Last year I was invited to give a lecture for the students taking the Room at the Top: Professional Practice in the Creative and Cultural Industries Module (Birkbeck College – MA Creative Industries).
An in-depth look at topical marketing issues within the cultural and creative industries and the wider communications framework. Through weekly guest speakers, students experience the richness of the UK’s cultural sector and have the opportunity to explore related arts career options. Past speakers have included senior executives from the V&A, the Arts Council and the National Lottery as well as cultural entrepreneurs from the private sector.
My lecture was about ‘Cultural Diplomacy’ comprising key concepts such as hard and soft power, culture and national identity as well as a series of case studies of international exhibitions and events organized by public, private and governmental institutions.