Journal of Public Diplomacy

The Korean Association for Public Diplomacy (한국공공외교학회)
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How Does A Leader's Public Diplomacy Enhance International Support?

지도자의 공공외교는 어떻게 국제협력을 증진하는가?

  • 황원준 (국방대학교 안보정책학과)
  • Received : 2023.02.06
  • Accepted : 2023.03.13
  • Published : 2023.03.31
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Abstract

Objective: To understand the contents and effects of public diplomacy by leaders, this paper throws out two questions: "To draw cooperation and support of international society in the middle of national crises, with what content do leaders conduct public diplomacy?" and "Through what mechanism, does leaders' public diplomacy promote cooperation and support of other countries?" Methods: To answer the research questions, this paper conducts a single case study with Ukrainian President Volodymyr Zelensky's public diplomacy in the Russia-Ukraine war in 2022. More specifically, the author collects text from Zelesky's Twitter and analyzes it in a descriptive manner. Results: When Russia invaded Ukraine in 2022, President Zelensky proactively utilized his SNS to communicate with people in other countries and thereby achieved the desired effect of public diplomacy. He has been delivering messages of 'appreciation of cooperation and support', 'situation of Ukraine', and 'congratulations or condolences', which could augment support, credibility, and audience cost. Conclusion: The effects of public diplomacy led to enhanced cooperation by alleviating problems within international cooperation and support. However, in the case of Ukraine, the patron's dilemma and commitment problem lasted, from which conducting public diplomacy has not been proven to be enough. The result of this paper provides lessons for the public diplomacy of the Republic of Korea in times of national crises in the future. In this regard, leaders should make efforts to promote the effectiveness of public diplomacy even in times of peace.

목적: 이 연구는 국가위기 시 지도자의 공공외교의 내용과 효과를 이해하는 것을 목적으로 하며 다음의 두 질문을 던진다. 첫째, 지도자는 위기 시 국제사회의 협력과 지원을 얻기 위해 어떠한 내용의 공공외교를 하는가? 그리고 둘째, 지도자의 공공외교는 어떤 원리를 통해서 국제사회의 협력과 지원을 증진하는가? 방법: 연구질문에 답하기 위해 국가위기 시 국가지도자에 의한 공공외교가 활발하게 나타난 최근 사례인 러시아-우크라이나 전쟁에서의 우크라이나 젤렌스키 대통령의 공공외교에 대한 사례분석을 실시하였다. 세부 연구방법으로는 파이썬(Phython)을 활용하여 젤렌스키 대통령의 트위터 텍스트를 기술적으로 분석하였다. 결과: 2022년 러시아의 침공 후 젤렌스키 대통령은 SNS를 적극 활용하여 다른 국가 국민과 소통하였으며 이를 통해 공공외교의 효과를 얻을 수 있었다. 그는 트위터를 통해 다른 국가 국민에게 '협력과 지원에 대한 감사', '우크라이나의 입장', '다른 국가 축하 및 애도' 메시지를 보냈으며, 이를 통해 지지와 신뢰, 청중비용을 증가시킬 수 있었다. 결론: 공공외교의 효과는 국제협력과 지원 간에 발생하는 문제를 상당 부분 해소하여 협력의 증진으로 이어질 수 있었다. 하지만 이 사례에서 후견국의 딜레마와 이행의 문제는 지속되었으며, 공공외교만으로는 해결이 어려운 것으로 나타났다. 이 연구의 분석을 통해 차후 대한민국의 위기 시 지도자의 공공외교를 위한 교훈을 도출할 수 있으며, 이를 위해 평시부터 지도자의 효과적인 공공외교를 위한 노력이 필요할 것으로 보인다.

Keywords

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