Indústria de K-Pop: estratégias de promoção por meio da diplomacia pública do governo sul-coreano

Abstract

The theme of this dissertation is the K-Pop Industry and South Korean Public Diplomacy, focusing on the strategies for promoting the national brand by the government. The relevance is given by the expansion of the Korean Wave, with the export of cultural products from South Korea. Along with this factor, there is an exponential increase in the consumption of these same products, which impacts the emergence of Korean studies on how the motivations for these results work. In addition, the need to explore other views on this vast Industry and the importance of increasing these studies in Portuguese for the Brazilian academy. The methodological bases applied are a mix of bibliographical research, such as documentary research, articles, documents (historical and governmental), books and theses on the subjects discussed in each chapter. They were built to serve as a lens of knowledge about the developments in South Korean society of the practices raised. With this, the overall objective is to explore the relationship between the K-Pop Industry and South Korean Public Diplomacy to promote a national brand. The specific goals deal with the Republic of Korea branched out to: present an argument about complex interdependence, soft power, Public Diplomacy and nation branding concepts, so an historical map; outline the legal concepts about the Cultural Industries and their respective policies by the main president's office term; contrast the formatting of the K-Pop Industry and government’s role. The data point to the diversity that the government employs Public Diplomacy for the positive promotion of its image, based on that Industry on the Korean Wave. This whole construct reflects in the improvement of the ROK's political-commercial relations with the international community, where the Wave's cultural products, presented as part of foreign policy, to conquer other objectives and mediate part of international relations.