The Power of Story: Canada’s Cultural Diplomacy and a Path Forward
By Colin Robertson, Contributing Writer and former career diplomat.
The strategic use of Canadian cultural assets to advance national interests is a long-standing, and increasingly vital, practice. As Evan Potter, associate professor in communications and public diplomacy at the University of Ottawa, argues, for six decades Canada has skillfully leveraged the work of figures like Margaret Atwood – and her prominent presence at literary events – to bolster the nation’s image, strengthen international relationships, expand cultural exports, and promote Canadian values on the world stage.
Potter’s assessment rings true. In an era defined by the proliferation of disinformation and misinformation, the role of Canadian artists and writers in shaping global perceptions of the country is more critical than ever.
My initial experience as consul general in Los Angeles vividly illustrated this point. The launch of Margaret Atwood’s The Blind Assassin drew a capacity crowd of 1800 to UCLA’s Royce Hall auditorium.
While Atwood graciously signed books for an hour, I engaged with attendees, gaining three key insights. First, Atwood embodies for many a vision of Canada as a more compassionate and moderate alternative to the United States. Second, Los Angeles is a city of avid readers – a fact underscored by the Los Angeles Times’ books editor, who noted that the entertainment industry’s foundation lies in the power of the written word. Hollywood is populated by a important number of Canadians eager to facilitate connections. A key objective of our work was to attract film and television production to Canada, a sector notably thriving in Vancouver, Toronto, and Montreal. In 2021/2022, this industry generated over $13.73 billion for Canada’s GDP and supported more than 244,000 jobs.
our cultural diplomacy efforts in Los Angeles extended beyond book launches. We annually hosted a reception for Canadian Oscar nominees and initiated a yearly Juno party for music producers. We also developed a directory of Canadian talent working in the entertainment industry and opened the official residence for events showcasing Canadian achievements in film, music, sports, and literature.
Ultimately, cultural diplomacy fosters a Canadian identity that transcends linguistic, racial, gender, and national boundaries.With the current government’s commitment to a foreign policy review,a strong starting point for revitalizing our cultural diplomacy lies in the 2019 report from the Canadian Senate’s Foreign Affairs committee,Cultural diplomacy at the front stage of Canada’s foreign policy.
this extensive report, the result of extensive testimony and hearings led by then-Senator Patricia Bovey, a former director of the Winnipeg and Victoria art galleries, provides a clear roadmap for strengthening our cultural outreach. it advocates for a strategic approach with measurable goals, sustained funding, enhanced intergovernmental collaboration, reduced obstacles to international cultural exchange, and dedicated training in cultural diplomacy.
Both Potter and fellow commentator Smith rightly acknowledge the crucial role of Canada’s cultural community as unofficial ambassadors, defining our national identity for a world frequently enough preoccupied. At a time when Canadian sovereignty and identity are increasingly subject to scrutiny, their contribution has never been more essential.
Colin Robertson, a former career diplomat, is a fellow and host of the Global Exchange podcast with the Canadian Global Affairs Institute in Ottawa.
