1. Soft Power Korea Korea Story Project December 14, 2014

2. Contents The age of Soft Power What is Soft Power? “Soft Power Korea”! –Five aspects Interactive Public Diplomacy

3. Places to Visit?

4. To Me, Korea___ (by Josh)

5. Why Attractive? Hard Power, Soft Power or Any other Factors?

6. Soft Power Coined by Joseph S. Nye, Jr. (Harvard Professor) –Soft power is rising in the 21 st century –Emphasizing the power implications of knowledge, culture, ideology, and diplomacy factors Changing locus of power resources –From material power to non-material power Changing mechanism of power –From command power to co-optive power “Soft Power” of the Concept of Soft Power

7. Korea’s Soft Power First impression of Korea? –Technology, Samsung, the Korean War, and Psy/Gangnam Style Products made in Korea? –Samsung Smart Phone –Hyundai Automobile –Advanced Internet Image of Dynamic Korea The Korean Wave –Korean dramas, K-pop Economic development and democracy –The so-called Korean model of political economy? Five aspects of Korea’s Soft Power

8. 1. Smart Korea National Capabilities or Corporate Capabilities –Made in USA, Product made in Korea –Made by Apple, made by Samsung –Attractiveness of “Rich nation, Strong army” esp. Technological/intellectual capability –National development in Technology, science, information, knowledge –Intellectual capabilities –smart person is attractive –Smart nation is attractive Korea is a smart nation

9. Made in Korea

10. 2. Nation Branding Nation branding is a way to understand a nation’s soft power, especially nation’s image Nation branding aims to measure, build and manage the reputation of countries. Some approaches applied, such as an increasing importance on the symbolic value of products, have led countries to emphasize their distinctive characteristics. Usually corporate branding = nation branding

11. Korea’s Nation Branding? In 2014 Brand Finance Survey –16 th (17 th in 2012) In 2014 Future Brand Survey –20 th among 118 nations (49 th in 2012) Korea’s National Images –High-Tech Korea –Dynamic Korea –Study Korea –Global Korea

12. 3. Korean Culture The core part of soft power is predicated on culture. Touching other’s heart is the essence of soft power –Appealing to other’s emotion and feeling through communications and empathy Ontological aspects of soft power comes from the uniqueness of our life, i.e., culture. –Why are you attracted to a nation? –e.g., advanced culture, exotic culture

13. Popular Culture A Nation’s popular culture American Popular Culture –Hollywood –Cultural contents Asian popular culture –From Exotic to universal? The Korean Wave

14. Korean Drama

15. “Kangnam Style”

16. Korean Traditional Culture Bibimbap –A Korean Traditional food Traditional music and dance filial duty as a traditional value

17. Korean Language

18. 4. Institutional Model Beyond capabilities, branding, and culture –Capacities of working styles and institutional elements The model of politics, economy, and society –Corporate governance, Industrial organization, Government policy, and other social institutions, which produce attractive high-tech products and popular culture Soft power of the well established model of development –Effective educational system –Social welfare system

19. The Korean Model The Korean Model of economic development –from aid recipients to aid donors –A model that developing countries want to learn? The Korean Model of developmental state The Korean Model of Industrial organization (Chaebol)

20. Saemaul Movement New Community Movement

21. Seoul Consensus Is there a Korean model of Political development? –From authoritarianism to democracy Between Washington Consensus and Beijing Consensus? Soft power of Seoul Consensus –combining the concerns of developing countries as well as those of advanced countries

22. 5. Universal Values Beyond smart capabilities, cultural attractiveness, and effective system –Without morality, there will no soft power! Universal values are indispensable elements of soft power –Beyond uniqueness toward universality The competition over normative power as soft power is rising between the U.S. and China in the 21 st century –American norms of liberal democracy –Chinese norms of Confucius teaching

23. Peace and Democracy Peace Loving Country –Participation to UN peacekeeping activities  PKO Pursuing for democracy and human rights as universal values Helping operate world order

24. International Contribution Contribution to international development and norms, the development of international society The so-called contributive diplomacy Contribution to Global health security, e.g., AIDS, Ebola Ecological Norms Other values and norms presented by middle powers

25. One Way Soft Power? With regard to the above five elements of Korean soft power, we should be cautious with one way emission of soft power How much attractive, one directional soft power is usually cause antipathy –Beyond the model of sender vs. recipients Middle power’s soft power should be understood within the relation al context –The reason a nation is attractive means in many cases is that the nation has dense networks with others for long time

26. Ryu Hyun Jin at Dodgers Ryu Hyun Jin (27) –Dodger Pitcher Debuted in 2013 at MLB Left hand pitcher from Korea Remarkable performance –In 2013, 14 win –In 2014, 14 win –How is he able to succeed at MLB, although he does not throw the fastest ball in American?

27. Contextual Intelligence Joseph Nye’s Concept of “Contextual Intelligence” –“the ability to understand an evolving environment and to capitalize on trends” Apply to soft/smart power –the abilities to understand the distribution of power resources and to follow needs and demands, time urgency, information flows, and culture Power of wisdom –Major asset of diplomacy

28. Interactive Public Diplomacy Soft Power could be achieved through public diplomacy –Approaching to people of other nations Two way communications –Not one way emission of soft power, but two interaction of communication power Brining Interactive Perspective In! –“interactive public diplomacy” as a goal/means of Korea’s soft power diplomacy

29. Building Networks

30. Thank You