Brazilian cultural diplomacy in Europe in the early 21st century: bridging the gap between nations with international events

At the turn of the 21st century, Brazil gained ground within the international scene due to its new outward facing stance. Cultural plurality became the flagship of Brazilian foreign policy, designed to achieve positions of prestige internationally. By taking the theoretical concepts of cultural diplomacy, this case study analyses the strategies deployed in international events for cultural diffusion promoted by Lula da Silva’s (2003-2011) & Dilma Rousseff’s (2011-2016) administrations, especially the Year of Brazil in France, 2005. The policy processes within the Ministry of Foreign Affairs, Ministry of Education and the Ministry of Culture supported the emergence of a particular decision regarding the development of Brazilian cultural internationalisation. Therefore, the active role of Brazil in the field of cultural diplomacy could be considered as a benchmark for governments, practitioners and policymakers from 2003 to 2016.