90 Years of Russian Public Diplomacy

This year Russian cultural centres have been holding events to mark 90 years of ‘Russian public diplomacy’. April 1925 marked the formation of the All Union Society for Cultural Relations with Foreign Countries frequently usually referred to, even in the West by its Russian acronym, VOKS. Rossotrudnichestvo (Federal Agency for the Commonwealth of Independent States, Compatriots Living Abroad, and International Humanitarian Cooperation), which has responsibility for what are now known as Russian Scientific and Cultural Centres, is making the explicit connection back to the Soviet era.  In the West we tend to treat Soviet external outreach in terms of Communist Parties, propaganda the KGB and the Bolshoi, but there was also a substantial component that followed the practices of  other nation-state cultural relations.   In Egypt or India the anniversary is being used as a reminder of the 40-50 year history of the cultural centres in the country. The important point is, as Tobias Rupprecht emphasizes in relation to Latin America, the the Soviet Union ‘looked fundamentally different from the South than from the West’ and this was as much about government perceptions as those of would be revolutionaries.

As far as I can tell there has been no attempt to track the development of the Soviet Cultural Centres networks, we don’t know how very much about how they were managed or what they did.*  There are good reasons for neglect of this in term of access to archives, language skills etc but the neglect of Soviet public diplomacies during the Cold War is signficant gap in our knowledge of the period.

*If you know different I’d really like to know what I’ve missed.

Air Travel and the National Brand: The Soviet Tyler Brule

Tyler Brule the editor of Monocle magazine and FT columnist travels around the world and then writes columns arguing that your airport is your opportunity to communicate your national brand to visitors as soon as they arrive. Of course what a lot of airports communicate is ‘we’re rubbish and we don’t care about you’

Here’s an example

You might think I’ve rocked up in some shambolic banana republic or poorly managed police state, but I’m actually at Washington DC’s Dulles Airport late on a Sunday afternoon. As I’m about to walk up to the booth for inspection, a voice booms over the public address system with an urgent bulletin – “Attention all officers, attention all officers, anyone who has not signed up for overtime today, I repeat, anyone who did not sign up for overtime can now leave their post”. In a flash a series of officers pack up their stamps and take their super-size slurpy cups and waddle off duty. The 1,000-plus people in line just stare in amazement.

As I approach the desk, I feel like giving the young gentleman a lecture about how bad this whole performance is for Brand USA – particularly on top of a whole week of television reports about the new fee that visitors will have to pay to get a visa and how these funds will be used to create a campaign to encourage more tourism to the US. I want to ask him if he (and his bosses not far away in the District of Columbia) think a 90-minute wait in a dumpy airport is any way to welcome the world and if his department is really that interested in having people visit the US.

In reading Rosa Magnusdottir’s chapter on Soviet cultural diplomacy towards the US I came across this discussion of the role of the state airline Aeroflot as a gateway to the USSR. Boris Polevoi was a Soviet journalist who led a delegation to the USA in 1955.

Polevoi described the flight delays as outrageous and the crew of flight attendants as completely incompetent: ‘They do not know languages, do not offer passengers newspapers or magazines, and do not pay any attention to the passengers…breakfast was served without napkins, straight from a box. The food was cold, two days old, had been prepared and brought in from Moscow and was dried up.’ It got worse; passengers who wanted an extra cup of tea were told by the ‘misses’ that they would have to pay for he extra sugar tea themselves because only ‘two pieces of sugar were allocated per passenger’ (emphasis in original) were allocated by headquarters.. This is odd but it is a fact’….Noting the increasing numbers of tourists visiting the Soviet Union, Polevoi warned that the lack of service had the potential to cause the Soviet image ‘serious even political damage’.

Of course Aeroflot didn’t get any better but it’s interesting to see the link between air travel and national brand being made in the Soviet Union.

Magnusdottir, R. (2010) ‘Mission Impossible?: Selling Soviet Socialism to Americans, 1955-1958’, pp. 50-72 in J. Gienow-Hecht and M.C. Donfried (eds) Searching for a Cultural Diplomacy, New York: Berghahn.