Research Project | Youth Cultural Diplomacy in Korea

Youth Cultural Diplomacy in Korea Directed Research Project Heiwon Shin Principal Research Mentor: Mr. Graham Wik Coordinator of Student/Academic Affairs Global Leader Program Bugil Academy 82.41.520.8800 (ext. 823) 82.010.4846.4945 (mobile) grahamwik@yahoo.com

STATEMENT I am interested in youth positive development, culture and diplomacy – both as academic and personal interests. While figuring out what it means to be a ‘Global Leader’ as the first class in Bugil Academy’s Global Leader Program, I invented a new field to fit my love for the arts, communication and international relations: Youth Cultural Diplomacy. Initially, this was a project designed to fulfill course requirement (Directed Research Project). However, as I observed and pulled in elements from my student government activities, volunteer work and internships into my research and then vice versa, I realized its potential to incorporate multiple talents and aspirations to found a different kind of diplomacy and a different social structure for the youth. Beyond mocking the adults’ United Nation and Congress, the youth is more than capable of creating a new momentum for activism of all kinds. Moreover, perhaps because complicated interest relations have yet to develop for this age group, the youth may be able to resolve conflicts like Israel-Palestine struggle in a way adults cannot. The soft power trend is exactly about the previously underrepresented taking the lead, and I envision my future career as bridging such ideals and reality.

TABLE OF CONTENTS INTRODUCTION ................................................................................................................................. 4 YOUTH, CULTURE & DIPLOMACY .............................................................................................. 5 Korean Infrastructure for Youth Cultural Diplomacy ......................................................................... 7 Korea International Cooperation Agency (KOICA) ....................................................................

Presidential Council on Nation Branding ...................................................................................

Korea Foundation ........................................................................................................................

Youth Assembly of Republic of Korea ..........................................................................................

Youth Can and Need to Get Involved ............................................................................................... 12 PROPOSAL ......................................................................................................................................... 14 Systematized Organization of All Youth Cultural Diplomacy Actions ............................................ 14 Concept: Student-worker / Extended Extra-Curricular Activity .................................................

Goal 1: To Promote Korean Culture ...........................................................................................

Medium 1: International Youth as Goodwill Ambassadors ...................................................

Medium 2: Domestic Youth ...................................................................................................

Goal 2: To Promote Korea as an Open and Active International Youth Linker .........................

Medium 1: International Youth Award in Korea ...................................................................

Area of Interest ...............................................................................................................

How the award would function as a Cultural Diplomatic Act ........................................

Medium 2: Host International Youth Conferences ................................................................

Will This Work? ...........................................................................................................................

Case 1: Youth Goodwill Ambassador (Denmark) .................................................................

Case 2: International Young Leaders Forum 2011 ................................................................

Case 3: Seohyun Youth Center ..............................................................................................

Contextual Note ...........................................................................................................................

Why Youth Cultural Diplomacy Organization Proposal Fits Such Characteristics ..............

PREDICTED BENEFITS .................................................................................................................. 23 External Benefits ............................................................................................................................... 23 1. Nation Branding and its Benefits .............................................................................................

Definition of Nation Brand ....................................................................................................

Nation Branding Index ...........................................................................................................

“International Youth Linker” .................................................................................................

Three Criteria .........................................................................................................................

Criterion 1: Monopolizeable.........................................................................................................

Criterion 2: New ...........................................................................................................................

Criterion 3: Universally appealing ...............................................................................................

How Youth Cultural Diplomacy Fits the Three Criteria .......................................................

Criterion 1: Monopolizeable.........................................................................................................

Criterion 2: New ...........................................................................................................................

Criterion 3: Universally appealing ...............................................................................................

Korea-Specific Brand Image ..................................................................................................

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Benefits of Better Nation Branding........................................................................................

2. Long Term Vision .....................................................................................................................

Long-run Investment in International Youth .........................................................................

Internal Benefits ................................................................................................................................ 33 1. Nurture Experienced Diplomats ..............................................................................................

Youth Can Make a Difference ...............................................................................................

Supporting the Transition Period of Public Policy Change ...................................................

2. Synergy Effect of Empowerment (McQuillan 664) ..................................................................

3. Normalization of Multiculturalism ..........................................................................................

CHALLENGES ................................................................................................................................... 38 1. Organization .................................................................................................................................. 38 Concern ........................................................................................................................................

Solution ......................................................................................................................................................

2. Finding Foreign Youth Cultural Diplomats to Connect With ....................................................... 39 Concern ........................................................................................................................................

Solution ......................................................................................................................................................

3. Transition: From Gosi to Youth Cultural Diplomacy and onto Korea National Diplomatic Academy (KNDA) ............................................................................................................................ 39 Concern ........................................................................................................................................

Solution ......................................................................................................................................................

CONCLUSION.................................................................................................................................... 41 WORKS CITED .................................................................................................................................. 42

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INTRODUCTION Does Psy or Korea come up first in people’s minds worldwide? With the viral “Gangnam Style,” perhaps at this moment, the answer may be Psy. So, how has Psy changed the way Korea is viewed?

Suppose that the Gangnam District Office decided to advertise itself. It decides to make use of billboards within Gangnam – but of course, in order to see the advertisement about Gangnam, one would have to be in Gangnam first, so this is somewhat futile. The rationale behind this move may include: promoting a positive image of Gangnam, inviting tourists to Gangnam, and alluring investment to Gangnam.

Now consider Psy’s “Gangnam Style” video. Psy is not an ambassador or the Secretary-General of the United Nations – but he reached millions of people all over the world. He doesn’t need to speak in English to convince the Americans, the Australians or the British, or any other foreign languages for that matter. He raps about the most insider story of Korea in Korean in Korea. Without visiting any countries that caught the viral song, Psy influenced the world with his music video. Informally, he became the most valuable ambassador to Korea who effortlessly breaks stiff cultural barriers, political and economic interests, and misconceptions in “Gangnam Style.” He does more than what any “effective” advertisement can do. If an advertisement is direct and succinct in its purpose, “Gangnam Style” is relatively indirect in its promotion of Gangnam in its intent. People do not react to “Gangnam Style” as they would to an advertisement. Because people enjoy “Gangnam Style,” the song has become a more effective advertisement than any possible Gangnam advertisement.

The key to Psy’s power, then, is that he does not try to be powerful. He lets the audience enjoyed and be ‘psy’ched. He is the epitome of a current soft power cultural diplomat.

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YOUTH, CULTURE & DIPLOMACY What, then, is cultural diplomacy?

Smart Power Hard Power

Soft Power

Diagram 1: Smart Power, Hard Power, Soft Power

As can be seen in Diagram 1, soft power, together with hard power comprises smart power. Whereas hard power is traditional power that derives from military, economic strength, soft power is the empowerment through “soft” media such as traditional or contemporary culture. Because it is basically communication and sympathizing between common people, soft power diplomacy is becoming more effective as people are taking larger roles in voicing out their opinions. Developing both hard and soft power can mutually benefit each other and strengthen a nation. Consequently, an international shift from hard to soft power is occurring. Government agencies, NGOs, and the public are engaging in different types of soft power. Among the many different forms and types of soft power is

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cultural diplomacy, which uses culture as a medium and process to engage in multilateral communication and persuasion, and to better the nation’s image and perception.

The youth, as “a heterogeneous group in constant evolution” (“UNESCO: Acting with and for Youth”) are a powerful group. Their identity yet to be fully forged, they have flexible mind and culture. They are able to change, evolve and broaden the scope of interaction between diverse groups of people. The youth are not limited to follow old school diplomatic rules and formal rigidness; their freedom and creativity defines their encompassing power.

With proper support and encouragement, they can “build and strengthen assets” (N. Park 40) in ways and to an extent that adult groups cannot. How this development will come out depends on the input of those who can give that proper support for the youth. What is more, because the youth have infinite potential, they are capable of outperforming adult-based expectations (Damon 13). Especially in the field of soft power, the youth’s ability to stretch and add to an initiative is even more valuable.

Historically, cultural diplomacy and youth leadership development have been separate movements.

Cultural diplomacy is currently on the rise in Korea as government and non governmental agencies and organizations – including te Korea International Cooperation Agency (KOICA), the Presidential Council on Nation Branding and the Korea Foundation – foster various projects involving a wider range of participants that approach the international society in “soft,” cultural ways.

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K OREAN I NFRASTRUCTURE FOR Y OUTH C ULTURAL D IPLOMACY

Organization

Strengths

Weaknesses

Korea International Cooperation Agency (KOICA)

Tie between Korean government, NGO, and the people

Main focus on developing countries, not developed countries

Presidential Council on Nation Branding

Initiated projects involving international youth

Does not include younger youth Somewhat limited in practical scope

Korea Foundation

Works on public diplomacy

No particular focus on youth; perhaps in keeping with conventional ‘adult-oriented’ diplomacy

Currently there are prolific international involvement and efforts to establish public diplomacy, thus setting up ground infrastructure for cultural diplomacy. However, these efforts and progress are limited in that youth are relatively marginal actors in these projects. Youth may be part of projects, but youth empowerment is usually not the main goal.

KOREA INTERNATIONAL COOPERATION AGENCY (KOICA) Founded in April 1, 1991 as a government agency, the Korea International Cooperation Agency serves to “maximize the effectiveness of Korea’s grant aid programs for developing countries by implementing the government’s grant aid and technical cooperation programs” (“About KOICA”). It strives to promote a humanitarian agenda (“About KOICA”) under such core aid themes as education, health, governance, agriculture forestry and fisheries, ICT, industry and energy, environment, disaster relief, MDGs, and climate change.

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Similarity with Youth Cultural Diplomacy KOICA shows strength in developing a wide range of ties between the Korean government, and international and domestic Non-Governmental Organizations and people.

With forty six offices overseas –sixteen in Asia, fifteen in Africa, eight in Latin America, two in CIS, and four in the Middle East – KOICA is working towards improving the lives of people from developing nations. Such activities naturally bestows upon Korea, a positive image and thoughts about Korea.

Differences from Youth Cultural Diplomacy KOICA focuses on developing nations. This means that developed nations are out of the main reach for KOICA. Clearly, the potential of the developing nations cannot be underestimated; however, to exclude the developed nations is not wise.

Also, KOICA does not specifically focus on the youth. While education is one of the core themes (thus youth is a large part of the program), there is a difference between youthto-youth communication and adults educating the young. The former envisions creating a new kind of culture where the youth take charge while the latter is teaching how to fit into and adapt in the current society, and thus more passive than the former. Given the special interest of this project in encouraging youth to youth networking, KOICA does not promote youth cultural diplomacy.

PRESIDENTIAL COUNCIL ON NATION BRANDING Established on 22 January, 2009, the Presidential Council on Nation Branding serves to 1) act “as a pan-governmental control tower,” devising mid to long term nation branding plans, 2) support nation branding projects, reviewing government policies and projects, and constructing and implementing “reflux system” by analyzing the outcomes of projects and 3) endorse and encourage public participation, forming policies based on public opinion,

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emulating nation branding exemplars, and raising public interest in nation branding (“Function”).

Similarity with Youth Cultural Diplomacy The Presidential Council on Nation Branding has already implemented projects such as “University Students Supporters” (대학생 서포터즈), World Students in Korea (해외블로거), and Korea Brand Journalists (코리아브랜드넷 콘텐츠 기자단). This international focus is in line with the vision of youth cultural diplomacy.

Differences from Youth Cultural Diplomacy Although university students may be a start, the council does not include younger participants. The target group seems to start with people in their twenties. Moreover, blogging and online interaction certainly helps youth cultural diplomacy; however, they cannot be the only sources to rely on. The Presidential Council on Nation Branding lacks such wide range of offline contact that KOICA has with developing nations. Updating the website in various foreign languages is a strong move only when there is initial stimulus for foreign people to visit the website in the first place. The Presidential Council on Nation Branding lacks the vitality that youth cultural diplomacy seeks.

KOREA FOUNDATION Founded in December 14 1991, the Korea Foundation strives to establish a correct perception and understanding of Korea in the international society and to promote positive international relations. The Korea Foundation’s activities include: organizing, funding and participating in international cooperation activities; dispatching and inviting figures of international relations; funding research about Korea abroad; promoting general activities related to appropriate perception and understanding of Korea abroad; contacting major international relations organizations; and funding Korean expatriate organizations to boost

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Korean status and to strengthen the bond among Korean expatriates (“General Current State of Affairs of Korea Foundation”).

Similarity with Youth Cultural Diplomacy Since its establishment, the Korea Foundation has been actively participating in Korean public diplomacy findings. The foundation is expanding its enterprises annually and is focusing on cultural interaction and public diplomacy enterprises. In addition to the larger scale international activities, the Korea Foundation also works to promote understanding of Korea on a public level both abroad and at home.

Differences from Youth Cultural Diplomacy Similar to other organizations, the Korea Foundation has yet to achieve a strong focus in the youth movement.

YOUTH ASSEMBLY OF REPUBLIC OF KOREA Founded in 2003 and established as an independent corporate body in 2010, the Youth Assembly of Republic of Korea strives to voice the opinions of youth who are under the age of nineteen (those without voting rights), to help turn such opinions into policies, and to experiment with e-democracy and find an adapted democracy for the youth in a digital age (“Introduction”). Currently there are thirty eight elected congresspersons (“의원”), and forty six non-elected members (“준의원”) at the youth assembly (“Introduction”). According to Clause 2, the assembly comprises a maximum of eighty congresspersons with two-year terms (“Introduction”). Korean youth of ages thirteen to twenty four have the right to vote and the right to run for election (“Introduction”).

Similarity with Youth Cultural Diplomacy The Youth National Assembly of Republic of Korea incorporates the values of children’s freedom of opinion and speech and the belief that with respect to the age and maturity of the child, such opinions should be heard as the United Nations Human Rights Heiwon Shin Youth Cultural Diplomacy in Korea | 10

Convention on the Rights of the Child concluded (“Convention on the Rights of the Child”).

Such ideology is furthermore supported by Korea’s own Youth Charter (“Introduction”).

The Youth Assembly of Republic of Korea’s attempt to experiment with e-democracy for the youth is a fresh direction for the youth movement in Korea.

Differences from Youth Cultural Diplomacy In terms of the assembly itself, the Korean youth have not yet found ways to promote their voice. One main criticized event was that certain schools forced students to vote by making it part of their academic grade. While some embrace this as active social participation, others viewed this as the school’s overstepping of students’ rights because teachers would strongly encourage the students to vote for the representative coming from that respective school.

Although no such scandals have occurred since, the Youth Assembly of Republic of Korea seems to keep a low profile and low voting rates. The July 2006 reelection elected congresspersons by an average of seventy five votes and only twenty three had over one hundred votes while seventeen had lower than ten votes, forty lower than thirty, and fifty eight lower than fifty votes (“Youth Assembly of Korea”).

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Y OUTH C AN

AND

N EED

TO

G ET I NVOLVED

Youth may have been included as projects led by governments or other agencies that promote cultural diplomacy, however, youth have not been considered the primary actors of cultural diplomacy movement. Within the context of the Republic of Korea (hereafter Korea), cultural diplomacy has been becoming more important than ever. Korea is a relatively small country between major powers such as China, Japan and Russia, and recently North Korea and U.S.; diplomacy is not only a want but also a need for survival. The youth have not been able to expand their full potential and influence the society because the majority of Korean youth are caught up with college entrance anxiety (Kim & Chon).

Examining the status quo of Korea, diplomacy continues to be an important factor in the now internationally connecting, informational society and especially because Korea has limits on developing its hard power because of a lack of physical resources and limited land and people. On the other hand, Korea has great potential in developing its soft power because it is rich in human resources. With over 98% of Koreans between 25 and 35 having graduated from university or graduate school, Korea has the highest percentage of college graduates in the OECD (“Korea’s College Graduation Rate Highest in OECD”). The Korean youth, like youth around the world, are taking active steps, and society is starting to recognize their potential. Academically, youth are taking the initiative to research materials that interest them beyond the scope of a governmentally designated school curriculum. One example of this active interest is the International Conference for Youth – a conference where international youth gather together to share their self-directed research and broaden their scope as global leaders (Lee). Already students as young as high school students are discussing original projects and receiving expert advise (Lee).

Furthermore international political awareness is growing with Model United Nations and Model Congress activities becoming one of the most prominent extra-curricular activities

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for Korean high schools (especially among foreign language schools, charter schools, and international schools).

Despite such potential in various dimensions, youth are not properly acknowledged to possess power nor are they educated to gain power. Diplomacy and youth development have been separate movements, both in Korea and abroad. With the newly developing trend of cultural diplomacy and the youth development movement, there is potential for a unique mixture of Korean youth cultural diplomacy. Therefore, this paper will argue that Korea will benefit from youth cultural diplomacy and should therefore, start investing in developing and realizing its full potential as Korea’s biggest asset.

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PROPOSAL S YSTEMATIZED O RGANIZATION OF C ULTURAL D IPLOMACY A CTIONS

ALL

Y OUTH

International Youth Domestic Youth

International Youth Award

Youth Goodwill Ambassador: • promote Korea at home country Cultural Diplomats • Promote open environment within Korea • Multicultural families • Foreign expatriates • Each responsible for propagating awareness of a country (get help from each embassy) / inviting foreign youth performance in Korea Awarding according to categories: • Literature • Music • Drama • Movies • Photography • Design • Performing Arts • (categories to be further added with passage of time) International youth panel, International youth contestants à an international mesh at Korea

International Youth Annual Conference

Theme to be selected by the youth each year

Given the potential benefits of youth cultural diplomacy, the Korean government can realize the prospects by organizing a formal Youth Cultural Diplomacy Organization where both domestic and international youth can take formal action to promote Korea internationally and within Korea; modifying in Korean curricula of foreign studies (especially on multiculturalism) that help youth prepare to be youth cultural diplomats.

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CONCEPT: STUDENT-WORKER/ EXTENDED EXTRACURRICULAR ACTIVITY Perhaps the first and most obvious difference between the proposed youth cultural diplomats and conventional diplomats is that the former are most likely full-time students where as the latter are full-time diplomats. While it may be difficult to imagine what is between the black and white distinguishing of student and ‘formal’ workers (those who are not students and are employed full-time), this innovative concept of extended student-worker position is not too far from part-time jobs or student government positions that youth often take while they are students. In a simplified form, youth cultural diplomats are akin to student government officers who are working for an extended role of government. The student government officers are important members who facilitate communication between the student body, the administration, and related organizations and entities, and promote the interests of the student body; youth cultural diplomats would likewise be responsible for promoting Korean (youth) interests and communicating between the international youth and their governments, and Korean government and domestic youth.

GOAL 1: TO PROMOTE KOREAN CULTURE Medium 1: International Youth as goodwill ambassadors The Korean government should invest efforts to pool in international youth to promote Korean culture and brand as good will ambassadors. Already, the concept and presence of goodwill ambassadors are conspicuous, though the fame and the extent to which such prominent figures are received by the public is much wider in scope than what any one government could hope to accomplish.

Although there exists ‘World Students in Korea’ organized by the Presidential Council on National Branding, the activities are not yet as diverse or active as they could be.

World Students in Korea’s main function is to keep blogs intended for audience of the

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students’ nationality. The Presidential Council on National Branding arranges regular industrial tours, camps, and workshops for World Students in Korea. The World Students in Korea should not be limited to passive blogging. While blogging indeed is an important online factor in influencing a nation’s perception of Korea, it cannot be the final factor because it is not mere perception – a passive act – but action – a proactive act – that is the goal.

Medium 2: Domestic Youth The role of domestic youth is to spread the message and movement to promote Korea’s role as international youth cooperation center. In other words, to create a strong foundation in Korea to be able to receive and attract international youth. This foundation stage includes convincing the necessity of and educating the methods of youth cultural diplomacy to the Korean youth and general public, and changing attitude toward multiculturalism and international society. Furthermore, it will become the role of the domestic youth to step up in resolving social issues such as racial discrimination, bullying, and suicide among Korean youth. These issues that preside over Korea need to be resolved before advertising Korea as the center for international youth, otherwise any attempt to sugar coat Korea would become an overstretch that would only backfire.

GOAL 2: TO PROMOTE KOREA AS AN OPEN & ACTIVE INTERNATIONAL YOUTH LINKER

Medium 1: International Youth Award in Korea (different cities of Korea each year) Hosting award ceremonies or festivals in Korea for the international youth, just as Nickelodeon awards Teen Awards within the United States and Cannes Film Festival attracts international actors and actresses and the media.

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Area of interest Such an international youth award would award creativity, cultural adaptability, and artistic values among various possible values in the following categories: youth literature, music, drama, film, photography, design, and performing arts. Just as the Olympics adds new types of sports depending on the rising trend of the era, international youth award would have the versatility to include awarding categories according to popular demand.

How the award would function as a cultural diplomatic act The International Youth Award committee would be created within the Korean Youth Cultural Diplomacy Organization. This committee would invite international artists, media, and audience. The international artists would easily gain access to a different stage. Artists who have limited their activities to a particular country or region would be able to extend their scope internationally.

Korea would be able to promote its brand as the young, hip country where the international youth come together. Rather than hosting the annual awards in a particular city, Seoul for instance, the steering committee would choose a different city each year and provide a fresh experience for all participants. Each of the eight provinces of Korea offers different traditions and even to this day, regions that have specialties continue their fame.

Thus, Korea would be able to continue refreshing different cultural experiences for foreigners and establish a strong infrastructure for youth human capital in Korea through international youth festivals.

Rather than a competition, if this award focuses more on sharing and recognizing different talents all around the world, Korea will be able to establish renown and respect within the international society soon, adding to Korea’s efforts as a whole. Going beyond conventional meaning of passive giving of awards, if organized activities that brings together recognized individuals from different countries to achieve specific agenda or goals, then

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these awards will be rewarding for even larger groups of people. Although the award festival may only be a once a year event, its effects will last throughout the year. Interest in different artists internationally will allow various smaller scale events to continue.

Medium 2: Host international youth conferences What if model United Nations and model G20 conferences for the youth were not mere mock cases, but legitimate conference that actually made things happen? Already theinfrastructure for such youth conferences exists and is expanding. Model United Nations and Model Congresses are well-established extra-curricular activities in many high schools and universities throughout the world. If the government steps up to fund and organize a conference that allows for the formal invitation of international youth, and the newly defined boundaries of youth power, an international youth conference can allow youth from different nations to connect, to understand, and to create tangible results – that perhaps may not be significant economically, but is significant socio-politically.

WILL THIS WORK ?

Case 1: Youth Goodwill Ambassador (Denmark) Founded in 2010 by the Copenhagen Goodwill Ambassador corps and the Danish Agency, the Youth Goodwill Ambassador Corps is a network of international students who volunteer to “promote Denmark as an attractive study and work destination” (“About | Youth Ambassadors Copenhagen”). Currently there are more than 130 students from over forty different nationalities who facilitate “study visits, internships and cooperation between Danish and international institutions of higher education and/or companies” (“Your Role | Youth Ambassadors Copenhagen”).

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Unlike their Korean counterparts, the Danish example of youth ambassador does not stop at blogging. Youth selected as youth goodwill ambassadors actively contact their country people to promote Denmark.

Case 2: International Young Leaders Forum 2011 A student-led forum, the International Young Leaders Forum 2011 showed the full potential of youth organizing, leading, and interacting with other international youth to promote different nations.

Given the established International Young Leaders league – between Binus International School of Indonesia, Brisbane Grammar School of Australia, Bugil Academy of Korea, Hwa Chong Institution of Singapore, and Suzhou Foreign Language School of China – Bugil Academy students were given the chance to plan and execute the third annual International Young Leaders Forum. The Steering Committee comprised of students who led subcommittees: Publishing, Program Facilitation, Multi-Media, Website, School Facilitating, and Opening and Closing Ceremony Committee. In each committee were students from Bugil Academy who acted as facilitators of the forum.

Divided into five themes for each of the days – Tradition and Values, Cultural Diplomacy in Action, Popular Culture, Beyond the IYLF, Forging the Future – the International Young Leaders Forum allowed for the youth to discuss extensively on the medium through which people communicate and the values of such a transaction, and to come up with feasible ways for the youth to act as cultural diplomats. All activities were based on mixed group units where each mixed group had at least one representative per school.

The forum was driven by missions to create tangible results that can be applied in real life. On the first day, mixed groups met to make a poster that symbolizes the essence of cultural diplomacy. During sessions in the following two days, mixed groups created games

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that target a large age range and multiple nationalities to teach about a nation’s cultural heritage, and performed using popular cultural media such as music, dance, movies, and art.

On the fourth day, participants were divided into three large mixed groups in which each group presented resolutions on the agenda “How can the IYLF continue the discussions and spread its message to a broader audience?”; in the afternoon, participants gathered into their nationality groups and organized booths and presented national food, costumes, posters, games, etc. and performed.

Case 3: Seohyun Youth Center The Seohyun Youth Center is one of many youth centers in Korea that promotes autonomous youth activities. Of the diverse activities that it promotes is volunteerism. One volunteer group is “Shadow Light” (그늘빛) which allows students to share their foreign language talents to teach younger youth, who are oftentimes in need. Every two weeks, the Shadow Light group meets and discusses projects. Without an advisor at the meeting, the youth members of the shadow light are completely autonomous in their brainstorming of ideas and coming up with specific details of plans. Once decisions have been made, the group informs the group advisor, a trained adult who specializes in youth development. The advisor then reviews the plan to make sure the budget andfeatures match up.

One of the projects that the “Shadow Light” group did was to create a relay booth of simulation. Each booth would stand for a place – such as the hospital, the market, the school, on the roads, in the airport. Though relatively conventional, the students arrived an hour earlier to set up the booths with materials that they prepared.

The advantage of youth-led volunteer activities was that the youth do not merely participate but create. Because the volunteer activities occur frequently, regardless of who plans them, mistakes are bound to happen. When students make their own plans, students are

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more at ease with deciding for themselves how to deal with difficult situations, and do not run up to the instructor to ask for help.

CONTEXTUAL NOTE As Mark Leonard describes in “Diplomacy by Other Means,” the effectiveness of public diplomacy depends on the messenger (54). Traditional approach to diplomatic activities –that always ‘concluded with “a few words from the ambassador”’ (Leonard 54) after “cultural festivals, seminars, economic promotion, or policy advocacy” (Leonard 54) – may have worked when the participant in the communication was practically limited to diplomats. However, this is now the information-age where the public hears and talks and influences. What worked before may not work now because now communication has become more down-to-earth and approachable.

The youth as message deliverers is not a provocative, if at all new, idea. Over the past two decades, governments, NGOs, sociologists and students themselves have come to realize the growing potential of youth as active thinkers, active diplomats, and strong individuals who are capable of bringing bottom-up changes to the society. Such ideals have been apparent in the cases shown above.

The key to success for each of the cases lies in the ability of individuals who have the ability to make a goal theirs and convince others likewise, and the ability to interact with different groups of people.

Why Youth Cultural Diplomacy Organization Proposal Fits Such Characteristics Put simply, youth cultural diplomacy is the essence of youth coming forth to take an active lead in interacting with people of different cultural backgrounds. The goal, just like any kind of diplomacy, is to convince the targets of the diplomatic actions to have favorable attitude towards the initiating country – a clear direction. Culture becomes the medium Heiwon Shin Youth Cultural Diplomacy in Korea | 21

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through which various people interact and promote diplomatic goals. As such, youth cultural diplomacy is a plausible change for Korean and international diplomat and youth movement.

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PREDICTED BENEFITS E XTERNAL B ENEFITS Promoting youth cultural diplomacy will have largely two external benefits: 1) changing the perception of Korean politics, society, economics, and people (nation branding) and following this change, more favorable gains for Korea; and 2) long-run stable investment in the influencing of the youth who will soon replace the older generation in various nations.

1. NATION BRANDING AND ITS BENEFITS Definition of Nation Brand Influenced by the culture, political ideals and policies (van Ham 128), a nation’s brand is politically the equivalent of a company’s brand. A nation’s brand influences the nation’s ability to maintain political authority and loyalty to differentiate itself from many other nations that offer similar experiences and ideas (van Ham 129).

Nation branding is often tied in with the concept of public diplomacy, which deals with “complex and multifaceted issues,…provide[s] appropriate context to foreign policy decisions, and cope[s] with social and political impetus not easily understood abroad” (Gilboa 68). Although nation branding and public diplomacy, strictly defined, are different concepts, they are evolving fields that can integrate according to the political, cultural and social milieu (Szondi 38).

National Branding Index Although brand itself may be a subjective concept, Simon Anholt has developed a nation branding index which evaluates nations on six factors: exports, governance, culture and heritage, people, tourism, and investment and investment (“The Anholt-GfK Roper Nation Brands Index”). In cooperation with GfK Roper Public Affairs & Media, one of the world’s leading research firms, Anholt polls nearly 20,000 people in twenty countries Heiwon Shin Youth Cultural Diplomacy in Korea | 23

annually, asking more than forty questions about their perceptions of fifty countries (“The Anholt-GfK Roper Nation Brands Index”).

“International Youth Linker” Peacekeeper reputation has been taken by Norway (Leonard 50), “engineering and quality products” (Gilboa 67) by Germany, “miniaturization” (Gilboa 67) by Japan, fashion

by France and Italy, “self-expression and technology” (Gilboa 67) by the United States, class by the United Kingdom (Gilboa 67). What will Korea be among the well-established global reputations? The Presidential Council on Nation Branding has identified its vision to develop a “reliable and dignified Korea” (“Vision & Strategy”). This, however, is very vague and would therefore be a weak nation brand. Indeed, all nations would want to “expand contribution to international society,” “disseminate the value of traditional culture,” “strengthen global communication,” and “pursue nationwide integration” (“Vision & Stategy”). Because of this universality in want and similarity in direction, it has become even more difficult to claim such an image for a nation. In other words, given such a final destination, the best way to reach that destination is to focus on a more specific image that uses the listed strategies. Returning back to the question on what Korea will be, it is then necessary to ask: What is there left for Korea to claim as its own unique characteristic?

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The quite obvious, or made to seem obvious images or values such as peacekeeper, technology, fashion, classy or self-expression have already been claimed and recognized as such internationally. The twenty-first century is about strategy, especially in the field of images. As companies’ constant efforts prove the importance of, differentiation is crucial.

Nation branding comes with blue-ocean strategy. The question, then, is what kind of specific image strategy should Korea pursue?

To consider the best image to promote, Korea must realize that this image should be something of a title that Korea can monopolize, given the situation, something that goes beyond what is already established, meaning something ‘new,’ and all the while, something that appeals to a universal audience.

Three Criteria

1. Monopolizeable title (Korea-exclusive) 2. New (go beyond the already established) 3. At the same time universally appealing Criterion 1: Monopolizeable If what Korea tries to target as an image is something that has already been claimed, not only will it be difficult to shift attention from another country but it will also be redundant and may have the appearance that Korea is copying some other nation. Moreover, even if Korea were to succeed in claiming a title that another nation already claims, it would be difficult for Korea to be the nation linked with that image first. When we hear “fashion” immediately, we think of France or Italy. Likewise, Korea should be branded with an image that will provoke the thought of Korea. Otherwise, Korea will not be able to reap the benefits of nation branding or take full advantage of it.

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Criterion 2: New Korea should not invent something new or original and then claim Korea’s right over the concept. Rather, Korea should shape an image based on its existing characteristics in the raw form and mold it according to a direction that an international society has not yet seen.

The focus for originality in nation branding is a characteristic that comes straight from business branding. Take Apple for example. With its characteristic designs and approach to creating the iPod, iPad, and iPhone, it has made its brand synonymous with innovation and cool modernity. The ability to create or to develop technology is similar in internationally competitive companies like Apple, Samsung, and Nokia. However, without a clear vision for what it wants to become and without understanding what kind of product customers want, appropriate technology would not be developed and used to its fullest extent. Innovation and a mind considering the receivers are two essential keys to breaking into a monopolistically competitive industry of nation branding.

Criterion 3: Universally appealing It would be tempting to promote Korea as the Kimchi-country, or the hanbok-country, or something that pertains specifically to an element of Korean traditional culture. If an image becomes too specific, it may be difficult to approach an international audience. The success of spreading a nation’s brand image lies in the spontaneity. To teach an international audience how to appreciate a specific element or trend of Korean culture would be too difficult and energy consuming to be effective. At the other extreme, if Korea sets out to promote the most fundamental values, Korea may face difficulty because the value is too abstract and does not carry a specifically differentiable trait or the value may fall back into the Confucian value system that may focus on restraining and training, which may come across as more coercive than enjoyable to be a spontaneous culture that is accepted worldwide and throughout all generations. One exception to this case may be the United States,

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which has successfully branded itself as valuing self-expression because historically this concept had been fought for, debated (Gilboa 67). Self-expression to the extent it was found in the US had not been seen in most countries until the modern era. Therefore, the image that Korea tries to pursue should be specific to the country but also have universal acceptance.

If Korea is able to send out strong images, values, and motivations of youth positive development and healthy cultural diplomacy movement to an international society, Korea will be able to secure its image as international youth linker and thus increase its nation branding power.

Anything a nation does and is associated with comes to develop and reinforce an image of the nation (Leonard 49). So far, there has been no nation to invest in the youth human capital on a large scale. Youth have been adjunct resources that depend upon other larger projects. If Korea takes a step forward to realize the full potential of the youth, the act itself of youth cultural diplomacy could become a symbol of Korea, just as Norway has come to symbolize peace and peace, Norway.

How Youth Cultural Diplomacy Fits the Three Criteria Criterion 1: Monopolizeable Once Korea sets a precedent and succeeds in attracting other youth cultural diplomats from abroad, Korea can be renamed as a hub for international youth. New York is known for major international companies and organizations’ headquarter locations. Dynamic influx of population of professionals of numerous fields helps it develop a reputation and a pool of resources that cannot be matched by other cities. Likewise, once youth cultural diplomacy organization settles in Korea and its prominence among other nations is recognized, Korea will be able to see a constant influx of international youth that allow it to not only sustain but

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increase each coming year its reputation and its ability to develop international youth human resources.

Criterion 2: New Youth cultural diplomacy on as large a scale as this paper proposes has not yet been executed in any nations. Indeed, within the cultural diplomacy movement, youth have been supplementary participants, as in exchange programs. Nevertheless, in the sense that the vision to see them as the main, proactive semi-independent body, youth cultural diplomacy in this paper, is different from any of the status quo youth participation in cultural diplomacy.

Criterion 3: Universally appealing To be universally appealing, the subject matter should be something that all nations have in common. All nations engage in some sort of diplomacy and all nations value youth as the future leaders of the next generations. This means that 1) there are potential receivers/actors of Korean youth cultural diplomacy in all nations and that 2) the nations would show interest in developing their own youth cultural diplomacy if the precedent is set properly. Just as how nuclear weaponry seemed to be the thing that all nations needed to possess for national power during the Cold War, in a Soft Power age, youth cultural diplomacy could become a widespread phenomenon because it holds the key words of soft power within the core of its concept: openness, availability to previously secluded group of people, easy transmitability, and future-orientation.

Korea-specific Brand Image Through youth cultural diplomacy, Korea will be able to spread elements of traditional and modern Korean culture. In other words, the youth cultural diplomacy concept would be the medium and Korean traditional and modern culture would be the contents of the message.

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The youth cultural diplomats would ground more accurate knowledge about Korean culture, and better impression towards and will to learn about Korea.

Medium: Youth Cultural Diplomacy Content: Korean traditional and modern culture

Without any government control or encouragement, Hallyu, the Korean wave, across South East Asian countries has come to define a certain image of Korea. For example, when Girls Generation features a music video, the impression of the make up, the dress, the music andthe acting within the music video create an impression of Girls Generation and of Korea.

The individual members’ activities, such as acting, also promote a Korean type of lifestyle among fan countries.

Through organized promotion of Korean culture through youth, Korea will be able to highlight its other amiable characteristics in addition to the already existing Hallyu (Korean Wave). Youth cultural diplomacy to promote aspects of Korean culture that has not been covered through Hallyu can be mutually reinforcing. Through an organized movement, Korea may also be able to counter possible negative images cast either by domestic or international entities.

Benefits of Better Nation Branding In an informational age as we are in now, nation branding is crucial. Nations must appeal to a broader audience than a select few diplomats; they should appeal to the people, ordinary citizens who would judge the nations based on actions, values, images, and communication media. Companies have worked to develop their brands to differentiate and create emotional links with the customers, secure loyalty through such links, create aspiration

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lifestyle or “ersatz” (van Ham 129), and gain a premium price (van Ham129); so must nations.

Better nation branding will have a positive effect on getting better political and economical treaties, development in tourism sector, stronger in-flow of skilled human resources into Korea, and with all this, stronger economic development.

Nations similar in geographic location, infrastructure, and system of governance compete for investment opportunities, tourism, and political power (van Ham 129). Such competition pressures nations to “develop, manage, and leverage their brand equity” (van Ham 129) in order to differentiate just as monopolistically competitive companies would. Doing so, nations will experience the “country-of-origin-effect” (van Ham 129): the extent to the origin determines the attractiveness of products or services. National brand value can influence how the national products, people, or ideas are received in different nations.

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2. LONG-TERM VISION Table 1 (Gilboa 73) A Framework For Analysis Range

Immediate

Intermediate

Long

Time

Hours/day

Weeks/months

Years

Purpose

Reactive

Proactive

Relationship

Government

Closely linked

Partially linked

Remotely linked

Media/public

News management

Strategic

Building favorable

communication

conditions

opinion Public diplomacy

Advocacy;

International public

Cultural diplomacy;

(PD) instrument

international

relations; corporate

exchanges; branding

broadcasting; cyber

diplomacy; Diaspora

PD

PD

As can be seen from Table 1, cultural diplomacy, exchanges and branding are the most appropriate in “building favorable conditions” (Gilboa 73) for long-term relationships between nations. What Korea has been dependent on so far are weak national ties that are mostly based on economic or political ties – hard power relations. Situations that change resources or the extent to which a nation can be beneficial to another make hard power-reliant diplomacy dangerous. In such hard-power-reliant diplomatic relationship, once a nation is no longer useful, that nation would lose merit and possibly the ability to find new supporting relationship.

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Long-run Investment in International Youth Investment in youth cultural diplomacy also implies investment in forging stronger relationships with the next generation of citizens, politicians, businesspeople, educators, and so on. Political socialization during the “impressionable years” of young adolescents has effects lasting into “adulthood affecting current adult ideology, activity, and voting behavior” (Kedem and Bar-Lev 414). The government, school, and home surroundings can all positively affect youth civic engagement (Andolina et al. 275) because such day-to-day environment can easily open up discussions and offer training grounds for practice (Andolina et al. 277) which could be used for Korea’s advantage in developing lasting and growing soft power for Korea.

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I NTERNAL B ENEFITS By implementing a system of youth cultural diplomats, Korea will be able to 1) raise professional, Korean diplomats who are well experienced and educated and growing supporters of Korea abroad; and 2) help normalize multiculturalism and develop mature attitude accepting foreign culture within and outside of Korea.

1. NURTURE EXPERIENCED DIPLOMATS As Byung-kook Kim (the chief of the Korea National Diplomatic Academy) argues, Korea needs new types of diplomats who are “armed with a sense of mission” (H. Shin) to move forward in a multilateral world that runs on intricate and unpredictable mechanisms (H. Shin). Korea needs to move beyond the tie-related bureaucratic system and extend a system where talent is rewarded. To do so requires shifting focus of Korean diplomat recruitment “from selection to education” (H. Shin).

Already the Korean government has made its first move in this transition. By 2013, the first sixty students to be educated at the Korean National Diplomatic Academy will be selected (H. Cho).

However, as Woong-jo You of National Archives and Records Services (NARS) notes, to rid itself of “chronic problems resulting from the gosi system, including elitism and snobbery among diplomats” (H. Shin) and “nepotism and seniority system in incestuous diplomatic circles” (H. Shin) is a great challenge for the Ministry of Foreign Affairs and Trade. In short, the deeply rooted bureaucratic traditions and system will not easily lend themselves to a new fundamental change.

Youth can make a difference Similar to the government’s recent redirection of diplomacy, youth cultural diplomacy promotes active interaction, practice rather than strictly academic focus. Youth cultural diplomacy could become the stepping-stone that Korea needs to nurture the youth to become

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experienced diplomats. Rather than intensive academic training, experience communicating with foreign youth and taking active role representing Korea and working for Korea, these youth will potentially perform better in the future.

Youth are equally equipped with power to “direct the decisions and actions of others” (Freeman 3) because power derives from strength and will (Freeman 3), and youth, if not more, are equal in their interests as adult counterparts are. Because statecraft involves creating “strategy to magnify the mass, relevance, impact, and irresistibility of power” (Freeman 3), a link can be made to say that the future of a country’s ability to build strong soft power potentials readily lies in its ability to start ahead by giving real responsibility to the youth.

Giving youth a sense of responsibility and pride in accomplishment allows the youth to internalize their locus of control (Alimahomed and Keeler, 63). In the case study conducted by Alimahomed and Keeler, young youth who were given the responsibility to voice their opinions about the environmental problems brought about a nation-wide stir in awakening the conscience perhaps because it was no longer an outside figure speaking about a seemingly distant issue but one’s own child, one’s own friend talking about the issue and taking the issue into personal account.

Moreover, the youth are powerful agents who can instill a sense of responsibility in the fellow youth through combined efforts by helping them resolve “manageable pieces of global problems” (Alimahomed & Keeler 64) and leading the youth to understand and appreciate “the collective value of individual efforts” (Alimahomed & Keeler 64). In the case study, the children were given opportunities to speak out to the public in large or small stages.

These efforts eventually led to a “by kids-for kids” environmental summit. Such continuous efforts, connection with other youth leaders, and leadership helped raise awareness of problems and full devotion toward solving those problems.

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Supporting the transition period of public policy changes More tangible, though, may be youth cultural diplomacy’s potential in positively supporting the dramatic transition from the gosi system – “national examination” – to an Academy system. In 2009, the Korean Government announced its plans to eliminate the foreign services gosi by 2014 and replace it with a selective Academy that trains potential diplomats with skills and case study analyses to ready them for real-life situations –much like the Harvard Kennedy School or Central European University in Budapest (H. Shin).

Here, youth cultural diplomacy can aid in this radical change in foreign services by providing intermediary steps between the transitions. Because the previous selection method focused on intensive academic training that often took years of study, youth cultural diplomacy could train the youth of Korea to better ready themselves for a practice-based diplomacy. With an established widespread practice of youth cultural diplomacy, the Korean public may also find it easier to adapt to the new change as well.

2. SYNERGY EFFECT OF EMPOWERMENT (MCQUILLAN 664) “The academic, political, and social dimensions of student empowerment can be mutually reinforcing” (McQuillan 664). What is even more important, though, is that because “‘power is not a fixed, predetermined quantity but rather can be generated in part through interpersonal and intergroup relations’ (Cummins 145)” (McQuillan 664), the youth who participate directly in South Korean cultural diplomacy will be able to encourage their peers for youth empowerment.

Youth empowerment could mean active political, social, economical, and academic involvement of the Korean youth.

The political scene in Korea has not changed greatly over the years because it is highly socio-economically and regionally divided. Students learn about the importance of

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democracy and the voting rights of citizens as theories. Practice is far from a concern when, for the most part, the College Scholastic Aptitude Test (수능) is the main focus (for high school students particularly). Thus, before students learn and experience for themselves what each political issue means to them, they become easily influenced by their parents’ political orientations which were shaped by divisional factors. Once a centrifugal note is set into repetition, it is difficult to break this cycle. A fresh influx of ideas and trends needs to be set in order to change the general structure of politics.

One notable change recently was the emergence of Social Networking Service (SNS), which allows politicians to directly communicate with the people. The Seoul mayor Wonsoon Park, of the Democratic Party, was not expected to win the election because traditionally the more conservative United Party members have prevailed. However, Park’s distinctive use of SNS, such as Twitter allowed Park to convince young people in their twenties and thirties to go beyond party lines and vote for a politician who would represent them. Although the older generations had not changed their party lines, due to overwhelming younger generations exercising their voting power, Park won. Such a result demonstrates not only the need for a new way of communicating but also the importance of youth power. If such recognition of political power and interest happens at an earlier stage, then Korea’s politics may be able to overcome sectionalism and move on towards cooperation.

Acknowledging the youth’s power will allow youths to realize their social and economic potential. Despite a few popular cases of teenage CEOs (especially with internet shopping mall), independent economic activities are difficult to sustain, if begun at all.

Academic curiosity, with widespread notion of youth empowerment, could allow youth to influence the society and the economy. Simple questioning could lead to a creative discovery.

For instance, the thirteen-year-old Mallory Kievman captured the world’s attention as she invented a lollipop that would cure hiccups. As common as hiccups are, no established Heiwon Shin Youth Cultural Diplomacy in Korea | 36

company or entrepreneur has stepped up to find such a cure as Kievman did. Indeed, she may not be well studied in market research and would need professional help; however, her original thought and motivation demonstrates the wide range of potential youth possess to introduce ideas or products that can change the world (Brown).

3. NORMALIZATION OF MULTICULTURALISM Multiculturalism has been becoming more prominent in Korea over the past few decades. Of approximately 3,034 immigrant children of school age in South Korea, only 948 children (31.2%) went to schools that offered formal education (J. Park). While the Korean education system that has not yet devoted itself to developing full-scale education on Korean language and culture for multicultural children, experts pinpoint racial/ ethnic discriminations as the biggest challenge immigrant children face (J. Park).

Part of the goal of cultural diplomacy is to build more points of interaction and through such experience, better understanding and appreciation for foreign and ‘different’ culture within and outside of Korea. But even before an outside interaction is made, in order for Korea to prepare for youth cultural diplomacy, Korea must grasp what the defining values of Korea are and within this process resolve any incongruencies, especially in treatment of the minority ethnic groups and multi-cultural families within Korea. Because this domestic issue stands as an issue to youth cultural diplomacy’s establishment, promoting youth cultural diplomacy necessarily means promoting normalization of multiculturalism within Korea.

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CHALLENGES 1. O RGANIZATION CONCERN: When projects are led by the youth, there may be difficulties in maintaining a clear organization structure. Regardless of the youth involvement, any organization faces challenges of elaborate communication and sharing responsibility. Where one’s responsibility ends and where one is expected to reach further to solve issues may not always be clearly defined.

SOLUTION: When designing the structure of the organization, there should be a clear communication line established so when problems occur, youth cultural diplomats may solve them among themselves. In other words, each section of the organization must have clear roles that do not overlap much with other sections. When responsibility becomes split among two or more entities, a simple problem may become more difficult to solve.

Moreover, the government can also dispatch special youth specialists to advise the youth, and create a linkage system that allows the youth to constantly communicate with the NGO, government agencies, professors, and such.

By design, even an organization led by youth can learn how to solve problems on their own, and learn how to cooperate with elder professionals to overcome larger problems that may not be easy to solve autonomously.

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2. F INDING

FOREIGN YOUTH CULTURAL DIPLOMATS TO CONNECT WITH CONCERN: To develop the world’s first youth cultural diplomats means that there is no set precedent. The Korean youth cultural diplomats may face difficulties in finding other youth cultural diplomats.

SOLUTION: In many developed countries there are active youth national assemblies and youth organizations. These organizations can be the first youth groups to interact with. Because cultural diplomacy, in itself, is flexible in form, the beginning may be easier than initially thought. Once these initial interactions begin, the success can create way for the international society to start building up infrastructure for youth cultural diplomacy organizations within its respective nation.

3. T RANSITION : F ROM G OSI TO Y OUTH C ULTURAL D IPLOMACY TO K OREA N ATIONAL D IPLOMATIC A CADEMY (KNDA) CONCERN: The same criticism of elitism from selection could possibly arise from youth cultural diplomacy’s role in this transition, just as the Korean public has been sensitive about the issue of possible elitists being favored in the selection process of KNDA. In youth cultural diplomacy organization, some students will be selected over others and the criteria may share certain characteristics similar to the KNDA selection.

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SOLUTION: Such worries and criticism have been prominent in Korean politics and education sectors for a very long period of time. While there have been many cases of scandal that stumbled upon this issue, there are much more cases that promote equal opportunities. The key to such success is: clarity in procedure, a process system that does not fall upon possibly shady dealings, and regular checks by an outside organization.

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CONCLUSION Korea is no longer in a desperate state needing expedient measures to survive as it did during the Korean War era. Relatively economically and politically stable among the OECD nations, Korea should not limit its sight to the immediate benefits and losses. Rather, it should look ahead and start laying down foundations for the future, meaning attempting policies without precedents. Politics, certainly, is no game that can easily lend itself to trial and error procedure. Nonetheless, without innovative, and outside the box thinking, a nation is no better off than a company that attempts to keep up with contemporary technology. Only through far-sighted policy-making can Korea step up higher and survive. Samsung, a company that grew with the beginning of modern Korea, exemplifies how an entity can survive and become stronger in an increasingly competitive international market through innovation. Samsung may have started as a low-cost simple manufacturer; however, it is now one of the world’s strongest companies, fighting for first place with Apple in the IT industry.

Investing in youth cultural diplomacy is an investment in future Korean diplomats, politicians, entrepreneurs, and citizens of the international society. To reap such benefits of youth cultural diplomacy, the Korean government should no longer view cultural diplomacy as an “add-on” to its established formal diplomacy (Leonard 56) but should be the central focus of diplomacy. Just as the informational age has brought in a democracy that emphasizes the people in all procedures, so too, has come the time for diplomacy to include the people.

Part of the process of becoming inclusive, Korea should see the potential in the youth and include them not as supplementary participants, but as one of the most important main components.

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