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Article published In:
The Roles of Communication on a Regional Conflict: Antipathy, Nationalism, and Conflicts among China, Japan, and South Korea
Edited by Eung-jun Min
[Journal of Asian Pacific Communication 27:2] 2017
► pp. 196–212

Investigating the role of non-governmental organizations in new public diplomacy

Autonomy and collaboration between the Voluntary Agency Network of Korea (VANK) and the Korean government on national reputation

| Ball State University
| Indiana University
The purpose of this study is to examine the role of non-governmental organizations (NGOs) as a part of new public diplomacy. The study specifically investigates NGO’s use of soft power and social media and how they collaborate with the government. This study utilizes qualitative analysis to investigate how an NGO called the Voluntary Agency Network of Korea (VANK) influences the national reputation of South Korea. In-depth interviews were conducted with VANK employees and officers from Korean government agencies who have expertise in promoting Seoul, South Korea, and Korean culture and have previously collaborated with VANK. Findings show that VANK shares functional roles with the government to convey positive information about South Korea based on boundary-spanning theory. VANK specifically demonstrates expertise in correcting misconceptions about Korea online and implanting positive images of Korea to foreigners by actively employing its extensive networks, social media, and soft power.
Keywords: national reputation, public diplomacy, NGOs, soft power, social media
Article outline
  • Introduction
  • Literature review
    • Relationship between public diplomacy and public relations
    • The new public diplomacy and non-governmental organizations
    • Soft power and social media in public diplomacy
    • Organization to be studied and research questions
  • Methods
    • Study design
    • Samples and interview procedures
  • Results
    • RQ1.How has VANK contributed to the national reputation of South Korea from the perspective of public diplomacy?
    • RQ2.How does VANK utilize soft power and social media to enhance the national reputation of South Korea?
    • RQ3.How does VANK cooperate with the government for national reputation?
  • Discussion
  • References
Published online: 20 November 2017
DOI logo
https://doi.org/10.1075/japc.27.2.03han
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