• Public Diplomacy: Theory and Practice
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• v.3 no.2
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• pp.53-68
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• 2023

Some observers call current conflicts in international relations as a new Cold War. But the characteristics of the new Cold War are more complicated than that of the Cold War. Under this condition, Korean government established the 2^nd Basic Plan for Public Diplomacy in 2022. Compared with the 1^st Basic Plan, the 2^nd plan shows several progress such as expansion of items for knowledge (public) diplomacy and inclusion of global value as a part of public diplomacy for policy. The 2^nd plan also emphasizes digital public diplomacy as a tool for enhancing the Korean government's public diplomacy. Despite substantial progress, the plan does not suggest definite and reliable global values as a part of Korean public diplomacy for policy. This study provides several important points to develop Korea's public diplomacy in a new Cold War.

• Journal of Digital Convergence
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• v.18 no.5
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• pp.139-144
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• 2020

While networks of many countries around the world are actively connected with the establishment of ICT-based infrastructure, diplomatic activities are also evolving into various diplomatic forms that are different from traditional diplomacy before. In particular, in the process, public diplomacy activities that focus on subjects other than the government and new diplomatic areas are accelerating. This study identifies the current state of public diplomacy that has emerged as a representative type of new diplomatic style and derives policy implications for the revitalization of global governance. The analysis was attempted based on data generated mainly on the main contents of various diplomatic activities by each entity, and the future direction of public diplomacy was sought. In particular, the subject of diplomacy is becoming more diverse, and most of all, various activities are being carried out based on the world stage due to changes in diplomatic means. Most of all, they understood that all the people are playing the role of private diplomacy, and that the roles and capabilities of local governments are becoming stronger. Global governance needs to be built to revitalize public diplomacy, and support policies need to be continued by expanding the role of public diplomacy and various topics.

• Analyses & Alternatives
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• v.8 no.1
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• pp.111-135
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• 2024

This paper classifies the main directions of public diplomacy as 'sender-centered public diplomacy' and 'receiver-centered public diplomacy' and attempts to conceptualize them in the initial stage. In the process, the paper evaluates the specific cases and performance of 'receiver-centered public diplomacy' for posts uploaded by the U.S. Embassy in Seoul on SNS (Facebook) over the past year in 2021. Receiver-centered public diplomacy aims to win the favor of foreign citizens by introducing and experiencing the culture and specificity of the other country. As a result of the analysis, the U.S. Embassy in Seoul is striving to win the favor of the Korean people by directly introducing and experiencing Korean major issues and trends as well as Korean traditional culture such as kimchi and traditional liquor. Furthermore, it can be seen that the values and policies pursued by the United States are effectively promoted through this method. Korea's public diplomacy, which is still in the 'sender-centered', needs to establish a more effective strategy by referring to the case of the United States.

• Public Diplomacy: Theory and Practice
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• v.3 no.2
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• pp.1-34
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• 2023

This study finds that the South Korean government's public diplomacy efforts have focused on promotional activities such as the "K-wave" or responses to controversial historical issues. However, the South Korean government needs to be more prepared for strategic responses to unexpected crises and subsequent communications. This paper attempts to apply crisis communication research developed in the field of public relations to public diplomacy. To do so, this research reviewed theories in crisis communication, an essential area of public relations, and developed a crisis communication model. The model was then applied to several crisis case studies to suggest how to develop response strategies and conduct communications. As a result, this research developed an Ongoing Public Diplomacy Crisis Communication Model (PDCCM) that can be applied to public diplomacy research and practice. The model identifies four crisis communication principles (be quick, be open, be consistent, be authentic) that should be applied in six phases. Following continuous social listening and monitoring, governments should analyze crisis situations using sense-making, develop short- and long-term crisis response objectives, response strategies, and communication messages depending on the level of responsibility, implement crisis communication, and conduct post-crisis evaluation.

• The Journal of the Korea Contents Association
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• v.16 no.3
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• pp.426-438
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• 2016

The purpose of this study was to examine whether or not social media could have influence upon diplomatic activities and become effective means of diplomatic communication, focusing on the communication channel of public diplomacy. Study subjects were 301 foreigners from 42 countries in 7 continents, and influencing relationship among the fondness of social media-utilized public diplomacy cultural contents, country images and country brands was examined, together with its effectiveness. The results attained are as follows: First, all independent variable except interactivity and immediacy had significant influencing relationship with the fondness of public diplomacy cultural contents. Second, the fondness of public diplomacy cultural contents had significant influence upon country images, whereas country images had significant influence upon the fondness of country brands and the loyalty of country brands. Based on study findings, the influence of social media as effective means of communication of public of diplomacy policy in the 21st century was confirmed. In addition, This study contribute to expansion of public diplomacy research area from pre-exisiting study and provide basic information to future activities.

• Public Diplomacy: Theory and Practice
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• v.3 no.1
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• pp.43-63
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• 2023

Objectives: Nuclear security and atomic energy industry have always been the domain of political and economical diplomatic affairs. The issue of nuclear proliferation must be resolved politically or militarily given the importance of the problem, the impact it has on global security, the influence of major powers, and non-proliferation regimes. Considering scope of the budget, manpower, and scale of the project, the atomic energy issue was also viewed from an economic perspective. Therefore, the goal of this study is to depart from the conventional viewpoint and investigate if public diplomacy may be extended to a new issue domain of nuclear security and atomic energy. Methods: In order to determine whether there are any areas that overlap, the uniqueness of Korea's position in the nuclear security and atomic power domains is evaluated and compared with the traits of public diplomacy. Results: It seems plausible to broaden the scope and function of public diplomacy in that field given Korea's uniqueness in nuclear security and atomic energy issue and overlap with public diplomacy. This is especially true given that the state must take the leading role and that ongoing policy demands are made in light of Korea's security and economic structure. In reality, it is assessed that the Summer Fellows Program, run by the KAIST Nuclear Nonproliferation Education and Research Center (KAIST NEREC), has had a considerable impact on public diplomacy in the area of nuclear security and atomic energy. Conclusions: Nuclear security and atomic energy issues have traditionally been handled from the perspectives of political diplomacy, summit diplomacy, and economic diplomacy. However, this paper evaluate that the possibility of enhancing the role of public diplomacy in this issue area is high and underscore that the budget support, programs, and manpower for similar public diplomacy activities are needed. Through this, South Korea's nuclear security policy and atomic energy industry could be supported from international community and it will advance national interest.

• Public Diplomacy: Theory and Practice
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• v.3 no.1
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• pp.21-42
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• 2023

Objective: To understand the contents and effects of public diplomacy by leaders, this paper throws out two questions: "To draw cooperation and support of international society in the middle of national crises, with what content do leaders conduct public diplomacy?" and "Through what mechanism, does leaders' public diplomacy promote cooperation and support of other countries?" Methods: To answer the research questions, this paper conducts a single case study with Ukrainian President Volodymyr Zelensky's public diplomacy in the Russia-Ukraine war in 2022. More specifically, the author collects text from Zelesky's Twitter and analyzes it in a descriptive manner. Results: When Russia invaded Ukraine in 2022, President Zelensky proactively utilized his SNS to communicate with people in other countries and thereby achieved the desired effect of public diplomacy. He has been delivering messages of 'appreciation of cooperation and support', 'situation of Ukraine', and 'congratulations or condolences', which could augment support, credibility, and audience cost. Conclusion: The effects of public diplomacy led to enhanced cooperation by alleviating problems within international cooperation and support. However, in the case of Ukraine, the patron's dilemma and commitment problem lasted, from which conducting public diplomacy has not been proven to be enough. The result of this paper provides lessons for the public diplomacy of the Republic of Korea in times of national crises in the future. In this regard, leaders should make efforts to promote the effectiveness of public diplomacy even in times of peace.

• Public Diplomacy: Theory and Practice
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• v.2 no.2
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• pp.1-26
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• 2022

Since the seminal publication of Joseph Nye's Soft Power, soft power became the central concept to public diplomacy. However, over-emphasis on soft power, which is still controversial, deterred academics from producing valuable knowledge that can be applied to practices in the field. Soft power is a cause and effect at the same time and thus it makes systematic analysis almost implausible because it is not only a tool for successful public diplomacy, but it is a result of successful diplomacy. This study aims at offering a theoretical framework linking soft power and public diplomacy by including various factors that may affect the outcomes of effective public diplomacy. This theoretical framework assessing the effectiveness of public diplomacy will make it possible to explore how and when new public diplomacy was adopted in a certain country and examine hard and soft power resources. The model also includes political system variables such as ideas and values, institutions, governance, leadership, and communication system, which are expected to influence public diplomacy effectiveness rather than soft power itself. The model yields the effectiveness of public diplomacy by assessing outcome and impact relative to input and output that are applicable to practices. The model is expected to enable both quantitative and qualitative studies generating possible propositions from the model with some preliminary outcomes of comparative case studies.

• Journal of Appropriate Technology
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• v.6 no.2
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• pp.103-114
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• 2020

Appropriate technology could be viewed in light of the framework of public diplomacy in which different countries and peoples interact with the environment and demand of residents in developing countries abroad. Korea has been relatively recently participating in public diplomacy since the effectuation of public diplomacy law in 2016, and tends to focus on cultural areas such as the Korean Wave. In this regard, this study compares the current state of public diplomacy in science and technology with major foreign countries and consider Korea's strengths, potential for development and evaluation management. The framework of public diplomacy may provide an opportunity to seek systemic cooperation in appropriate technology.

• Journal of Digital Convergence
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• v.14 no.2
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• pp.1-18
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• 2016

This study analyzed the reports of Korean and Chinese newspapers on the foundation of AIIB from the viewpoint of public diplomacy. The results showed that Chinese newspapers reported the government's statements and opinions and played as a means of conforming to the purposes of public diplomacy. Chinese newspapers employed the media paradigm of Instrumentalism among three paradigms of public diplomacy, which was due to ownership structure of the press. In the case of Korean Newspapers, they adopted paradigms of culturalism and professionalism. However, they verged to culturalism in terms of lack of discourse struggle due to few in-depth reports of the effects of national economy of AIIB.