Asian countries display various cultures
on the main stage as well as various types of culinary, crafts, and souvenirs are also
available at the booths of their respective countries. This Asian Festival activity also has
a humanitarian mission, by buying lottery tickets visitors can get various attractive prizes
from sponsors, whose funds are then donated to help Bulgarian early childhood children.
Indonesia presented Barong Bali performances and wayang plays performed by
Bulgarian students.

In addition, various Indonesian dances from Sumatra, Sulawesi to Bali were also
performed, performed by Bulgarian youths and also the Bidadari dance group from Serbia
supported by the Indonesian Embassy in Beograd. Do not forget to also demonstrate the
charm of the archipelago by Bulgarian models in the fashion show session. These various
cultural performances received a warm welcome from the visitors and they were also
enthusiastic about taking pictures with the performers. Indonesia also holds dance
workshops, learns angklung, batik, and plays congklak which are children's favorites.

V. REFERENCES
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