Considering Nation Branding as a Way to Build International Cultural Relations: The Case Study of the Korean Cultural Centers in the United States Dissertation Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Jung Eun Song, M.A. Graduate Program in Art Education The Ohio State University 2010 Dissertation Committee: Professor Margaret J. Wyszomirski, Advisor Professor Anand Desai Professor Wayne P. Lawson Professor Patricia Stuhr Copyrighted by Jung Eun Song 2010 Abstract This dissertation aims to examine the impact of cultural activities of a national cultural center abroad with respects to national reputation management and nation image building. More specifically, my research focuses on how Korea promotes its national image through the Korean Cultural Centers‘ activities in New York and Los Angeles. Through both pilot study in person and online surveys, this dissertation investigates the cultural policy issues as following; 1) the outreach activities of a national cultural center abroad, 2) the ways to increase level of understanding about foreign culture and to encourage cultural participation in a process of learning culture, 3) the impact of nation branding and cultural diplomacy activities through a national cultural center abroad, and 4) the way of understanding ‗international cultural relations‘. My findings also have implications for cultural policy makers on an important issue: how to increase the familiarity and favorability of foreign cultures and arts in the U.S. I articulate the importance of arts activities and artists for improving a society and how cultural activities aim to foster understanding and tolerance of differences. In addition, direct interaction with local people can likewise help the KCS-NY and the KCC-LA to learn about the characteristics of the local cultural environment, including the cultural interests of local people. This possibility can open a window to improve cultural promotion and engagement between South Korea and the U.S., and thereby to build reciprocity between ii two different cultures. Thus, a national cultural center‘s activities, ranging from presentation and offering information to participation-based events, are significant to achieve the common purpose of nation branding and cultural diplomacy—building cultural relation with local people. iii Dedication Dedicated to my parents and sister iv Acknowledgement I would like to acknowledge guidance and support that I have received from my committee members. I would like to thank my advisor, Dr. Margaret Wyszomirski. I would not have completed this dissertation without Dr. Wyszomirski's insight, enthusiasm, and endless support. I would like also to thank Dr. Anand Desai. His invaluable feedback and encouragement have guided me to develop ideas. I wish to express appreciation to Dr. Wayne Lawson. His rich experience and knowledge about international cultural relations were really valuable resource for understanding international cultural relation. Also, I wish to thank Dr. Patricia Stuhr. Her feedback on my methodology was so supportive that I could open my eyes to the significance of qualitative research. I would like to thank Mr. and Mrs. Barnett, and their financial support enabled me to concentrate on my study. I am grateful to the encouragement of Dr. Robert Goler, who recommended me to study doctoral program. Also, I wish to thank the support of both the Korean Cultural Service in New York and the Korean Cultural Center in Los Angeles as well as all of survey participants in this study. Many thanks to Ms. Kirsten Thomas, Ms. Toni Smith, Minha, InSul, Yi-Lin Chen, and my colleagues. Finally, I would like to express gratitude to my parents and my sister. v Vita February 1994 ....................................................Kujung High School, Seoul, Korea 1994-1998 ..........................................................B.A. Dance, Kyunghee University, Seoul, Korea 1998-2000 ..........................................................M.A. Dance, Kyunghee University, Seoul, Korea 2001-2003 ..........................................................M.A. Arts Management, American University 2005-2007 ..........................................................Barnett Fellow, Department of Art Education, The Ohio State University 2007-2009 ..........................................................Graduate Teaching Associate, Department of Physics, The Ohio State University Publications Fields of Study Major Field: Art Education vi TABLE OF CONTENTS Abstract ........................................................................................................................... ii Dedication ...................................................................................................................... iv Acknowledgements ..........................................................................................................v Vita ................................................................................................................................ vi List of Tables ................................................................................................................. xi List of Figures .............................................................................................................. xiii List of Charts................................................................................................................ xiv Chapters 1 Introduction 1.1 Introduction ....................................................................................................1 1.2 Statement of the Problem ...............................................................................8 1.3 Research Questions ......................................................................................10 1.4 Significance of the Study .............................................................................12 1.5 Methodology ................................................................................................15 1.6. Limitations of the Study..............................................................................16 1.7 Organization of the Study ............................................................................17 2 Literature Review 2.1 National Identity ..........................................................................................20 2.2 National Image .............................................................................................31 3 Conceptual Outline vii 3.1 Background –National Reputation Management .........................................44 3.2 Nation Branding ...........................................................................................53 3.3 Public Diplomacy (Cultural Diplomacy) ....................................................62 3.4 Conceptual Frameworks ..............................................................................73 4 Background of Study 4.1 Cultural Centers Abroad ..............................................................................78 4.2 Korean Cultural Centers Abroad .................................................................86 4.2.1 Korean Overseas Culture and Information Service (KOCIS) versus Korean Cultural Centers Abroad .......................................87 4.2.2 Korean Cultural Service in New York and Korean Cultural Center in Los Angeles ..............................................................................94 4.2.3 The Cultural Activities of the KCS-NY and the KCC-LA ...........96 4.2.4 Localization of the KCS-NY and the KCC-LA ..........................109 5 Methodology 5.1 Research Method .......................................................................................119 5.1.1 Research of the Korean Cultural Centers in the world by the Korean Culture and Tourism Institute .....................................................123 5.2. Data Collection .........................................................................................126 5.2.1 Contents of Survey ......................................................................130 5.3 Pilot Study Research Plan ..........................................................................131 5.3.1 Strengths and Weakness of Data Collection ...............................133 5.4 Online Survey ............................................................................................135 6 Pilot Study Survey 6.1 Findings......................................................................................................141 6.1.1 Survey of the non-service users of the KCS- NY and the KCC-LA .....................................................................................................141 6.1.2 New York, NY ............................................................................142 6.1.3 Columbus, OH ............................................................................149 viii 6.1.4 Los Angeles, CA .........................................................................154 6.1.5 Survey of the service users of the KCS-NY and the KCC-LA .....................................................................................................161 6.1.6 Survey of the KCS-NY service users..........................................162 6.1.7 Survey of the KCC-LA service users ..........................................168 6.2 Discussion ..................................................................................................179