Europeanization through Cultural Diplomacy

Abstract: Europeanization is a complex process that involves adopting common European values, standards, policies, and practices across political, economic, and social aspects. However, the role of culture in this process is often overlooked, although it is crucial in promoting understanding and respect among different cultures and traditions within the EU. Culture also plays a significant role in the EU's external relations, helping to build and maintain relationships with non-EU countries. In this vein, a variety of the European Union’s initiatives and programmes have been implemented by the European Union, including the flagship Creative Europe programme aimed at promoting cultural and linguistic diversity and increasing the economic potential of culture-related sectors. This study investigates how is this programme helping the process of Europeanization in Montenegro, a candidate country. The findings reveal that the programme effectively acclimatizes cultural workers, equipping them with European cultural work practices and values. However, there are certain obstacles related to Montenegrin internal problems and bureaucratic complications associated with the programme itself, that are slowing down the process. Hence, I believe that improved communication with cultural workers from developing countries could strengthen the efficacy of the process of Europeanization and overcome the aforementioned barriers.