국제관계 이론을 통한 한국의 공공외교 분석

Abstract

Because public diplomacy is where the discipline of international communication meets that of international relations, the area has been studied by both fields. But genuine efforts to bring these two schools together for a converging theory building has been rather scarce. Communication scholars used media and public opinion theories mostly to analyze the phenomenon, while IR scholars generally adopted theories on power and identity for that purpose. Hence, this study aims to bridge that gap by analyzing key dimensions of public diplomacy through IR theories. More specifically, this research starts with the assumption that three key dimensions of PD -- informational, reputational, and relational -- can be explained by the three grand IR theories -- realism, liberalism and constructivism. Informational PD is based on realism in that it focuses on message competition among state actors in a zero-sum game for power and capabilities. Relational PD can find its roots in liberalism in that it stresses multilateral cooperation among state and non-state actors for genuine relationship building. Reputational PD is based on constructivism in that it concentrates on identity and image formation of state actors through advertising, branding and other reputation building activities that affect global discourses. Through an analysis of Korea's eight key PD cases in recent years, this exploratory study attempted to establish robust links between the three PD dimensions and three IR theories.