The Italian language: soft power or dolce potere?

... is so deep-rooted in the world of business and cross-cultural communication, that the strategy stands a good chance of success. * * * It is increasingly clear that globalization does not only blur national distinctions and act as a unifying force. Soft power suggests the comprehensive development of public diplomacy, vigorous promotion of the language and culture of the nation. Italy provides a highly instructive example of this diplomacy. Famous Italian writer and playwright Luigi Pirandello once noted that to learn Italian one has to spend a year in a monastery, a year with a beautiful woman and a year in the best wine cellar ...