Organizaciones regionales y diversidad cultural: la diplomacia de la Unión Europea con el Mercosur entre la sombra de Hollywood y la acción intergubernamental

Abstract. The aim of the article is double: on the one hand, to explore the EU’s ability to conduct a
foreign audiovisual policy towards the Mercosur region and to promote the norms of the Convention
on diversity of cultural expressions; on the other hand, to analyze the impact of the EU audiovisual
policy model on the development of the Mercosur audiovisual cooperation and to focus on the main
forces shaping the Mercosur audiovisual landscape. The article seeks to emphasize why and how the
EU pursues an audiovisual foreign policy towards the Mercosur region, for which purposes as well as
to highlight the resistances. In this sense, it is more concerned with understanding how the EU’s
audiovisual diplomacy interplays with other main factors, such as the governmental action, namely
the EU and Mercosur members’ audiovisual diplomacy and the practices of private sector
(Hollywood and big media conglomerates).