Early January 2022，The Italian Ministry of Foreign Affairs has established a new internal agency - the Bureau of Public and Cultural Diplomacy，Aimed at through external exchanges、Cultural Diplomacy、“Soft power” tools such as strategic planning and participation in international organizations，Enhancing the global influence bet365 new user promo country’s key development areas。

The new organization will be established in conjunction with the media、Think Tank、On the basis of sustained dialogue between universities and international organizations，By integrating with Italian industry and culture，Dedicated to promoting Italy、Creating a modern narrative about Italy，And bring Italy closer to its global role。The institution will interpret Italy’s famous cultural resources in a new way，Create a more modern narrative，To eliminate international stereotypes，Enhance its cultural influence，To better protect national interests。Pasquale Terracciano, Head bet365 new user promo Bureau of Public and Cultural Diplomacy, said，With the deepening of globalization，Cultural collisions between different ethnic groups are also increasing，The establishment bet365 new user promo new organization comes at the right time。

February 16，Professor David W, Johns Hopkins University, USA. Elwood（David W. Ellwood) published an article on the official website bet365 new user promo Public Diplomacy Research Center bet365 new user promo University of Southern California，Interpretation bet365 new user promo Italian government’s move。

In Elwood’s opinion，Italian official measures to enhance soft power reflect a fact，That is, the competition for invisible power is becoming increasingly fierce。For many countries，The cost of improving hard power is getting higher and higher，The actual effect is not satisfactory either，So they are all looking to increase their influence、Other ways to attract tourists and foreign investment。In this process，The most common method currently is a new round of more conscious country branding。For example，Via BBC’s The World and more，People can see Morocco、Senegal、Singapore、Promotional advertisements in Belgium and other countries。Italy will also follow the trend bet365 new user promo times，Carry out a global image promotion campaign called "Italy Difference"。

Elwood said，According to the British international relations theorist Edward Hallett Carr in the 1930s，Soft power refers to a country’s ability to achieve its foreign policy goals without the use of material pressure and force。Today，Different from the “predecessors” in history，Countries will not leave the opportunity to improve their international reputation to chance events，Instead, use the tools provided by the digital revolution bet365 new user promo past few decades to shape your own good image。

Christopher Hill, an international relations scholar at the University of Cambridge, UK、Sarah Beadle thinks，In essence，Soft bet365 new user promo is a "bet365 new user promo of attraction"，This attraction does not stem from achievements in an art award or a scientific research award。Opposite，Soft bet365 new user promo should start at home，Because reputation and trust are closely related to domestic achievements。

With political leadership、Resilience during COVID-19，And in sports、Success in the field of creative culture，Italy was named the "Country bet365 new user promo Year" in 2021 by the British "Economist" weekly。Elwood scale，Italy’s good image makes us realize，A country can achieve sustained success in building soft power，From its long-standing ability to combine tradition and modernity in a unique way。For example，Italian food has created many stories around the world，Creating a new standard，And frequently appeared on TV and social media，Is the target of imitation by restaurants in many parts bet365 new user promo world。In Italy，From high-end food brands、Countless food fairs to street pizza joints，Both convey the same message: combine tradition with innovation。The Italian Ministry of Foreign Affairs has established a Public and Cultural Diplomacy Bureau to continue to spread this concept，Enhance the global influence bet365 new user promo country’s cultural resources as a whole，Further explore and leverage the value of soft power。