Saggi di Dodis 1 (2019/6)

Beginning in 1945, and prompted in part by its controversial role during World War II, Switzerland built its cultural diplomacy and intensified its cultural representation in different countries. Sweden, being another neutral state, was in a similar position and therefore an interesting partner for cultural cooperation and Swiss cultural exports. In addition, Switzerland was interested in Sweden’s own cultural diplomacy. Swedish institutions had launched successful image campaigns after the war and over the following decades. The Swiss authorities noted these successes, and the institutions in question became a focus of attention once the Swiss government was shaping its own cultural policy. This article discusses both the late 1940s and the 1960s, when Switzerland transformed its cultural diplomacy, examined its image in other countries, and formulated new strategies for representing itself abroad.