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Abstract(s)
Ao longo das últimas décadas, as Relações Internacionais têm desenvolvido um
crescente interesse pelas estratégias utilizadas pelos Estados para ampliar o seu poder
através da indústria cultural. Em contraste com a tradicional visão de poder como a
capacidade de coagir outros atores através da força, ou hard power, o soft power pode
ser definido como a capacidade de um Estado persuadir outro através da projeção de
valores sociais e culturais. Esta dissertação tem como objetivo comparar as estratégias de
soft power adotadas pelos Estados Unidos da América e Coreia do Sul. Os primeiros
podem ser considerados como os precursores do uso da indústria cinematográfica como
instrumento de soft power, um processo que teve início durante a I Guerra Mundial e
que se prolongou até à atualidade. Em contraste, apesar de apenas ter começado a
investir de forma mais significativa nesta estratégia recentemente, a indústria cultural da
Coreia do Sul é hoje amplamente reconhecida como uma das mais eficazes e bemsucedidas a nível global. Esta dissertação pretende compreender de que forma diferem os
Estados Unidos e a Coreia do Sul no uso da indústria do entretenimento como soft
power. Através de uma análise comparada, concluímos que os dois países têm um
enfoque distinto: enquanto os Estados Unidos colocam maior ênfase na indústria
cinematográfica e valores e ideais que são transmitidos pela mesma, o foco da Coreia do
Sul é colocado sobretudo em séries e na indústria musical, apresentando, através destas,
a sua cultura e promovendo a venda dos seus produtos nacionais a nível internacional, de
forma a desenvolver a sua economia.
Throughout the last few decades, International Relations has developed a growing interest in the strategies utilized by States to enhance their power through the culture industry. In contrast to the traditional concept of power as the ability to coerce other actors through the use of force, or hard power, soft power can be defined as the ability of a State to persuade others through the projection of social and cultural values. This dissertation aims to compare the soft power strategies of both the United States of America and South Korea. The former can be considered as the forerunner of using the movie industry as a soft power instrument, a process that started during World War I and has continued to this day. In contrast, and even though it only started to invest more substantively in this strategy recently, South Korea’s cultural industry is now widely recognized as one of the most effective and globally successful. This thesis thus seeks to understand how the United States and South Korea differ in their use of the entertainment industry as a tool of soft power. Through a comparative analysis, we argue they focus on different aspects when using the entertainment industry as a soft power tool: while the United States emphasize the movie industry and the values and ideals projected through it, South Korea’s main focus are TV shows and the music industry, through which it introduces its culture and promotes the sales of its national products to the world, as a way to develop the country’s economy.
Throughout the last few decades, International Relations has developed a growing interest in the strategies utilized by States to enhance their power through the culture industry. In contrast to the traditional concept of power as the ability to coerce other actors through the use of force, or hard power, soft power can be defined as the ability of a State to persuade others through the projection of social and cultural values. This dissertation aims to compare the soft power strategies of both the United States of America and South Korea. The former can be considered as the forerunner of using the movie industry as a soft power instrument, a process that started during World War I and has continued to this day. In contrast, and even though it only started to invest more substantively in this strategy recently, South Korea’s cultural industry is now widely recognized as one of the most effective and globally successful. This thesis thus seeks to understand how the United States and South Korea differ in their use of the entertainment industry as a tool of soft power. Through a comparative analysis, we argue they focus on different aspects when using the entertainment industry as a soft power tool: while the United States emphasize the movie industry and the values and ideals projected through it, South Korea’s main focus are TV shows and the music industry, through which it introduces its culture and promotes the sales of its national products to the world, as a way to develop the country’s economy.
Description
Keywords
Coreia do Sul Cultura Diplomacia Pública Estados Unidos da América Soft Power