Final paper at SEC (Venice, 2011)

1. 'Horizontal' approach to promotion of national culture abroad (Russia-Italy case)

2. 100 events, 32 Russian towns, 50 Italian institutions participating in Russian-Italian year How do they interact?

3. Hierarchy (state level)

4. Horizontal interaction of different social actors

5. Some of cultural events held during this year

8. Some good examples: ENIT exhibition of Italian tourism in Russia, 'Italia comes to you initiative', poetry in the underground of Rome and Moscow, presentation of Russian books, theatres, films in Italy and vice versa

9. But the Italian-Russian students' forum in Rome (La Sapienza) was a total failure because it was organized by governement officials, not students

11. Conclusion: 'hand of the state' is necessary to launch any cultural initiative but more organizations and other social actors should get involved into a process of the country's promotion abroad