South Korea-China bilateral relations deteriorated in the wake of the THAAD announcement in July of 2016. China considers the anti-ballistic missile defense system currently situated on South...Show moreSouth Korea-China bilateral relations deteriorated in the wake of the THAAD announcement in July of 2016. China considers the anti-ballistic missile defense system currently situated on South Korean soil a gross violation of their national security. Subsequently, Chinese public opinion of South Korea regressed swiftly due to negative representation of South Korea’s security policies throughout Chinese state media. In response, South Korea employed public and traditional diplomatic approaches to restore bilateral favorability. Through a mixed method exploratory study, which considers quantitative and qualitative data, the effectiveness of public diplomacy in the given context was clearly deduced . This approach is seldom employed in the field of diplomacy research and thus resulted in a more innovative understanding. The findings demonstrate the insignificant impact that public diplomacy had on Chinese public opinion subsequent to the THAAD incident. Influential Chinese state media, effective traditional diplomatic alternatives, and insufficient coordination represent the key roadblocks for public diplomacy’s efficiency in targeting the Chinese population. Anticipating these variables can facilitate further development of public diplomacy strategies by South Korean policy makers.Show less
