Thailand 4.0 and the Internal Focus of Nation Branding

ABSTRACT

This paper examines nation branding in the context of post-coup Thailand. It challenges the dominant view within the nation-branding literature that nation branding is an externally-oriented, apolitical, business-derived practice aimed at increasing a country’s global competitive advantage. Instead, the paper argues, nation branding is a highly-politicised practice that is primarily aimed at changing the social attitudes and behaviours of the nation’s citizens. To demonstrate the political nature and internal focus of nation branding, this paper examines one of Thailand’s recent branding initiatives – the Thailand 4.0 project – that promotes sustainable economic growth in a digital age. The paper first discusses nation branding from a theoretical perspective drawing on studies in the fields of business, international relations, culture and the media. Secondly, it contextualises Thai nation branding within the political developments of the past decade. Thirdly, it analyses the project’s contents and surrounding discourses, drawing on primary data gathered during the author’s 2016 field research in Thailand. The paper argues that Thailand 4.0 is an exercise in internal nation branding aimed at enhancing the military junta’s power and legitimacy by “selling” a vision of economic prosperity to the Thai people in exchange for their support, trust and loyalty.     

South Korea’s North Korean Image Problem: Human Rights under the Spotlight

ABSTRACT

The 2014 United Nations Commission of Inquiry on Human Rights in North Korea (UN COI) had a decisive impact on South Korea’s approach to North Korea’s human rights abuses in the several years following its release. This article interprets moves within South Korea to support the UN COI’s recommendations as taken in the interests of ontological security, or a stable sense of identity, which has also driven the state’s broader initiatives on image management and nation branding. It extends the boundaries of nation-branding research by considering why and how a state may adopt policies that enhance its moral visibility and reputation in world affairs. It considers how a positive reputation is enhanced by demonstrating good international citizenship, promoting the visibility of state identity parameters beyond its culture and core industries. This article interprets the South Korean government’s efforts to act on North Korean human rights following the UN COI, as well as the significance of being seen to be doing so at home and abroad as security-giving behaviour asserting its moral authority in relation to North Korea. It explores how a longstanding policy of relative silence on North Korea’s human rights record acceded to identity-driven pressures arising from the UN COI and influencing South Korea’s international image-management strategy between 2014 and 2017.     

The disciplinary politics of antagonistic nationalism in militarized South and North Korea

After the Korean War (1950–53), the two militarized Koreas governed each and every member of society in similar ways through their disciplinary politics of antagonistic nationalism. The existing studies of state formation in the two Koreas have neglected an aspect of state power that was neither necessarily top‐down nor violent from above but also reproduced from below. In both South and North Korea, especially from the 1960s to the 1970s, state power had internal dynamics that penetrated the day‐to‐day activities of most citizens and led them to actively accept and participate in nationalist rule. This article explores an understudied aspect of the two Koreas' state power that was disciplinarily diffused in people's everyday practices through reproduction of aggressive nationalism from below and the organic construction of the individual body and nation.     

The end of ethnic nationalism? Changing conceptions of national identity and belonging among young South Koreans

Historically in South Korea, ideas of nation and nationalism have been based upon the ethnic and cultural homogeneity of all Korean people. More recently, there has been an evolution in South Korean nationalism that is based on strikingly different notions particularly among young people. This paper argues that a new South Korean nationalism is emerging and that it has, what I term, globalised cultural characteristics. These characteristics challenge the role of ethnicity in young people's conception of the South Korean nation and its component members. This paper details the evolution of South Korea's nationalism and explains its implications for Korean politics and society as well as its comparative significance for other national contexts. It also highlights some elements of this evolving nationalism that demonstrate less cosmopolitan characteristics, such as patriarchy and social class, in determining who can be ‘imagined’ as a member of this changing South Korean nation.     

Trafficking in Liquor,Trafficking in Heritage: Beer Branding as Heritage in Post‐apartheid South Africa

A burgeoning literature on post‐apartheid heritage configuration has largely overlooked the use of branding in the creation of heritage discourses in South Africa and the significance of liquor for national identity. This article brings these two concerns together through an examination of two heritage‐scapes—the SAB World of Beer and the SAB Newlands Brewery Heritage Centre—constructed by South African Breweries (SAB) in 1995. It suggests that the commercial construction of heritage as branding provided a vehicle for a powerful corporate capitalist narrative in the post‐apartheid rhetorical contestation over a desired path for the future. It also suggests that dissonance within and between these corporate visitors’ centres mirrored a wider uncertainty over the meaning of national identity in early post‐apartheid South Africa.     

Creating twenty-first century Korean bodies: public movement education practice,cultural policy and therapeutic ethos

This article focuses on the public movement education practices of a group of middle-class, Korean dance instructors at the Korea Laban Movement Institute (KLMI), a recently established civil institution in Seoul, South Korea. The KLMI classes promote self-directed and well-rounded Korean bodies through student-centered and egalitarian movement instruction. In recent years, these classes received public funds from the culture and arts foundations supported by the state’s cultural policies, as well as attention from Korean public media. This research introduces the public movement education practices that have aligned well with the state’s early twenty-first century cultural policies by making culture and arts education more accessible to the average Korean. In addition, the study shows the broader impact of KLMI’s public movement education practices, which have merged into the political and social landscapes of contemporary South Korea.     

All the World’s a Stage: Promotional Politics and Branded Identities in Asia

ABSTRACT

This article highlights key questions raised by the growing concern for global competitiveness and promotional politics in contemporary Asia. Global politics is increasingly governed by promotional imperatives and in the last two decades it has become a common practice for governments to engage in nation branding. Asian states have been particularly eager to implement such promotional strategies, as their rapid development in the last decades has increased their international presence and the overseas expansion of their national corporations. Why and how do Asian states promote themselves? Where and how do promotional imperatives interact with traditional state policies? How are national identities produced, reproduced and challenged through promotional practices in Asia? This article introduces a series of three articles that underline the significance of these policies with regard to renewed, market-based forms of nationalism in the region. It highlights the way questions of image projection within a global capitalist order are becoming crucial for major emerging Asian economies such as China as they integrate and seek to reshape the global political economy. Finally, it considers how, in several regimes in the region, nation branding and the necessities of image projection serve as powerful governance tools to recreate apolitical versions of national identities that serve domestic political purposes.     

AT THE ROOTS OF THE ‘FINLAND BOOM’

Finland enjoys a positive country image in Japan, where, reportedly, enthusiasm for things Finnish reached the state of a ‘boom’ during the 2000s–2010s. What is this positive visibility based on? To shed light on the foundations of Finland’s visibility in Japan, this article tracks Finland’s national imaging there from a historical perspective. Through an empirical study of Finnish diplomatic archives, the article looks beyond nation branding – the latest mode in the official promotion of states to foreign audiences – and opens a window into the past practices of Finland’s official promotion in the distant East Asian case. In the 1960s, the Press Bureau of Finland’s Foreign Ministry drafted an image policy to support Finland’s neutrality and to broaden the country’s interaction with the West. The policy was implemented through Finland’s embassies, and therefore Finland’s newly defined characteristics also became actively promoted in Tokyo. As a result of this intensification of Finnish public diplomacy in the Cold War, many of the modern aspects of Finland’s later nation branding in Japan were introduced. Of the redefined official autostereotype, cultural and commercial dimensions proved the easiest to promote, whereas its foreign political dimension was met with the most local contradiction.     

Engaging China’s new foreign policy in the South Pacific

China’s declared foreign policy of ‘non-interference’ is contradicted by its actions in recent times. Beyond activities in the East and South China Seas, the involvement of China in negotiations on the Korean Peninsula, the evacuation of Chinese citizens from various crises, and the deployment of Chinese combat troops to peacekeeping missions in Africa have indicated China’s growing interests in the shape of world affairs, coinciding with a growing economic and military capacity to influence them. Much attention has been given to the potential consequences of great-power competition between the USA and China, but little focus has been given to the impact these trends may have in the outlying regions of Chinese foreign policy. One such place is Melanesia in the South Pacific—a subregion where a small influence from a Chinese perspective can have a significant impact on Pacific Island Countries. This article postulates that, over time, there is potential for the consequences of Chinese interests to lead to accidental friction, and suggests that this risk can be mitigated through increased cooperation.     

Footprint or fingerprint: international cultural policy as identity policy

This article focuses on government policy aimed at the presentation of the nation abroad through cultural activities and its relation to national identity, external cultural policy. The methodological framework is offered by the discourse analysis of Wodak and the notion of identity of Laclau and Mouffe, treating policy as a discourse. A closer look is taken at the concept of cultural diplomacy and the closely related term nation branding. This article will show how the shift in paradigm also changes the role of ‘the other’ in the construction of national identity and how this influences the role of the arts in international cultural policy.     

韩国潜在游客的中国旅游目的地意象认知与行为意图

旅游目的地意象是20世纪70年代以来,地理学和旅游学等学科交叉生成的研究命题,是旅游目的地市场细分、市场定位及竞争分析的重要工具。本文选择中国近缘文化群体客源市场,也是中国最大的入境客源市场韩国为研究对象,以非结构式和结构式研究相互结合的方式,研究分析了韩国潜在游客对中国的旅游目的地意象认知及行为意图,研究结果显示：（1）韩国潜在游客对中国的旅游目的地意象认知由四个基本维度构成,分别是平和、愉悦、动感与现代,其中,平和、愉悦和现代与旅游目的地意象呈正相关关系;（2）韩国潜在游客对中国的旅游目的地意象认知与其行为意图呈正相关关系;（3）中国旅游目的地意象的平和、愉悦特征对韩国潜在游客行为意图有明显的正向影响,呈正相关关系。     

Framing multiple others and international norms: the migrant worker advocacy movement and Korean national identity reconstruction

ABSTRACT. This paper analyses the discourse of the migrant worker advocacy movement in South Korea to examine how activists' strategic framing can expedite the mobilisation of international norms despite significant cultural barriers. Korean activists argue on behalf of migrant workers that adopting international norms will help the Korean nation gain more respect from other nation‐states and that international norms are not antithetical to the true nature of the Korean nation. These framing strategies have enabled Korean activists to mobilise international norms despite cultural barriers. However, such a framing strategy does not cultivate a truly inclusive nationhood; Korean activists have circumvented cultural barriers, but have not overcome or transformed them.     

Cultural policies for national music in South and North Korea (1960s–70s): a comparative study

ABSTRACT

This article is a comparative study of the cultural policies of North Korea (DPRK) and South Korea (ROK) in the 1960s and 1970s, specifically concerning the disciple of music. In this period, both South and North Korean regimes demonstrated similar conceptualisations of ‘national music’, harmonising Korean traditional music with western musical styles, but the end result differed in the two regimes. The DPRK developed national music through a homogenised musical style by assimilating Korean folk music with a western musical style while excluding traditional court music, with drastic modifications to traditional instruments and musical forms. In contrast, the ROK’s policy on establishing national music resulted in a combination of traditional court music for the ruling class and western classical music, indicating elitism. Particularly, this article argues that these distinct features of their national music were the result of differences in the strength and interest of government officials between the regimes.     

Imported machines in the garden: the kyŏngun’gi (power tiller) and agricultural mechanization in South Korea

The power tiller was central to the modernization of agricultural practices in East Asia during the latter part of the twentieth century. The small-scale, two-wheeled, walking-type power tiller was adapted from the European garden tractors by Japanese farmer-inventors in the 1920s, and then imported to South Korea in the early 1960s. This article traces the global technology circuit for power tillers, as well as their troublesome entry into the South Korean socioeconomic landscape in the 1960s and 1970s. Once the South Korean manufacturing industry for power tillers established itself, the agricultural machine was embroiled in a controversial political debate over landownership structures, which had profound implications for the very place of agriculture in modern South Korea. In the process of this extended debate, the social meaning of the power tiller itself went through significant change.     

‘The Danger is Two-Fold’: Decolonisation and Cold War in Anti-Communist Asia, 1955–7

This article examines the intersection between the Cold War and decolonisation in anti-Communist Asia in the 1950s. Drawing on the papers of former South Korean President Syngman Rhee housed at Yonsei University, the article explores both the motivations behind as well as the constraints upon South Korea's efforts to cultivate a military alliance in what it called ‘Free Asia’. Articulating some of the concrete political differences between South Korea and its potential partners in Asia, the article argues that Rhee's hardline views of the Cold War were interwoven with his ambivalence about Japan's reintegration in the post-war world. As a result of this intersection between the Cold War and decolonisation, the South Korean President was unable to achieve consensus with the rest of anti-Communist Asia. In exploring this chapter of South Korean diplomacy, the article calls on Cold War diplomatic history to integrate non-Communist Asia and for the historiography of decolonisation to investigate the legacies of Japan's empire in post-war Asia. It also suggests that scholars ought to reflect more deeply on the interrelationship between the Cold War and decolonisation.     

Capitalist Expansion and the Decline of Common Property Ecosystems in China,Vietnam and India

This article identifies some of the multiple processes of capitalist development through which access to common property resources and their utility for communities are undermined. Three sites in upland Asia demonstrate how patterns of exclusion are mediated by the unique and selective trajectories through which capital expands, resulting in a decline of common property ecosystems. The process is mediated by economic stress, ecological degradation and political processes such as state‐sanctioned enclosure. The first case study from Shaoguan, South China, indicates how rapid capitalist industrialization has depleted the aquatic resource base, undermining the livelihoods of fishing households yet to be absorbed into the urban working class. At the second site, in Phu Yen, Vietnam, capitalist development is limited. However, indirect articulations between capitalism on the lowlands and the peasant economy of the uplands is driving the commercialization of agriculture and fishing and undermining the utility of communal river and lake ecosystems. In the third site, Buxa in West Bengal, India, there is only selective capitalist development, but patterns of resource extraction established during the colonial period and contemporary neoliberal ‘conservation’ agendas have directly excluded communities from forest resources. Restrictions on access oblige them to contribute subsidized labour to local enterprises. The article thus shows how communities which are differentially integrated into the global economy are excluded from natural resources through complex means.     

Portrayals of Non-North Koreans in North Korean Textbooks and the Formation of National Identity

This article examines the portrayal of non-North Koreans in North Korean textbooks to assess the influences on the formation of North Korean identity, and how such identity formation is important in Kim Jeong-il's retention of power. This study not only looks closely at textual representations; it also examines how political and ideological changes in North Korea had a critical influence on these texts. The study encompasses both lexico-grammatical analysis and the analysis of textual and visual images, based on an examination of six North Korean language textbooks published from 1954 to 2000. It demonstrates that North Korean identity is defined through the portrayal of non-North Koreans, particularly enemy others. The portrayal of non-North Koreans facilitates the formation of a solid North Korean identity – an identity that entails serving their political leaders, remaining vigilant against threats to their country, and liberating South Koreans from poverty and oppression by America and its puppet states.     

Branding Knowledge-intensive Regions: A Comparative Study of Pisa and Oulu High-Tech Brands

Place marketing and branding have drawn much attention both in the literature and in practice especially in the 1990s and 2000s. However, the research literature of place branding related to the dynamic evolution of knowledge-intensive regions is limited. This article aims at providing an analysis of place branding processes in knowledge-intensive regions in relation to the evolution of their high-tech clusters, in an attempt to identify the relation between brand development and cluster performance from a longitudinal perspective. The article discusses the results of a multiple case study, including Pisa, Italy and Oulu, Finland. The findings suggest that, in these two cases, branding consisted more in labelling an existing economic phenomenon rather than in fostering or having a bet on it in a visionary way. This is related to the political nature of branding which may provoke a mismatch between the timing of the high-tech cluster dynamics and the timing of branding initiatives, a mismatch which is likely to affect branding effectiveness and which should be considered when evaluating branding impacts.     

State,Industrialization and Agricultural Policy in Korea

Analyses of Korean (Republic of Korea) development point to the strong role of the state in directing the industrialization process. State intervention has also been pronounced in agriculture, as state agents have mobilized bureaucratic resources to direct agricultural production activities in support of the national development project through the creation of strategic agroindustrial linkages. The Korean green revolution campaign to achieve rice self-sufficiency is used to illustrate the state's role in fostering intersectoral linkages. Agriculture is brought back into the debate about Korean development.     

Outstanding issues in bilateral economic relations between Australia and South Korea

This article examines and analyses the main issues in the current bilateral economic relations between Australia and South Korea, particularly focusing on the Korean perspective. Above all, the trade imbalance continuously favouring Australia has been an issue of great concern on the part of South Korea. Australia and South Korea have shown disagreement over the lopsided trade issue, regarding attitude, approach and standpoint in addressing it. While the Korean side broadly converges on the view that the bilateral trade imbalance needs to be redressed, there are four differing viewpoints on explaining the lopsided bilateral trade: (i) the Korean government's view; (ii) the Korean business sector's view; (iii) the relevance of culture; (iv) Korea's favourable perception of Australia. This paper seeks to answer an important question in the context of the two nations' economic/trade relationship: why South Korea has ever engaged with Australia on good terms, albeit with disadvantageous trade relations. In this case, the nexus of economics and politico‐security is largely in action. That is, on one plane, South Korea is ranked as an important trading partner and a major export market of Australia. On another plane, South Korea politically needs strong allies like Australia which can give an unswerving support for it in both the regional and international arenas.