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Abstract

With the turn of the new century, Japanese cultural products have hit an all-time high of popularity. This strongly contrasts with the image the world had of Japan after world war two, as a result of an intense anti-Japanese propaganda campaign during the war years. Japan has made the conscious effort to disassociate itself from its imperial past. not only is this done by neglecting to teach effectively within the education system - this has also been done on an international level. Japan throughout the decade has maintained an international soft power PR campaign. Japan has used soft power in order to create a national brand. This dissertation aims to analyse and discuss Japan's phenomenon of nation branding, the circumstances that led to such a campaign and the impact of Japan's national brand.

The core argument is that Japan has effectively used soft power as a form of nation branding in order to achieve a positive world image, therefore covering up its imperial past and negative images of Japan. This argument will further be demonstrated via case studies of the government’s “Cool Japan policy”, international broadcaster NHK World and the cultural organisation Japan Foundation.

Course: International Relations with Languages - BA (Hons) - C1806

Date Deposited: 2022-02-18

URI/permalink: https://library.port.ac.uk/dissert/dis13828.html