Nation branding, cultural relations and cultural diplomacy at eurovision: Between Australia and Europe

Abstract

This chapter explores Australia’s Eurovision history - and its ‘Asiavision’ future - as an articulation of the nation’s complex and ongoing relations with Europe. It considers the ideological dimensions of Eurovision’s own history and the impact this might have on the contest’s future in Asia. While Australia’s participation in Eurovision was tolerated as part of the sixtieth anniversary in 2015, its return performance in 2016 was greeted with some ambiguity, and even outright hostility. The announcement that an Australian broadcasting service (SBS), together with the European Broadcasting Union, would be collaborating on the establishment of a song contest for the Asia-Pacific region brought some commercial sense to the engagement, but also foregrounds a particular conceptualisation of Australia as a bridge between Europe and Asia.