Higher education as an agent of cultural diplomacy and soft power

Abstract

Within a context of geopolitical reconfiguration and intensifying student mobility, higher education plays an increasing role in generating international influence. Beyond its academic mission, the university can act as an agent of cultural diplomacy by fostering intercultural understanding and contributing to soft power effects rooted in attractiveness, reputation, and trust. By mobilizing a soft power perspective, this study analyzes how a private higher education institution in Morocco, characterized by a significant proportion of international students (particularly from Sub-Saharan Africa), participates in these dynamics, explicitly or implicitly. The study is based on a theoretical framework articulating: cultural diplomacy and influence through attractiveness; the internationalization of higher education, including "internationalization at home" and push–pull mobility logics; social capital and networks; and the contact hypothesis to understand the conditions under which intercultural interactions transform perceptions, strengthen belonging, and structure lasting ties. Methodologically, the research adopts an exploratory case study combining semi-structured interviews with institutional actors and international students, documentary analysis (reception mechanisms, communication, partnerships, cultural activities), and campus-based observations. The thematic analysis aims to identify the institutional and relational mechanisms that support integration, intergroup cooperation, and the construction of transnational networks.