Soft Power: Cultural Heritage as a Vector of Promotion and Development

Arts&Crafts Futuro Arte e Cultura Arquitetura e Urbanismo Diversidade e Inclusão Impacto Social

The concept of soft power refers to a country's ability to influence and shape the attitudes and behavior of others through its ideas, culture, values and policies, rather than through the direct use of force or coercion. In this context, cultural heritage can be one of the main assets for building and strengthening this global influence. By sharing their history, art, traditions and cultural values with the world, countries can increase their attractiveness and legitimacy, establishing deeper and more lasting connections with other nations. In this panel, we will explore how cultural heritage can serve as a vector of Brazilian soft power, highlight the importance of culture in international politics, and identify effective strategies for maximizing its impact on global promotion and development.

Speakers

Fabio Cesnik | Palestrante

Partner at CQS/FV Law FIrm and holds a BA in Law and Legal Sciences from the São Paulo University – USP. Vice-president of Institutional Relations in Brazil California Chamber of Commerce (BCCC). Specialist in culture, media and entertainment. For nine years in a row Ranked in Chambers and Partners as specialist lawyer in media and entertainment. He is the author of the books “Globalização da Cultura” , “Guia do Incentivo à Cultura” and “Projetos Culturais: Elaboração, Administração, Aspectos Legais e Busca de Patrocínio”. Lawyer licensed in Brazil and Portugal. Member of the California BAR as Foreign Legal Consultant.

Marcelo Freixo | Palestrante

El actual presidente de Embratur, Marcelo Freixo, es profesor de historia y tiene una trayectoria de 40 años de activismo social en defensa de los derechos humanos. Afiliado al Partido de los Trabajadores, fue diputado federal y ganador dos veces del premio Congreso en Foco de mejor parlamentario de Brasil. Nacido en São Gonçalo y criado en el suburbio de Niterói, fue diputado estatal en Río de Janeiro durante tres mandatos, período en el que se destacó por su actuación en las CPIs de las Milicias y del Tráfico de Armas. Entre las marcas de su gestión en Embratur se encuentran la prioridad en la sostenibilidad, la innovación y el fomento del audiovisual como herramienta de promoción del turismo

Adriana Rouanet | Palestrante

Adriana Rouanet is currently the Executive Director and Head Curator of the Rouanet Institute, a private non-profit organization based in Tiradentes, Minas Gerais with national and international presence, which aims to promote and foster culture and social inclusion through culture. She has over 20 years' experience as a cultural and audiovisual producer in the UK and Brazil. She founded her production company Colibri Cultural in 2008 in London and Rio de Janeiro and has, over the years, produced dozens of film festivals, seminars, symposia and other cultural events in both Brazil and the U.K. She uses her family’s cultural legacy to forge impactful collaborations and promote cultural advocacy.

Leonardo Edde | Palestrante

Leonardo Edde is a producer and director with over 25 years of experience. Founding partner of Urca Filmes, he is president of the SICAV, member of the PGA and representative of Brazil at FIPCA. Its highlights include "Our Dream - The story of Claudinho e Buchecha", "Tropa de Elite 2", "Loucas para Casar", in addition to other successful productions to come such as "Tom Jobim - O TOM" and "Authentic Games". His influence on the audiovisual scene is remarkable and his legacy in the industry is internationally recognized.