REINVIGORATIONG PUBLIC DIPLOMACY CULTURAL AND

UNCLAS SOFIA 000007

SIPDIS

STATE FOR ECA/PE - AROMANOWSKI, ECA/PE/C - KPEREZ, EUR/PD -
VWALKER

E.O. 12958: N/A
TAGS: EOXC SCUL EUR KPAO
SUBJECT: REINVIGORATIONG PUBLIC DIPLOMACY CULTURAL AND
SPORTS PROGRAMS

REFERENCE: STATE 222516


1. Post has not worked with sports programs. Our answers
concern only cultural programming.


A. Which of your mission objectives benefits from cultural
programs or could be better supported by cultural programs,
including sports programs? Please be specific in describing
how these programs support your objectives. For
example: do they create an event that gets embassy access
To otherwise inaccessible audiences, build direct public
Support for U.S. policy objectives, or challenge and change
negative public opinion or stereotypes that thwart U.S.
interests?

Our major policy goal is winning Bulgarian support for
shared Bulgarian-American military facilities and for
greater Bulgarian participation in Iraq and Afghanistan, as
well as greater cooperation between the U.S. and Bulgaria on
a wide range of security and economic issues. Achievement of
this goal is hindered by a lack of understanding of the
United States, based in large part upon stereotypes and
images of America created by Hollywood films and television
programs. Cultural programs which show American values of
individualism, tolerance, ethnic diversity, trust in the
rule of law, and the importance of faith and family help
break down these stereotypes, and show the Bulgarian
audience that our essential values and goals are very
similar.


B. The most effective programs are those that stress
traditional American values and music, which resonate in a
deeply traditional society. These include concert programs
of jazz, blues, gospel, and country music.

A second important area for cultural programming is film -
presenting new independent American films at Bulgarian film
festivals, to show that the American cinema is much richer
and diverse than its popular image.

A third important area for programming, in a country which
deeply respects language and literature, is inviting
prominent or rising American writers and poets to visit
Bulgarian universities. Knowledge of American literature
is largely limited to writers from the 1930s or 1940s, or
the books of Dan Brown. Book translations of recent
American literature would reach a wide and appreciative
audience.

A fourth important area for programming is cultural
preservation, which shows respect for the rich history of
Bulgaria, through grants by the Ambassador's Fund for
Cultural Preservation and establishing linkages between
American and Bulgarian archeological and historical museums.


C. Some cultural programs, such as classical musical
performances, have a more limited impact.


D. The six jazz festivals in Bulgaria are willing and eager
to have American performers - film festivals are seeking
American films, and publishers want American books. Small
funding in these areas brings large audiences and valuable
good will.

Levine