ShARESeoul IS Team

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• Soft Power

ShARE-Seoul IS Team
1st Apr. 2006 Yonsei University
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Introductory to Soft Power
Soft Power was first introduced in a 1990 book,
Bound to Lead The Changing Nature of American
Power, by a Harvard University professor, Joseph
Nye. Power is the ability to influence others
to get them to do what you want. - Threaten
them with sticks - Pay them with carrots
- Attract them or co-opt them, so that they want
what you want. If you can get others to be
attracted, to want what you want, it costs you
much less in carrots and sticks. ? Soft power
represents the third way of getting the outcomes
you want.
? Hard power National power which come from
military and economic means. Realize through
quantitative metrics such as population size,
concrete military assets, or a nation's GDP. ?
Soft power The ability of a political body to
indirectly influence the behavior or interests of
other political bodies through cultural or
ideological means. It comes from diplomacy,
culture, language and history.
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28 of 1.6 billions of students studying abroad
are in US 86 millions of foreign scholars are
working in US educational institutions(2002) 8
of top 10 MBA courses are in US US presents
the largest number of academic thesises US
produced the largest ratio of Nobel prize winner
in Physics, Chemistry, and Economics
USAs Soft Power
United States has the biggest and strongest Soft
Power in the world

Academic sources
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English is spoken world-wide US exports the
biggest amount of movies and TV programs
(Hollywood) The biggest music market in the
world Popular Sports MLB, NBA, NFL, NHL,
PGA US publishes the biggest number of books
in the world
USAs Soft Power
Sources of American Soft Power
Cultural Sources
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Social Values Democracy / Human Right
Market Economy A multi-racial nation
USAs Soft Power
Sources of American Soft Power
Industrial Sources Half of the 500 biggest
companies 62 of the top 100 brands The
largest number of host websites

From Joseph Nye Soft Power
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Anti-Americanism has increased in recent years,
and the United States soft power is in decline
as a result.- Joseph Nye, 2004 -
USAs Soft Power
The Decline of American Soft Power
US unilateralism US succeeded to show off
its hard military power, but lost a significant
amount of soft power in Iraqi War. The US
coalition is a "phantom coalition" because it is
not backed by its public opinion.
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Europes Soft Power
Europe has immense soft power with its rich and
diverse culture
In recent years, Europe has prided itself on the
perceived success of its so-called "soft power".
Robert Kagan phrased that Americans are from
Mars and Europeans are from Venus

• - 5 out of 10 most popular languages in the world
  are European languages.
• France produced the greatest number of Nobel
  prize winners. England, Germany, Spain ranked
  3rd, 4th,5th respectively.
• More tourists travel France than USA.
• Most of European countries are better than USA
  in terms of ODA per GDP
• There is no way to explain the swift and smooth
  transformation of societies from Estonia to
  Bulgaria without referring to both the magnetism
  of the EU and the model it was able to provide.
• Numerous European multinational companies are
  doing their business all over the world.

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Japans Soft Power
Japan has noticeable soft power as well as big
economy
As the first non-Western country that drew even
with the West in modernity while showing that it
is possible to maintain a unique culture, Japan
has more potential soft-power resources than any
other Asian country.

• Japan is the biggest contributor to ODA
• Japan ranks first in the world in the number of
  patents
• Third in expenditure on research and development
  as a share of GDP
• Second in book sales and music sales
• Highest for life expectancy
• Home to three of the top 25 multinational brand
  names (Toyota, Honda, and Sony)
• Japanese manufacturers rule the roost in home
  video games
• Pokemon cartoons are broadcast in 65 countries,
  and Japanese animation is a huge hit with
  filmmakers and teenagers everywhere

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Chinas Soft Power
Chinas soft power is rising with its rapidly
growing economy
Recently, many have focused on the rise of
China's economic and military power. But far less
attention has been paid to the rise of China's
soft power.
But if you think about it
China has the largest population in the world.
There are Chinatown and Chinese restaurant
everywhere. You can see Chinese character used in
many of Asian countries. (e.g Japan, Korea,
Vietnam)
??(China fever) As Chinas economic and
political influence gets bigger, more and more
people are interested in Chinese language and
culture. 10 times more people In USA wanted to
study Chinese as their 2nd language rather than
study Japanese.(2003)
Chinas soft power is rising with its rich
traditional culture and rapidly growing economy.
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Chinas Soft Power
Culture
China has always had an attractive traditional
culture, but now it is entering the realm of
global popular culture as well. Chinese
novelist Gao Xingjian won China's first Nobel
Prize for Literature in 2000 China is set to
host the 2008 Summer Olympics and 2010 Shanghai
EXPO The enrollment of foreign students in
China has tripled to 110,000 from 36,000 over the
past decade. The number of foreign tourists
has also increased dramatically to 17 million
last year. China has created 26 Confucius
Institutes around the world to teach its language
and culture.
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Chinas Soft Power
Politics
Although China remains authoritarian, the
success of its political economy in tripling
gross domestic product over the past three
decades has made it attractive to many developing
countries. "Beijing consensus" In parts of
Asia, Africa and Latin America, the so-called
"Beijing consensus" on authoritarian government
plus a market economy has become more popular
than the previously dominant "Washington
consensus" of market economics with democratic
government.
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Chinas Soft Power
Diplomacy
China has joined the World Trade Organization
(1999) China has contributed more than 3,000
troops to serve in United Nations peacekeeping
operations. It has become more helpful on
nonproliferation issues (including hosting the
six-party talks on North Korea) ? This new
diplomacy, coupled with the slogan of "China's
peaceful rise," helps to alleviate fears and
reduce the likelihood of other countries allying
to balance a rising power.
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Koreas Soft Power
History of Koreas image
1950s
1960s 1970s
1980s 1990s

• Korean War
• War torn Country
• M.A.S.H.

• North South
• Confrontation
• Tae Kwon Do

• Student Demonstation
• Asias Four Tigers
• Olympic Games

Korean Wave
Koreas Soft Power
Information Technology
Democratization
Economic Development
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Koreas Soft Power
Objective
Northeast Asia Mediator
Economic Prosperity
Korea Soft Power

• Thanks to the Korean Wave and South Korea's new
  image, being Korean helps business.
• 2nd Jan 2006, New York Times
• "More than money, what all this cultural export
  is doing is winning the hearts and minds of
  people across national boundaries, and all this
  goodwill makes South Korea the perfect country to
  promote peace, not just on the Korean peninsula,
  but in all of Asia.
• - Ubonrat Siriyuvasak, Chulalongkorn University -

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Koreas Soft Power
Obstacles
Mediator
Prosperity

Anti Korean Wave - Anti Korean Wave comic
book - Reducing broadcast of Korean
programs Development of New Wave - Lack of
Content
Objection from other countries - US wants to
maintain its influence in the region - China
Japan think Korea is too small to conduct
such role Skepticism inside Korea - Fierce
debate between Left Right
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Conclusion

• In the 21st century, Powerful means having
  advantages in both Hard Power and Soft Power
• Korea needs to build up its Soft Power for
  further future growth and for balance with its
  relatively powerful Hard Power
• Not only for nations, Soft Power is also
  becoming a important concept for companies

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Questions and Answers
THANK YOU FOR LISTENING
Any Questions Will Be Welcomed
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Discussion

• What do you think about the future of Korean
  Wave, and what kind of measures can be taken to
  elevate its current status?
• Apart from the nations mentioned during the
  session, are there any nations which is trying
  improve its Soft Power?
• Language is one of the important element to
  enforce Soft Power. What kind of language can
  substitute English position as an international
  language? Can Chinese become an international
  language like English?