Event Budaya sebagai Instrumen Nation Branding:(Studi kasus Busan Internasional Film Festival).

Mapa Satrio Dwi Panto Negoro , Nanang Pamuji Mugasejati

2016 | Skripsi | Ilmu Hubungan Internasional

ABSTRACT This undergraduate thesis explores the possibilty of cultural event such as Busan International Film Festival (BIFF) as an instrument of nation branding process. As globalization make the world more “borderless”, cultural identity transforms into industrial product and seen as valuable good in today's global economy. Thus, nation branding become a vital part of modern diplomacy: as a medium to maintain nation good image and allow them to gain a competitve edge. This research describes and examines the socio-economic-historical context of BIFF and South Korea prominent rising in global culture industry before inquires into nation branding theory to determines whether BIFF has the possibility to serve as it's apparatus. The result is BIFF can be defined as South Korea's nation branding instrument from the interaction and understanding between the stakeholders that involved, it's co-relation with South Korea's globalization drive, strategic national resource allocation to support the event, and the impact it generates as the main effect of nation branding process. Keywords: Cultural event, Busan International Film Festival, nation branding, globalization, South Korea

Kata Kunci : Globalisasi- Korea Selatan