Imagine two neighbors who have lived next to each other for years but only know each other through rumors and old grudges. This work looks at how social media and old biases make people in Eastern and Western Europe misunderstand each other. It creates new ways to tell shared stories that bring people together instead of pushing them apart.
Companies operating across Europe face rising national stereotypes and alienation between Eastern and Western markets. This creates friction in communication, marketing, and workforce integration.
The project is building a set of recommendations and media strategies to revitalize cultural diplomacy. It includes an edited volume and a sustainable network for intercultural exchange.
If you are a communication agency dealing with cultural friction in pan-European campaigns — this project developed media strategies that counter nationalist discourses. This allows for more inclusive messaging that resonates across 6 different European countries.
If you are a heritage site operator dealing with conflicting historical narratives — this project developed best practices for intercultural exchange. This helps in creating exhibits that attract a more diverse, international audience by reducing alienation.
If you are an EdTech company dealing with outdated cultural stereotypes in your curriculum — this project developed new narratives based on youth and gender perspectives. This ensures your content is modern and avoids the 'clichéd binary' of East-West perceptions.
Based on available project data, there is no specific pricing model or cost for implementation mentioned, as the project focuses on research and strategy development.
The project aims to create a sustainable network for cultural diplomacy, suggesting that the strategies can be scaled across the 6 participating countries and beyond.
Based on available project data, specific IP or licensing terms are not listed, though the project involves 17 partners including universities and industry players.
The project specifically analyzes the impact of social media and the digital media revolution to develop recommendations for new media strategies.
The project period runs from 2023-06-01 to 2026-05-31.
The consortium is heavily academic, featuring 6 universities and 3 research institutions. However, it includes 2 industry partners and 6 other organizations, resulting in a 12% industry ratio. This mix suggests the output is primarily theoretical and strategic, with a small but present link to commercial application via one SME.
Contact Universite d'Aix Marseille
Contact us to access the final recommendations on East-West cultural diplomacy.
