Cultural diplomacy poised for a bigger role, to promote Brand India: ICCR chief Amarendra Khatua

Politics divides, culture connects. In Shanghai, a pact was signed between India and China to recreate Raj Kapoor’s 1951 classic Awaara into a contemporary Chinese opera.
Amarendra Khatua, the new director-general of Indian Council for Cultural Relations (ICCR), who was in Shanghai to deliver the keynote address at the 18th China Shanghai International Arts Festival (CSIAF), struck an upbeat note on long-standing civilisational ties and promoting cultural exchanges in Tier-II and Tier-III cities in India and China. The joint theatrical remake of Awaara, which remains the most popular Indian movie in China, hints at more such collaborative cultural tie-ups India is set to pursue in days to come.
“Cultural diplomacy is poised to play a bigger role in India’s foreign policy calculus in days and months to come and promote Brand India,” said Khatua, a veteran diplomat who is also famous as an accomplished poet who writes and translates in English, Hindi and other Indian languages.

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Clearing Up Misconceptions Between India and China

China and India are not only neighbors but also important rising economies and global powers with a combined population accounting for 35 percent of the world’s total. However, the two nations remain largely distant in some respects. A survey about the rise of China conducted in India in 2013 by the Asian Barometer Survey Organization showed that many Indians lacked knowledge about the growing power to their north. And in recent interviews with Beijing Review, most Chinese respondents expressed stereotypes about India that focused on negative qualities like poor infrastructure and social governance, overlooking India’s status as a global leader in information technology and the bio-pharmaceutical industry.

Media observers said a lack of mutual understanding is the root cause of the indifference and even outright ignorance displayed by the peoples of the two countries toward each other.

China-India relations have entered a period of overall accelerated growth. Nonetheless, persistently negative media reports of the two sides are failing to improve the relationship. Some in the media overhype border disputes and political issues while neglecting bilateral economic cooperation and people-to-people exchanges.

At the Second China-India Media Forum on February 1 in Beijing, a platform jointly established by the State Council Information Office of China and the Ministry of External Affairs (MEA) of India to enhance bilateral media exchanges, participants from the mainstream media outlets of both countries addressed these issues. These media representatives held candid and in-depth exchanges on the crux of the problems and the convergence of their interests to provide the general public of both countries with accurate and comprehensive information in order to reduce misunderstandings.
Manish Chand, Editor in Chief of India Writes, echoed Dasgupta’s view by noting that Indian media should break the tradition of always “looking at China-India relations through the security prism,” and devote more energy to culture stories.
“Culture is always a missing component in Indian media coverage. The frame of reference while thinking of culture is mostly the West. We speak of Hollywood and its films and actors, but how many people know of Chinese films and directors?” said Chand.

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