독일의 문화정책과 국가브랜드 전략

Abstract

Germany was made up of many independent feudal states and city republics that each pursued their own cultural policies and established a host of cultural institutions. Cultural policy in Germany is based on a federal model. It is governed by the principles of decentralisation, subsidiary and plurality. After World War Ⅱ, the Germany has gone through stages, which can be identified by distinct changes in the political environment and golbal impact. Cultural policy evolved diversely and developed along different lines. A hisorical analysis of Germany is used to examine how the nation has dealt with its identity in the past. This is contrasted with the manner in which nation branding has sided the redevelopment of German identity since its 1990 reunification both internally among its citizens, as well as externally from foreign perspectives. The unification of Germany in 1990 produced new cultural tasks, both within the federal Republic of Germany and in its relations with European neighbours, giving greater competence for cultural affairs to the Federal Government. The paper wants to show that nation Branding management has always mattered in German foreign policy, and it wants to find out how this foreign image policy functions and how it has evolved over time. Germany has a long tradition of managing its international image, mostly through its foreign cultural policy. Traditionally, German foreign image politics used to be rather low-key and fairly unspectacular. It was a quiet and patient approach to managing the country’s international image. Rather than seeing foreign cultural policy as an instrument to be used like any other, it was perceived as a long-term contribution to peaceful international relations. However, in the mid 1990s, a louder and less patient approach began to take hold. Germany was openly promoted as an attractive Standort for foreign investment and results were expected to show quickly. To achieve this goal, national Branding campaign came to be applied. As Germany is a nation that has struggled with its identity in the past, this paper seeks to study the methods of nation branding that Germany has implemented in the recent past, and how these practices have helped the nation develop the strong identity it has today.