Cross-border cultural relations of Croatia and Serbia: Milk and honey if money is involved

Journal of Regional Security (2021), 16:1, 27–54 © Belgrade Centre for Security Policy Original scientific paper UDK: 304.2: 339.9(497.11+497.13) DOI: 10.5937/jrs16-27837 Received: 6 August 2020 / Accepted: 29 August 2020 Cross-border Cultural Relations of Croatia and Serbia: Milk and Honey if Money is Involved DANIELA ANGELINA JELINČIĆ* Institute for Development and International Relations, Croatia SANDRO KNEZOVIĆ** Institute for Development and International Relations, Croatia Abstract: With the rise of creative industries, culture in international relations achieves strong competitive economic advantages. At the same time, it is often a fertile tool in reconciliation between conflicted communities and long-term consolidation of their relations. Economic peace theory claims economic interdependence as being the key factor in achieving peace between communities. Starting from this premise, this paper analysed the success of specific EU funding within cross-border cooperation schemes between Croatia and Serbia in enhancing social relations between the two states and their cooperation, as indirect effects. Adapted Conflict Management and Mitigation Matrix (CMM) served as a basis to confirm the assumption that international relations are enhanced if direct economic benefits for the communities are involved. The research confirmed this assumption and provided recommendations for future EU financial instruments. Keywords: cultural cooperation, economic peace theory, Croatia, Serbia, European Union Introduction Although the role of culture in international relations has been somewhat neglected if comparing it to military or economic powers, it has a long history as an instrument of foreign policy (i.e. cultural diplomacy); on the other side, it has served as either an instrument of international relations establishing intercultural dialogue or global political cooperation has been established around culture (e.g. UNESCO). Today, especially with the rise of social media, which are an important factor in image building, it has come centrestage. Thus, it has been an important subject in international relations, foreign policies, diplomacy, propaganda, it has been used in country image building or nation branding. With the proven success of cultural/creative industries and their economic power in a globalised world, countries have shifted their economic policies in international relations * ** 27 Journal of Regional Security Vol. 16 №1 2021 towards culture, which is now assuming a more prominent role.1 Therefore, this article aims at analysing the way in which financial support to projects in the field of culture could potentially contribute to the long-term consolidation of once strained bilateral relations, on the community and state level. Cultural industries may have served in promoting identity politics (and still do) having the power of persuasion. Still, their strength now focuses on image building, stressing the competition in the global arena through (cultural) politics and economy.2 Culture, therefore, plays both roles, being the power of persuasion but also performing competitive economic advantages. In this line, creativity, being an inherent value of culture is the focal competitive advantage of a certain region, which is due to ethnic diversity, educational system, exposure to inspiration, as well as appreciating the personal expression.3 As it was clearly stated by Mornah and MacDermott, culture, “attitudes and ways of life do matter even when a lucrative business opportunity exists.”4 Besides, a number of authors prove the direct competitive advantages of cultural and creative products in the international arena.5 This projects culture as a novel form of a sophisticated and smart power, capable of bridging the gaps that are sometimes beyond reach when using exclusively traditional foreign policy tools. In this way, the culture’s own inherent as well as new societal values are built, together with its overall relevance at the wider international arena. Besides that, culture has in recent history come centre-stage not only for its competitive power but its role in cooperation between countries and peacebuilding. It has an important role in conflict prevention as well as post-conflict reconciliation. Concepts of cultural diversity, cultural pluralism, multiculturalism, transculturalism and interculturalism have been in the focus of a number of international policies and initiatives (e.g. Universal Declaration on Cultural Diversity, Convention on the Protection and Promotion of the Diversity of Cultural Expressions, Council of Europe White Paper on Intercultural Dialogue). Mutual understanding is the basis of conflict prevention and the role of cultural diplomacy is seen in the promotion of understanding, friendly relations, intercultural dialogue, exchange and peace within the framework of cosmopolitan constructivism.6 Cultural diplomacy has the ability to influence public opinion, having impacts on realisation of its main principles: respect for and recognition of cultural diversity and heritage; intercultural dialogue; justice and equality; human rights protection; as well as peace and 1 UNCTAD 2018; Boix-Domènech and Rausell-Köster 2018; KEA and PPMI 2019. 2 Kang 2013. 3 Petersen 2013. 4 Mornah and MacDermott 2016, 69. 5 E.g. Throsby 2010; Flew 2013. 6 Kang 2013; Villanueva Rivas 2010, 46. 28 Jelinčić, Knezović – Cross-border Cultural Relations of Croatia and Serbia: Milk and Honey if Money is Involved stability.7 This points to the importance of culture in international relations since “public diplomacy is not really about getting in the press. It’s about long-term engagement.”8 The European Union (EU) still does not have a Strategy for International Cultural Relations, but a proposal for its development has been put forward already in 2016. The rationale behind it is the promotion of “international cultural relations based on longterm engagement, mutual interest and understanding, people-to-people contacts and co-creation.”9 The objectives of such a strategy aim at unlocking the potential of culture for sustainable social and economic development; promotion of peace and fighting radicalisation through intercultural dialogue; and strengthening cooperation on cultural heritage.10 Guiding principles of this future Strategy encourage a cross-cutting approach to culture advocating, among other, also its economic dimension (e.g. through tourism and creative industries) while perceiving culture as a key concept in sustainable development as well as reconciliation.11 In the absence of an EU Strategy for International Cultural Relations, the EU ensures its relations through other policy documents, and culture is silently part of them. The EU bases its external relations on diplomacy while respecting international rules and its main principles are preserving peace; strengthening international security; promoting international cooperation; (...truncated)