Public Diplomacy Activities of Korean Cultural Center in Contemporary Theory Perspective

This paper focuses on activities of Korean Cultural Center Indonesia (KCCI) through the analysis of Korean government policies regarding public diplomacy by Ministry of Foreign Affairs (MOFA). KCC is affiliated organization under the Korean Culture and Information Service (KOCIS) under Ministry of Culture, Sports and Tourism (MCST). KCC is established in foreign countries to spread Korean culture and enhance national image through political communication with public. Since the beginning, KCCI has shown contradictory tendencies. On one hand, their mission is to show Korea's strength, but on the other hand, they organize cultural exchange programs that imply equality between the Korean side and its partners. By using a public diplomacy 3.0 theory which is based on cosmopolitanism to evaluate KCCI’s practices, this paper finds that practice of public diplomacy by KCCI is still consisted within public diplomacy 2.0 which is focus on enhancement of national image and creation of a favorable diplomatic environment due to holding hegemony in global soft power competition.


INTRODUCTION
Korean peninsula is geopolitically located surround politically, economically, and militarily powerful countries such as China, Japan, Russia, and it made Korea has a history of aggression. Before Japanese colonial, Joseon dynasty had kept hierarchy diplomatic relationship which is called "gyorin 1 " for safety and peace of country. After that Korea was occupied by Japanese colonial for 35 years then be occupied by American Army for 3 years. During these times, position of Korea was in lower part in diplomacy with these powerful countries. Recently South Korea has increased diplomat strategy with soft power for equal diplomacy between powerful countries such as United States America, China, Japan, Russia which have massive economic and military power. Development of media and popularity of Korean wave support South Korean government to gives efforts to diplomacy strategies with soft power in global competition and South Korean government approaches soft power as a positive image through public diplomacy effort (Lee, 2011, p.140). Although South Korea stepped in late in public diplomacy than advanced/developed countries, South Korean government stated 2010 as the first year of Korean public diplomacy and established it as three important diplomacies strategy with government affaire diplomacy and economic diplomacy. 1 Vertical diplomatic policy in Imperial China central rule. The concept of this relationship is based on the weak country worships/serves the powerful country.

Ministry of Foreign Affairs (MOFA) mentions recent paradigm of diplomacy is international public diplomacy war in The First Korean Master Plan for
Public Diplomacy (2017Diplomacy ( -2021. MOFA argues that establishment amicable international environment is indispensable fact for survive and prosperity due to a rapid increase of public and citizen's effect in extension of democracy, transition of communication, globalization. Therefore, not only government but also central department, local government, public cultivate it and soft power assets such as Hallyu, Korean history, traditions, bond between people and people, also interests and demand of foreign people has rapidly increased about Korea so that need to establish public diplomacy strategies and enhancement of effectualness. Finally South Korean government enacted public diplomacy law in February 2016, and it became effective in August, 2016.
Public diplomacy law defines public diplomacy as a diplomatic activity that enhance understanding and trust about Korea to foreign publics through culture, knowledge, policy with collaborative work with government and publics. In addition, MOFA defines public diplomacy in its website 2 as follows: Korea's public diplomacy entails promoting diplomatic relations by sharing out country's history, traditions, culture, arts, values, policies and vision through direct communication with foreign nationals. By doing so, we enhance out diplomatic relations and national image by gaining the trust of the international community and increasing our country's global influence…The basic concept of public diplomacy, in contrast to traditional diplomacy, which refers to negotiations and communication among governments, public diplomacy is about approaching directly the foreign public and winning their hearts and minds using various factors of soft power such as culture, art, support, language, media, promotion, etc. (MOFA, translated by Park, 2020, p.323

New Public Diplomacy (Public Diplomacy 3.0)
The origins of public diplomacy and the current debate are dominated by the United States experience (Melissen, 2005, p. 6) and it is based on propaganda. The term public diplomacy was first time used by Edmund Gullion in 1965 (as cited in Wolf & Rosen, 2004, p. 3).
In the beginning, public diplomacy concept related with propaganda throughout the Cold War. US was infuriated by propaganda of foreign countries then used it to citizens (Schindler, 2018, p. 10), in the end, use of propaganda in 1914-1945 contributed to how American institutional public diplomacy developed (Schindler, 2018, p. 11). Background of public diplomacy appearance is dissolution of Soviet Union because military tension was relaxed then expanded democratization in politics and economic globalization. Following this historical background, the importance of public centered diplomacy had been grown. In addition, development IT technology also became the temporal and technological foundation of appearance of public diplomacy. Berridge (2022)  twenty centuries because in World War 1, and especially in the hands of the totalitarian regimes that emerged afterward, it was particularly slippery, strident, and mendacious (Berridge, 2022, p. 215). This white propaganda increased in the following chronological order: the printed word and photo-delivered to increasingly literate populations-short wave radio broadcasting in indigenous languages-TV-social media (Berridge, 2022, p. 218).
Some scholars classify public diplomacy before and after 9.11 in 2001. Because US conscious limitation of hard power, which is based on economic and military power, then started arguing about soft power in public diplomacy. US government about this soft power was based on the premise that more information leads to better communication to prevent misunderstanding (Snow, 2020, p. 9). Snow (2020) stated that soft power is based on intangible or indirect influences such as culture, values, and ideology (p. 4). Snow states this traditional public diplomacy as follow: Traditional public diplomacy has been about governments talking to global publics and includes those efforts to inform, influence, and engage those publics in support of national objectives and foreign policies. Public diplomacy involves the way in which both government and private individuals and groups influence directly and indirectly those public attitudes and opinions that bear directly on another government's foreign policy decisions, or increasingly network to network (p. 8).
This traditional public diplomacy which characterizes unilateral from government to government and public has flowed until now in the diplomacy between countries even though there are new developments and arguments.
In the book "Routledge Handbook of Public Diplomacy" (Snow & Cull, 2020) represents current issue of public diplomacy. Snow (2020) states public diplomacy is often cast as having magical powers to prevent war, build mutual understanding, promote dialogue, and collaboration across country, culture, and sector.
Snow critics this public diplomacy tradition is not enough in the twenty first century because global publics will not allow themselves just to be talked to by governments, corporations, or even NGOs (p. 9). Therefore, Snow argues any public diplomacy research must consider the various publics and diplomacies that are engaging, collaborating, combating, and just bumping into each other beyond the US and UK centric methods and practices. It requires new thinking about 1) what it means to be part of a public , 2) including what it means to be part of that amorphous global public. What Snow emphasizes here is rethinking public diplomacy that relationship and trust building endeavors. They are designed to help people overcome misunderstandings that amplify conflict and lessen mutual understanding (Snow, 2020, pp. 10-11).
In the same book, Park (2020) classifies paradigm of public diplomacy with traditional public diplomacy paradigm and the new cosmopolitan public diplomacy (Public Diplomacy 3.0) as follow Table 1.
In this theory, Park explains the biggest feature of Public Diplomacy 3.0 activities is international contribution. Also, Public Diplomacy 3.0 leaves a deep impression of a country on world citizens beyond national boundaries through participation in external activities to address global issues shared by all people around the world (Park, 2020, p.328). If previous public diplomacy focused on national benefit with publics, Public Diplomacy 3.0 is based on cosmopolitanism with shared purpose such as global contribution. The classification of collected data is general information such as date, title, form, genre, and location.

METHOD
After that it will be analyzed with Public Diplomacy 3.0 theory in the four sections: actor, target, major means, and goal. The first, actor means subject of event. Second, targets mean who is object of event.
Third, major means is the form of event in public diplomacy context. And the last, goal means purpose of KCCI's practice through the events.

FINDINGS AND DISCUSSION
Korean Cultural Center is officially opened on 18 th July 2011 and is in Sudirman, which is the center of Jakarta with lots of shopping malls. It is strategical location for public diplomacy because it has floating population and easy to access. KCC facilities a hall for 180 seats therefore it is easy for small performance, seminar, and indoor group activities. Library of KCC equips lots of books, CDs, and DVDs about Korean culture. Also, KCC turns on K-pop stars' performance and music video with high quality 3D TV at IT Show Room. Location of KCC is not only limited at KCC, but also KCC practices in Jakarta and out of Jakarta, however still Jakarta is the main area for KCC practice. Currently during the COVID-19 pandemic, all programs of KCC has practiced online.  global soft power competition. Antonio Gramsci (1992) in his book "Prison Notebooks" argued war of position that fight in culture and education in long term is more necessary in advanced country. This theory is about building a strongpoint of communism in whole field of society in long fight to make communization. Gramsci described that dominated condition through war of position is dominate hegemony. In the concept of common sense, hegemony had to consider with mass quotidian common sense. What we consider common sense is general knowledge, however in Foucault's (1980) theory, it is discourse. It has been changed in the stream of times.
Public Diplomacy is appeared in this context in previous explanation of traditional public diplomacy. One of practice is branding. Branding is one of marketing methods to introduce products or company with image. In globalization context, importance economic, political, social and cultural promotion and image of a country emerged (Pasquier, 2008, p.79). Melissen (2005) argues fundamental difference of public diplomacy from branding is promoting and maintaining smooth international relationships (Melissen, 2005, p.21). This nation branding in public diplomacy makes specific feeling and image beyond marketing. However, this practice is still based on global competition with other nations for benefits such as increasing foreign visitors or export local products. In Barthes' (1972) theory, national image is myth. In Korea case, K-brandings such as K-pop, K-culture, Kfood, K-style denote positive and reliable image with successful Korea wave (Hallyu) phenomena, whereas using these images in public diplomacy connotes to get the advantageous position in global competition and in publics in foreign countries.
What KCCI shows is popular culture that Indonesian people prefer and superior Korean culture. Gramsci also argued in communism context, communists ________________________ 6 Traditional musical storytelling performance.
should pretend to appear intelligent and morally superior. This is about national image for hegemony in common sense. Fundamentally, public diplomacy significant all practices that induce government policy advantageously through influencing foreign governments and publics. It characterizes intentional effort to give a positive image to foreign governments and publics. In fact, the subject of public diplomacy is different with traditional diplomacy. Traditional diplomacy was officially enacted between government and government, public diplomacy includes publics. However, they efforts for the same object to realize profit of nation therefore both are essentially same.

CONCLUSION
According to programs of KCCI, public diplomacy by KCCI is practiced with previous paradigm which is white propaganda to make positive image and promote Korean cultures and policies. These activities are positive in the context that giving positive image and to understand about other culture in global society. This is still far from Public Diplomacy 3.0 in cosmopolitanism. KCCI gives limited knowledges.
Most of all contents focus on what public interests or already likes such as K-pop, Korean language, wearing Hanbok. Some other contents show developed or beautiful Korean culture. Means KCCI focuses on to promote superior contents with limited objects. Therefore, it is inevitable cultural imperialism discourse that make Indonesian public consume and assimilate with Korean culture. Due to it has not transgressed from traditional public diplomacy paradigm which its object is national benefit in global competition context. This activities damage Korea too because only these limited popular objects are represented to Indonesian publics even though Korea has more cultural objects. To be result, these representational activities marginalize other objects even though it has same historical, social, esthetic value.
MOFA tries bilateral public diplomacy beyond the traditional public diplomacy paradigm. Therefore, If they effort to find agreement together, public diplomacy will be able to approach peace and co-existence beyond appreciate or understand other culture.