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### Viewing cable 05REYKJAVIK526, ICELAND: REINVIGORATING PUBLIC DIPLOMACY CULTURAL

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Reference ID | Created | Released | Classification | Origin
--- | --- | --- | --- | ---
05REYKJAVIK526 | 2005-12-27 07:07 | 2011-01-13 05:05 | UNCLASSIFIED | Embassy Reykjavik

`

    VZCZCXRO6944
    RR RUEHDA RUEHDF RUEHFL RUEHKW RUEHLA RUEHLN RUEHLZ RUEHROV RUEHSR
    RUEHVK RUEHYG
    DE RUEHRK #0526/01 3610700
    ZNR UUUUU ZZH
    R 270700Z DEC 05
    FM AMEMBASSY REYKJAVIK
    TO RUEHC/SECSTATE WASHDC 2484
    INFO RUEHZL/EUROPEAN POLITICAL COLLECTIVE

` `

    UNCLAS SECTION 01 OF 02 REYKJAVIK 000526

    SIPDIS

    SIPDIS

    E.O. 12958: N/A
    TAGS: KPAO OEXC SCUL IC
    SUBJECT:  ICELAND:  REINVIGORATING PUBLIC DIPLOMACY CULTURAL
    AND SPORTS PROGRAMS

    REF: STATE 222516

    ¶1.  Cultural programming is a key element of Embassy
    Reykjavik's public outreach, which aims to foster a positive
    image of the U.S. among Icelandic citizens and, especially,
    elites.  Following is post's response to questions posed
    reftel:

      ¶A.   Which of your mission objectives benefits from cultural
          programs or could be better supported by cultural programs,
          including sports programs?

    Potentially all of our mission objectives could benefit from
    cultural programs insofar as such programs provide
    opportunities for positive interactions with host nationals
    while offering an implicit reminder of the diversity and
    quality of American endeavor.  Because Icelandic society is
    small (under 300,000 homogeneous people) and intimate (over
    half the population lives in the capital region, and the
    elites mostly attended the same three or four secondary
    schools followed by the University of Iceland), access is
    not ordinarily a problem for our diplomats.  Nor do cultural
    programs assist in building direct public support for U.S.
    policy objectives, which in Iceland have mainly to do with
    defense and trade.  They do, however, challenge and change
    negative public opinion or stereotypes that thwart U.S.
    interests.  For example, in November we provided substantial
    funding for the opening of an exhibit at Reykjavik City Hall
    entitled "Gandhi, King, Ikeda; Peace for Future
    Generations," enabling the organizers to hire an African-
    American actor to perform Dr. Martin Luther King Jr.'s "I
    Have a Dream" speech.  The exhibit, running for two weeks
    and viewed by thousands of Icelanders, promoted non-violent
    activism not only as virtuous but also as an effective tool
    to realize social change.  The performance challenged the
    contemporary stereotype of Americans as seeking to solve all
    problems militarily and as disrespectful of human and civil
    rights.

      ¶B.   What kind of specific cultural or sports programs or
          initiatives are, or would be, most effective in supporting
          those objectives?

    As a small post (only 12 direct-hire Americans) with a small
    public diplomacy staff (three people) and budget (about
    $40,000 annually for programs and grants), we do not have a
    lot of data on which to base conclusions about some types of
    programs working better than others.  We can say, however,
    that we do not find poster shows helpful as we have no place
    to display them, and exhibitions and performing art shows
    are normally too expensive to fund in their entirety out of
    our regular budget. Our ideal event is to bring a musician
    (shared with another post or posts, to save us money) to
    perform in the Ambassador's Residence, inviting a mixed
    audience of artists, politicians, bureaucrats, and
    businessmen for hors d'oeuvres, drinks, entertainment, and
    good cheer in the distinctively charming environment of the
    CMR.  Even sophisticated, worldly Icelanders act immensely
    flattered by an invitation to be the Chief of Mission's
    guests, and by all appearances they leave such events in a
    haze of warm feelings about transatlantic relations.

    In theory we like videos because for the price of popcorn
    and soft drinks we can then invite student groups and young
    political activists to our embassy basement for a screening
    and discussion, thus creating good will while we educate.
    In practice, unfortunately, the videos we receive can seem
    too simplistic or propagandistic for Icelandic audiences,
    and we simply shelve them for fear that they could alienate
    rather than engage proposed guests.

    What we tend to end up doing most often is in effect to
    stretch our budget by providing duty-free alcohol for
    receptions at exhibit openings and art festivals.  Because
    alcohol is highly taxed in Iceland, our gifts of wine for
    receptions strike Icelanders as far more generous than they
    actually are.  In return for these gifts we get thanked on
    invitations and publicity materials prepared by the event
    sponsors, and we get invitations for our staff to attend
    events along with high society.  Then we use the events to
    hobnob, make connections, and talk up U.S. policy.  An
    example is in August, when we provided the wine for a
    reception held in honor of Clint Eastwood, who was in
    Iceland to film part of his upcoming movie, "Flags of Our
    Fathers."  The reception, held at an art museum, brought
    together American movie stars and staff with pillars of
    Iceland's art world.  Our Charge d'Affaires was invited to
    make a short speech, which he used to highlight the breadth
    of U.S.-Icelandic bilateral cooperation.

    In the year ahead, post would like to do more sports - or,
    to be specific, health and fitness - programming.  One of

    REYKJAVIK 00000526  002 OF 002

    the most popular children's TV shows in the U.S. is
    "Lazytown," a combination live action/computer-generated
    imagery show that encourages young kids to adopt healthy
    exercise and nutrition habits.   The show is in fact the
    brainchild of an Icelandic auteur, produced in Reykjavik
    with a combined American/Icelandic cast.  We would like to
    bring American athletes - e.g., members of the President's
    Council on Physical Fitness - to Iceland for a symposium on
    children's fitness that would provide an opportunity to
    thank Iceland for its contribution to the health of
    America's kids.  Such a project would be helpful politically
    and strengthen cultural ties as well.

      ¶C.   What constraints does your mission face in effectively
          utilizing cultural, arts, and sports programs?

    Iceland has a plethora of choirs, many of them excellent, so
    we have trouble getting our hosts excited about visiting
    singing groups.  More generally, the cultural (for example,
    Iceland publishes more books per capita than any other
    country in the world besides Israel) and technological
    sophistication of Iceland requires that cultural programming
    be of extremely high quality in order to make an impact.
    And due to the small market and nine annual months of winter
    it can be hard to attract cultural programs of note or
    sports programs that require warm weather.  Even when
    opportunities do arise, we need to be very picky, because
    even a relatively minor program like bringing an artist
    (say, through the Art in Embassies program) or musician to
    give a series of master classes can devour a staff member's
    time for days, stretching colleagues thin.

    Of course the main constraint is fiscal, so Department
    support for notable cultural programming targeted
    specifically at small posts would be appreciated.  Given the
    widespread concern about U.S. intentions regarding provision
    of Iceland's defense, as well as our genuine desire to
    strengthen the country's police, port and airport security,
    and Coast Guard, most of our small program and exchanges
    budget supports programming addressing specific security
    issues.  If we could afford additional cultural and sports
    programs, we could reach broader audiences on, frankly, more
    salubrious subjects.

      ¶D.   How have you been able to partner with the private
          sector in your country to sponsor cultural/sports events, or
          to overcome resource (staff and funding constraints)?

    Yes, we have.  For example, in 2002 we partnered with a bank
    (which donated U.S. $20,000) and the Reykjavik City Theater
    to bring New York's Merce Cunningham Dance Company for a
    series of what were critically-acclaimed, sold-out
    performances.  Also, for several years we have partnered
    with Time4 Media to organize the Iceland Open.  Starting
    around the Summer Solstice, the Iceland Open combines a 36-
    hole golf tournament (tee-off is at midnight) with
    sightseeing for about 300 golfers from around the world.
    This event brings significant revenue to the Icelandic
    economy as well as promotion of the country's tourism
    industry, thus creating goodwill in our Icelandic hosts.

    ¶2.  Comment:  Cultural and sports programming is
    particularly important at present, ironically at a time when
    the U.S. is using transformational diplomacy assertively to
    advance our political and economic values.  We spend a lot
    of time trying to explain U.S. policies, for example, in the
    war on terror.  But with many audiences - especially an
    Icelandic audience that has no personal experience of
    terrorism or war -- these days, no amount of explaining is
    going to win support or even sympathy for these policies.
    Sometimes it seems like the best we can do is distract
    people from policies they find repugnant with marvelous
    cultural and sports programming that focuses them on
    America's ongoing spectacular contribution to world
    heritage.  End comment.

    KOSNETT

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