Leiden University Student Repository

Balti, Sabrine (2023)

“Transforming Our World, Navigating Toward a Better Future” A Case Study on the Expo 2030 in Busan bid and the relation of Soft power and Hard power in the Republic of South Korea

Bachelor thesis | International Studies (BA)

This thesis is situated in the current debate on how Soft power can be utilized in policy making and aims to understand the relations between Soft and Hard power. By analyzing the Expo 2030 in Busan bid, this paper will investigate how Soft power is employed to advance economic Hard power in the Republic of South Korea. With social media analysis, focusing on data and content, as well as content analysis of Yet to Come in Busan concert materials, this work will show that Soft power can be successfully implemented for policy making, thus providing a tool for middle power states to improve their international presence. Hence, by exploring the relations between Soft and Hard power in South Korea, this thesis paper will also contribute to understanding how power relations and new forms of public diplomacy are both of international and regional importance. Throughout the case study this paper will argue that by understanding and interacting with social media audiences, Korea follows a...Show moreThis thesis is situated in the current debate on how Soft power can be utilized in policy making and aims to understand the relations between Soft and Hard power. By analyzing the Expo 2030 in Busan bid, this paper will investigate how Soft power is employed to advance economic Hard power in the Republic of South Korea. With social media analysis, focusing on data and content, as well as content analysis of Yet to Come in Busan concert materials, this work will show that Soft power can be successfully implemented for policy making, thus providing a tool for middle power states to improve their international presence. Hence, by exploring the relations between Soft and Hard power in South Korea, this thesis paper will also contribute to understanding how power relations and new forms of public diplomacy are both of international and regional importance. Throughout the case study this paper will argue that by understanding and interacting with social media audiences, Korea follows a two-way communication approach, thus employing Soft power to increase economic Hard power.Show less

EXPO 2030

South Korea

Soft Power

Hard Power

Public Diplomacy

Social Media Data Analysis

Author

Balti, Sabrine

Faculty

Faculty of Humanities

Specialisation

East Asia

Supervisors

London, J.D.
Veldkamp, Elmer

ECTS Credits

15

Language

en