Intercultural And Interreligious Exchanges

Published Date: 02 Nov 2017

UNESCO Department in Intercultural and Interreligious Exchanges

Australia

Student: Reghină Ciprian

Professor: Prof. Univ. Sava

Diplomacy

Bucharest

2013

A major political player, globally and in the Asia-Pacific Region, Australia has one of the most positive reputations in the world. In 2006, the Country Brands Index, which measures nations’ international images through analysis of a broad range of sectors, ranked Australia as the most marketable nation, projecting a largely positive image around the world.

The world’s reaction to Australia’s, fundamentally linked to the nation’s domestic and international policies, but the consistently positive reputation owes a great deal to the nation’s public diplomacy initiatives. In comparison to other countries, like the United States and the United Kingdom, public diplomacy in Australia is a lower government priority. Despite its lower profile, public diplomacy spreads a wide range of national projects and government initiatives. In 1997, the government affirmed the importance of public diplomacy to national interests:

"In its multilateral strategies, as in its regional and bilateral efforts, Australia’s international reputation is itself a factor in our capacity to advance Australian interests. An international reputation as a responsible, constructive and practical country is an important foreign policy asset" [1] .

The sentiment was echoed more recently, when former diplomat Kurk Coningham said in 2007: "If we cannot maintain a neutral to positive stance on a government’s sense of cooperation with Australia then we will fail…So [public diplomacy] really does matter – not just in a tree-hugging, feeling good about ourselves sense. It matters in achieving our international objectives, because that is in some ways subordinate to how people feel about Australia, whether it be neutral or positive. If it is negative, then we are not going to be able to achieve our objectives" [2] .

Australia is a high-developed country, recently nominated as the state with the highest quality of life (8,6/10) in the world. But Australia's population, like the most developed countries, is ageing in the last decades. This ageing is a result of the low fertility and the increasing life expectancy. The results are: fewer children (under the age of 15 years) and more people aged 65 years and over.

In Australia, based on the latest Series B population projections, the number of people aged 65 years and over is projected to exceed the number of children aged 0-14 years around the year 2025. In other countries like Japan, Italy, Greece, this already happened.

Over the past two decades, the number of elderly people (over 85 years and over) increased by 170.6%, and the number of centenarians (aged 100 years and over) increased by 185%, compared with a total population growth of 30.9% over the same period (1990 - 2010) [3] .

In the next table we can observe that the population of Australia follows a tendency of ageing. The number of children is lower comparing to the world’s average and it’s slightly decreasing. The number of inhabitants over 65 years, a bigger number (almost double) than the average number of the rest of the world, is increasing every year. Based on these calculations, it results that the median age, the age when half the population is younger and half is older, is increasing with almost 5 years at every 20 years.

Population age structure, International comparison [4] 

2010

2015

2010 - 2015

0-14 years (%)

15-64 years (%)

65+ years (%)

Median Age (years)

0-14 years (%)

15-64 years (%)

65+ years (%)

Median Age (years)

Total fertility rate (births rate)

Life expectancy rate (years)

Australia

18.9

67.5

13.6

36.9

17.6

66.0

16.4

39.9

1.9

82.0

World

26.9

65.5

7.6

29.1

26.0

65.8

8.2

30.2

2.5

68.9

In an evaluation of the status of Australia using a SWOT analysis, I would emphasize its Strengths: Democracy, Export Market, Natural Resource Abundance, Strong Banking System, Imports and Exports, Strong Communications Systems, High Quality of Life. [5] Opposed to these Strengths, I would consider that the main Threats would be the Unemployment Rate Increasing and the Ageing of the population. Both of these threats are concerning the economy. A higher unemployment rate leads to less income for Australian workers who, in turn, may reduce consumption. As consumer spending contributes to a majority of Australia’s GDP, developments in the labor market directly affect prospects for Australian growth. Also the Ageing of the population leads to a decrease of the labor force participation so inevitably to decreasing of the GDP. Over the next several decades, population ageing is projected to have significant implications for Australia, including for health, labor force participation, housing and demand for skilled labor.

These factors are influencing the state’s politics and diplomacy. The policy of the immigrations changed during last 50 years but there are still changes. In this essay I want to relate the Public Diplomacy of Australia with the national interests and the taking of the measures that are trying to prevent the main Threats of the country.

The theoretical concept would be that Diplomacy, especially Economic Diplomacy, is a tool for realizing national interests. The people’s real interests and the economic means for achieving them can be institutionalized in a civil society, as well as with the help of democratic regulations. In this way, prerequisites of sociopolitical stability in the country and national consent are acquired, and, in the end, the possibility of independently solving both internal political, economic, and social tasks and realizing national interests on the international arena. "As a result, a compromising, rather than confrontational, view of the outside world is formed, while diplomacy acquires weightier arguments and is supported by public opinion. However, much here also depends on the country’s geo-economic position, the tasks it puts forward on the world arena and, to a great extent, the nature of the political structures and people in power" [6] .

The diplomacy of Australia started to exist since 1901, when Australia’s six states became a nation under a single constitution. Australia’s presence abroad was largely limited to state and Commonwealth agents and trade offices. Britain played a defining role in Australia's foreign policy, limiting its need for missions abroad. Regarding the immigration policy, "The White policy" was applied. The Government had the mission to "keep the state white". First restrictive laws were set in 1850 when the Chinese immigrants came looking for gold. When the first federal government was elected, it promised that the immigrant policy will restrict all the other races different than the white one. But between 1929 and the end of the Second World War, the immigration was very low, determined only by some social and economic conditions. In 1939 there were only two External Affairs officers posted overseas: one in London (known as Australia House), and one in Washington attached to the British Embassy.

The Second World War necessitated increased cooperation with foreign countries independent of the British Foreign and Commonwealth Office. By 1940, a base of four missions had been established in Washington, Ottawa, London and Tokyo.

The position regarding the Immigration began to change during the Pacific War, when Australia, because of its low population, was very vulnerable. Different groups who militated in the favor of immigrations had slogans like: "Populate this area or we will die!" Actually these militants were still asking for the immigration of the white people, trying to prevent a future colonization of the continent by other races. During the war, a big number of immigrants, originating from other races than the white one, (people from Malaysia, Indonesia, Philippines), sought for shelter in Australia, but they were refused by the minister of Immigration [7] . Before 1949, the status of Australian citizen didn’t even exist, and people born in Australia were British subjects. The legal concept of Australian citizen was created on 26 January 1949 with the enactment of the Nationality and Citizenship Act 1948, now known as the Australian Citizenship Act 2007. On that date, people born in Australia became Australian citizens automatically, whether they were in Australia or outside Australia.

The first measure against the restrictions was set in 1947, when the Australian Government allowed businessmen of any origin (not only European) to establish in the state. After that, in 1950, Asian students were allowed to study at the Australian Universities, according to the Colombo Plan.

The main step against the restrictions of other races was in 1957, when residents of any origin who resided more than 15 years in the country were accorded the citizenship, after they passed a test of writing from dictation. In the following years the conditions of admission were simplified and reduced in present to a minimum residency of 3 years and a test of 20 questions about the responsibilities and the privileges of citizenship.

The diplomacy serves the political and national interest by diminishing the restrictions for visas, facilitating investments and working conditions, promoting the country as the best choice for a collaboration or business. Australian diplomacy is the work of the Department of Foreign Affairs and Trade (DFAT). This Department, as a Government Agency, lists public diplomacy as one of its primary functions, having as aims "to project a positive and accurate image of Australia internationally, to identify and counter misleading perceptions of Australia and to promote Australia’s foreign and trade policies to diverse audiences" [8] . Its official projects and activities are programs that aim to create positive perceptions towards Australia and to ensure that Australia’s international image is contemporary, dynamic and positive. The big number of people involved in this Department is important to underline the diplomatic relations with the other countries. In Australia, there are 137 Foreign Embassies, 117 Foreign Consulates and 9 International Organizations. And the number of the Australian Embassies, high commissions, consulates, multilateral missions and representative offices spread around the world is 275 (including the Canadian or Hungarian Embassies that are providing consular services to Australians) [9] .

DFAT’s work is applied by different divisions, Foundations, Councils or Institutes:

Australia International Cultural Council (AICC)

The AICC focuses on cultural exchange as a powerful diplomacy tool, and organizes a range of activities aimed at using arts and culture to further Australia’s international interests. The Australia International Cultural Council (AICC) is Australia's main cultural diplomacy body. Cultural diplomacy aims to engage overseas audiences through the delivery of high-quality and innovative arts and cultural promotions to increase their understanding of Australia's contemporary identity, values, interests and policies.

The council itself is comprised of "representatives from government, the arts and culture community and business with a common interest in more effective international showcasing of Australian arts and culture." [10] Activities include such projects as the International Cultural Visits Program, which organizes visits to Australia by influential arts and media representatives from around the world, and the Cultural Relations Discretionary Grant program, which funds individuals and organization that project a modern image of Australia abroad through cultural activity.

The Australian Government is refreshing the Cultural Council (AICC) to ensure a strategic approach to cultural diplomacy. Australia’s cultural assets include: theatre, dance, film, television, new media, music, visual arts, literature, cultural heritage and conservation services, design and architecture, Aboriginal and Torres Strait Islander arts, disability arts, multicultural arts, community arts and national collecting institutions. [11] 

Its objective is to promote Australia overseas, through the arts and culture, and to make people’s links stronger through cultural exchanges and creative collaboration. Also it’s important to reinforce Australia’s standing as a stable, sophisticated, multicultural and creative nation with a rich and diverse culture. Australia’s Indigenous art and culture can’t be ignored. Its goals are to coordinate programs to project a positive and contemporary image of Australia and Australia’s capabilities internationally through the delivery of high quality and innovative arts and cultural promotions, to strengthen long-term cultural relationships with our key regional partners, particularly in Asia, to enhance market access and lead market development strategies for Australian cultural exports, to strengthen business engagement and connections. The priority regions for Australia’s public diplomacy and foreign and trade policy would be Asia, South Pacific, Middle East, Africa, North and South America and Western Europe. [12] 

AUSTRADE

The Australian Trade Commission (Austrade) is the Australian Government’s trade, investment and education promotion agency, formerly known as "Invest Australia". It serves as the government’s intern investment agency, with a mission of attracting foreign investment that can support industry growth and development. Present in over 50 countries, Austrade assists Australian companies to grow their international business, attracts investment into Australia, presents Australia’s education sector internationally and promotes Australia as an internationally investment destination.

So its role is to advance Australia's international trade, investment and education interests by providing information, advice and services.

Their mission is to:

"Help Australian companies to grow their business in international markets, including through administration of the Export Market Development Grants (EMDG) scheme and the TradeStart program.

Provide coordinated government assistance to attract and facilitate productive foreign direct investment (FDI) into Australia.

Promote the Australian education sector in international markets and assist Australian education providers with market information.

Provide advice to the Australian Government on its trade and investment policy agenda.

Deliver Australian consular, passport and other government services in designated overseas locations.

Manage the Building Brand Australia program to enhance awareness of contemporary Australian skills and capability and enrich Australia’s global reputation." [13] 

The agency’s programs include promotional activities (such as public relations projects), a global advertising campaign or attendance at main international events. In 2003, for example, a global advertising campaign was launched, focusing on key markets in the U.S., U.K., Europe, and Asia. The campaign had a "Did You Know" section, which highlighted motivating facts about investment in Australia. Certain characteristics were emphasized, such as economic performance, a skilled and multicultural workforce, cost competitiveness, innovative culture, information and communication technology infrastructure, open and efficient regulatory environment and regional advantages.

To keep up with the recent changes, Austrade will have a new direction in the next years, as shown by the Minister of Foreign Affairs and Trade, Craig Emerson, who assures that "more of Austrade's work will be undertaken in the world's frontier and emerging markets, where Australian businesses can benefit most from government support". [14] Austrade’s resources in North America and Europe markets would be in future focused on attracting foreign direct investment. "Services to Australian business will be concentrated on those firms which are ready to tackle the challenges of the international marketplace. But Austrade will continue its important role in promoting Australia's education and training capabilities in all major markets" [15] .

Tourism Australia

Tourism Australia is an Australian Government Agency responsible for marketing the nation as a prime travel destination, using advertising campaigns and marketing activities. The agency targets potential customers or provides marketing resources to industry and corporations. International visitors must be attracted to Australia and Australians must be encouraged to travel domestically, both for leisure and business events. This organization is active in around 30 key markets and activities including advertising, PR and media programs, trade shows and industry programs, consumer promotions, online communications and consumer research. Its outcome must increase the demand for Australia as a destination, strengthen the travel distribution system and contribute to the development of the tourism industry.

So the mission of Tourism Australia is to stimulate sustainable international and domestic demand for Australian tourism experiences through industry leadership and coordination and to influence the actions of the industry’s tourism and travel marketing. Their official objectives are:

"•To influence people to travel to Australia, including for events; 

• To influence people travelling to Australia to also travel throughout Australia; 

• To influence Australians to travel throughout Australia, including for events; 

• To help foster a sustainable tourism industry in Australia; and 

• To help increase the economic benefits to Australia from tourism." [16] .

To accomplishing these objectives, they are promoting a clear destination marketing strategy, a compelling tourism destination brand, they facilitate sales by engaging and supporting the distribution network, they support the development of the Indigenous tourism experiences, they are communicating reliable market insights for improved decision making and they collaborate with partners who can extend Tourism Australia’s influence.

Building Brand Australia Program

In 2009 the Australian Government hosted a series of discussions about the importance of Australia’s international image for exporters, and the ways in which industry might benefit from and contribute to updating Brand Australia. Those conversations led to a commitment of $20 million over four years for the Building Brand Australia Program. It is a whole-of-government initiative administered by Austrade - the agency responsible for promoting Australian trade, investment and education.  The purpose of the Program was to develop a knowledge base, assets and strategies that can be used to help enrich Australia’s reputation over time. Positioning Australia as a world-class business partner and showcasing our commercial, intellectual and creative credentials not only supports Australian firms seeking international buyers, investors and students, but it also supports successful economic, cultural and political engagement more broadly. 

Its strategy is to promote the nation’s commercial, intellectual and creative credentials, using the digital content platforms and the help of Australia’s exporters, internationally business leaders, the emigrants’ community and the graduates from around the world. "The idea is to present meaningful, contemporary Australian stories in an engaging way. The focus is on Australia’s greatest asset. Not our beaches, but our people at home and abroad" [17] .

To date, about 200 features stories have been published showcasing the work of Australian world-class scientists, designers, entrepreneurs, artists, humanitarians and internationally focused businesses that are shaping Australia’s engagement with the world. By sharing their stories through Australia Unlimited content platforms, they are showing the world that Australia is clever and beautiful.

There are cultural changes:

A new cultural policy was proposed: it sets its beliefs on the importance of arts and culture: "The arts and creative industries are fundamental to Australia's identity as a society and nation, and increasingly to our success as a national economy […] The policy will be based on an understanding that a creative nation produces a more inclusive society and a more expressive and confident citizenry" [18] . The changes are in the benefit of the students but in the national interest. For example: "Research shows that arts education encourages academic achievement and improves students’ self-esteem, leading to more positive engagement with school and the broader community and higher school retention rates" that is why "the new national curriculum will ensure that young Australians have access to learning in the creative arts" [19] .

Specific Tourism Australia programs and projects are discussed in greater detail below

The modal age, the age with the largest number of people, in Australia at 30 June 2010 was 25 years with 340,000 people. And the modal age for Tasmania and South Australia was 49 years, which corresponds to the emigration of younger adults from these states. This means that the changes in Australia’s Diplomacy, the new direction to attract foreign students for education or young families for employment is working. In conclusion, Australia’s threats must be prevented as quickly as possible and the work of Public Diplomacy (mostly imposed by the politics) in serving the national interests will have great results. Today Australia is the home of the people originating from more than 200 countries.