Media remains ‘best route’ to activate soft power influence

Bahraini poet and Member of the Board of Trustees of Shaikh Ebrahim Bin Mohammed Al Khalifa Centre for Culture and Research, Hassan Kamal has highlighted the important role of soft power in attracting broad masses through the particular ideas, values and traditions of a country.

He made the statement during the concluding session of Culture and Diplomacy Conference that discussed various topics related to diplomacy and culture with the participation of influential figures from Bahrain and the region and in the presence of many experts in the two fields. The opening session focused on different cultural aspects of soft power and the ways in which countries transfer their cultures and enhance their international influence.

Kamal pointed out that countries around the world seek to attract the masses to invest their abilities and energies through soft powers, mainly arts, literature, music, theatre, cinema and others, stressing that youth have the energies to promote their countries. Media is the best way to activate the influence of soft power, to spread the values, and ideas, and promote the possibilities and capabilities of the countries, he said.

Dr Waleed Al Rifai, International Relations Advisor at the Bahrain Authority for Culture and Antiquities (BACA), said that the Mohammed Bin Mubarak Al Khalifa Diplomatic Academy supports the Kingdom’s efforts in activating the means of soft power. He noted that the meeting of the World Heritage Committee, hosted its 42nd edition in Bahrain last year, constituted a global message and reflected the cultural and civilisational elements that Bahrain possesses.

The last session highlighted arts, music and diplomacy as the panel discussed the diverse and potential links between various sides directions. Bahraini Ambassador to Italy Dr Naser Al Balooshi said that soft powers have a great impact on the movement of societies, pointing out that arts and music are important as they can carry numerous ideas and views in their creative formations.

Dr Al Balooshi noted that music has been used throughout the ages to guide societies and has a great role in expressing the policies of states and the way they view their relations with other countries. Highlighting the importance of music and being a big part of the soft power, Major General Dr Mubarak Najem, head of the police music band, said that music is an ambassador for cultures and peoples and an important element in facilitating civilisational dialogues and international relations.