Port Adelaide Football Club in China: a case for an intercultural approach to public diplomacy?

Abstract

This paper examines the potential effectiveness of an intercultural approach to public diplomacy which is now considered the principal vehicle through which cultural expressions are used in international relations. Most counties use public diplomacy to project a positive external image, often with a strong economic objective. The main focus of this paper is the bi-lateral relationship between Australia and China, and draws on Port Adelaide Football Club’s engagement in China. It found that China’s public diplomacy is viewed cynically, and Australian public diplomacy has a strong focus on economic outcomes. An intercultural approach, designed to enhance popular intercultural understanding in both domestic and foreign audiences, would make for more effective foreign policy. Particularly in Australia, sport holds great potential for an intercultural approach to public diplomacy.