نوع مقاله : مقاله پژوهشی

نویسنده

استادیار علوم سیاسی دانشگاه فردوسی مشهد، ایران

چکیده

ارزش، اعتبار، حیثیت، قدرت نرم، مزیت، سود و ... از الصاقات نام و تصویر مثبت یک کشور است. امروزه ارزش برند و تصویر ادراکی ملت و کشور، حکم طلای نامرئی را دارد. رقابت شهروندان و مردم عادی دنیا، برای دسترسی به نام و گذرنامه یک کشور معتبر، این مسئله را به خوبی نشان می‌دهد. کره جنوبی از جمله کشورهایی است کهادراک بصری آن در دنیای امروز، جذابیت و ارزشمندی را به همراه دارد. بر همین اساس این مقاله با تشریح و مفهوم‌شناسی حوزۀ برندینگ ملت، به بررسی چگونگی ساخت‌بندی تصویرسازی ملی در کره جنوبی بر مبنای گسترش موج فرهنگ کره‌ای (هالیو)، می‌پردازد. بر همین اساس پرسش اساسی این پژوهش این است که مهمترین عامل موفقیت پروژه تصویرسازی و ساخت برندینگ ملت کره چه بوده است؟ این نوشتار با مفهوم‌شناسی برندینگ ملت و تصویرسازی ملی و در پاسخ به پرسش پژوهش، مهمترین مولفۀ موفقیت کره جنوبی را در زمینه برندینگ و تصویرسازی ملت و مدیریت شهرت بین‌المللی، نهادسازی راهبردی می‌داند و بر همین اساس به توضیح برخی از مهمترین نهادهای سیاستگذاری در رابطه با برندینگ و تصویرسازی ملی کره جنوبی می‌پردازد. 

کلیدواژه‌ها

عنوان مقاله [English]

Construction of Nation Branding and National Image in South Korea; Hallyu and the Global Korea

نویسنده [English]

  • Arash Beidollahkhani

Assistant Professor, Department of Political Science, Ferdowsi University of Mashhad, Mashhad, Iran.

چکیده [English]

Value, credibility, dignity, soft power, advantage, profit, power and ... are attached to the name of the country with the positive image. The value of the perceptual image of the nation and the country is like the invisible golden. One of the important facts about that is the competition between citizens and ordinary people in the world, for access to the name and passport of a credible country. Nowadays, South Korea's name along with an industrial product or cultural production gives the valuable power to that production. Accordingly, the main question of the present research is that what is the most important factor in the success of the Korea's nation branding and Korea's positive image around the world? This paper tries to explain and conceptualization of the nation branding field and then examines the construction and policy of nation branding spread of Korea by Korean wave. This paper emphasizes that the most important factor in the success of Korea's global image and management of its reputation is the strategic institutionalization.

کلیدواژه‌ها [English]

  • South Korea
  • Branding
  • Image
  • Institution
  • Culture
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