Abstract
As the world keeps advancing due to globalization, countries across the world were competing against each other to be more acknowledgeable. The use of nation branding appears to be better suited to solve that problem. The use of public diplomacy such as gastrodiplomacy is believed to be the perfect tool in achieving that goal. South Korea was one of the many countries to do so. The country does not solely rely on the concept of gastrodiplomacy alone, rather it combines diplomacy with the use of media and entertainment industry. This research aims to elaborate the use of Korean television programs as the medium for cultural representation through gastrodiplomacy performed within. This research attempts to interpret gastrodiplomacy performances within the Korean drama, ‘Weightlifting Fairy: Kim Bok-Joo’ and Korean reality show, ‘BTS: In The Soop’ by applying diplomacy and performance concept, and food as nation branding theory. This study shows that television drama and reality show were able to create an engagement and connection with their audience, making both shows effective in delivering the message. The research will be carried out using qualitative research measurement, by analyzing the food appearances happening within the selected scenes from both the series.
Highlights
As the world keep changing and developing due to globalization, the use of hard power such as economic threats and military forces were often reckoned to be causing violence (Gray, 2011), making countries across the globe begin to shift from the use of hard power to soft power
The in depth of data that would be analyzed for this research would be the gastrodiplomacy performance happening within Korean television programs, such as drama and reality shows as a form of cultural representation that could help to promote the nation branding of the country, which was South Korea
The use of gastrodiplomacy were considered to be effective in promoting the nation branding of a country, as it was able to raise the awareness of the food itself, and curiosity towards the food
Summary
As the world keep changing and developing due to globalization, the use of hard power such as economic threats and military forces were often reckoned to be causing violence (Gray, 2011), making countries across the globe begin to shift from the use of hard power to soft power. Soft power was reckoned to be better fitted, where it emphasizes the use of attraction and relationship between nations, using the country’s political ideas, government’s policies, and cultural aspects (Nye, 2004). Globalization created opportunities for countries to use media as tools for diplomacy, such as public diplomacy. This created a sense where public diplomacy was reckoned to be more effective and efficient, compared to conventional diplomacy. Globalization open the possibility for the international public to partake in the process of diplomacy (Leonard, 2002). The use of cultural aspect of a country were deemed to be one of the key elements in conducting a public diplomacy campaign (Pamment, 2013)
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