Public Diplomacy and Intercultural Awareness between ROK and Thailand: The Content put forth by Korean and Thai Youtubers as a Case Study
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This research article begins with an observation that intercultural awareness between the Koreans and Thais may be asymmetrical. To find out, the content put forth by Thai and Korean YouTubers is used as a case study. By applying Cowan and Arsenault’s (2008) concept of three layers of public diplomacy, the hypothesis is that the different public diplomacy modalities probably lead to different degrees of intercultural awareness between people in South Korea and Thailand. The results confirmed the asymmetry of intercultural awareness between the two. Specifically, the Koreans had less intercultural awareness than their Thai peers. Guided by the foregoing conceptual frame, this research found that, South Korea’s public diplomacy has been characterized by the openness allowing complex engagements at multiple levels and in a variety of domains, including cyberspace and social media spheres. Contrariwise, Thailand’s public diplomacy has remained relatively closed to non-state actors. Hence, the results support the hypothesis; however, the conclusion reached here should be deemed preliminary. Further analyses are needed.
Abstract
This research article begins with an observation that intercultural awareness between the Koreans and Thais may be asymmetrical. To find out, the content put forth by Thai and Korean YouTubers is used as a case study. By applying Cowan and Arsenault’s (2008) concept of three layers of public diplomacy, the hypothesis is that the different public diplomacy modalities probably lead to different degrees of intercultural awareness between people in South Korea and Thailand. The results confirmed the asymmetry of intercultural awareness between the two. Specifically, the Koreans had less intercultural awareness than their Thai peers. Guided by the foregoing conceptual frame, this research found that, South Korea’s public diplomacy has been characterized by the openness allowing complex engagements at multiple levels and in a variety of domains, including cyberspace and social media spheres. Contrariwise, Thailand’s public diplomacy has remained relatively closed to non-state actors. Hence, the results support the hypothesis; however, the conclusion reached here should be deemed preliminary. Further analyses are needed.
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