CONSIDERAȚII DESPRE DIPLOMAȚIA CULTURALĂ A SPAȚIULUI SCANDINAV

The image of a country projected externally through branding and institutionalized or non-institutionalized cultural diplomacy is the essence of Soft Power, the ability to be influential in IR without being a military power. This article presents a series of prospects in the sphere of public and cultural diplomacy of the Scandinavian space taken as a whole, respectively with each individual constituent country. Methodologically, it is based on the relationship between the institutionalized versus non-institutionalized Public Diplomacy. The non-institutionalized Public and Cultural Diplomacy is defined as the Soft Power effect which intentionally or non-intentionally the culture or products with a cultural content originating from a certain country have in a foreign country and in IR. The concept of culture itself is approached in a broader sense, including the totality of material and immaterial values created by individuals, if they carry a message identified as specific to that culture.