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국제PR관점으로 본 공공외교전문성에 관한 연구: 문화 중심적 접근을 통해
안보섭 ( Bo Seob An ) 한국PR학회 2011 PR연구 Vol.15 No.4
International public relations activities have been done by various actors such as governments, conglomerates, non-governmental organizations, and broadcasting companies. Public diplomacy is also defined as diplomacy by a variety of actors beyond government. These overlapped and intertwined activities of international public relations and public diplomacy are different from traditional and independent activities of both sides. There are two opinions on international public relations and public diplomacy. Some scholars regard international public relations activities as part of public diplomacy activities. They think of international public relations as promotion activities of national brands or forming activities of public opinion. The other scholars consider international public relations are different from public diplomacy because they think public relations as propaganda or one-way persuasion. Grunig (1992), however, tried to change these traditional perspectives of public relations activities from one-way asymmetrical communication to two-way communication. Wang(2006) argued that effective public diplomacy is based on dialogue between two countries. This study intends to research public diplomacy professionalism on international agenda through surveying opinions of international public relations practitioners from this two-way and dialogic perspective-cultural perspective. The research findings are summed as follows. It turned out that public diplomacy professionalism consist of followed abilities or values: diplomatic ability, respectful attitude to other culture, media / negotiation abilities, relationship / dialogue, collaboration / embrace, approval / public opinion. This research finding shows that future study on public diplomacy professionalism would be better to be done by united and multidisciplinary efforts; it should be actualized enough to reflect the practitioners`` needs. This study also intended to consolidate international public relations activities and public diplomacy activities based on a variety of research findings on international public relations and public diplomacy from public relations perspective. These findings implies that international public relations and public diplomacy activities should be based on the public opinion of other countries from cultural perspective; it also indicates that public diplomacy professionalism should be focused on more cultural perspective which enable us to understand the culture of other countries in depth.
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Varpahovskis, Eriks World Association for Triple Helix and Future Stra 2022 Journal of Contemporary Eastern Asia Vol.21 No.1
Through the Global Korea Scholarship (GKS) program, the government of the Republic of Korea annually invites over a thousand international students to learn the Korean language and obtain a higher education degree from Korean universities. One of the program's goals is positioned within the public diplomacy framework. Korea seeks to cultivate Korea-friendly networks and transform GKS students and alumni into ambassadors to contribute to Korea's promotion abroad. However, there is no clarity on whether this mechanism works as expected. This study examines GKS students' relationship-building experiences with South Koreans during and after the exchange program. Analysis of twenty in-depth interviews with the program's alumni reveals both what facilitates and what obstructs personal and professional relationship-building between scholarship recipients and South Koreans at different stages (language year and degree years) of the program and after graduation. The paper concludes with practical recommendations for universities, GKS administrators, and the South Korean government regarding their policies for scholarship holders.
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1950년대 미국무성의 한국 언론인 교육교류 사업 연구
차재영(Jae Young Cha) 한국언론학회 2014 한국언론학보 Vol.58 No.2
This study analyzes the U.S. State Department’s educational exchange project for Korean journalists as a part of its public diplomacy, which has been regarded as a major force for the rise of professionalism in Korean journalism in the late 1950s. As shown in the archives, the project was launched in 1955 probably because the State Department and American Embassy in Seoul abruptly and easily agreed to the necessity of the education program of Korean journalists. The purposes of this project was not only to bring up pro-American journalists but also to transform the press system and culture in Korea. The Medill School of Journalism at Northwestern University was entrusted to administer the education program. The Korean journalist participants in the program learned about the U.S. press system and culture by taking the academic courses, and experienced them by practicing at the assigned newspaper companies. The journalists received mostly positive impression through the travel in America, and built up a favorable attitude toward the country. Furthermore, the American Embassy in Seoul gave an effort to keep in contact with the returned Korean journalists to accomplish the full purpose of the project.
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