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Special Graduate Schools
Graduate School of Public Affairs
Department of Public Administration
3. Theses(Master)
주요 국가의 국가브랜드 정책 비교 연구
- Alternative Title
- Song, Sun Young
- Author(s)
- 송선영
- Alternative Author(s)
- Song, Sun Young
- Advisor
- 박성빈
- Department
- 공공정책대학원 행정학과
- Publisher
- The Graduate School, Ajou University
- Publication Year
- 2011-08
- Language
- kor
- Keyword
- 국가브랜드정책(Nation Branding Policy); 국가경쟁력(The World Competitiveness); 지역.도시브랜드(Region and City Brand); 국가브랜드위원회(Presidential Council on Nation Branding); 제도주의(Institutionalism)
- Alternative Abstract
- This study analyzes Nation Branding Policy Active and Policy drive system by looking at those in Korea and other countries. As at this point of time, Korea successfully held the G20 Seoul summit in 2010 and will hold the PyeongChang Winter Olympic in 2018, it is worthy of attention that this study focuses on nation branding which is a kind of strategy of soft power, because Korea lacks resources of government positive policy while has many negative images: inter-Korean issue, labor dispute, ward-heeling politics, etc. There are some differences in Nation Branding Policy among the countries around the world. Some emphasize on government involvement on nation branding policy but others do not. Which makes this happen? This study tries to this question from new institutionalism, both historical and sociological institutionalism. To find the answer, firstly, this study empirically reviewed and analyzed the basic and detailed concepts of nation branding from the communicational point of view which are nation branding, nation branding identity and image, nation branding personality and association. Secondly, this study will seek to find some implications of the Korean Nation Branding through the findings. The advanced countries are classified into three groups, referred to as competitive(British and the U.S), interventionist(Germany and Japan), and eclectic(Switzerland and New zealand). This study analyzes each group's characteristics, main policy, etc based on the historical institutionalism. In conclusion, the differences in Nation Branding policies among three state groups are closely related to difference in historical and institutional characteristics among them. It is interesting that the nation branding mechanism and interaction of all variables within each group are very similar. The theoretical implications of this comparative analysis on advanced countries' nation branding policies in this study finally gives rise to various implications for the goal of the Korean Nation Branding Policy and the strategy for it. The future research should be sophisticated with full consideration of the nation branding, subdivided periods and done by integrated approach in respect of public administration.
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- Special Graduate Schools > Graduate School of Public Affairs > Department of Public Administration > 3. Theses(Master)
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