POPULAR CULTURE IN CULTURAL DIPLOMACY: KOREAN WAVE AS REPUBLIC OF KOREA’S CULTURAL DIPLOMACY IN INDONESIA (2002-2012) By RINA SAVITRI 016200900033 A thesis presented to the Faculty of Business and International Relations President University In partial fulfillment of the requirements for Bachelor Degree in International Relations Major in Strategic and Defense Studies January 2013 i THESIS ADVISER RECOMMENDATION LETTER This thesis entitled “Popular Culture in Cultural Diplomacy: Korean Wave as Republic of Korea’s Cultural Diplomacy in Indonesia (2002-2012)” prepared and submitted by Rina Savitri in partial fulfillment of the requirements for the degree of Bachelor in the Faculty of Business and International Relations has been reviewed and found to have satisfied the requirements for a thesis fit to be examined. I therefore recommend this thesis for Oral Defense. Cikarang, Indonesia, January 25, 2013 Prof. Anak Agung Banyu Perwita, Ph.D ii DECLARATION OF ORIGINALITY I declare that this thesis, entitled “Popular Culture in Cultural Diplomacy: Korean Wave as Republic of Korea’s Cultural Diplomacy towards Indonesia (2002-2012)” is, to the best of my knowledge and belief, an original piece of work that has not been submitted, either in whole or in part, to another university to obtain a degree. Cikarang, Indonesia, January 25, 2013 Rina Savitri iii PANEL OF EXAMINER APPROVAL SHEET The Panel of Examiners declare that the thesis entitled “Popular Culture in Cultural Diplomacy: Korean Wave as Republic of Korea’s Cultural Diplomacy in Indonesia (2002-2012)” that was submitted by Rina Savitri majoring in International Relations from the Faculty of Business and International Relations was assessed and approved to have passed the Oral Examinations on February 18th, 2013. Prof. Anak Agung Banyu Perwita, Ph.D. Teuku Rezasyah, Ph.D Hendra Manurung, MA. iv ABSTRAK Name : Rina Savitri Major : International Relations Faculty : Faculty of Business and International Relations ID Student : 016200900033 “Popular Culture in Cultural Diplomacy: Korean Wave as Republic of Korea’s Cultural Diplomacy in Indonesia (2002-2012)” Skripsi ini bertujuan untuk membahas keberadaan Korean Wave sebagai budaya popular Korea Selatan sebagai bagian dari diplomasi budaya Korea di Indonesia yang dibatasi dalam periode 2002-2012, dimana pada tahun 2002 adalah kali pertama drama Korea ditanyangkan dan menjadi awal perkembangan Korean Wave di Indonesia. Penelitian dalam skripsi ini menggunakan metode penelitian kualitatif yang kemudian dijabarkan secara deskriptif mengenai kebijakan pemerintah Korea dalam mewujudkan penggunaan Korean Wave dalam aktifitas diplomasinya. Melalui analisa atas kebijakan tersebut, penulis mendapati bahwa Korean Wave sebagai dipomasi budaya Korea berkontribusi dalam menyebarluaskan pengaruh budaya Korea Selatan melalui kegiatan diplomasi yang dilakukan oleh Pemerintah Korea, korporasi (broadcasting station), dan individu (Hallyu Stars) di Indonesia. Hal ini di dukung dengan beberapa temuan mengenai peran Korean Wave tersebut melalui keberadaan penggemar dan komunitas penggemar Korean Wave, mendorong untuk belajar bahasa Korea, mendorong untuk mengkonsumsi produk budaya Korea lainnya, dan menarik minat masyarakat Indonesia untuk berkunjung ke Korea. Temuan peran Korean Wave tersebut didukung oleh dua faktor yakni Korean Wave sebagai budaya popular itu sendiri dan kejelian serta komitmen pemerintah Korea dalam menggunakan Korean Wave dalam aktivitas diplomasi budayanya. v ABSTRACT Name : Rina Savitri Major : International Relations Faculty : Faculty of Business and International Relations ID Student : 016200900033 “Popular Culture in Cultural Diplomacy: Korean Wave as Republic of Korea’s Cultural Diplomacy in Indonesia (2002-2012)” This research aims to discuss the presence of Korean Wave as Republic of Korea’s popular culture as a part of Korea’s cultural diplomacy in Indonesia that limited in the period of 2002-2012, in which in 2002 is the first time Korean drama broadcasted and embarked the development of Korean Wave in Indonesia. This research is used qualitative research method then explained descriptively related with Korean government’s policy in realizing the use of Korean Wave on its diplomacy activities. Through the analysis towards that policy, the researcher found out that Korean Wave as Korea’s cultural diplomacy contributes in expanding Korea’s cultural influence through diplomacy activities conducted by Korean government, corporation (broadcasting stations), and individual (Hallyu stars) in Indonesia. It is supported with some findings related to Korean Wave’s role through the existence of Korean Wave’s fans and fans community, encourage learning Korean language, encourage consuming other Korean cultural content products, and attracting Indonesians to visit Korea. Those findings supported by two factors which are Korean Wave as popular culture itself and the foresight and commitment of Korean government in using Korean Wave in its cultural diplomacy activities. vi ACKNOWLEDGEMENT Allhamdulillahirabbilalamin I already finish my thesis. This thesis would not have been possible without the ability and the strength that Allah SWT always gives to me despite all the hardness and my constitution wanting to give up. I would like to thank my parents and my lovely brother, Ibu, Bapak, and Rian, for all their unconditional love and endless support that always triggered me to always do my best. I also could not to finish my thesis without priceless contribution and valuable assistance of several wonderful individuals. First of all I would like address my biggest gratitude for the advice and guidance of Prof. Anak Agung Banyu Perwita as my advisor who has guided me patiently. Secondly I would like to thank Wibowo Joko from SONEID, Amie of CNBLUE4INA, Dikka Kartika, Reni Oktafiani, Achmad Faizal, Ivan Xu for being my interviewees and share their thought to support my research. Thirdly, I would like acknowledge my deepest thanks to my beloved Ikhwan Budihono for always be my side to send his warm support, unconditional caring and love. In this occasion, I would like to address my gratitude to Bayu, Dendi, and Sita for their time during the thesis writing to be my discussion partners. Last but not least, I would like to thank “Hans’ Fams” –all CNBLUE4INA admins, my beloved IR friends and those who I cannot mention them all for the cheer and countless warm support. Cikarang, January 25, 2013 Rina Savitri vii Table of Contents Thesis Adviser Recommendation Letter .................................................................. ii Declaration of Authority .......................................................................................... iii Panel Examiners Approval Sheet ............................................................................. iv Abstrak ......................................................................................................................... v Abstract ....................................................................................................................... vi Acknowledgment ...................................................................................................... vii Table of Contents .................................................................................................... viii List of Tables .............................................................................................................. xi List of Figures ............................................................................................................. xi List of Schemes ........................................................................................................... xi List of Acronyms ...................................................................................................... xii CHAPTER I - INTRODUCTION 1.1 Background of Study ........................................................................................... 1 1.2 Problem Identification ......................................................................................... 4 1.3 Statement of the Problem .................................................................................... 6 1.4 Research Objectives ............................................................................................ 6 1.5 Significance of the Study .................................................................................... 6 1.6 Conceptual Framework ....................................................................................... 7 1.7 Scope and Limitations of the Study .................................................................. 10 1.8 Assumptions ...................................................................................................... 11 1.9 Research Methodology ...................................................................................... 11 1.10 Literature Review ............................................................................................ 13 1.11 Thesis Outline .................................................................................................. 18 viii CHAPTER II – INTERNATIONAL RELATIONS: PUBLIC DIPLOMACY, CULTURAL DIPLOMACY AND POPULAR CUTLURE 2.1 International Relations Theory .......................................................................... 20 2.1.1 Globalization Theory .................................................................................. 25 2.1.2 Public Diplomacy Theory..........................................................................