Corporate Diplomacy: Peran SM Entertainment melalui New Culture Technology dalam Diplomasi Publik Korea Selatan
Abstrak
Diplomasi publik merupakan kunci utama dari soft power yang sering digunakan oleh pemerintah berbagai negara di dunia, termasuk Korea Selatan, untuk mencapai kepentingan nasionalnya dengan memanfaatkan kekuatan budaya dan aktor swasta. Sebagai salah satu aktor swasta, Star Museum (SM) Entertainment memberikan kontribusi positif terhadap diserapnya budaya Korea Selatan dengan cepat secara global melalui Korean wave. Penelitian ini menganalisis strategi perusahaan SM Entertainment yang dikenal dengan New Culture Technology (NCT) dan hubungannya dengan diplomasi publik yang dilaksanakan oleh Pemerintah Korea Selatan dengan menggunakan konsep corporate diplomacy. Penelitian ini merupakan penelitian kualitatif melalui studi pustaka dengan menganalisis aktivitas-aktivitas yang dilakukan oleh SM Entertainment dan menguji apakah aktivitas tersebut sesuai dengan konsep corporate diplomacy. Penelitian ini menemukan bahwa SM Entertainment berperan dalam diplomasi publik Korea Selatan dengan mengaplikasikan strategi New Culture Technology (NCT) dalam aktivitas diplomasi kebudayaan, penanaman modal asing, kegiatan branding (place/nation/destination), pengembangan brand dan produk, serta pelaksanaan Corporate Social Responsibility (CSR).
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DOI: https://doi.org/10.24198/padjir.v3i1.29391
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