The World Academy of Arts, Literature and Media - WAALM 

School of Cultural Diplomacy





“Where politics fails, independent Cultural Diplomacy often comes into rescue.” 


M.  Dorbayani

Founder of WAALM


“Cultural Diplomacy emerges at times of crisis. But this should be a process of building bridges, not a one-way street. Developing respect for others and their way of thinking – this is what cultural diplomacy does." 


Tahseen Bashir,

Egyptian Spokesperson /  Diplomat




 Cultural Diplomacy was persuasive during the cold war because its  "Ambassadors" i.e. performers, writers and thinkers were  perceived to be independent of the government.”



Cynthia P. Schneid,

Brown Journal of World Affairs


The word 'Culture' is defined as a shared, learned, symbolic system of values (what is important), beliefs (how things work) and attitudes that shapes and influences perception and behavior (the way we do our affairs).


Culture is most commonly used in three basic senses:


- Excellence of taste in ‘Fine Arts’ and ‘Humanities’;


- An integrated pattern of ‘Human Knowledge’,  ‘Belief’, and ‘Behaviour’ that depends upon the symbolic thought and social learning;


- A set of Shared ‘Attitudes’, ‘Values’, ‘Goals’, and  ‘Practices’ that characterize an institution, organization  or group.


'Diplomacy' is the art and practice of conducting negotiations between representatives of groups or states and it usually refers to international diplomacy, the conduct of international relations; however, in an informal or social sense, diplomacy is the employment of tact to find mutually acceptable solutions to a common challenge, in a non-confrontational or polite manner.


With view to the above 'Cultural Diplomacy' can be defined as the exchange of Ideas, Information, Arts, Lifestyles, Values, Traditions and Beliefs.  It can be practiced by any number or combination of parties; from individuals to regional or global unions.


In principle, Cultural Diplomacy can prevail by applying three prescriptions:


-  Recognition: Each party to recognise the distinct cultural dynamics of the other; this recognition affords equal Human Rights on equal terms.


-  Understanding: The study of foreign cultural dynamics in order to gain an understanding of the traditions, history, language and general way of life, pertinent to the  engaging party.


-  Dialogue: Basic dialogue requires one party to listen while the other speaks and vice versa. Cultural diplomacy prescribes the observance of this and for  parties to draw on their accrued cultural understanding when engaging in a dialogue.



Therefore, with a shared vision , WAALM has formed the first ever 'School of Cultural Diplomacy' to provide educational courses, study programmes, seminars, research and strategies to promote the application of the above prescriptions internationally, and assist turning the interested learners into  true 'Cultural Diplomats'.







WAALM is a Non-for-Profit Organisation (Limited By Guarantee)

Reg. No in England & Wales: 06696148

Reg. Address: Dept 287, 601 International House, 223 Regent St. London,

W1B 2QD England

School of Cultural Diplomacy is a Division of WAALM  

© • WAALM 2009-2010








To assist the expansion of Cultural Diplomacy throughout the world and to facilitate Recognition, Understanding and Dialogue among individuals and

organisations through international education and programmes



To  assist  the prevention of  use of hard power and to encourage tackling crisis through Cultural Diplomacy.



Shared Vision and Respect Humanity.