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Measuring soft power via positive spontaneous actions of foreign publics: The harder power of voluntary experience, voluntary megaphoning, and general interest

Author

Listed:
  • SunHa Yeo

    (The University of Oklahoma)

  • Hyelim Lee

    (Washington State University)

  • Alex Eschbach

    (The University of Oklahoma)

Abstract

This study places voluntarism, one of the key dimensions of soft power, at the center and argues that the extent of soft power can be determined by measuring the positive voluntary actions of non-government individuals toward a foreign country. Additionally, it adopts a relationship management perspective and acknowledges the significance of general interest toward a country can be considered a manifestation of soft power. To support these arguments, the study employs a secondary data analysis study design with a sample size of 1550, collected by the Korean Cultural Center in Indonesia in 2016. The t-test results demonstrate that voluntary indirect experience (watching Korean dramas) significantly impacts increased interest in Korea and individuals' pro-Korea communication actions (i.e., positive megaphoning). On the other hand, the direct experience (visiting South Korea) does not show a significant impact. In the multiple regression analysis, it is found that general interest in Korea, which represents an ongoing relationship between a country and foreign publics, makes the impact of direct experience and indirect experience disappear. The study offers a new approach to quantify soft power empirically and highlights the importance of general interest as a concept that aids researchers in examining the value of maintaining relationships.

Suggested Citation

  • SunHa Yeo & Hyelim Lee & Alex Eschbach, 2024. "Measuring soft power via positive spontaneous actions of foreign publics: The harder power of voluntary experience, voluntary megaphoning, and general interest," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(2), pages 130-141, June.
    • Handle: RePEc:pal:pbapdi:v:20:y:2024:i:2:d:10.1057_s41254-023-00309-2
    DOI: 10.1057/s41254-023-00309-2
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    References listed on IDEAS

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