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Airlines
By ‘flying the flag’, a national airline can carry a nation’s name and values 
around the world. However, a change in brand image can rebound on the 
airline concerned. For example, in 1997, British Airways tried to increase 
the internationalization of its image by redecorating the tail fins of its air-
craft with international images rather than the red, white and blue of the 
national flag. This initiative was unsuccessful and the former Prime Minister, 
Margaret Thatcher, publicly criticized it by wrapping a handkerchief around 
the tailfin of a model BA airliner to hide the design. The then Head of 
British Airways, Rod Eddington, reversed the ‘world images’ branding. 
Airlines include in their branding everything from comfort, service, atmo-
sphere and design to their security. Due to privatization and competition 
from other commercial airlines, national airlines are increasingly under 
pressure, but the larger ones such as Air France and Lufthansa and the recent 
merger of British Airways with the Spanish airline Iberia are still recognized 
as ‘flag carriers’.
Gastronomy
The French have made gastronomy into an art form. French cuisine and 
French wines are well known and highly regarded throughout the world. 
Other countries have emulated the French with respect to wines, for example, 
Spain, Chile and South Africa. Culinary diplomacy is now a well- recognized 
form of ‘soft power’ and is actively promoted, for example, by the govern-
ments of Korea, Sweden and Mexico. Indian and Chinese restaurants, by 
contrast, appear in many countries as a result of private enterprise, rather 
than as any form of government policy.
Broadcasting
Broadcasting has a long history as a means of cultural diplomacy and, at 
times, blatant propaganda. During the Cold War, the Voice of America 
was set up specifically for the latter purpose. In Myanmar, Aung San Suu 
Kyi, the supporter of increased democracy, considered the BBC her lifeline 
during her long years of house arrest. Kofi Annan described the BBC as ‘the 
UK’s greatest gift to the world’. In 1992, Germany set up Deutsche Welle, 
broadcasting in 30 languages, including German.
The BBC World Service, founded in 1932 as the BBC Empire Service, is respec-
ted worldwide for its reputation for reliable and accurate news, supplemented 
by its educational programmes and its independent editorial policy. Originally 
funded by the FCO, but now financed by the licence fee rather than by direct 
government grant, the World Service and its Arabic and Persian TV channels 
cost £287 million in 2011. Despite recent cuts, it continues to broadcast 
language services in 28 languages and remains the world’s largest international 
broadcaster, with an audience of 180 million on radio, TV and online.

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232 Cross-Cultural Communication
Sport
As part of popular culture, hosting or achieving good results in high- profile 
international sports events have a major impact on national image, for 
example, the Olympic Games and the FIFA World Cup. However, the 1936 
Olympic Games in Berlin was a blatant example of using sport for the propa-
ganda of National Socialism.