The European Union (EU) faces a confluence of economic, geopolitical, technological, and environmental challenges. In this context, why should policymakers pay attention to the cultural and audio-visual sector and to international cultural relations – the EU’s approach to cultural diplomacy? What is unique about their potential contribution to addressing the challenges facing the European Union – both internally and as a global actor? Is the construction of bridges between these policy fields and broader EU debates more likely to be a boost or a burden? This seminar will discuss these questions.