Foreign media gives special attention to Lithuania’s culture


2021 05 06


Analysis of Lithuania’s visibility in the foreign media and social networks during the first quarter of this year, prepared by the Lithuanian Image Group, has revealed that the field of culture stood out due to a large number of positive reports: in terms of the favourability index, it received the highest assessment, while overall the field of culture came third in the number of mentions.

News about Lithuania’s culture were the most interesting to the news media portals of the USA, Germany, and Poland; in total, an audience of 2.645 billion was reached.

The foreign media was interested in the creative heritage of Jonas Mekas, the activities of the country’s musicians (Asmik Grigorian, Mirga Gražinytė-Tyla, Vytautas Sondeckis, and Žibuoklė Martinaitytė were mentioned the most frequently), the works of architect Gintaras Balčytis, writer Kristina Sabaliauskaitė, as well as modern artists Pakui Hardware and Lina Lapelytė. Creative initiatives during the pandemic also received attention (the Lithuanian National Opera and Ballet Theatre’s initiatives on social networks, a cinema in the Vilnius Airport), Lithuania’s openness to filmmakers, MO museum’s activities (exhibition The Future of Belarus, Fueled by Women), The Roop’s victory in the Eurovision’s national selection). The Lithuanian Culture Institute, in cooperation with the German media, spread the news about a concert by the Bavarian Radio Symphony Orchestra, conducted by Mirga Gražinytė-Tyla, which started the season of Lithuanian culture in Bavaria.

The overall monitoring system of news in Lithuania encompasses 13 target countries (Denmark, Israel, Japan, the USA, the United Kingdom, Poland, Norway, the Netherlands, France, Finland, Ukraine, Germany) and 7 areas of the country’s image that have been narrowed down in accordance with the Strategy of Lithuania’s Presentation Abroad in 2020–2030.

Photo by Dmitrijus Matvejevas