The Interplay of Public Diplomacy and Social Media. : How Governmental Supporter Programs Contribute to Korean Public Diplomacy and Impact the Lives and Perceptions of Participating Foreign Social Media Influencers.

Abstract

This research investigates South Korea’s use of Supporter Programs, government-funded initiatives that recruit foreign social media influencers (SMIs) to promote Korea on social media in exchange for trips, access to cultural events, merchandise and other benefits. By employing qualitative methods, including semi-structured interviews with participating foreign SMIs and a web-based analysis of 20 Supporter Programs, this research explores participants’ motivations for and experiences of participating in those initiatives, the impact it has on their lives in South Korea, and the broader implications for South Korea’s public diplomacy.

Thematic analysis of interview data reveals six categories of motivations of foreign SMIs for participating in Supporter Programs: financial incentives, opportunities for travel and exploration, social connections, entertainment, intrinsic rewards, and prestige. Additionally, these programs help foreign SMI acclimate to Korean society by enabling them to build a community and make friends, providing access to cultural experiences, and deepening their understanding of Korean culture. Beyond that, Supporter Programs help South Korea increase the amount of positive and curated by governmental bodies social media content, shape favourable perceptions of Korea among participants, and support participating foreign residents’ integration into Korea and its society.

This study provides new insights into the existing research on South Korea’s public diplomacy by highlighting the dual benefits of Supporter Programs for participating foreign SMIs and South Korea’s soft power.