As an April Fools’ Day joke, the French Embassy in Washington posted an image on its Facebook page about a proposed switch between the Statue of Liberty and the Eiffel Tower. The image is a digitally edited photograph which shows the Eiffel Tower standing proud on Liberty Island in New York as the Statue of Liberty is being transported to France by a helicopter. The post has so far had more than 1k likes and 860 shares, as well as a chain of smiling or laughing emojis in the comments section. The post makes deft use of humour, using cultural icons to highlight the positive aspects of France’s diplomatic relationship with America.

Humour

Humour is undoubtedly an important element of diplomacy and when used appropriately, it can be a highly effective way of fostering friendly relations as well as a vector for a nation’s cultural diplomacy. On Facebook, it also serves to engage an audience and create an appealing image of a country.

Symbolism

At first glance, the image is a funny photo with an amusing message – a good formula for capturing the audience’s attention. But multiple layers of symbolism also make this an intelligent piece of diplomatic work. At one level, the image uses cultural icons as synecdoches for wider French and American culture. The Eiffel Tower and the Statue of Liberty are two of the most prominent and recognisable landmarks in their countries, so the content of the post is likely to be understood by most. Some may also draw on existing knowledge that the Statue of Liberty was in fact a gift from the people of France in 1885, designed by French sculptor Frédéric Auguste Bartholdi and built by Gustave Eiffel (who also, as the name suggests, built the Eiffel Tower). Another Facebook post – shared on the anniversary of the arrival of the Statue of Liberty in New York – expands on this story, showing how a single post can be part of a wider narrative.

A valid message

In referencing the historical France-US relationship, the embassy is pushing a deeper message. The Eiffel Tower / Statue of Liberty swap promotes the idea of an ‘enduring friendship’, and implies shared values and mutual exchange. With the date of the Declaration of US Independence inscribed on the tablet in her arm, the Statue of Liberty, as a symbol of freedom, chimes with the French national motto ‘Liberté, égalité, fraternité’. Though the photo appears to be nothing more than an April Fools’ Day quip, it can also be read as a powerful symbol of a historic bond and a commitment to the continuation of strong France-US relations.

Lessons for Organisations

  • Use humour to attract an audience’s attention, increase engagement, and promote a nation’s ‘softer’ cultural assets.
  • Promote recognised cultural assets in new ways, using events as hooks to convey a message or tell a story.
  • Post content that can be understood on multiple levels.
  • Single posts are effective when part of a wider narrative.