A Soft Power Approach to the “Korean Wave”

Abstract

This paper investigates the soft power potential of the Korean wave. For that purpose, this paper combines a theoretical discussion of soft power with a descriptive analysis of the Korean wave. The theoretical discussion of soft power, however, differs from that of Joseph Nye’s in that this paper broadens the category of soft power into five categories in accordance with the specific goals which are achievable with soft power. The author also develops various soft power strategies to achieve those specific goals. The conceptual framework is followed by a discussion of the Korean wave and also of how Korea can make use of the Korean wave to achieve certain foreign political and economic goals. The paper concludes that even if Korea can not depend solely upon soft power for its diplomacy, the Korean wave can contribute to its soft power by providing opportunities for the manipulation of Korea’s images, extending a network effect of Korean popular culture, and also producing internationally influential heroes and celebrities.