Abstract:
The study evaluated the implementation of the South African- France Seasons 2012-2013 in the light of the ideas about cultural diplomacy, benefits and problems encountered and made recommendations emanating from the lessons learned.
In terms of the findings of the case study, the South African-French Seasons 2012-2013 was of particular importance and benefit. The Seasons contributed immensely to the strengthening of mutual (cultural) relations between South Africa and France, enhanced cultural tourism and brought about, growth in public-private partnerships and participation in international collaborations. During the Seasons, high level political visits between the two countries took place on a regular basis and the exchange of artists and experts in various fields was at a level never been seen before the Seasons. These exchanges, held under a festive mood, encouraged cooperation and collaboration between a wider population and audiences through participation in each cultural events and partnerships.
The study also exposed problems relating to liaison and coordination of the Seasons both internal and external to DAC and increased costs for DAC by the project due to increased costs of creating a new institutional framework to implement the Seasons. These problems were exacerbated by lack of policy coordination and lack of cultural diplomacy policy and strategy at both DAC and DIRCO level and the lack of DIRCO to see the value of cultural diplomacy as another key area of the various arsenals available to South Africa in its pursuit of internationalisation of its domestic mandate.
The case study report made certain recommendations in view of policy shift and the decision by the Department of Arts and Culture to make the Seasons a central strategy in carrying out its cultural diplomacy. Since the South African-French Seasons took place in 2012 and 2013, two more Seasons have been implemented with United Kingdom and China in the 2013/4 and 2014/5 financial years with more planned. In view of these policy and strategic consideration, the report recommended that a cohesive policy approach to cultural diplomacy and strategy must be developed, cultural attaches and the funding and budgetary model for the Seasons be developed and implemented to support the policy and strategy thrusts of the Seasons
