The sustained incremental multi-actor multi-action building of South Korean soft power in Indonesia

ABSTRACT

Since the end of the East–West divide in the 1990s, the world has slowly lost its US-based unipolarity to globalisation, and a shift towards East Asia. This phenomenon has given more space to middle powers and furthered the embeddedness of the political, economic, and cultural spheres into the dynamics of social structures. It is highly visible when observed from the digital communication standpoint, which has become pervasive. In this context, the study of international power has moved towards the concept of soft power, which remains a fuzzy concept concerning ‘who’ and ‘what’. We define power as a continuum, in which various types of public and private actors carry out different types of coercive to cooptive actions in various but embedded spheres. We propose an empirically tractable conceptual framework that we use as a tool to analyse soft power within a hard-to-soft power spectrum, in which the articulation, dynamics and incremental nature of soft power become observable. We illustrate our point with the case study of South Korean power in Indonesia in the twenty-first century and draw conceptual as well as practical conclusions.