(Analysis) Relevance of Soft Power in Fostering India-South Korea Relations
2016-06-02 08:45:41 source：Eurasia Review
By Madhura Mukhopadhyay
June 1, 2016
"The concept of 'soft power' and its relevance in contemporary politics as an instrument of diplomacy is being increasingly used by nations across the world in conducting their foreign policies. The manner of its application that shapes the perception of the nation that uses it entails an element of flexibility, which is why its merit is sought to be derived for maximizing the benefit stemming from such application. This useful diplomatic tool as 'soft power' was coined by Joseph Nye1 who explained how it is different from the application of coercion and force as against persuasion and authority yielding the same result. According to Nye, it can become as insidious as that of 'soft' power whereby it permeates into every aspect of human lives. As Nye puts it, 'soft power' is enabled through both attraction and persuasion.
Recent global trends follow this pattern especially within the consumerist sphere, where people are influenced by commodity brand rather than with the commodity and its quality. Advertisements and promotions make up the gamut of soft power of a nation where they influence not only domestic policy but also its foreign policy. This article would like to study the same 'soft power' as practiced by such highly industrialized nations such as South Korea and its influence upon India. It will try to seek a better understanding of the changing dynamics of soft power in India- South Korea relationship as pertains to Korean television channels in India and the significance of K-pop or popular Korean music especially in the north eastern parts of India."
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