Dr. Harsha Bhargavi Assistant Director (PR) at the Ministry of Culture, Government of India reveals India's cultural diplomacy secrets: Boosting soft power and preserving heritage in the digital era

JAMMU: In an exclusive online interview conducted by Ajmer Alam Wani, Editor-in-Chief of JK Monitor (www.jkmonitor.org), Dr. Harsha Bhargavi, Assistant Director (PR) at the Ministry of Culture, Government of India, unveiled the remarkable strategies employed by India to bolster its soft power and global influence through cultural diplomacy.

Dr. Bhargavi emphasized that India's rich cultural tapestry has been a powerful tool in shaping its global image, fostering international connections, and strengthening its position on the world stage. One of the cornerstones of India's cultural diplomacy, as highlighted by Dr. Harsha Bhargavi, has been the annual celebration of International Yoga Day at the United Nations General Assembly since 2014. This global event has allowed India to engage with people worldwide, sharing its cultural heritage and values, ultimately enhancing its global stature.

The Ministry of Culture's Festival of India, a platform dedicated to promoting Indian art, music, dance, and film, has also played a pivotal role in showcasing India's cultural diversity and creativity to international audiences. Dr. Bhargavi underlined the success of this cultural diplomacy initiative.

Furthermore, Dr. Bhargavi highlighted the instrumental role played by the Indian Council for Cultural Relations (ICCR), a government-run entity, in organizing cultural programs and scholarships aimed at fostering international cultural interactions.

India's film industry has not been left behind in the cultural diplomacy endeavors, with Indian Film Festivals hosted in various countries contributing significantly to India's soft power projection in the world of cinema.

Dr. Bhargavi also proposed innovative ways in which traditional Indian cultural practices could be preserved and made accessible in the digital era. Digitization of paintings, sculptures, and manuscripts, coupled with the use of modern technology such as social media and streaming platforms can ensure the widespread dissemination of India's cultural legacy. She advocated for school partnerships and public education initiatives to safeguard and propagate traditional practices for future generations.

Furthermore, Dr. Bhargavi emphasized the need for the Ministry of Culture to take proactive steps in preserving and authenticating India's cultural heritage in the digital realm. This includes implementing open standards and formats, robust data storage and security measures, and collaboration with other organizations to ensure data integrity.

In an era marked by cultural sensitivity, Dr. Bhargavi discussed the challenges of cultural promotion, the nuances of representation, and the importance of respecting and not profiting from cultural traditions. She highlighted the necessity of inclusive and consultative approaches in cultural promotion efforts and the need to address prejudices while encouraging cultural inclusion.

Dr. Bhargavi also revealed an ambitious proposal for the establishment of an Art and Culture Innovation Center, aimed at providing sustainable solutions to the challenges faced in preserving and promoting India's cultural heritage. This initiative, she believes, will further India's cultural diplomacy efforts and strengthen its global presence in the years to come.

For the detailed interview, read questions and answers below till end:-

1. How do you believe the Ministry of Culture can effectively utilize cultural diplomacy to foster international relations and promote India's soft power globally?

Answer: The Indian Ministry of Culture may boost India's soft power and foreign ties through cultural diplomacy. The Ministry may promote India's unique culture and heritage through organising and supporting cultural events and festivals. Partnerships with foreign nations, international organisations, and cultural institutions can accomplish this.

Grants, fellowships, and other programmes from the Ministry can boost Indian artists and cultural practitioners. Through cooperative research, exhibits, and performances, international collaborations may foster cultural interchange.

Social media and internet streaming platforms allow the Ministry to promote Indian culture and history worldwide. Social media platforms like YouTube may promote Indian music, dance, and film.

The Ministry may boost India's soft power and foreign ties through cultural diplomacy. Soft power is the capacity to entice rather than coerce others, and India's rich and diverse culture may help.

In addition to promoting Indian culture and heritage, the Ministry can support research, provide scholarships and fellowships for foreign students to study Indian culture and languages, collaborate with international organisations, and use public diplomacy to promote India's values and ideals. The Ministry of Culture may boost India's global influence through these initiatives.

2. Can you provide an example of a successful cultural diplomacy initiative you've been involved in and explain how it contributed to India's global image?

Answer: India uses cultural diplomacy to boost its soft power and worldwide impact. India's culture and values are promoted yearly by the UN General Assembly's 2014 International Yoga Day. This event has enabled India interact with people throughout the world and share its rich cultural legacy, improving its image and making it a worldwide power.

The Ministry of Culture's Festival of India, which promotes Indian art, music, dance, and film, is another successful cultural diplomacy programme. The government-run Indian Council for Cultural Relations (ICCR) organises cultural programmes and scholarships to foster international cultural interactions. Indian Film Festivals in several places have also promoted India's soft power and made it a worldwide film industry power.

India has used cultural diplomacy to boost its soft power and global impact. These efforts have helped India promote its creative industry and connecting nations. India’s role as a host for G 20 has gained worldwide influence through focusing on these efforts.

3. In the age of digital transformation, how can the Ministry of Culture balance the preservation of traditional cultural practices with the adoption of modern technologies?

Answer: The Ministry of Culture may reconcile traditional cultural practises with new technology by financially supporting and teaching traditional artists and practitioners. Paintings, sculptures, and manuscripts may be preserved and made more accessible by digitising them. Modern technology like social media and streaming platforms may spread traditional culture. School partnerships to teach ancient practises help preserve them for future generations. Public education efforts regarding traditional cultural practises can help maintain them.

In addition, the Ministry of Culture may fund study on traditional cultural practises, cooperate with communities to maintain them, and be aware of technology's possible detrimental effects. The Ministry of Culture can conserve and grow India's ancient cultural practises in the digital era by being attentive and inclusive.

4. What strategies do you think are crucial for ensuring that digital archives and repositories of India's cultural heritage remain accessible, secure, and authentic over time?

Answer: India's Ministry of Culture should take many steps to preserve, safeguard, and authenticate its cultural legacy. These include open standards and formats, robust data storage and backup systems, encryption and other security measures, regular monitoring and auditing, staff training on data preservation and security, partnering with other organisations, and educating the public about digital preservation.

To prevent data loss, the Ministry should use cloud storage, checksums, and data integrity checks. To maintain data accessibility and relevance, migrate data to new forms and evaluate the data preservation plan frequently. The Ministry can safeguard India's cultural legacy for future generations by being vigilant in digital preservation.

5. The Ministry of Culture supports a wide range of cultural initiatives. How do you determine resource allocation between preserving traditional art forms and promoting contemporary cultural expressions?

Answer: Based on national interest, people's demands, resource availability, and effect, the Ministry of Culture must divide resources between maintaining old art forms and fostering current cultural manifestations. The Ministry must prioritise maintaining India's rich cultural legacy, encouraging traditional art forms, and developing modern manifestations that reflect people's interests. Financial and personnel resources, effect, and availability must be considered by the Ministry.

The Ministry can sponsor traditional and modern art forms and training, research, and performance which will ultimately led to economic empowerment of artists and artisans. Theatres, museums, and other cultural spaces might receive infrastructure funding. Advocate for policies that promote these manifestations and raise awareness of their relevance. Curriculum, teacher training, and public events encourage education.

6. Can you elaborate on the challenges and ethical considerations involved in funding certain cultural projects over others?

Answer: Funding cultural initiatives presents ethical problems for the Ministry of Culture. Define culture, prioritise initiatives, eliminate prejudice, be responsible to the public, and ensure sustainability. Cultural ventures need funding and a long-term strategy.

Indian culture is rich and diverse, making it difficult to depict its variety. Cultural ventures must showcase Indian variety, prevent cultural appropriation, and promote social justice. Cultural enterprises help combat poverty, inequality, and discrimination.

Determining culture, prioritising initiatives, avoiding prejudice, being responsible to the public, and promoting social justice are all important when sponsoring cultural programmes. The Ministry of Culture may focus on scientific approach in funding decisions by considering various elements.

7. India is a diverse nation with a rich cultural tapestry. How does the Ministry of Culture ensure that all cultural traditions, including those of marginalized communities, receive equal representation and support?

Answer: The Indian Ministry of Culture must encourage all cultural traditions, especially neglected ones. Some ministerial efforts in this area:

• The government has mapped India's many cultures, especially neglected ones. This data is used to build specific initiatives and activities to maintain and promote these traditions.
• The ministry finances cultural institutions that promote and preserve underprivileged people' traditions. This sponsorship gives these organisations the tools they need.
• The ministry promotes India's many cultural traditions, especially neglected ones, through cultural festivals and events. Marginalised artists and entertainers perform at these events.
• The ministry assists disadvantaged groups’ document their oral traditions, performing arts, and crafts. Preserving these communities' cultures requires this effort.
• Ministry of Culture education and outreach projects also promote disadvantaged cultures. The ministry defends disadvantaged people' cultural rights with other government agencies and civil society organisations.

The Ministry of Culture has helped disadvantaged cultures in several ways:

• The ministry's Tribal and Scheduled Caste Sub-Plans foster culture. These schemes fund tribal language and craft preservation, art and culture promotion, and cultural infrastructure.
• The ministry helps religious minorities and nomads. The ministry supports interfaith communication and minority language and cultural preservation.
• Cultural events and activities showcase disadvantaged people' history at the ministry. The ministry organises Adivasi Mela, a major tribal festival.
• The Ministry of Culture's commitment to representing and promoting all cultural traditions, particularly neglected ones. The ministry promotes and preserves India's rich culture.

8. Addressing the complexities of cultural inclusivity, can you share an instance where you've had to navigate differing perspectives and interests within the realm of cultural promotion?

Answer: Cultural promotion perspectives and interests are tricky. The needs and aims of cultural practitioners, communities, audiences, and government bodies must be considered.

How to best represent a country or region's cultures is challenging and some are driven with a hidden agenda or a policy. Some think cultural promotion should highlight popular or well-known cultural practises, while others think it should highlight neglected ones.

Cultural appropriation is sensitive. Respecting and not profiting from cultural traditions is essential. Governments or others may censor cultural promotion. Cultural practitioners trying to express themselves freely may struggle.

There is huge gap in supporting with an exclusive content for various media houses from the cultural institution. Cultural promotion opinions and interests are tough but necessary to navigate. Cultural promotion organisation establishes effective programmes that benefit all stakeholders via consultation, transparency, adaptability, and cooperation. Prejudices must be acknowledged and learning from others encouraged. Trust, understanding, and cultural inclusion take time.

9. Tradition often defines cultural identity, while innovation drives progress. How do you approach the challenge of preserving heritage while encouraging innovative cultural expressions in a rapidly changing society?

Answer: A changing society makes it challenging to maintain history and stimulate creativity. Culture and tradition shape our identities and history. You need imagination to innovate. Good change forces personal and social progress. Some approaches like

• promoting cultural and heritage study. In museums, festivals, and community activities, informal learning may improve traditional education.
• Governments and benefactors should assist art to innovate. Cultural workers and artists may do this with resources.
• Culturally varied people require different places to meet and discuss. Cultural awareness and creativity may rise.
• Cultural centres showcase history. The seminars and activities promote creative and cultural independence.
• Digital archives preserve and disseminate culture. They may also start new customs.
• Cultural entrepreneurs use creativity and commercial acumen to connect the past and present. Cultural enterprises obtain government loans and subsidies.
• Cultural respect is promoted through intercultural workshops. Cultural ventures that unify groups may inspire.
• These and other methods may sustain and stimulate cultural expression in a changing society.

10. Could you discuss a specific project or initiative where you've successfully bridged the gap between tradition and innovation in the cultural sphere?

Answer: While working with the Telangana State Police Department as the Chief Public Relations Officer, I had a weird idea of using folk songs to promote confidence on delivering effective Police Services. And it was a successful and much appreciated project. One song was on explaining the services of SHE teams (Safety and Security of Woman) integrated in the lyrics of Bathukamma (floral festival of Telangana) folk song. Another was on CCTV installation, features and how it will help in surveillance and crime reduction.

During my tenure in Telangana state culture Department, integrating technology for online booking of the most prestigious theatre stage Ravindra Bharathi. Initially it was a challenge for integration and usage of artists and cultural organisations.

11. Measuring the impact of cultural initiatives can be complex. How does the Ministry of Culture evaluate the effectiveness of its programs in terms of cultural enrichment, economic growth, and societal development?

Answer: The Ministry of Culture of India need to evaluate the effectiveness of its cultural initiatives. There is no such social impact study to measure the impact of the programs on social cohesion and well-being has happened.

Evaluating the impact of cultural initiatives is crucial for efficient resource use and meeting stakeholder needs is necessary to design the policies and programmes. The Ministry of Culture of India is using these evaluations will improve its programs and communicate their value to the public and government decision-makers.

12. Share an example of an initiative where you had to establish appropriate metrics and methodologies to assess its cultural, social, and economic impact.

Answer: Awaited for the same, initiated a proposal for establishing Art and Culture innovation center for a sustainable solution.

13. Traditional knowledge and cultural expressions are vulnerable to misappropriation. What strategies does the Ministry of Culture employ to safeguard India's cultural heritage from intellectual property violations, both domestically and internationally?

Answer: The ministry has established a Traditional Knowledge Digital Library (TKDL). The TKDL is a database of traditional knowledge and cultural expressions from India. It has also established a Geographical Indications Registry. The Ministry of Culture of India is committed to safeguarding India's cultural heritage from intellectual property violations. It uses a variety of strategies to raise awareness, build capacity, support research and documentation, provide legal support, and engage in international cooperation.

14. Globalization can lead to cultural homogenization. How do you see the role of the Ministry of Culture in maintaining the uniqueness of India's diverse cultures while embracing globalization's positive aspects?

Answer: The recent events of international events like G 20 has given a wide scope for indigenous artists and platform to promote. The Ministry with limited human resource has efficiently organised events providing opportunity to showcase the diverse cultures. The most embraced event which had key role of Ministry of culture.

15. Can you provide an example of a situation where you promoted international collaboration without compromising the authenticity of a local cultural practice?

Answer: No such event

16. How do you envision traditional cultural institutions evolving to remain relevant and engaging for future generations in a fast-paced digital age?

Answer:

• Traditional cultural institutions can remain relevant and engaging for future generations in a fast-paced digital age by:Embracing digital technologies: Traditional cultural institutions can use digital technologies to reach new audiences, engage with existing audiences in new ways, and preserve and promote cultural heritage.
• For example, museums can use virtual reality and augmented reality to create immersive experiences for visitors.
• Libraries can use digital platforms to make their collections more accessible to the public.
• And archives can use digital technologies to preserve and promote historical documents and other materials.
• Creating engaging and interactive experiences: Traditional cultural institutions can create engaging and interactive experiences for visitors of all ages.
• This can be done by developing new programs and activities, and by using digital technology to create immersive experiences.
• Partnering with other organizations: Traditional cultural institutions can partner with other organizations, such as schools, universities, and businesses, to reach new audiences and to develop new programs and activities.
• And archives can partner with universities to conduct research on cultural heritage.
• Being inclusive and accessible: Traditional cultural institutions need to be inclusive and accessible to all people.
• Libraries can offer accessible materials and equipment for people with disabilities.
• By embracing digital technologies, creating engaging and interactive experiences, partnering with other organizations, and being inclusive and accessible, traditional cultural institutions can remain relevant and engaging for future generations in a fast-paced digital age.

17. What steps has the Ministry of Culture taken to ensure that cultural institutions are equipped to adapt to technological advancements and changing audience preferences?

Answer: The Ministry of Culture of India has taken a number of steps to ensure that cultural institutions are equipped to adapt to technological advancements and changing audience preferences.

These steps include:Providing financial support: The ministry provides financial support to cultural institutions to help them invest in new technologies and develop new programs and activities.

The ministry has also launched a number of initiatives to help cultural institutions develop new and innovative ways to use technology to engage with audiences. For example, the ministry has launched the Museum Mobile App, which allows visitors to explore museums using their smartphones.

The Ministry of Culture of India is committed to ensuring that cultural institutions are equipped to adapt to technological advancements and changing audience preferences.

The ministry's initiatives and support are helping cultural institutions to use technology to reach new audiences, engage with existing audiences in new ways, and preserve and promote cultural heritage.

18. As an Assistant Director (Public Relations) at the Ministry of Culture, what key leadership qualities do you believe are necessary to drive positive change and innovation in the cultural sector?

Answer:

• Vision: Leaders in the cultural sector need to have a clear vision for the future of their organization and the cultural sector as a whole.
• They should be able to articulate their vision in a compelling way and inspire others to join them in achieving it.
• Creativity: Leaders in the cultural sector need to be creative and innovative in their thinking.
• Collaboration: Leaders in the cultural sector need to be able to collaborate effectively with others, including artists, cultural practitioners, audiences, and government agencies.
• They should be able to articulate their vision and plans in a clear and concise way.
• Resilience: Leaders in the cultural sector need to be resilient in the face of challenges.
• In addition to these key leadership qualities, leaders in the cultural sector also need to have a deep understanding of the cultural sector and the needs of its audiences.
• They should also be passionate about their work and committed to making a positive impact on the world.