At government level, to facilitate ... but I'm glad to see that in Japan's ... Britain's
BBC called the British forces .... services, for example, the Kumon method and.
Japan’s Public Diplomacy: Where It Stands and the Issues It Faces By Yasushi Watanabe, Keio University
T
his autumn I had the
French government undertook major
Japan Earthquake and about Japanese
opportunity to lecture,
institutional reforms that included
anime and music, in March 2012 a
as a visiting professor,
the amalgamation of a complex array
liaison committee for strengthening
on public diplomacy (PD) at the
of institutions engaging in (c) and
public diplomacy was set up with
Institut d’études politiques de Paris
(d) to form the Institut français.
top officials of ministries and
(popularly known as Sciences
government agencies as members.
Po), one of France’s foremost
These efforts are found not only in
educational institutions.
France but also in other Western
Then November 2013 saw the
countries and institutions such as
establishment of the “Cool Japan
In a world in which global
Germany, the United Kingdom,
Fund” (Cool Japan Fund Inc.) to give
competition in the establishing of
Spain, the EU, NATO, and the United
support in the realms of funding
rules, the framing of issues, and
States, while other countries such as
and management strategy for the
the forming of norms is growing
Russia, China, the Republic of Korea,
development of operations overseas
increasingly intense, considerable
Indonesia, Singapore, India, Turkey,
by Japanese companies. This is
interest is being directed in France,
and the UAE have strengthened
an example of the government
too, at PD as a method of projecting
their structures in this sphere.
and private sectors joining forces
soft power—that is, as a means
Korea has gone so far as to establish
to promote investment in “Japan
of identifying how a nation can
the post of ambassador for PD.
Brand” products and services.
winning hearts and minds to sway
In this context, we tend to be self-
Japan’s Ministry of Foreign Affairs
public opinion in other countries.
deprecatory about Japan’s comparable
(MOFA) has also been active,
efforts, but in fact Japan has nothing
establishing its Public Diplomacy
Typically, PD involves elements such
at all to be bashful about as regards
Strategy Headquarters in order to
as (a) the dissemination of policy-
the structure and quality of its PD.
combine foreign policy and PD
increase the number of its friends by
related information, (b) international
seamlessly under one roof. How to
broadcasting, (c) exchange diplomacy
At government level, to facilitate
coordinate the relevant institutions
(personal interaction and intellectual
the dissemination—by both the
and divisions is a major issue for any
dialogue), and (d) cultural diplomacy
government and the private sector—
country, and it could certainly be
(language education and cultural and
of information concerning the
characterized as a groundbreaking
artistic events). In 2010, however, the
reconstruction after the Great East
step by Japan to have consolidated 1
No. 87 December 2013
Japan’s Public Diplomacy: Where It Stands and the Issues It Faces all its divisions handling news
to discuss democracy, while visits
If one visits the South Pacific or
media, domestic and overseas
were made to Hiroshima and Kyoto in
Africa, one encounters a large
public relations, and cultural
order to share Japan’s knowledge and
number of presidential palaces,
interchange in its Public Diplomacy
experience of postwar reconstruction.
parliament buildings, huge stadiums,
Strategy Division under the Press
and so on funded by massive
Secretary/Director-General for Press
The Japan Foundation, whose name
sums of Chinese money, but one
and Publicity. An international
is better known overseas than within
also finds a considerable degree of
comparison of foreign-affairs
Japan, is highly regarded among
gratitude and trust that has been
ministries reveals that the number
people involved in PD worldwide. In
aroused by “untied” Japanese official
of accesses to the MOFA website is
the aftermath of the Great East Japan
development assistance and the
the third largest in the world (after
Earthquake, it launched the Kizuna
activities of the Japan International
the US and the UK ministries).
Project, in which it has invited
Cooperation Agency (JICA),
young people from 41 countries
unpretentiously providing down-to-
Japan’s PD has undergone a paradigm
and regions in the Asia-Pacific area
earth, honest assistance in areas close
shift. At the time of the Gulf War
and North America, with the aim
to the daily lives of ordinary people.
in 1990, there was a shift from the
of deepening their understanding
previous emphasis on distinctive
of Japan by sharing experiences: of
Initiatives such as the JET
characteristics colored by traditional
suffering disaster, of reconstruction,
Programme (Japan Exchange and
thinking about the uniqueness of
and of disaster prevention. There has
Teaching Programme) constitute
Japanese culture and identity, to
been keen interest in participating,
globally renowned cases of
an emphasis on contributing to
demonstrated by the fact that
successful PD that are cited in related
the international community as an
whereas the quota for Indonesia was
textbooks. As many as 20 or so
advanced industrialized country;
24 participants, applications were
people working at the US Embassy
in other words, on universality.
received from as many as 556 people,
in Tokyo are reportedly alumni of
And in recent years in particular
well above the 100 initially expected.
the programme. When the Great East
the shift has been to an approach
Japan Earthquake struck, alumni
that gives importance to shared
At the Angouleme International
in countries around the world
experience and cooperative effort.
Comics Festival, due to be held in
played a major role by engaging in
France in January and February
fundraising and other activities.
An excellent example of this occurred
2014, the Korean government and
following the Iraq War, when MOFA
cartoonists association have decided
In international broadcasting in
invited leaders of various religious
to include exhibits on the theme of
Japan, NHK World plays a pivotal
denominations and ethnic groups,
the wartime comfort women issue,
role. Its potential television audience
and also members of parliament, to
but I’m glad to see that in Japan’s
had increased 100 times over four
Japan. It held a series of Seminars
case a line has been drawn when it
years to 260 million in 140 countries
on National Reconciliation of Iraq
comes to provocative PD of that kind.
worldwide by September 2013. In
No. 87 2 December 2013
2013, it was invited to attend as an official member, along with Australia, the DG5 meeting of the directors general of the international broadcasters of the five countries that are most advanced in international broadcasting, namely the UK, the US, France, Germany, and the Netherlands. The main purpose of
Japan’s PD has undergone a paradigm shift, from an emphasis on distinctive characteristics colored by traditional thinking about the uniqueness of Japanese culture and identity, to an emphasis on contributing to the international community as an advanced industrialized country; in other words, on universality.
the meeting was for the participants to share a sense of impending
thereby maintaining its objectivity
international broadcasting budget
crisis with regard to international
and integrity of journalism.
of China Central Television (CCTV)
broadcasting funded lavishly by oil
is reportedly around ¥80 billion,
money and emerging economies,
So what are the issues facing
roughly four times that of NHK’s
and for international broadcasting
Japan’s PD? Arguably the biggest
international broadcasting division.
by nations that share liberal
problem is its overly small scale
(International broadcasting accounts
democratic values to show solidarity
relative to its high quality.
for only 3% of NHK’s total budget.)
Over the past 10 years, the MOFA’s PD
Of course, it is true that entities
A view sometimes expressed is that
budget has been trimmed by as much
such as private-sector foundations,
if the strengthening of international
as 40 percent. A major factor behind
think tanks, universities, museums,
broadcasting is advocated within
this has been the negative impact of
sporting organizations, civil society
Japan, that broadcasting should
the budget screening implemented
as a whole, and religious bodies
be used to set out the Japanese
under the previous Democratic Party
underpin PD in a broad and indirect
government’s stances more clearly,
administration, and many people
sense, but there are numerous
and that content that harms Japan’s
knowledgeable about the situation
aspects that only public institutions
image should not be televised.
both within Japan and overseas
are capable of undertaking.
However, if it were to become
have voiced alarm that the inevitable
propagandistic in the manner of the
result would be self-marginalization
Furthermore, there are not yet any
broadcasting by countries like China
committed by Japan itself. This is
study centers or specialist journals
and North Korea, its credibility would
exemplified by the fact that, among
for PD in Japan, and virtually no
be debased instantly. On this point
the 10 countries of ASEAN on which
university courses or programs for
it is worth looking back to note that
the Abe administration is placing
human-resource development in
at the outbreak of the Falklands War,
importance, the Japan Foundation
the field. In consequence, there is
Britain’s BBC called the British forces
has an office (Japan Culture
an insidious tendency to think that
not “our forces” but “British forces,”
Center) in only half of them. The
in addressing various issues.
3
No. 87 December 2013
Japan’s Public Diplomacy: Where It Stands and the Issues It Faces handling cultural or public affairs does not require experience. During my stay in Paris I encountered a certain amount of concern that Prime Minister Abe is a “nationalist,” though of course it is not believed that epithets associated with that term, such as
There are many areas in which Japanese companies can contribute to PD, the most conspicuous way being direct investment in other countries. Numerous Japanese products and services, for example, the Kumon method and home-delivery systems, are attracting attention in Southeast Asia and other regions of the world.
“racist” or “fascist,” apply to him. But is it conceivable that there
perceptions to be totally consistent,
control at medical points of care.
are prime ministers, presidents,
and in the cases of Japan, China,
Numerous Japanese products and
or persons of similar status who
and Korea, study should be
services, for example, the Kumon
do not love their own country?
conducted openly by historians not
method and home-delivery systems,
only from the countries concerned
are attracting attention in Southeast
If the exercise of the right of
but also from third countries.
Asia and other regions of the world.
collective self-defense immediately
None of the results that emerge
implies leaning to the right
should be concealed, but should be
Another method is for Japanese
politically, then one must conclude
made known to the international
companies to increase numbers of
that the international community
community through English-language
highly competent interns recruited
is already leaning to the right.
websites. Light should be cast on
from overseas. It is also important
whichever countries or institutions
to serve the needs of the non-
turn a blind eye to history.
Japanese communities in Japan, and
The importance of not succumbing to an opponent’s provocation—of
they must also keep in mind those
not playing into their hands—is
There are many areas in which
people’s links with large numbers of
the same in PD as it is in sports.
Japanese companies can contribute to
their friends, family members, and
Overreacting and making a wrong
PD, the most conspicuous way being
colleagues in their home countries.
move spells defeat. Territorial and
direct investment in other countries.
human rights are based ultimately
I recently visited Uganda, where
It is also desirable for Japanese
on the principle of the rule of law,
I found some extremely valuable
companies to send a flow of
and it is essential that they be
products, for example, Sumitomo
promising young people and mid-
addressed in a fair and open manner
Chemical’s Olyset Net (long-lasting
career personnel to attend forums for
within an international framework.
insecticidal net to protect against
international intellectual dialogue
malaria) and Saraya’s alcohol-based
such as the Davos Meeting, the
Even within the same country
antiseptic hand rub, which has led
Salzburg Global Seminar, and the
it is not possible for historical
to major improvements in disease
Aspen Seminar. For the sake of
No. 87 4 December 2013
Japan-US relations, for example, there is a pressing need to scout and nurture human resources who are capable of considering Japan-US relations from a broad perspective as leaders of the business community: future Minoru Makiharas and Yotaro Kobayashis. It is also beneficial to lend support to such events. More than 40,000 people attended the “Nikkan Koryu Omatsuri” (Japan-South Korea Exchange Festival), held jointly by Japan and Korea in Seoul in September 2012, and over 700 Korean students took part as volunteers. It was the most vibrant event ever of its kind, and even amid the cooling of relations between Japan and Korea, more than 130 companies supported it. There are also, of course, institutional issues that should be re-examined from the perspective of Japan as a whole. For example, there is the problem of dual nationality. The current system—under which young people with dual nationality are compelled to choose between their Japanese and their foreign nationality by the time they reach the age of 22—goes against the global tide. In a world
Another method is for Japanese companies to increase numbers of highly competent interns recruited from overseas. It is also important to serve the needs of the non-Japanese communities in Japan, and those people’s links with social networks in their home countries. moving more and more towards
“disrespect” for the parliament.
hybridization, encouraging people to
This incident casts a spotlight on
maintain close emotional and societal
the occurrence of cases in which
bonds with Japan is important for PD.
politicians of ministerial rank are often unable to attend important
In addition, the recent dismissal of
international meetings while the
Diet member Yoriko Kawaguchi as
Diet is in session, and on the irony
chair of the Upper House Committee
of a situation in which an obsession
on Environment remains fresh in
with regulations and customs
the memory, the reason for her
can harm Japan’s international
dismissal having been that she
standing and national interest.
extended a stay in China for one day without permission from the
Yasushi Watanabe is a Professor at the
Diet, thereby allegedly showing
Keio University Shonan Fujisawa Campus.
Publisher & Editor: Hiroshi Nakayama,
Keizai Koho Center http://www.kkc.or.jp/english/index.html KEIDANREN KAIKAN Floor 19 3-2 Otemachi 1-chome Chiyoda-ku, Tokyo 100-0004 Japan Phone: +81-3-6741-0031 Fax: +81-3-6741-0032
[email protected] Keizai Koho Center (KKC) is an independent, non-profit organization designed to promote the understanding of Japan’s economy and society at home and abroad. Its financial resources are derived entirely from the private sector. KKC fosters a deeper understanding of Japan’s basic social structure. Furthermore, it conducts public affairs activities to improve the Japanese people’s recognition of Japan’s global role. The views expressed in this newsletter are of the contributors and do not necessarily represent those of the Keizai Koho Center.
5
No. 87 December 2013
