The Promotion of Cultural Diplomacy Through the Use of African Print Fashion: The Case of Ghana

Abstract

This study is on cultural diplomacy as a form of soft power approach to diplomacy which allows countries to advance their national interests by influencing the rest of the world and their people through their embassies, celebrities, and people in the host countries using cultural elements such as fashion, music, cuisine, sports, festivals, artefacts etc. Contemporarily, cultural diplomacy has gained international recognition in promoting the socio-cultural image and economic interests of states such as tourism. The study explored the promotion of national interest through cultural diplomacy specifically, using the African Print Fashion. The research unveiled that over the years, institutions, festivals etc. and the formulation of a Cultural Policy document in 2004 have been instituted to promote Ghana’s national interest through Ghanaian cuisine, culture, music, African Print Fashion, and so on, in the form of cultural diplomacy. As a result, plausibly, Ghana’s exports in African Print Fashion, cultural artefacts, tourism, foreign direct investment, and the affable image of Ghana have been promoted. Though the study has not put figures of cultural diplomacy’s role in promoting Ghana’s national interest; the study’s significance is in highlighting the potential of cultural diplomacy in serving Ghana’s national interest. The study concluded that cultural diplomacy is an essential tool and platform for the promotion of diplomatic relations between Ghana and other states within the international system since Ghana is endowed with a very rich culture. Though endowed with rich diverse cultures, Ghana has not immensely benefitted from it due to some challenges discussed in the subsequent chapters. The recommended steps should be taken to improve dissemination of information, remove obstacles, heighten synergy and collaboration between relevant institutions, harmonize policies and create the enabling environment for the promotion of cultural diplomacy and augmentation of the gains therein.