La proyección de imagen a partir de Soft Power, mediante Nation Branding y Diplomacia Pública en el caso de Japón, durante el periodo 2002 – 2010

Abstract

In the present context of globalization and the information age, more states seek to project a favorable image to attract international attention and build a reputation that can facilitate the achievement of foreign policy goals and the stimulation of economic development. States position themselves in the international system through new strategies which include diplomatic, political and economic components, as well as commercial and cultural ones. In the case of Japan nation branding and public diplomacy have been two of the main strategies to achieve international repositioning. This has been done by emphasizing attractive features such as cultural traditions, tourism and business incentives, and also by creating partnerships between national government, private sector and civil society as a step towards the building of partnerships with foreign government and societies.