The Role of Cultural and Creative Industries as Drivers of Innovation in Strengthening Morocco’s Cultural Diplomacy and Soft Power

Abstract

In a globalized world marked by a race between countries for greater influence, innovation capacity, and economic productivity, Cultural and Creative Industries (CCIs) are now establishing themselves as powerful strategic levers for the socio-economic development of nations, and key drivers of innovation and influence in the service of cultural diplomacy and their soft power.The objective of this article is to examine how innovation in its various and multiple dimensions within Moroccan CCIs can play a fundamental role in strengthening Moroccan cultural diplomacy and soft power. The research addresses the following central question: to what extent do multidimensional innovation dynamics within the Moroccan Cultural and Creative Industries ecosystems contribute to strengthening Moroccan cultural diplomacy and Morocco's soft power on a global scale? Adopting an exploratory approach, this qualitative research relied on a triangular methodological approach combining a literature review focused on institutional and governmental reports and studies, case studies, an international benchmark of best practices in the field and semi-structured interviews conducted with institutional actors, professionals and experts in cultural diplomacy and CCIs. This research highlighted Morocco's growing interest in its innovative CCIs ecosystem and the diversity of partnerships established within this framework for the country's cultural influence. It identified the strategic role that innovative CCIs can play in strengthening Moroccan cultural diplomacy, while addressing the multiple challenges in this regard and identifying the structural, organizational, and other barriers that hinder the full deployment of this ecosystem of cultural and creative innovation and entrepreneurship. The results of our research also allowed us to schematize in an integrative conceptual model the interactions between innovation, CCIs, cultural diplomacy and Morocco's soft power, by clarifying the main development levers to be implemented to increase the innovation potential of CCIs as driving forces in order to consolidate Morocco's soft power through cultural diplomacy focused on innovation.