History of Korea's Public Diplomacy: From Message Dissemination to Relation Cultivation

Abstract

Historical analysis of public diplomacy is useful in studying the evolutionary process of the discipline and the related field of public relations. Such studies can vividly chronicle the shift of public diplomacy’s focus from information dissemination through mass media of last century to relationship cultivation through social media of today. To trace the transition in Korea’s 70-year history of public diplomacy through various theoretical models of public diplomacy and public relations, this research used in-depth interviews and documentary research. Domestic and external factors affecting the evolution were also identified, using theories of modernity and international relations. Findings suggest a gradual move of Korea’s public diplomacy from one-way messaging to two-way engagement and relationship, although the transformation happened only recently. In the process, the messages, targets, and channels of communication changed rapidly, reflecting Korea’s fast transformation during the period. Yet Korea’s public diplomacy was found to be still mired in outmoded hierarchical, government-centered structure, rather than more advanced networked structure involving private sectors and non-state actors.