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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.
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.
Natale Onofre | Palestrante
President of Instituto Cultural Cidade Viva, a non-profit entity that has acted since 1997 in the areas that communicates with culture. ICCV stands out for having delivered more than one hundred projects of positive social and cultural impact and for having trained cultural entrepreneurs. In 2011, the project of Sao João Marcos Archeological and Environmental Park won the Rodrigo Melo Franco de Andrade Award, the biggest national recognition of cultural heritage. With 20 years of experience, Natale acts as CEO of ICCV’s projects, distinguishing herself because of the coordination of initiatives that aim revitalizing urban spaces by means of appreciation of built and imaterial cultural heritages.
Christiano Braga | Palestrante
Economist. Master in Economics and Politics of Culture and Creative Industries. Specialization in Foreign Trade, Cultural Management, Culture and Development. He was responsible for developing international promotion programs for sectors of the creative economy in Brazil at the Export and Investment Promotion Agency (APEX-Brasil). He structured the creative economy department of the São Paulo State Department of Culture and Creative Economy from 2019 to 2023, where he was responsible for reading promotion and culture dissemination programs, designed funds for the development of audiovisual activities and the attraction of film productions to Brazil.