Country Profiles: Germany - Institute for Cultural Diplomacy

Country Profiles: Germany

Table of Contents
1. Introduction- Research Method
2. Methodology
3. Historical Overview Before WWII
3.1 Deutsche Akademie
3.2 Deutscher Akadamischer Austauschdienst
3.3 1936 Olympics
4. Historical Overview Since 1945
4.1 Radio Deutsche Welle
4.2 World Festival of Youth & Students
4.3 Franco-German Youth Office
4.4 Kulturweit
4.5 Weitwärts
5. Overview of Contemporary Cultural Diplomacy in German
6. Application of Cultural Diplomacy in the Public Sector
6.1 German Academic Exchange Service (DAAD)
6.2 Institute for Foreign Relations (IFA)
6.3 Kulturveranstaltungen des Bundes in Berlin
6.4 International Youth Service of the Federal Republic of Germany
7. Application of Cultural Diplomacy in the Private Sector
7.1 Atelier Culture
7.2 Weltküche
7.3 Protestent intercultural day care centre Astrid Lindgren
7.4 Into…
7.5 Lanxess Young euroclassic China Tour
8. Application of Cultural Diplomacy in Civil Society
8.1 SPUKU
8.2 ZEIT Foundation
8.3 Musica Altona
8.4 Maecentata Institute
8.5 Buntkicktgut
9. Analysis and Conclusion
10. Bibliography

1. Introduction
Germany anno 2011 is a nation undergoing rapid changes. The society is increasingly
intercultural with persons with a migration background making up 19,2 % of the
population. 74 As a consequence, integration and concepts like multiculturalism are becoming
ever more contentious as the debate which erupted after the publication of Thilo Sarrazin’s
book ‘Deutschland schafft sich ab‛ (Germany Abolishes Itself) clearly illustrates. 75
This debate proved to be very polarising, enraging citizens from both the right and the left of
the political spectrum. In this tense environment, the necessity of cultural diplomacy within
Germany has augmented drastically - in order to work towards peaceful coexistence between
different cultural groups, increased contact and exchange is an absolute necessity; Germans
with and without migration backgrounds need more platforms on which to build common
experiences and values. The development of such platforms will require a concerted effort to
promote cultural diplomacy programmes.
But what exactly is ‘cultural diplomacy‛? This is a complex question to answer as the words
making up the expression, ‘cultural‛ and ‘diplomacy‛, both are inherently difficult to
define, in a universal context. What is counted as cultural is truly contentious and diplomacy
can also be interpreted to mean many different things. Bearing these problems in mind,
the report decided to use a rather broad definition given by political scientist Milton C.
Cummings which is also officially used by the Institute for Cultural Diplomacy. He understands
cultural diplomacy as:
‘the exchange of ideas, information, values, systems, traditions, beliefs, and other
aspects of culture, with the intention of fostering mutual understanding‛ 76
This definition takes the focus away from what can be called traditional cultural diplomacy,
which is limited to nation branding and advertising one’s country abroad. Instead, it
emphasizes the facilitation and initiation of cultural exchange, the goal of which is not
necessarily to construct a perfect national brand, but rather to increase intercultural
knowledge and thereby intercultural understanding. However, the term ‚cultural diplomacy‛ is
not one frequently used in the academic and popular discourse in Germany. In fact, the
Institute of Cultural Diplomacy is the only non- governmental organisation (NGO) in Germany
to focus on this field. Contrary to other countries, the concept of cultural diplomacy is not
utilized in the German public or private sector. For example, in the United States, cultural
diplomacy is a part of the academic vocabulary and also used by the United States State
Department. The absence of the term ‘cultural diplomacy’ in German is further illustrated by
a quick search with commonly used search engines. There are almost no hits for the term
not coming from the homepage of the Institute for Cultural Diplomacy. Yet ‚cultural
diplomacy‛ could play an important role as an umbrella term in the discourse of cultural
exchange and the building of increased understanding between cultures. Currently, there are
many initiatives that aim to achieve the above, but these efforts are fragmented as they are
not recognized as part of the same effort.
The goal of this report is to research whether cultural diplomacy is exercised in Germany
although the term is not a part of German vocabulary, and to outline which organisations
engage in activities that could be defined as cultural diplomacy. Finally, the report aims to
promote the concept of cultural diplomacy in the academic and popular discourse through its
findings and insights. In the following section, we will define relevant terms and discuss the
methodology used for selecting the programmes. This will be followed by an overview of
cultural diplomacy in Germany before and since the Second World War. We will then

discuss contemporary cultural diplomacy projects, five projects each from the public sector,
private sector, and civil society. Lastly, we will analyse these programmes to identify any trends
or changes.

2. Methodology
Before starting to assess whether there is cultural diplomacy in Germany, some methodological
questions have to be addressed.
First and foremost, it is necessary to define the scope of the report. What exactly does the
report mean when talking about cultural diplomacy in Germany? Does it include cultural
diplomacy conducted in the geographical entity named Germany by all relevant institutions,
German and non-German? Is it only cultural diplomacy conducted by German institutions,
organisations, foundations and individuals in and outside Germany? Or is it rather the actions
undertaken by those German institutions solely within Germany? For this report it was agreed
to include examples taking place in Germany or being carried out by German organisations
abroad.
Secondly, organisations or initiatives are seen as examples of cultural diplomacy when they
have at least one of the following aims: To promote the exchange of ideas, information,
values, systems, traditions, beliefs, and other aspects of culture, with the intention of fostering
mutual understanding. 77
Third, the examples of activities and projects which can be defined as cultural diplomacy in
Germany, making up the body of the report, are chosen bearing certain criteria in mind. These
criteria are in line with a rationale of quality examples representing a diversity of projects
and organisations. First of all, to maintain a diversity of examples, the report draws on
initiatives from the public and private sector, as well as from civil society. In this report, the
definitions of cultural diplomacy in the public and private sector, as well as civil society are as
follows:
� Cultural diplomacy in the public sector is taken to mean organisations or
programmes initiated or currently directed by public institutions and offices.
� Cultural diplomacy in the private sector: Foundations or programmes initiated or
currently directed by private enterprises and business.
� Cultural diplomacy in civil society: Foundations or programmes initiated or currently
directed by civil society (NGOs, foundations, philanthropists).
The rationale of quality combined with diversity was also central to selecting the examples for
each of the three sectors. As indicators of quality, the report primarily used awards,
longevity (historical importance) and the programmes or organisation’s standing in Germany.
With regards to the diversity of examples, this was ensured through the selection of examples
which differed in themes and size. Thus, the report covers projects focusing on everything
from educational exchange to the promotion of arts to intercultural dialogue through
sports. Furthermore, the report attempts to strike a balance between organisations and
initiatives acting on an international, national, regional and local level.
Finally, it is important to note that this report on cultural diplomacy in Germany is intended to
give an overview of the current state of affairs and does not purport to be a quantitative
analysis of the situation.

3.0 Historical Overview Before World War II
While the term ‘Cultural Diplomacy‛ might still not be part of mainstream German political
vocabulary, its practice has a long tradition in Germany. Even before World War II there were
several programmes promoting German culture in the world. Two of the most important
examples of German cultural diplomacy today, were already established in 1925. Therefore,
it is not possible to understand current-day Germany’s cultural diplomacy efforts without
knowing the history of the concept.
During the ‘Golden Twenties‛ of the Weimar Republic, the Deutsche Akademie (German
Academy) and the ‘Akademische Austauschdienst e.V.‛ (Academic Exchange Service) were
founded. However, in the course of Hitler’s dictatorship these institutions were misused for
the regime’s propaganda. This was also the case for another historically important event
which took place in 1936 in Berlin: the Olympics.
3.1 Deutsche Akademie
The Deutsche Akademie was founded on the initiative of a group of scientists from Munich
such as Georg Pfeilschifter, President of the University of Munich, or Karl Haushofer, known for
his geopolitical research. In 1923 these academics decided to found an institution for
cultural work abroad. On the 5th of May 1925 the Deutsche Akademie was established with
the aim to foster ‘Germanness’ and to promote non-governmental, cultural relations to other
countries as well as Germans living abroad. The members of the academy were made up of
mainly national conservatists.
Because several other institutions were competing with the ‘Deutsche Akademie‛, the academy
experienced a financial crisis during its first years in operation. In order to remedy this situation
the organisation started to focus on language education in other countries. In 1930 the first
language schools were established in south-east Europe and in 1932 the academy started a
division dealing with the education of foreign German teachers, which was named ‘Goethe-
Institut‛. Both activities lead to the financial support of the German Foreign Office (Auswärtiges
Amt). With the beginning of Hitler’s dictatorship the ‘Deutsche Akademie‛ was politicised and
used to promote national-socialist ideas. In 1941 it had to change its legal status which led to
an extensive financial improvement. The workforce grew from 100 to 1000 employees and
the academy ran around 250 language schools in occupied or neutral states. Yet, due to the
war, the academy’s buildings were destroyed, lecturers had to fight in the army, and
eventually, by the end of the war the academy had quit its work. 78
In 1951 the academy was re-opened as the Goethe-Institute. The Institute started out with
providing further training for foreign German teachers in Germany and from the 1960s and
onwards it took over all of the German cultural institutions abroad, intensifying German
foreign cultural policy. Since 1970 the cultural work involving dialogue and partnership has
become a great part of German foreign policy. 79 In 1976 the Goethe-Institute and the Foreign
Office settled on a general agreement that the institute was to be an independent cultural
organisation. In addition to institutes abroad, the Goethe-Institute established institutes within
Germany. Already existing institutes were moved to cities and university towns. The
unification of the two German states in 1989/1990 marked a turning point in foreign cultural
diplomacy as a new focus on Eastern Europe emerged. Today the Goethe- Institute not only
provides an access to German language, culture and society, but also promotes
international cultural cooperation. The Institute tries to build bridges across cultural and
political borders and also to deal with cultural diversity constructively. 80

3.2 Deutscher Akademischer Austauschdienst
The ‘Akademische Austauschdienst‛ was one of the rivaling institutions of the ‘Deutsche
Akademie‛. It was established in January 1925 in Heidelberg. A student of social and political
sciences, Carl Joachim Friedrich, organised 13 scholarships for German students of social and
political sciences in cooperation with the New Yorker Institute of International Education
inspired by his own studies in the USA from 1922-1923. Following this initiative the
Exchange service for political sciences was founded in Heidelberg. In October the same year,
the institution moved its headquarter to Berlin, aiming to organize academic exchanges for all
fields of study. The first connections to a foreign country were established in 1927 with a
branch in the United Kingdom. France and Hungary followed suit in 1928. From 1930 and
onwards all scholarship students had to become part of the alumni group which was
established three years before. One year later the exchange service got its final name,
‘Deutscher Akademischer Austauschdienst‛ (DAAD), under which it also operates today.
From 1933 on the DAAD was forced into line with the Nazi regime in Germany but claimed to
be continuing work as usual. Many new branches opened over the following years, even after
the start of the war. However, in November 1943 all records of the DAAD were destroyed by
bombings, forcing the DAAD to halt its work. With the end of the war, the DAAD was
officially liquidated. 81
In 1950, simultaneously with the founding of the Federal German Republic, the DAAD was
re-launched. It provided scholarships for students who wanted to study in West Germany and
also supported German students, interns and trainees in their attempts to study abroad.
Since the 1960s the DAAD has set up offices in London, New York, Rio de Janeiro, Nairobi
and many more. Since the reunification the DAAD is cooperating with all higher education
schools and universities in Germany. Today the organisation is represented throughout the
world by 14 offices and 50 information centres.

3.3 The 1936 Olympics
In 1930, the International Olympic Committee decided to award the 1936 Summer Olympics
to Germany, at that point a parliamentary democracy. Three years later, in 1933, Hitler
became chancellor and saw the Olympics as an excellent way to spread the vision of
Nationalist Socialism through cultural diplomacy means. Furthermore, he saw it as the perfect
platform to showcase Germany’s powerful military, high standards of German living and the
country’s strong economy which had shaken off the Great Depression faster than any other
country. At the same time as the Summer Olympics, Berlin hosted a national exhibition
showcasing German culture.
In the end, Germany did quite well in the Olympics. However, the most famous performances
during the Olympics were provided for by African-American Jesse Owens, who won four
gold medals in track and field competitions. Another fascinating aspect of the Olympics was
the documentary produced by Leni Riefenstahl entitled Olympia and released in 1938.
Riefenstahl used ground-breaking methods, which have now become the standard for sports
documentation. Although she was pressured to show Germany in a positive light, she
filmed athletes of all countries with the same degree of professionalism. Her film was an
enormous success.
Ultimately, the 1936 Olympics are an example of how cultural diplomacy can be used to
further questionable goals, such as spreading what arguably amounts to propaganda.

4. Historical Overview since World War II
The legacy of World War II has had a profound effect on the German state for decades.
Especially in the period directly following the reestablishment of the democracy in Germany in
1949, the Federal German Republic (FGR) was very focused upon reintegrating into the
world community by adhering to civilian power norms and values. Since then, the government
has invested heavily into cultural programmes, recognizing them as a way to promote
diversity and openness within the FGR as well as improving its image abroad. Within Germany,
cultural diplomacy between different communities did not play a very important role until
recently. The arrival of many guest workers from Turkey, Italy, Yugoslavia, Greece, and other
Mediterranean countries in the 1960s brought about significant changes in the FGR’s cultural
landscape. Since they were not expected to stay in the long run, the German government
did not see the need to improve its integration policies. Similarly, projects centred on
cultural diplomacy aimed at improving understanding between cultural groups were not very
common until after reunification.
Cultural diplomacy abroad has been a priority of the FGR since the very beginning. During
the Cold War, programmes focusing on cultural diplomacy helped cement ties between
Germany and allied nations, notably the United States and France. Unlike cultural
diplomacy pursued by the Nazi regime, these new efforts focused on promoting openness,
tolerance, and democratic values among people. Culturally diplomatic programmes abroad
were able to re-establish ties that had been severed between the people of Germany and
those of its former enemies. Exchange programmes between French and German youth, for
example, paved the way for less animosity between these populations.
Using soft power means such as cultural diplomacy was a very clear signal to the outside
world that the FGR eschewed the hard power tools used by the Nazi regime and was
willing to be integrated into the world system. Furthermore, cultural diplomacy abroad gave
the FGR a much-needed image boost. It enabled others to learn more about its culture and
society as a way of showing them those aspects of Germany that were so often
overshadowed by its dark past. Cultural diplomacy with an external focus was the best way
to improve relations between its peoples and those of allied countries, which led to improved
relations between the governments of those countries.
The German Democratic Republic (GDR) also utilised cultural diplomacy. However, unlike the
FGR’s programmes, the GDR’s programmes sought to signal to its allies, notably the Soviet
Union, its continued support for and belief in the values of socialism, rather than its support
for the values of democracy and the West. Cultural diplomacy with fellow socialist countries
took the form of student or artistic exchanges. The few programmes conducted in the area of
cultural diplomacy the GDR towards the FGR, or the non-socialist world, were mainly focused
on sporting competitions. Also, the GDR employed many migrant workers (Gastarbeiter),
mainly from Vietnam, Cuba, Mozambique, Poland and Angola. They had a limited work stay
and lived in particular housing developments. There happened to be no integration due to a
lack of knowledge of the German language, furthermore the GDR government did not
encourage contact between the different cultures.
The programmes discussed below show different examples of cultural diplomacy programmes
conducted by German institutions either in Germany or abroad.

4.1 Radio Deutsche Welle
Shortly after the Federal Republic of Germany was founded, the establishment of a German
international broadcasting service was discussed. On June 11th, 1953 a short wave service
named ‘Deutsche Welle‛ was founded and went on air on May 3rd. During the first
broadcast, a three-hour programme aired in five different locations at different times, Theodor
Heuss, the German president of the time, addressed ‘the dear countrymen around the world‛.
Since 1955 the transmission was possible in English, French, Spanish and Portuguese and
each broadcast lasted five minutes. In the 1960s the DW expanded its programme which is
now broadcast in more languages such as Persian, Russian, Turkish, Czech, Hungarian and
Croatian. The English Service has expanded its broadcasting service and can be listened to in
Australia, East Asia, Pacific and Africa. Also the French Service was expanded to Africa. In 1970,
the radio station started a new language course which was called ‘The Baumann Family‛ and
could be listened to around the world. The DW added more and more languages to their
broadcasting such as African languages or Indonesian. After 1990 Deutsche Welle and
Radio Moscow agreed on taking over former Soviet radio jamming posts to serve as
transponder for strengthening radio signals to Asia. Today more than 100 million households
are able to tune into DW-TV. 82
4.2 World Festival of Youth and Students 1973
The World Festival of Youth and Students took place in the summer of 1973 in East Berlin.
The government of the German Democratic Republic (GDR) used the games to demonstrate
internationalism and sovereignty to the world. It was the first time that foreigners were able
to enter the country and it was that the youth of the GDR had the possibility to meet
teenagers from other countries with an emphasis on the Western world. During the festival
more than 200 political and more than 1000 cultural events took place. In total 8 million
people visited the festival including were 25 000 visitors from abroad. 83
4.3 Franco-German Youth Office (FGYO)
On January 22nd, 1963, Chancellor Konrad Adenauer and the French president Charles de
Gaulle signed a German-French friendship contract which laid the foundation for the
Franco-German Youth Office. The purpose of the organisation is to strengthen the bonds
between German and French youth and deepen the mutual understanding of history and
culture. It is an international organisation governed by a board of directors and led by General
Secretaries from both countries. Since 1963 the Franco-German Youth Office has enabled 8
million German and French youths to participate in nearly 300 000 exchange programmes. 84
4.4 Kulturweit
‘Kulturweit‛ is an initiative which started in 2009 and is carried out by the German
Commission for UNESCO. This programme offers young people the opportunity to become
active in foreign cultural and educational policy and to represent German educational
experiences abroad. The volunteer service is supported by partner organisations such as
German Academic Exchange Service (DAAD), German Archaeological Institute (DAI),
Germany’s international broadcaster Deutsche Welle (DW) and the Goethe-Institute (GI).
Through the experiences participating volunteers gain from ‘kulturweit‛, they develop
international and intercultural insights which are very valuable for the volunteers. 85
4.5 Weltwärts
‘Weltwärts‛ is a voluntary service of the Federal Ministry for Economic Cooperation and
Development focusing its opportunities on development issues and policy. It originated in 2007
as an educational opportunity for young adults between the age of 18 and 28. The aim is that

participating volunteers learn how to adapt to a new culture and gain extensive knowledge
about the culture(s) they are dealing with. The programme’s duration can vary from 6 to 24
months and during this time cultural exchange has priority. ‘Weltwärts‛ tries to promote
rapprochement, respect and tolerance.86
5. Overview of Contemporary Cultural Diplomacy Programmes in Germany
Cultural diplomacy programmes continue to gain momentum in Germany. In 2006 alone, the
German federal government spent over € seven billion or 1.45% of total government
expenditures, on culture. 87 Of course, many other projects are also funded through private
means. Cultural diplomacy programmes with an internal focus have become especially popular
in Germany since its reunification in 1990. These types of initiatives are used to address some
problems currently facing the country, the most important of which are integration and
multiculturalism, interreligious dialogue, and demographic change.
Firstly, the debate on integration and a multicultural society has become central to
contemporary political discourse in Germany, particularly in the past decade. There has
been a rise in anti-immigration sentiment, as many Germans believe that former guest
workers and other immigrants have failed to make efforts to integrate into German society. In
2010, Thilo Sarrazin, then on the board of directors of the German Bundesbank, published a
controversial book entitled ‘Deutschland schafft sich ab‛ (Germany Abolishes Itself) in which
he claims that Muslim immigrants have had a negative effect on German society. 88 Though
politicians were quick to denounce the thesis of his book and his defence of eugenics, it
quickly became clear that Sarrazin’s remarks struck a chord with many Germans. This book led
to an intensification of the multiculturalism debate. In October of 2010, Chancellor Angela
Merkel declared that a multicultural society in Germany, one in which members of various
cultural backgrounds lived together in harmony, had ‘utterly failed‛. 89 These sort of remarks
have made clear that efforts to increase understanding between different cultural groups within
Germany need to be intensified.
Interreligious dialogue relates closely to the debate on integration, since to many Germans,
Muslims are the most ‘problematic’ group of immigrants. Improving the understanding
between the Islamic world and what traditionally is seen as German culture, which is strongly
influenced by Christian values, is a very important aspect of peaceful coexistence between
immigrants and Germans. The demographic changes facing Germany -notably low fertility rates
and an aging society -mean that the country will have to adjust. One of the aspects is an
improved intergenerational dialogue, which can be ameliorated through culturally diplomatic
means.
The second aspect of the problem is that according to current projections, Germany will be
lacking over one million qualified workers by the year 2015. By 2030, this number will rise to a
staggering 5 million workers. If that challenge is not met, the losses for the economy could
amount to a total of € 3.8 trillion over the years. 90 To meet this deficit, Germany will have to
accept qualified workers from abroad, which again means that integration will to remain an
important policy challenge. Cultural diplomacy abroad continues to be a priority of German
foreign policy. Indeed, foreign cultural policy (auswärtige Kulturpolitik) is of such importance to
the government that it is recognized as the third pillar of its foreign policy next to political and
economic relations. Its main aims are to share with the world the diversity of Germany’s
cultural scene, to make Germany a prime destination for students and researchers, to spread
the) German language, and to create a stable foundation for international relations
dialogue by improving relations between peoples. 91

Important issues which cultural diplomacy issues seek to address include dialogue with the
Islamic world, to improve German's standing in the world at large, and to improve
cooperation with partner countries. Below, we will discuss five examples of cultural
diplomacy from the public sector, private sector, and civil society, respectively.

6.: Application of Cultural Diplomacy in the Public Sector
In this part, the report will consider programmes and organisations of the public sector,
meaning organisations or programmes initiated or currently directed by public institutions and
offices.
6.1 Deutscher Akademischer Austausch Dienst (German Academic Exchange
Service)
Agent of Cultural Diplomacy: DAAD
Agenda: Further academic exchanges between Germany and other countries in the world
Vehicle of Cultural Diplomacy: Different programmes to promote the internationalization of
German Universities promote German studies and the German language abroad and assist
developing countries in establishing effective universities
Target Audience: Students and scientists open for international, academic exchange
Since its establishment in 1925, the German Academic Exchange Service (DAAD) has
granted scholarships and financial aid to over 1.5 million students and academics both in
Germany and abroad, making this the largest funding organisation of its kind in the world.
Not only does it provide grants and scholarships for academic exchanges abroad, but it is also
involved in supporting the internationalisation of German universities, and working for the
advancement of German studies and German language abroad. Furthermore, the DAAD
offers assistance and expertise to developing countries in improving their own educational
systems. The DAAD's budget is composed of funding from various German ministries and the
European Union, as well as numerous enterprises, organisations, and foreign governments.
The DAAD was founded in 1925 when a student organised scholarships for 13 German
students in cooperation with the New York Institute of International Education. An exchange
service was founded as a part of the University of Heidelberg before being moved to Berlin
shortly after with the goal of supporting student and academic exchanges abroad. After
closing for a period during World War II, the DAAD reopened in 1950 and soon expanded its
work to include funding internships abroad. Since then, the work of the DAAD has
continued to expand, covering more than 250 programmes today. These range from
funding six-month study-abroad stays to supporting doctorate programmes abroad spanning
several years. Each programme is open to students from all over the world, regardless of their
country of origin or their field of study. The DAAD has gone from supporting 400 students in
1950 to assisting nearly 60,000 students and academics in 2008. In addition to its central
office in Bonn and its office in Berlin, the DAAD is represented on every continent in the
world through 14 offices and 50 information centers. 92
One of the programmes that has been administered by the DAAD for the past forty years is the
Berlin Artists-in-Residence programme. Each year, this programme enables 20 artists in the
areas of visual arts, literature, music, film, dance and performance to live in Berlin for one
year. It is considered to be one of the world's most prestigious scholarships for artists. The
programme's main goal is to encourage exchanges centred on art as well as on the
involvement in cultural questions that are being discussed in other countries. It also aspires to
further cultural and artistic diversity in Berlin. To meet these goals, the DAAD organizes

special events in cooperation with other cultural institutions in Berlin. Furthermore, the
programme encourages contact with artists from Berlin in order to foster cultural exchange
and understanding. 93

6.2 Goethe-Institute
Agent of Cultural Diplomacy: The Goethe-Institute in cooperation with, among others, the Ernst
von Siemens Musikstiftung, Kulturstiftung des Bundes, Robert Bosch Stiftung
Agenda: Encourage international cultural exchange
Vehicle of Cultural Diplomacy: Organising cultural and linguistic programmes and events, and
making contributions to various festivals and exhibitions in the fields of film, theatre, literature and
translation
Target Audience: People interested in teaching and learning German as a foreign language, persons
generally interested in Germany
The Goethe-Institute e.V. is an institution acting on behalf of the Federal Republic of Germany in
the issues of foreign cultural and educational policies. The Institute was founded in 1951 as a
replacement of the German Academy (Deutsche Akademie, DA). Its first task was to offer further
training for foreign German teachers in Germany. In 1959/ 1960 the Goethe- Institute took over all
of Germany’s cultural institutes abroad. During the students’ revolts in the late 1960s the Institute
adapted its programme of cultural events to include socio-political topics and avant-garde art. Since
the 1970s the concept of ‘extended culture‛ formed the basis of activities at the Goethe-Institute. In
1976 the Goethe-Institute became an independent cultural organisation based on a general
agreement with the Foreign Office. After the fall of the Berlin Wall, the activities centred on Eastern
European countries and therefore many new institutes were set up. In 2001 the Institute fused with
the organisation Inter Nationes which was a society to produce and sell informative literature about
German cultural goods abroad. The Goethe-Institute was the first non-profit association to establish
a Western information centre in Pyongyang/ North Korea. In the following year it received the
Prince-of-Asturia-Price of Spain and in 2007 the funds available for the Goethe-Institute were
increased by the German parliament.
According to its statute, the Goethe-Institute’s three principal objectives are:
1) Promoting the study of the German language abroad
2) Encouraging international cultural cooperation and conveying an all-round image of Germany
by providing information on its culture, society and politics
3) It supports intercultural collaboration with various festivals and exhibitions in the fields of arts,
film, music, theatre, dance and literature
The Federal Foreign Office finances two-thirds of the Institute with a total of €223,15 million. Other
sorces of financial support come from language course and examination fees, donation and
sponsoring with a total of €61, 63 million. Supporters from the field of economics are Audi AG
(Brisbane/Melbourne/Perth/Sydney), BMW Group (Lisbon/Milan/New York/Wellington), Daimler AG
(Tokyo/Singapore), Deutsche Bank AG (Washington/Hong Kong), Deutsche Lufthansa AG
(Ankara/Chicago/Seoul/Sydney/Tokyo) and Roland Berger International Strategy Consultants GmbH
(Krakow). Also foundations support the Institute, for example Ernst von Siemens Musikstiftung
(Beijing/Tel Aviv), Kulturstiftung des Bundes (Sao Paulo), Robert Bosch Stiftung
(Istanbul/Cairo/Moscow/Beijing/Washington), Stiftung Erinnerung, Verantwortung und Zukunft
(Berlin) and Stiftung Mercator (Beijing).
Throughout its 60 year history, the Goethe-Institute has opened 150 institutes all over the world
and today employs almost 3000 people. Throughout these years the Institute held many events and
became the ‘core of foreign cultural and educational politics’ as Guido Westerwelle expressed it at

the sixtieth birthday on 5 th July 2011. The anniversary was celebrated in the Berlin Art Gallery
(Berliner Kunstgallerie) at the Kulturforum and later on there was also an open-air festivity for the
public with a concert of Jens Friebe, a Berlin pop musician.94
6.3 Institut für Auslandsbeziehungen (Institute for Foreign Cultural Relations)
Agent of Cultural Diplomacy: The Institut für Auslandsbeziehungen in cooperation with
Alexander von Humboldt Stiftung, Deutscher Akademischer Austauschdienst, Deutscher
Entwicklungsdienst and others
Agenda: Cultural exchange through art, dialogue between civil society and intervention
through foreign culture policy information
Vehicle of Cultural Diplomacy: Cross-cultural exhibitions and internships
Target Audience: Young professional and artists from a German and non-German
backgrounds
The Institute for Foreign Cultural Relations (IFA) is the world's leading German institution in
the field of artistic and cultural exchange. It organizes exhibitions of German art around the
world and brings together artists with different cultural backgrounds through international
conferences and exchanges. The institute also exhibits art, architecture, and design from
around the world in its galleries in Stuttgart and Berlin. Its central goal is to use cultural
exchange to promote a peaceful, mutually beneficial coexistence between the peoples,
religions, and countries of this world. To achieve these goals, the IFA initiates intercultural
dialogue, raises awareness about relevant questions involving intercultural exchange, and
promotes German culture and art abroad. The IFA was founded in Stuttgart in 1917 as a
museum and institute to promote Germany's culture and image abroad. Between 1933 and
1945, the institute was taken over by members of the Nazi party and used to promote
German propaganda and its racial policies. After a brief closure at the end of the war, the
IFA reopened in 1949 and has grown to become the largest cultural mediating organisation in
Germany. The institute is funded by the German Foreign Office, the state of Baden-
Württemberg, the city of Stuttgart, and the Robert Bosch Foundation. Some of its numerous
partners are the Alexander von Humboldt Foundation, the Anna Lindh Foundation, the British
Council in Germany, and the German Academic Exchange Service. One of the Institute's many
programmes, in cooperation with the German Foreign Office, is the CrossCulture
Internships initiative, which aims to improve ties between Germany and the Islamic world
through intercultural dialogue and networking. Through this programme, young
professionals and volunteers from both Germany and Islamic countries are granted the
opportunity to complete an internship in the respective foreign culture. The internships
generally fall under the following areas: education and knowledge-based society, justice
and human rights, economy and environment, international politics and political education,
and media. The internships are very flexible and can be adapted to the wishes and abilities of
the prospective participants. During their stay abroad, interns will not only improve their skills
in their prospective field, but also ameliorate their intercultural competence and gain diverse
experiences and knowledge of the foreign culture. 95

6.4 Kulturveranstaltungen des Bundes in Berlin (KBB)
Agent of Cultural Diplomacy: Commissioner of the Federal Government for Culture and
Media, Federal Foreign Office
Agenda: Promote intercultural events, dialogue in Berlin
Vehicle of Cultural Diplomacy: Cultural activities and institutions in Berlin such as Haus der
Kulturen der Welt, Asia-Pacific-Weeks 2011: Cultural programme, International Literature
Award
Target Audience: Artists from all over the world, but mainly the ‚average‛ Joe visitor
The Kulturveranstaltungen des Bundes in Berlin (German government-sponsored Cultural
Events in Berlin, KBB) is a platform of international cultural cooperation which organizes up to
3,000 events each year in Berlin. This programme, with events in the areas of visual arts,
dance, theater, music, literature, and film, attracts over one million visitors a year from all
over the world. Its projects include the Berlinale (an international film festival), Berliner
Festspiele (international festivals and programmes in the arts), and the Haus der Kulturen der
Welt. In the sixty years since it was founded, the KBB has gone a long way in shaping the
cultural landscape of Germany, as well as presenting the diversity and creativity of German
culture to other countries in the spirit of cultural exchange on an international scale. The
work of the KBB is supported by the German State Minister for Media and Cultural Affairs. 96
The Haus der Kulturen der Welt (House of the Cultures of the World) displays visual arts,
music, literature, theater, film, academic discourses and digital media from all over the world,
especially from countries outside of Europe. Through these exhibitions, visitors experience
first-hand the diversity of the world and are encouraged to engage in an intercultural
dialogue and think critically about the challenges and questions of the future. The house
reflects local and global processes of transformation, as well as questions of cultural
identity. Furthermore, the House offers a forum for dialogue and cooperation between
different groups within Berlin while enriching their perspective of international art and culture.
The House was founded 1989, during a time of great changes in Europe and the world. In
the 1990s, it began to take a stance against xenophobia and promoted openness and
tolerance. By the end of the decade, the House's reputation had spread and it had become
one of the foremost locations of Berlin's multicultural scene. In addition to its cultural
programme, the House also publishes academic articles and studies; in its 20 years of
existence, it has published 150 articles and produced 40 CDs. The House is largely
funded by the German Foreign Office and the State Minister for Media and Cultural Affairs. 97

6.5 International Youth Service of the Federal Republic Germany (IJAB -
Fachstelle für Internationale Jugendarbeit der Bundesrepublik Deutschland e.V.)
Agent of Cultural Diplomacy: The International Youth Service of the Federal Republic
Germany through the Federal Ministry for Family Affairs, Senior Citizens, Women and
Youth, Thuringia Ministry for Social, Family and Health, Bavarian State Ministry for Education
and Cultural Affairs
Agenda: Intercultural competence, JiVE International Youth Work - Experience diversity
(Jugendarbeit international - Vielfalt erleben), IKUS Intercultural learning field in school
(Interkulturelles Lernfeld Schule)
Vehicle of Cultural Diplomacy: Specialist programmes, language service, qualification,
cooperation youth and development international
Target Audience: Voluntary and statutory child and youth services, international youth
work and international youth policy
The IJAB was founded in 1967 as an international youth exchange and visitor service with the
approval of representatives of central youth organisations and facilities for youth work. In
1971 the organisation received the legal status of registered society. Since 1989, the
organisation YOUTH for Europe (JUGEND für Europa) which is a German agency for the EU
programme YOUTH in Action (JUGEND IN AKTION), is located within the IJAB. The agency
conducts the YOUTH in Action programme on the behalf of the European Commission, and
promotes after-school activities as well as initiatives for young adults.
The International Youth Service of the Federal Republic of Germany sees itself as a specialist
agency and mediator in international dialogue by providing information and advice. It
supports international youth work and youth information on a national level and promotes
youth policy cooperation on an international level. IJAB offers a platform for exchange in
the field of youth policy especially between the work done on a national and European
level. The youth work helps to strengthen social peace, security and stability as well as
promoting exchange in order to further understanding and intercultural learning. Therefore
the Service work against xenophobia, racism and violence and tries to improve the mutual
understanding between young people from a different national and cultural background.
The International Youth Service promotes the acquisition of cross-cultural skills as well as
openness towards, and understanding of, foreigners. In 2010 the IJAB was financed by the
government through the Federal Children- and Youth Plan with €2.28 million and also
received €2.13 million for project promotion. Furthermore, the Service received €0.22
million from miscellaneous resources such as the European Commission. Therefore the IJAB
was able to conduct 48 projects, 25 of these had total promotion by state programmes and
23 miscellaneous projects. 98
To achieve its objectives the IJAB organises exchange programmes and language courses for
specialists in child and youth services. The specialist programmes include activities such as
study programmes, seminars and visits in institutions in the field of child and youth services.
Furthermore, an exchange of expertise is facilitated between German youth and children’s
offices and foreign counterparts. When working internationally, language skills are of great
importance and thus the IJAB also maintains a language service as part of its organisation. 99

7.0 Application of Cultural Diplomacy in the Private Sector
The following part of the report will consider programmes and organisations of the private
sector, meaning organisations or programmes initiated or currently directed by private
enterprises and businesses.
7.1: Atelier Culture
Agent of Cultural Diplomacy: Atelier Culture in cooperation with Wiesbadener Salon
Agenda: Providing jobs for women with a history of migration who can profit from the
intercultural environment, personally and financially
Vehicle of Cultural Diplomacy: Inside: the work of the women with different migration
histories; Outside: the work of the Atelier
Target Audience: Inside: Women with a history of migration; Outside: Everyone who is
interested in the work of the Atelier
‘As much individuality as possible, as much cooperation as necessary’, this is the principle of a
group of entrepreneurs in Wiesbaden of which Atelier Culture is the leading component. It
started as a project Wiesbaden funded by the city of Wiesbaden, the state of Hessen and the
European Union, in May 2009 which aimed principally to support women with a history of
immigration. For several reasons, such as a lack of education or German language skills, their
age or the non-recognition of their educational achievements, it is difficult for these women
to find an adequate job.
The sewing-cafe was supposed to be a place where these women could meet in an
intercultural environment, exchange their ideas and help each other with their work.
Eventually they had to present this work to a panel. It soon became clear that the project had a
huge potential. At first, sixteen professional and young talented designers from Germany,
Brazil, Marocco, Pakistan, Russia and Syria presented their work through the programme
and convinced the jury and others of their talent. From then on the project did not need
more funding. Today people can go to the atelier and use materials and machines for €7.50
per hour. Furthermore, Atelier Culture offers sewing and stitching classes, organizes
congresses and workshops. Rooms can also be rented to exhibit own creations, sewing
machine entrepreneurs can be consulted. There is also a counselling service for those who
want to get their own enterprise running.
Anke Trischler, the head of the initiative worked for several large companies, in leading
positions and it was she who pioneered the project. 100 In 2010 Atelier Culture was named one
of the “Selected Places” (Ausgewählte Orte) of the German initiative Germany – the Country
of Ideas‚ (Deutschland- Land der Ideen). 101 For the prize giving ceremony Atelier Culture had
an ambitious plan. It tried to create a ‛cultural carpet‚ composed of 365 single carpets for
every place honoured by the initiative. In the end the atelier ‘only‛ finished 200 and the
best of them were shown at the IHK building where the ceremony was held.
The different nationalities working at Atelier Culture and the cultural diversity represented by
clothes makes the project a good example of integration and cultural diplomacy in German
society.

7.2: Weltküche
Agent of Cultural Diplomacy: Weltküche and Graefewirtschaft e.V.
Agenda: Cooking meals from diverse origins with people with a history of migration
Vehicle of Cultural Diplomacy: Produce, service and location
Target Audience: Local/international consumers, potential employees
Berlin – Kreuzberg, one of the most multicultural districts of Berlin and the perfect place for
the Weltküche, a self-styled multicultural cafe. Supported by Graefewirtschaft e.V. it is a place
with a wide offer of specialties from countries all over the world. The meals represent the
workers of the cafe: from Arabic to Indian to South American. The café was founded by
migrants from nine different countries and Germans. The aim is to offer jobs for immigrants in
independently established companies. Usually, the Weltküche enjoys good attendance by
people with diverse background and various ages. Students, seniors, and businessmen are all
common patrons. The prices are low and the meals are healthy and well prepared. Annette
Jankowski is the head of the project. With degrees in business studies, communication and
psychology she had a great career in the Deutsche Bahn AG. However, she increasingly felt
that her work at the Deutsche Bahn was meaningless. Eventually, she drew the conclusion to
resign. Since then, she has engaged with the Weltküche, including investing her own savings
in the project. Besides the cafe, Graefewirtschaft established a sewing company and a
catering agency. 102
The kitchen is a professional kitchen with just one significant difference: given the need for
the Weltküche to keep expenditures low, in order to maintain affordable prices, the project
always requires donations, not just money, but also flatware, plates or whatever else needed
in a kitchen. 103
Thanks to this great idea and concept, Graefewirtschaft already received awards for
Weltküche. The prestigious ‘Selected Places’ ( Ausgewählte Orte) award of the initiative
Germany – Country of Ideas’ (Deutschland - Land der Ideen) is just one of many amongst
others. 104 Soon Weltküche will be 100% self-financed and independent of financial support
from Graefewirtschaft e.V. The project is well prepared for it and able to stand on its own feet.
7.3: Protestant Intercultural Day Care Centre: Astrid Lindgren
Agent of Cultural Diplomacy: The institution itself
Agenda: Offering children an intercultural arena where they can build and develop their
intercultural communication skills
Vehicle of Cultural Diplomacy: Service users, employees
Target Audience: Families with children in the local community
The Astrid Lindgren Day Care Centre in the suburb of Vorwerk-Falkenfeld, Lübeck, is part of
the Protestant-Lutheran day care division Lübeck gGmbH (Evangelisch-lutherisches
Kindertagesstättenwerk Lübeck GmbH). It was built in 2000 and offers places for children

from the age of three to six.
The centre draws its members from a small but culturally diverse area around it and focuses on
a balance between children with and without a history of migration. The centre tries to
maintain this equilibrium in regards of the employees, too. At the moment six out of the
ten workers have a history of migration. However, their work does not only include
taking care of the children. They also engage in various intercultural events and celebrations
like the Muslim Ramadan or the Jewish Chanukah festival. For the parents many different
events are organised based on their individual cultural background. These include dance and
culinary events, intercultural sew and stitch groups and discussion groups. Furthermore, the
centre has several partners with which it cooperates, such as a Tanzanian nursery, the
migration forum of Lübeck and various religious groups. The work done at the day centre and
in the community as a whole is constantly evaluated, amended and customized. It is not just
about integration into the German society. Through the early contact to different cultures and
religions the children are sensitized to a globalized world. While growing up they will have
an advantage in dealing with people from all around the world. This is why the centre is a
‛Best Practice‚ example of the charter of diversity’ (Charta der Vielfalt) which supports
diversity in the whole society. 105
7.4: “Intro…”
Agent of Cultural Diplomacy: The Arts Programme of the Siemens Foundation in cooperation
with the Goethe-Institut and the Ensemble Modern
Agenda: Give sixteen composers the chance to go abroad for one month to experience a
foreign city and compose a unique work out of this experience
Vehicle of Cultural Diplomacy: Exchange programme for composers for the period of one
month in one of four cities
Target Audience: Composers who are sent abroad but also everyone who is listening to the
work of these composers
In collaboration with the Goethe-Institute and the Ensemble Modern, the Siemens Arts
Programme started the project “’Intro…’ as a musical approach to cities. It deals with
political and social circumstances as well as the history of the cities and the stories of its
people.” The four alpha-cities chosen are all multi-religious, ethnically diverse and
multicultural, playing a major role in their region. From a scientific point of view they were
chosen based on the studies of Prof. Dr Regina Römhild of the Humboldt-University Berlin,
which focus on cities and migration. The sixteen composers who participated in the
programme attempt to grasp the essence of a city by spending one month in either: Istanbul,
Johannesburg, Dubai or the Pearl River Delta. They used their own personal techniques to get
in touch with the new environment. They were supported by the local Goethe-Institute to
experience the city, not just be tourists. Interesting aspects of the cities the composers could
get in touch with were visual arts, new and traditional music, sociology, architecture, urban
planning, migration, the natural sciences and the performing arts. The work of the
composers has been and will be played by the Ensemble Modern in cities like Berlin and
Frankfurt but also in the cities of inspiration.
The directors of the programme knew that it is not possible to get an inside view of a different
culture and city in just one month. However, already in such a short but intense time, the

composers gained special experiences that are totally different from the places they are
from. This subjective experience was incorporated in their works. 106 Thanks to the great
internationality, the innovative and intelligent concept and especially the long lasting effect -
the best compositions were adopted by music festivals and concert halls - ‛Into...‚ was
honoured by the Cultural Circle of the German economy (Kulturkreis der deutschen
Wirtschaft) with the German Culture Advancement award 2009 (Deutscher Kulturförderpreis
2009). 107
The Siemens Art Programme was established by the Siemens AG. It worked from 1987 to
2009 on various projects in fine arts, music and cultural history to underline the importance of
these sectors for society. Based in Germany it was not only focused on the national but also
the international level. Since October 2009 it is part of the Siemens Foundation to
concentrate Siemens‘ social engagement in one organisation. 108
7.5: LANXESS Young.euro.classic China Tour
Agent of Cultural Diplomacy: LANXESS AG in cooperation with well-known maestros and
young professional orchestra from Germany and China
Agenda: Playing music with a Chinese-German orchestra
Vehicle of Cultural Diplomacy: Orchestral music and participants
Target Audience: Young, talented musicians and Chinese audiences
The LANXESS AG is one of Germany‘s largest chemical groups and was founded in 2004
when the Bayer AG shut down some of its operations. LANXESS has factories in over 30
countries and, like other companies of this size, is concerned by its role in corporate social
responsibility. Therefore, LANXESS is engaging in several social help programmes.
Additionally, the company supports interesting intercultural projects like ‘Hong Kong Cyle‛
which raises awareness for the issue of clean water. One of LANXESS’s central projects, which
is a good example for cultural diplomacy is the young.euro.classic China Tour‚ which brings
talented musicians from China and Germany together to play concerts in China. The initiative
was started in 2007 and since then the members of the symphony orchestras work together
annually to create programmes with well-known maestros. From 2007 to 2009 the foreign
ministers of China and Germany, Frank-Walter Steinmeier and Yang Jiechi, have been patrons
of the project. Since 2010 present foreign minister of Germany, Guido Westerwelle, continued
the patronage. The first tour in 2007 was a great success, with two special guests attending
the beginning of the tour: Prime Minister Wen Jiabao of China and Chancellor Angela Merkel
of Germany went to the concert to initiate the German-Chinese year 2007 in Beijing. In
addition to these prominent guests the orchestra was honoured to play as the only German-
Chinese cooperation at the Olympic Games 2008 in China. In 2010 the orchestra was led by
Gerd Albrecht and they were allowed to perform in the German pavilion of the EXPO in
Shanghai.
In 2011 the musicians played Vivaldi‘s The Four Seasons and various Chinese solo plays on
traditional Chinese instruments. The "LANXESS young.euro.classic China Tour" is not only a
great example of promoting young talented musicians. It also represents a great example of
cultural diplomacy as it projects ideas of both countries to a broad audience and the
musicians’ themselves. 109

8. Application of Cultural Diplomacy in Civil Society
The final section of the report will assess cultural diplomacy in civil society, taken to mean
those foundations or programmes initiated or currently directed by civil society (NGOs,
foundations, philanthropists).
8.1 SPUKU, Sprach- und Kulturmittler (Linguistic and Cultural mediators)
Agent of Cultural Diplomacy: Refugio Thüringen e.V. and the Institute for Occupational
Training and Social Management (Institut für Berufsbildung und Sozialmanagement
gemeinnützige GmbH) through the initiative SPUKU.
Agenda: Educate unemployed immigrants to become ‘ linguistic and cultural mediators’
(Sprach- und Kulturmittler).
Vehicle of Cultural Diplomacy: 18-month long training programme ending in a qualification as
linguistic and cultural mediator.
Target Audience: Unemployed immigrants with a good knowledge of German
The organisation Refugio Thüringen e.V., in cooperation with the non-profit Institute for
Occupational Training and Social Management (Institut für Berufsbildung und
Sozialmanagement gemeinnützige GmbH) established the project Spuku in 2002.
According to these non-governmental organisations (NGOs) the project was long overdue in
Germany, where integration has become an increasingly contentious issue.
The idea behind the creation of the programme was to remedy some of the difficulties that
many immigrants are confronted with when first arriving in Germany. Upon arrival, many of
these immigrants do not know German and thereby encounter serious problems in areas such
as having to go to the doctor’s, etc. Likewise, understanding and navigating the bureaucratic
system for many becomes an insurmountable challenge when faced with offices where the
only spoken language is German. 110 Thus, the concept of linguistic and cultural mediators
was conceived as a way of dealing with the frequent communication problems that occur
when immigrants deal with the German system for the first time. The initiative has many
similarities with what is a compulsory service in juridical procedures where an interpreter
can be demanded when for instance the accused lacks the ability to express him- or herself
efficiently in German. 111 However, Spuku distinguishes itself in another way as well. Not only
does it serve cultural diplomacy by enhancing the integration of persons with little or no
knowledge of German, it also aims to help unemployed migrants to find work. The project
achieves this by offering the training programme as a linguistic and cultural mediator to
unemployed individuals who are recent, or settled, immigrants. The education takes place
over the course of 18 months during which participants receive lectures on the basics of
intercultural communication, interpretation, history and sociology.
Parallel to their studies, the students also do a 3-month internship to prepare them for the
labour market.112 While Spuku is mainly financed by the European Social Fund through the
Society for the advancement of employment and the economy in the Free State Thuringia113,
the project is coordinated by its initiators Refugio Thüringen .V. and the Institute for
Occupational Training and Social Management. Refugio Thüringen is a non-profit
organisation, founded in 2002 as the Psychosocial Centre Thüringen. The centre aims to be a

place for counselling traumatized and psychologically distraught refugees. In addition to
offering aid to refugees, the organisation also endeavours to inform the public about the
situation of refugees. 114
The Institute for Occupational Training and Social Management was established in 1998 and
mainly engages with educational and counselling projects. 115 The institute puts special
emphasis on the constantly changing requirements of a dynamic labour market. Spuku was
chosen as an example of cultural diplomacy in German civil society as it was initiated by this
sector through the NGOs Refugio Thüringen and the Institute for Occupational Training and
Social Management. Content-wise, the project is an excellent illustration of cultural
diplomacy as it aims not only to improve communication and understanding across cultures,
but also to support the successful integration of individuals with a migration background
into the German labour market. Although the initiative is of local scope its potential is
national, perhaps even international.
8.2 ZEIT Foundation Ebelin & Gerd Bucerius
Agent of cultural diplomacy: ZEIT Foundation, Bucerius Law School, Bucerius Kunst
Forum, American Friends of Bucerius
Agenda: Promotion of scholarship and education programmes as well as cultural initiatives
Vehicle of Cultural Diplomacy: Summer schools, educational programmes, forums,
scholarships
Target Audience: Students from all levels of the educational system
The ZEIT Foundation Ebelin & Gerd Bucerius was established in 1971 by the founder of the
German newspaper Die Zeit, Gerd Bucerius. Today the foundation is one of the most
influential organisations in Germany focusing on funding scholarships and educational
programmes as well as supporting cultural initiatives. 116 Much of its work is carried out by the
Bucerius Law School (founded in 2000) and the Bucerius Kunst Forum (Forum for the Arts,
founded in 2002).
As one of the biggest foundations in Germany, the ZEIT Foundation sponsors a wide array of
programmes, organisations, and initiatives. Among these are several which are of interest
from a culturally diplomatic point of view.
In the field of Research and Scholarship the Bucerius Ph.D. Scholarship Programme in
Migration Studies ‘Settling Into Motion‛ is an example of an activity which can be considered
as cultural diplomacy. The scholarship is awarded to 6 to 8 candidates annually whose
research is focused on migration, its reasons and consequences. 117 As such, the Ph.D.
students are advocates of cultural diplomacy through their contributions towards a field
which is of central importance to the debate on cultural diplomacy. Also, within the sector of
Arts and Culture, the ZEIT Foundation supports various initiatives which have a cultural
diplomatic value. An illustration of this is the foundation’s support of the Museum of
Ethnology in Hamburg (Museum für Völkerkunde Hamburg). 118 The museum’s event ‘Um
Alles in der Welt ” Lessingtage 2012‛ 119 is an active exercise of what Mark Donfried describes
as a ‘new‛ cultural diplomacy 120 ” an exchange of information about different cultures,
rather than a nation branding effort conducted by countries to promote their cultural image

abroad.
Finally, there are several examples of cultural diplomacy to be found in the ZEIT foundation’s
work within the field of Education and Training. Highlights here are a project implemented in
several schools across Germany called ‘More Migrants as Teachers‛ 121 and the various
international symposia organised by the foundation, such as the Symposium on Religion and
the Symposium on Asia. 122 As the foundation states: ‘intercultural dialogue is at the centre of
the foundation’s international activities.‛ 123 Since intercultural dialogue lies at the core of
cultural diplomacy, the programmes are without a doubt a great illustration of one form of
cultural diplomacy.
While sharing its name with the newspaper Die Zeit, the ZEIT Foundation is not financially
dependent on its namesake. Initially, the foundation was funded through 100, 000 DM’s
drawn from Bucerius’ private assets. After Bucerius and his wife passed away, all their
private assets were transferred to the foundation, making it one of the most well-endowed
foundations in Germany. In 2009 the foundation’s total assets amounted to €725 million with
an annual budget of €24 million. 124 This budget is administered by an executive board and a
board of trustees counting 15 men and one woman. 125 For an overview of annual income and
expenditure, follow the below link: http://www.zeit- stiftung.de/home/index.php?id=14.
8.3 Musica Altona
Agent of Cultural Diplomacy: The organisation Musica Altona in cooperation with local
schools, kindergardens, parents‘ school, youth cafés, the Turkish Society of Hamburg, HAUS
DREI (House Three), FABRIK (Factory), Aktionskreis "Freundschaft macht Schule" (Lobby
group), Bürgerstiftung Hamburg (Citizen association), Helene Müller Daudert Foundation,
Foundation Kinderjahre and the Rotary Club Altona
Agenda: Integration and intercultural education through music
Vehicle of Cultural Diplomacy: Musical education
Target audience: Children and youth from the district of Altona
Musica Altona is a local organisation in the district of Altona, Hamburg. Founded in 2002, the
organisation is an important contribution to the enhancement of cultural diplomacy in a district
where 13,7 % of the population had a migration background in 2009. 126 The necessity
of the organisation’s work was recognized in 2010 when the Körber Foundation accorded
Musica Altona its price ‘Hamburger Tulpe‛. The price aims to reward and encourage
initiatives by the civil society which contribute to intercultural understanding. Musica Altona
undertakes to further intercultural understanding though musical training with an
international outlook. 127
In addition to bringing together children from diverse backgrounds to play music
together, the organisation offers a training programme which in itself is international.
Thus, not only are music and instruments from the German and European tradition
introduced to the students, but the presentation of music from other parts of the world
lies at the heart of the educational vision. Students participating in the Musica Altona
programme benefit from music classes given by teachers from Ecuador, Russia, Columbia,
Argentina and Germany. 128 Classes can be individual or conducted in groups and are
organised by age groups. Low prices ensure that almost anyone can participate in these

programmes. Musica Altona is an independent organisation with a wide array of partners
in the local educational sector. Schools and kindergardens provide locations and inform
children and their parents about the offer. Financially, the project is sustained mainly by
Bürgerstiftung Hamburg and local enterprises (Cello & Co., Stiftung Kinderjahre, Einhorn-
Apotheke in Altona, Hamann Kölling Druckvorlagen GmbH, No. 1 Guitar Centre) as well as
through the participation fees paid by the students. 129 While the musical instructors get a
remuneration for their work, the administration of the organisation is done on a volunteer
basis with 15 people actively engaged in the direction of Musica Altona. 130
8.4 The Maecenata Institut
Agent of Cultural Diplomacy: The Maecenata Institut in cooperation with Die Stiftung,
Zeitschrift für Stiftungs -und Vereinswesen, Deutscher Kulturrat, Phineo gAG, Bündnis für
Gemeinnützigkeit, Stiftung Zukunft Berlin.
Agenda: ‘To promote knowledge and understanding of civil society and private philanthropy
through academic research, documentation and information, and exchanges between
academics, public leaders and professionals in the field.‛
Vehicle of Cultural Diplomacy: Database for Research on Civil Society (Forschungsdatenbank
Zivilgesellschaftsforschung) as well as several research projects and policy advisory service.
Target Audience: General Public, politicians and media.
The Maecenata Research Institute was founded in 1997 by Maecenata Management.
Although affiliated to the company, Maecenata Management the Institute is a non-profit
limited company. As a research institute which provides independent information about civil
society the Maecenata Institute is a part of this sector. At its founding, the mission of the
Maecenata Institute was stated to be ‘to promote knowledge and understanding of civil
society and private philanthropy through academic research, documentation and information,
and exchanges between academics, public leaders and professionals in the field.‛ 131
Additionally, the first director of the Institute, Dr. Rupert Graf Strachwitz, emphasized the
role of the institute as a part of a strong ‚civil society as a third arena of societal activity
beside the market and the state.‛ 132 These goals are achieved through several activities
conducted by the Institute. Firstly, the Maecenata Institute administers the Database for
Research on Civil Society (Forschungsdatenbank Zivilgesellschaftsforschung) where German
foundations have been listed since its establishment in 1989. Also, the Institute has
authored more than 300 publications and completed approximately 60 research projects. 133
Finally, the insights gained from the academic work are forwarded to the society and politics
through policy advice services as well as public information. The Maecenata Research
Institute is by contract affiliated with the Humboldt University. Content-wise it also
cooperates with several foundations of the civil society (see ‚Agents‛ above). Financially, the
Maecenata Institute relies on funds from several charitable foundations (i.e. Bertelsmann
Foundation, Mercator Foundation) as well as subsidies from Maecenata Management.
However, as the financial report of the institute shows, the financial situation for the
organisation is rather difficult. 134

8.5 Buntkicktgut -Interkulturelle Straßenfußball-Liga München
Agent of Cultural Diplomacy: The organisation Buntkicktgut in cooperation with the
Association for Intercultural exchange and education, Youth office, office for living and
migration Munich
Agenda: Football as a means of intercultural exchange and integration as well as preventing
delinquency and violent behaviour
Vehicle for Cultural Diplomacy: Street football league
Target audience: Children and youth, especially though not exclusively from a disadvantaged
background
Buntkicktgut was initiated in 1997. The project originated in a support institution for asylum
seekers and civil war refugees in the districts Sendling and Neuhausen in Munich. While the
project initially counted ten football teams from eight different institutions, the feed-back for
the initiative was so positive that the idea of a street football league was expanded to include
the whole city. As of 2010, the project consisted of more than 100 participating teams and
1000 players. These players are between eight and twenty-one years old and originate from
more than 80 different countries. 135 Buntkicktgut was founded on the idea that sports, in this
case soccer, can be an instrument for intercultural exchange and integration by offering
children and youth a meaningful after-school activity and thereby prevent delinquency and
violence. The project can pride itself to be a front-runner of the now very popular UN
programme ‘Sport for Development and Peace‛ which gained momentum in 2001. 136 As cofounder
and project director Rüdiger Heid puts it: ‚Football was the only thing they knew (…)
especially where there is no common language, football can be a medium for
communication‛. 137 Through playing together the children and teenagers learn how to work
in a team. Furthermore, values like fairness, tolerance and participation are emphasized by
the team leaders. According to Buntkicktgut, inducing the above values through sports is
ideal as rules are more easily followed and sanctioned on the football field. 138
Financially, Buntkicktgut is supported by the public sector (the offices for education, sport,
health, environment, labour and economy; the department for youth, the advisory board
for migrants, Streetwork), private sector (Kreisjugendring (local youth organisation), AWO
(Organisation for the Welfare of Labourers), Caritas Sozialdienste (Caritas Social Services),
Kinder- und Mutterschutz e.V. (Children’s and Mothers’ Protection), Association for social
work (Verein für Sozialarbeit e.V.), and fees paid by the participating teams.
The emphasis on intercultural exchange and building common values is why Buntkicktgut has
been presented as an example of cultural diplomacy in German civil society. As a project
that aims to build cultural bridges between children and youth from different cultures it is
without doubt an important contributor to increased intercultural understanding as can
be deduced from its many awards. So far buntkicktgut has been awarded the 1st place in
‘Münchner Lichtblicke‛ (2000) 139 and the integration competition ‘Auf Worte folgen Taten‛
(Words followed by Action) 140 as well as the 2nd place in the German Football Association’s
(DFB) Integration Prize. 141

9. Analysis and Conclusion
The goal of this report was stated to be ‘to research whether cultural diplomacy is
exercised in Germany although the term is not a part of German vocabulary, and to outline
which organisations engage in activities that could be defined as cultural diplomacy.‛ The
report also aimed ‚to promote the concept of cultural diplomacy in the academic and popular
discourse through its findings and insights.‛
Through an examination of the historical background for cultural diplomacy in Germany, as
well as current examples the report has found that there indeed are many organisations
and programmes in present-day Germany which engage in cultural diplomacy as defined by
this report, even though these efforts are not labelled as cultural diplomacy initiatives. Many
organisations and programmes do significantly contribute to ‘the exchange of ideas,
information, values, systems, traditions, beliefs, and other aspects of culture‛ as the examples
of intercultural businesses, academic exchange programmes and multicultural football leagues
demonstrate.
Through the above assessments the report has also discovered many interesting trends which
will be analysed in the following. This section will start with a summary of the historical
development of cultural diplomacy in Germany where we will give one possible explanation
for why the term ‘cultural diplomacy‛ no longer is used publicly in Germany. We will then go
on to assess whether the projects which can be counted as cultural diplomacy in Germany
have changed their character over time.
This report has shown that cultural diplomacy in the form of nation branding was an
important part of German foreign policy before the Second World War. As the examples of
the Deutsche Akademie, Deutscher Akademischer Austauschdienst and the Olympic Games of
1936 all demonstrate: Cultural diplomacy was consciously conducted by the public sector
through the traditional pillars of language education, academic exchange, and the promotion
of German sports and arts abroad. However, the misuse of these promotional structures
under Hitler, lead to an abandonment of cultural diplomacy as aggressively pursued by the
German government. As Benjamin Hanna of the department for culture and communication at
the German Foreign Office argues, the public cultural diplomacy in Germany is no longer
directly done by the government. 142 Instead the government promotes the knowledge of
German language, culture and interests abroad through independent institutions which are
predominantly financed by the state. Examples of such institutions are the Goethe-Institute
and the Deutscher Akademischer Austauschdienst (German Academic Exchange Service). This
rather unique structure, which was conceived of after the Second World War has stood its
ground until today and indeed seems to expand through new initiatives such as
‘weltwärts‛and‘kulturweit‛.
If cultural diplomacy stands strong, yet unnamed, in the public sector, another trend has
emerged over the last few years which sees initiatives from the private sector and civil
society grow in scope and importance. The private sector is no stranger to societal initiatives as
the growing awareness of corporate social responsibility (CSR) shows. Yet, in the past CSR
was often focused on employee welfare. The examples chosen for this report suggest that
although this is still an important part of CSR, new fields such as environmental awareness
and intercultural understanding and competencies are increasingly important. Thus, big
firms such as Siemens and LANXESS sponsor programmes which aim to further intercultural
exchange.
However, also on the level of medium and small business we can see that issues like

integration gain ground. Through enterprises like ‘Weltküche‛ we even see how businesses
are founded on the idea that they should serve as a tool for integration and cultural
diplomacy. This development can possibly be seen in relation with the surge in popularity of
micro-credit and help-for-self-help initiatives over the last ten years.
Finally, as already touched upon, an entirely new pillar of cultural diplomacy agents is
emerging: Cultural diplomacy as conducted by civil society. While individuals and their
exchange always has been crucial for cultural diplomacy, and thereby does not represent
anything new, the rise of cultural diplomacy within civil society has to be seen in relation to
the rise of the concept of ‘civil society‛ in academic and popular discourse in general. The
focus here is on the necessity of organised civil initiatives as a counter-weight to non-
democratic international structures. As the foundation of both the Institute for Cultural
Diplomacy and the Maecenata Institute illustrates, organisations aiming to provide a third
voice to the debate increase. Furthermore, the cultural diplomacy directed by NGOs such as
Buntkicktgut has recently received a boost through increased public recognition, in this case
the establishment of a UN program of ‘Sports for Development and Peace‛.
In sum, what this report shows, is that cultural diplomacy is conducted by a wide and
increasing host of agents in Germany spanning every theme and size. However, the term as
such has not yet been able to enter the academic or popular language in a significant
manner. This is mainly connected to the negative historical connotations ‚German public
diplomacy‛ evokes in people.

9.1 References
74 Federal Statistical Office of Germany, 'Persons with migration background' (2009)
75 See for instance: The Economist, 'Sarrazin vs Saracens' (01.09.2010); Spiegel Online International,
'Why Sarrazin’s Integration Demagoguery Has Many Followers' (09.06.2010)
76 SOURCE: Milton Cummings, Cynthia Schneider
77 SOURCE, Milton Cummings, Cynthia Schneider
78 Eckard Michels, 'Deutsche Akademie, 1925-1945' (14.03.2011) in Historisches Lexikon Bayerns,
79 Benjamin Hanna, 'Culture and Communication in German Foreign Policy' (06.09.2011), German
Foreign Office
80 Goethe-Institute, 'Wer wir sind - Geschichte'
81 German Academic Exchange Service, 'Geschichte'
82 Deutsche Welle, 'History of Deutsche Welle'
83 Bundeszentrale für Politische Bildung, 'Weltfestspiele 1973'
84 Deutsch-Französisches Jugendwerk, 'The Franco-German Youth Office' (2008)
85 Kulturweit, 'Who we are: kulturweit ” the international cultural voluntary service'
86 Weltwärts, 'Über welrwärts ” der entwicklungspolitische Freiwilligendienst
87 Statistisches Bundesamt Deutschland, 'Ausgaben der öffentlichen Haushalte für Bildung,
Wissenschaft und Kultur' (2003-2006)
88 The Economist, 'Sarrazin vs Saracens' (01.09.2010)
89 BBC News, 'Merkel says German multicultural society has failed' (17.10.2010)
90 Der Tagesspiegel, 'Bald droht Arbeitskräftemangel in Deutschland' (22.12.2009
91 German Foreign Office, 'Cultural relations :tasks and objectives'
92 DAAD, 'About us: Brief Description'
93 Berliner Künstlerprogrammem des DAAD, 'Profile'
94 Goethe-Institute, 'About us'
95 Institute for Foreign Cultural Relations (ifa), 'About us'
96 Kulturveranstaltungen des Bundes in Berlin, 'Über uns: Das ist die KBB'
97
Haus der Kulturen der Welt, 'About us'
98
For more information on the financial situation of the IJAB see the 2010 annual report: IJAB, 'IJAB:
Jahresbericht 2010'
99
IJAB, 'Self-conception' (2009)
100
Hallo Wiesbaden, 'Atelier Culture' (20.12.2010)
101
Ausgewählte Orte 2011, 'Atelier Culture ” der Näh-Salon', Deutschland Land der Ideen
102
Die Weltküche, 'Über uns'
103
Garçon Boulevard, 'Börek, Fattush und Tabbouleh - Weltküche' (20.03.2011)
104
Ausgewählte Orte 2011, 'Graefewirtschaft ” Arbeitsplätze für Migranten', Land der Ideen
105
Charta der Vielfalt, 'Miteinander leben ” voneinaner lernen: Interkulturelle KITA'
106
Into..., 'into… project' (2009)
107
Kulturkreis der deutschen Wirtschaft, ' Die Projekte der Gewinnerunternehmen ' (2009)
108
Siemens Arts Programme, 'Concept' (2009) Siemens
109
Lanxess YEC Orchestra, 'Mehr als ein klassisches Engagement', Lanxess AG
110
Ausgewählte Orte 2011, 'SPUKU ” Sprach- und Kulturmittler', Deutschland Land der Ideen
111
Europa - Zusammenfassung der EU-Gesetzgebung, 'Das Recht auf Dolmetschleistungen und
Übersetzungen in Strafverfahren' (20.01.2011)
112
Refugio Thüringen e.V., 'Qualifizierung Sprach ”und Kulturmittler für den Bildungs-, Sozial- und
Gesundheitsbereich'
113
Institut für Berufsbildung und Sozialmanagement gemeinnützige GmbH, 'SPUKU'
114 Refugio Thüringen e.V., 'Wer sind wir?'

115
Institut für Berufsbildung und Sozialmanagement gemeinnützige GmbH, 'Die IBS GmbH'
116
ZEIT-Stiftung, 'Home - English'
117
ZEIT-Stiftung, 'The Bucerius Ph.D. Scholarship Programme in Migration Studies'
118
ZEIT-Stiftung, 'Museum für Völkerkunde Hamburg'
119
ZEIT-Stiftung , 'Um Alles in der Welt - Lessingtage 2012'
120
Mark Donfried, 'Searching for a Cultural Diplomacy', lecture given at ICD 05.09.2011 during the
conference ‚Cultural Bridges in Germany
121
ZEIT-Stiftung , 'Schülercampus Mehr Migranten werden Lehrer'
122
ZEIT-Stiftung 'Religionssymposium', ZEIT-Stiftung; Bildung und Erziehung, 'How Asia Changes ” the
World'
123
ZEIT-Stiftung, 'Portrait of the Foundation'
124
Matthias Gretzschel, 'Was ist ein gutter Bürger?' (29.04.2011) Hamburger Abendblatt
125
ZEIT-Stiftung 'Vorstand'
126
Statistisches Amt für Hamburg und Schleswig-Holstein, 'AusländerInnen in % der Bevölkerung +
Altona + 2009'
127
Hamburger Tulpe 2010, 'Musica Altona e.V.', Körber-Stiftung
128
Ibid.
129
Musica Altona, 'Geschichte - Förderer',
130
Hamburger Tulpe 2010, 'Musica Altona e.V.', Körber-Stiftung
131
Maecenata, 'Maecenata Institute'
132
Ibid.
133
Ibid.
134
Maecenata Institute, 'Jahresbericht 2010' (2010), p. 36
135
Buntkicktgut, 'Historie: Nur wer die Wurzeln kennt versteht die Blüte der Gegenwart',
136
United Nations Sport for Development and Peace, 'Why sport?', United Nations
137
buntkicktgut , 'Die Idee: Ein Ball ” zur interkulturellen Begegnung und Integration'
138
Ibid.
139
Ausländerbeirat der Landeshauptstadt München, 'Preisträger Förderpreis „Münchner Lichtblicke‚'
140
BertelsmannStiftung, 'Auf Worte folgen Taten' (31.01.2002)
141 Deutscher Fussball-Bund, 'Integration ist Teilhabe'
142 Benjamin Hanna, 'Culture and Communication in German Foreign Policy' (06.09.2011), German
Foreign Office

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