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Language and education
As we saw in Chapter 4, English is recognized as the major language of global 
communication as well as a lingua franca. It has also spawned a major 
international industry in English language learning and in teacher training. 
Cultural diplomacy often takes the form of cultural exchanges and scholar-
ships as well as the provision of English language teachers overseas. Very 
often, it is the cultural missions themselves that provide this role, but other 
actors such as university courses both at home and abroad can achieve the 
same result. Other examples include the large number of short summer 
courses or ‘learning holidays’ that draw many young people from around 
the world to the projecting country. An example is the major effort being 
made by the Confucius Institute, which was set up to promote a wider 
understanding of Chinese language and culture. The Confucius Institute 
for Business has been opened in London, jointly established by Tsinghua 
University and the London School of Economics. Another example of the 
use of education in cultural diplomacy is the Fulbright Scholarship spon-
sored by the USA.
The arts
Culture is often associated with the arts, in particular with ‘high art’, which 
can include exhibitions of paintings and sculpture and the performing 
arts of theatre, film, classical opera and ballet. Even during the Cold War, 
visits were made to the UK and the USA by the Moscow State Circus and 
the Bolshoi Ballet. The Royal Ballet visited Cuba in 2009 and was given a 
very enthusiastic reception. The exhibition in 2011 of Afghanistan Art and 
Culture at the British Museum aimed to develop a better knowledge and 
understanding of Afghanistan. Another example is the cooperation between 
the Royal Opera House in London and the National Centre for the 
Performing Arts in Beijing. Although extremely influential, these ‘high art’ 
events are often targeted at a country’s educational elite. However, equally 
important are more widely popular events such as film festivals, pop music 
and fashion. These are often closely associated with the international media, 
which can ensure they have an impact far beyond the immediate circle of 
those who attend.

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230 Cross-Cultural Communication