Constructing Hungarian ‘good-will ambassadors’: the collaborative soft power efforts of Hungary’s Balassi Institute and the Hungarian community in Australia

Abstract

ABSTRACT The Balassi Institute is the main cultural institution responsible for facilitating Hungary’s cultural diplomacy goals in promoting Hungarian national culture and relationship-building with its diaspora communities abroad. This paper argues that the Balassi Institute’s Hungarian Culture & Language Studies program operates as a resource of soft power in collaboration with Hungarian communities abroad to strategically shape second, third and fourth generation Hungarian-Australians as ‘good-will ambassadors’ who are expected to continue Hungary’s cultural diplomacy efforts through promoting Hungarian culture abroad. This process of good-will ambassador construction occurs well before the program’s commencement through selection processes and in drawing on the efforts of the Hungarian diaspora communities. This paper draws on focus group data with Hungarian community leaders in Australia and analysis of public documents and program applicant forms to the Balassi Institute. It also draws on motivation letters provided by previous program participants, communications with staff from the Hungarian Ministry of Foreign Affairs, as well as information provided by the Hungarian Scout Association Abroad, to highlight that both the State of Hungary and the Hungarian community in Australia become agents of soft-power collaboratively working to construct Hungarian good-will ambassadors and fulfil shared aims in safeguarding Hungarian national identity.