Abstract
The Republic of Korea plays one of the leading roles in the global economy and is a dynamically developing country. As one of the key elements of South Korea's success, many researchers in their works note the so-called concept of soft power. The Republic of Korea has great resources of soft power and actively uses them. The concept of soft power considered in this paper was first proposed by J. Nayem and now this concept has firmly entered the lexicon of world science. The Republic of Korea turned to the concept of soft power about twenty years ago. The strategy of the modern concept of soft power of the Republic of Korea is based on the dissemination of traditional cultural values and pop culture. South Korea places a great emphasis on the soft power of culture, which helped it shape a positive image and create its South attractive brand on the world stage. In this paper, the soft power of the culture of South Korea is considered using the example of cybersports and the phenomenon of Korean wave or hullu.
Highlights
The concept of "soft power" was formed in the early 1990s by the American political scientist, deputy defense of the Clinton’s administration, and later became the dean of Kennedy School of Management at Harvard University, Joseph Nye, Jr
The modern strategy of "soft power" of South Korea is based on the promotion of national culture and traditional cultural values, and the state of the Republic of Korea is actively engaged in the distribution of products of the pop industry
The peculiarity of Korean pop culture is that it combines both elements of traditional Asian culture and Western culture, which allows us to talk about its mixed nature
Summary
The concept of "soft power" was formed in the early 1990s by the American political scientist, deputy defense of the Clinton’s administration, and later became the dean of Kennedy School of Management at Harvard University, Joseph Nye, Jr. Nye allowed to take a fresh look at the interpretation of the concept of "power", provoked scientific debate and stimulated the practical side of international politics. In his works he identifies two types of power: "hard power" and "soft power". Kovba D.M. in his work "Theoretical and practical adaptation of the" soft power” concept by the East Asian countries" writes that, thanks to Nye's efforts, and the tempting prospect of using "soft power" as an instrument for achieving political goals, theoretical and practical adaptation of his theory began in many countries of the world. It is important to take into account political values that are the components able to shape the "attractiveness" of the subject of politics [6]
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