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'Bulging ideas' : Making Korea's public diplomacy work

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  • 'Bulging ideas'
  • Cull, Nicholas
  • The Asan Institute for Policy Studies


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Title 'Bulging ideas'
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Sub Title

Making Korea's public diplomacy work

Material Type Articles
Author(English)

Cull, Nicholas

Publisher

Seoul:The Asan Institute for Policy Studies

Date 2012-12
Series Title; No Issue Brief
Pages 9
Subject Country South Korea(Asia and Pacific)
Language English
File Type Link
Subject Government and Law < International Politics
Holding The Asan Institute for Policy Studies

Abstract

At one point in his now famous dance number Gangnam Style the irrepressible Psy declares himself to be ‘a guy who has bulging ideas rather than muscles.’ His claim is that the ‘soft power’ of attraction that flows from cultural factors like intellect and education can achieve as much in the world as the ‘hard power’ of compulsion through physical strength. This theory is, of course, as applicable to nations as well as to individuals. The insight lies at the core of the operation of public diplomacy: the practice of pursuing foreign policy goals by engaging a foreign public. Yet as Korea and other countries have discovered, it is a lot easier to throw around grand slogans than to actually make public diplomacy work in practice. The purpose of this issue brief is to set out some guidelines for developing effective public diplomacy. It will do so by addressing some of the most commonly asked questions about public diplomacy in general and then address the specifics of the Korean case.