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Well, I think the
digital revolution

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has changed a lot
of the underlying

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conditions for institutional
cultural diplomacy.

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There have to have been
adjustments to delivering

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services through digital means.

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And actually, I think probably
the most important thing,

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is the way in which
finding a voice

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and finding those who
will listen to the voice

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has become increasingly
competitive.

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So it needs to adapt to changing
patterns of consumption,

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to the use of mobile devices
as a way of accessing content,

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and at the same
time, retain some

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of the traditional dimensions
of delivering services

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through face-to-face interaction
through running courses

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events and all the rest of it.

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So it's really been a very
complex kind of development.

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And if you think about
institutional cultural

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diplomacy, this
is, fundamentally,

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something that is
financed through states.

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And therefore, the shape of
that diplomacy is dictated

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by the awareness of those who
are running the programmes

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of the changing complex
environment within which

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cultural diplomacy finds itself.

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