A projeção internacional da Coreia do Sul através do K-pop como produto cultural
DOI:
https://doi.org/10.5752/P.1809-6182.2022v19n1p23-37Palavras-chave:
Soft Power, Hallyu, K-pop, National Branding, Diplomacia CulturalResumo
A cultura é um fator que pode afetar os interesses do mercado internacional, além de garantir papel de influência mais simbólica para o país. Portanto, garante papel importante no processo de National Branding. Nesse sentido, o presente artigo considera o uso desse instrumento dentro do Soft Power da Coreia do Sul, focando na indústria do musical sul-coreana (kpop), com o fito de apresentar o desenvolvimento dessa indústria, considerando os benefícios econômicos e políticos para a Coreia do Sul. Nos últimos anos, a expansão do kpop mundialmente, apresentado como instrumento de diplomacia cultural, atraiu a atenção de diversos mercados e consolidou uma imagem positiva do país.
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Referências
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BURNS, T. The propaganda of violence: early Hollywood war films. v. 6, p. 5–16, dez. 2010.
HASHIMOTO, K. Japanese language and soft power in Asia. [s.l: s.n.].
CHAE, Heeju. PARK, Joo. KO, Eunju. The effect of attributes of Korean trendy drama on consumer attitude, national image, and consumer acceptance intention for sustainable Hallyu culture. Journal of Global Fashion Marketing, 11:1, 18-36, 2019. DOI:
10.1080/20932685.2019.1680305.
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KOREAN CULTURE AND INFORMATION SERVICE. Overview. Disponível em:
<http://eng.kofice.or.kr/b00_HallyuReports/b10_reports_list.asp> Acesso em: 30 jun. 2019.
KOREAN CULTURE AND INFORMATION SERVICE. The Korean Wave: A New Pop Culture Phenomenon. Contemporary Korea Nº1 by Korean Culture and Information Service and Ministry of Culture, Sports and Tourism. 2011. Disponível em: https://issuu.com/kocis9/docs/the_korean_wave_2011. Acesso em: 23 maio de 2019.
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LEONARD, M.; STEAD, C.; SMEWING, C. Public Diplomacy. 1 ed. London: The Foreign Policy Centre, 2002.
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MATTOS, T. O que o K-Pop pode nos ensinar sobre diplomacia cultural e política pública. Disponível em: <https://www.huffpostbrasil.com/thiago-mattos/o-que-o-k-poppode-nos-ensinar-sobre-diplomacia-cultural-e-politica-publica_a_23230390/>. Acesso em: 20 maio. 2019
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MOFA. Ministry of Foreign Affairs in History and Organization. 2021. Disponível em: http://www.mofa.go.kr/eng/wpge/m_5744/contents.do. Acesso em: março de 2021.
Nisi, Roberto. (2017). The Soft Power of Cool: Japanese Foreign Policy in the 21st century. 10.13140/RG.2.2.22804.96645/3.
NYE, Joseph S., Jr. 2005. Soft Power: The Means to Success in World Politics. PublicAffairs Books.
NYE, Joseph. O Futuro do Poder. Benvirá. São Paulo, 2011.
NYE, J. S. Soft power and public diplomacy revisited. The Hague Journal of Diplomacy, v. 14, n. 1–2, p. 7–20, 2019.
OGOURA, Kazuo. From Ikebana to manga and beyond: Japan’s cultural and public diplomacy is Evolving. Global Asia, v. 7, n. 3, 2012, p. 24-28.
OLIVEIRA, Amaury P. A política coreana na Ásia: aspectos políticos e militares. Instituto de Pesquisa de Relações Internacionais, 2002.
SUN, W. (2015). Slow boat from China: public discourses behind the ‘going global’ media policy. International Journal of Cultural Policy, 21(4), 400–418. https://doi.org/10.1080/10286632.2015.1043129
THE ECONOMIST. Soap, sparkle and pop. 2014. Disponível em: <https://www.economist.com/news/books-and-arts/21611039-how-really-uncool-countrybecame-tastemaker-asia-soap-sparkle-and-pop>. Acesso em: 25 jun. 2019.
VU, Tuong. Divergent National Paths of State Development: South Korea, Vietnam, China, and Indonesia. Cambridge University Press: Cambridge,UK. 2010.
WALSH, John. Hallyu as a Government Construct: The Korean Wave in the Context of Economic and Social Development. IN: KUWAHARA, Yasue. (Edt). The Korean Wave: Korean Popular Culture in Global Context. Palgrave: Nova York. 2014, p.13-30
ANG, I., ISAR, Y. R.; MAR, P. Cultural diplomacy: beyond the national interest? International Journal of Cultural Policy, 21(4), 365–381, 2015. https://doi.org/10.1080/10286632.2015.1042474
AZEVEDO JR, Aryovaldo de Castro; GONÇALVES, Maurício Reinaldo. Cinema, Propaganda e O American Way Of Life. 2015. Gt Comunicação E Consumo, do VII Encontro de Pesquisa em Comunicação – ENPECOM. Disponível em: <https://eventos.ufpr.br/enpecom/enpecom2015/paper/download/96/24> Acesso em: 12 out. 2019.
BRAGA, Lívia. BTS: O fenômeno K-pop além da dimensão musical. Desenvolvimento e Sociedade. n.º 7 - Dezembro 2019, p. 79-86.
BURNS, T. The propaganda of violence: early Hollywood war films. v. 6, p. 5–16, dez. 2010.
HASHIMOTO, K. Japanese language and soft power in Asia. [s.l: s.n.].
CHAE, Heeju. PARK, Joo. KO, Eunju. The effect of attributes of Korean trendy drama on consumer attitude, national image, and consumer acceptance intention for sustainable Hallyu culture. Journal of Global Fashion Marketing, 11:1, 18-36, 2019. DOI:
10.1080/20932685.2019.1680305.
FAN, Y. Branding the nation: Towards a better understanding. Place Branding and Public Diplomacy, Macmillan Publishers Ltd., Vol. 6, 2, 97–103, 2010. Disponível em: https://link.springer.com/article/10.1057/pb.2010.16 Acesso em: 15 out. 2021.
GILBOA, E. Diplomacy in the media age: Three models of uses and effects. Tandfoline. 2001. Disponível em: https://www.tandfonline.com/doi/abs/10.1080/09592290108406201. Acesso em: 2 out. 2021. DOI: 10.1080/09592290108406201
GROOT, G. Cool Japan Versus the China Threat: Does Japan’s Popular Culture Success Mean More Soft Power? In.: HASHIMOTO, K. (Edt). Japanese Language and Soft Power in Asia. Singapura. Palgrave Macmillan, 2017.pp. 15–42. https://doi.org/10.1007/978-981-10-5086-2
HUDSON, V. M. Foreign Policy Analysis: Classic and Contemporary Theory. Second ed. New York: Rowman & Littlefield Publishers, 2014.
JANG, Gunjoo; PAIK, Won K. Korean Wave as Tool for Korea’s New Cultural Diplomacy. Advances in Applied Sociology [online]. 2012, n. 3, p. 196-202. Disponível em: <https://file.scirp.org/pdf/AASoci20120300004_59668127.pdf>. Acesso em: 23 maio. 2019.
JIN, Dal Yong. The New Korean Wave in the Creative Industry Hallyu 2.0. II Journal Universidade de Michigan. 2012. Disponível em: <https://quod.lib.umich.edu/cgi/p/pod/dodidx/Hallyu-20-the-new-korean-wave-in-the-creative-industry.pdf?c=iij;idno=11645653.0002.102;format=pdf>. Acesso em: 26 jun. 2019.
JONGHOE, Y. Globalization, Nationalism and Regionalization: The case of Korean Popular Culture. Development and Society, v. 36, n. 2, p. 177-199, 2007.
JUN, Hannah. Hallyu at a Crossroads: The Clash of Koreas Soft Power Success and Chinas Hard Power Threat in Light of Terminal High Altitude Area Defense (THAAD) System Deployment. Asian International Studies Review, v. 18, n. 1, p. 153-169, 2017.
KIM, Eun Mee; KIM, Pil Ho; KIM, Jinkyung. From development to development cooperation: foreign aid, country ownership, and the developmental state in South Korea. The Pacific Review, 26:3, 313-336, 2013.
KIM, Ji-Eun. "Korean wave" in China: its impact on the South Korean-Chinese relations. 2011. Tese de Doutorado. University of British Columbia.
KIM, Hwajung. The Importance of Nation Brand. Cultural Diplomacy, nov 2012.
KOCCA. Korea [2018 Vol.14 No.12]. 2018. Disponível em: <https://www.kocis.go.kr/eng/openPublications/view.do?seq=12002&langCode=lang002&menucode=menu0174&menuType=Kocis_Board_Eng_Pub&idx=13045&cateCodeList=cate0032&pageQuery=page%3D4%26pageSize%3D10%26photoPageSize%3D6%26totalCount%3D0%26searchType%3D%26searchText%3D&searchType=&searchText=&rn=40&cateCode=>. Acesso em: 29 jun. 2020.
KOREAN CULTURE AND INFORMATION SERVICE. The Korean Wave: A New Pop Culture Phenomenon. Contemporary Korea. n. 1, 2011. Disponível em: <http://biznetasia.com/wp-content/uploads/2011/09/The-Korean-Wave-A-New-Pop-CulturePhenomenon.pdf>. Acesso em: 26 jun. 2019.
KOREAN CULTURE AND INFORMATION SERVICE. Overview. Disponível em:
<http://eng.kofice.or.kr/b00_HallyuReports/b10_reports_list.asp> Acesso em: 30 jun. 2019.
KOREAN CULTURE AND INFORMATION SERVICE. The Korean Wave: A New Pop Culture Phenomenon. Contemporary Korea Nº1 by Korean Culture and Information Service and Ministry of Culture, Sports and Tourism. 2011. Disponível em: https://issuu.com/kocis9/docs/the_korean_wave_2011. Acesso em: 23 maio de 2019.
KU, Yangmo. South Korean economy. IN: KU, Yangmo; LEE, Inyeop; WOO, Jongseok. Politics in North and South Korea: Political development, economy, and foreign relations. Routledge, New York, p.71-90, 2018a.
KU, Yangmo. South Korean diplomacy. IN: KU, Yangmo; LEE, Inyeop; WOO, Jongseok. Politics in North and South Korea: Political Development, Economy, and Foreign Relations. Routledge, New York, p.71-90, 2018b.
KUWAHARA, Yasue. Introduction. IN: KUWAHARA, Yasue. (Edt). The Korean Wave: Korean Popular Culture in Global Context. Palgrave: Nova York. 2014, p.1-9.
LEE, Geun. A Theory of Soft Power and Korea’s Soft Power Strategy. School of International Studies, Seoul National University. 2009. Disponível em: http://scholar.google.com.br/scholar_url?url=https://www.academia.edu/download/44753173/A_Theory_of_Soft_Power_and_Koreas_Soft_Power_Strategy_Lee1_1.pdf&hl=pt-BR&sa=X&ei=v3tiYKy9ApD_mAH2zr34AQ&scisig=AAGBfm31XJMqDmU3FmEgag3azywMoNwCJQ&nossl=1&oi=scholarr. Acesso em: 30 jun. 2019
LEE, Sook. South Korean Soft Power and How South Korea Views the Soft Power of Others. IN: LEE, Sook. MELISSEN, Jan (Edt). Public Diplomacy and Soft Power in East Asia. Palgrave: New York, p.139-162, 2011.
LEONARD, M.; STEAD, C.; SMEWING, C. Public Diplomacy. 1 ed. London: The Foreign Policy Centre, 2002.
MARTIN ROLL. Korean Wave (Hallyu) – The Rise of Korea’s Cultural Economy & Pop Culture. 2017. Disponível em: <https://martinroll.com/resources/articles/asia/korean-waveHallyu-the-rise-of-koreas-cultural-economy-pop-culture/>. Acesso em: 23 maio 2019.
MATTOS, T. O que o K-Pop pode nos ensinar sobre diplomacia cultural e política pública. Disponível em: <https://www.huffpostbrasil.com/thiago-mattos/o-que-o-k-poppode-nos-ensinar-sobre-diplomacia-cultural-e-politica-publica_a_23230390/>. Acesso em: 20 maio. 2019
MESSERLIN, Patrick A; SHIN, Wonkyu. The K-pop Wave: An Economic Analysis. 2013. Disponível em: <http://gem.sciences-po.fr/content/publications/pdf/MesserlinShin_Kpop01072013.pdf>. Acesso em: 29 jun. 2019
MOFA. Ministry of Foreign Affairs in History and Organization. 2021. Disponível em: http://www.mofa.go.kr/eng/wpge/m_5744/contents.do. Acesso em: março de 2021.
Nisi, Roberto. (2017). The Soft Power of Cool: Japanese Foreign Policy in the 21st century. 10.13140/RG.2.2.22804.96645/3.
NYE, Joseph S., Jr. 2005. Soft Power: The Means to Success in World Politics. PublicAffairs Books.
NYE, Joseph. O Futuro do Poder. Benvirá. São Paulo, 2011.
NYE, J. S. Soft power and public diplomacy revisited. The Hague Journal of Diplomacy, v. 14, n. 1–2, p. 7–20, 2019.
OGOURA, Kazuo. From Ikebana to manga and beyond: Japan’s cultural and public diplomacy is Evolving. Global Asia, v. 7, n. 3, 2012, p. 24-28.
OLIVEIRA, Amaury P. A política coreana na Ásia: aspectos políticos e militares. Instituto de Pesquisa de Relações Internacionais, 2002.
SUN, W. (2015). Slow boat from China: public discourses behind the ‘going global’ media policy. International Journal of Cultural Policy, 21(4), 400–418. https://doi.org/10.1080/10286632.2015.1043129
THE ECONOMIST. Soap, sparkle and pop. 2014. Disponível em: <https://www.economist.com/news/books-and-arts/21611039-how-really-uncool-countrybecame-tastemaker-asia-soap-sparkle-and-pop>. Acesso em: 25 jun. 2019.
VU, Tuong. Divergent National Paths of State Development: South Korea, Vietnam, China, and Indonesia. Cambridge University Press: Cambridge,UK. 2010.
WALSH, John. Hallyu as a Government Construct: The Korean Wave in the Context of Economic and Social Development. IN: KUWAHARA, Yasue. (Edt). The Korean Wave: Korean Popular Culture in Global Context. Palgrave: Nova York. 2014, p.13-30
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Publicado
2023-11-15
Como Citar
Souza, R. O. F. ., Mota, A. C. da R., Nóbrega, G. L., & Leite, A. C. C. (2023). A projeção internacional da Coreia do Sul através do K-pop como produto cultural. Conjuntura Internacional, 19(1), 23–37. https://doi.org/10.5752/P.1809-6182.2022v19n1p23-37
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