Soft Power Superpowers: Cultural and National Assets of Japan and the United States

Soft Power Superpowers......Page 2
Contents......Page 6
Figures......Page 8
Foreword......Page 10
Culture and Attraction......Page 11
Economic Resources: Inducement and Attraction......Page 12
Normative Implications......Page 13
Realism, Strategy, and Soft Power......Page 14
Notes......Page 15
Acknowledgments......Page 16
The Significance of Soft Power......Page 18
Situating Soft Power: The Intellectual Context......Page 19
Soft Power and U.S.-Japanese Relations......Page 25
The Organization of the Book......Page 27
Conclusion......Page 30
Notes......Page 31
References......Page 32
I. Perception......Page 34
1. Anti-Americanism in Japan......Page 36
Comparative and Transnational Perspectives......Page 37
Historical Perspectives......Page 39
Theoretical Implications......Page 45
Policy Implications......Page 46
References......Page 49
Origins of the JET Program: The Soft Power Antidote......Page 51
Disconnect Between Message and Policy: Turf Wars and CompetingPriorities at the National and Local Levels......Page 53
The JET Program: Soft Power in Action?......Page 54
Foreign Pressure and the Evolution of JET Program Policies......Page 56
Winning the Hearts and Minds of Foreign Youth?......Page 57
The Alumni Ripple Effect......Page 60
Conclusion: Perception, Context, and Soft Power......Page 63
Notes......Page 64
References......Page 65
II. Higher Education......Page 68
3. Higher Education as a Projection of America’s Soft Power......Page 70
Historical Perspective......Page 71
The Conditions for American Academic Influence......Page 72
The U.S. Motivation in International Education......Page 74
The Impact of Foreign Study......Page 75
The Present and the Future......Page 76
The New Transnationalism......Page 80
Conclusion......Page 83
References......Page 85
4. Facing Crisis: Soft Power and Japanese Education in a Global Context......Page 87
History of Japanese Education and Soft Power......Page 89
The Current Decline in the Attractiveness of Japanese Education......Page 93
Future Vision: How Can the Soft Power of JapaneseEducation Be Developed?......Page 98
Conclusion......Page 105
References......Page 106
5. Nurturing Soft Power: The Impact of Japanese-U.S. University Exchanges......Page 108
Universities as Viable Sources of Soft Power......Page 109
Survey of Selected Universities and Exchange Students: Approachand Outcomes......Page 113
Moving Forward......Page 119
Notes......Page 123
References......Page 124
III. Popular Culture......Page 130
6. The Attractions of the J-Wave for American Youth......Page 132
Soft Power and Cultural (De)odorization......Page 135
New Global Imagination: A Different Model from Americanization......Page 139
References......Page 143
7. Shared Memories: Japanese Pop Culture in China......Page 144
The Anime and the Sword......Page 146
How-to Videos of Middle-class Lifestyles......Page 148
Urban Dreams......Page 150
Memory Wars......Page 151
Comic Book Diplomacy......Page 154
Notes......Page 158
References......Page 159
An Era in Need of Soft Power......Page 161
World Popularity of Japanese Pop Culture......Page 165
Preliminary Evaluation of Japan’s Cultural Power......Page 170
Cultural Power and Profits in Industrial Sectors......Page 176
Path to a “Country Built on Culture”......Page 180
Keeping Cultural Soft Power Soft and Sustainable......Page 182
Notes......Page 183
References......Page 184
9. Baseball in U.S.-Japanese Relations: A Vehicle of Soft Power in Historical Perspective......Page 187
Baseball as a Resource of Soft Power: Incipient Years......Page 189
Flowering of U.S.-Japanese Baseball Exchange: EarlyTwentieth Century......Page 191
Crosscurrents of Hard Power and Soft Power: 1930s......Page 193
Baseball During the U.S. Occupation: Soft Power Travels Both Ways......Page 196
Baseball in the Postwar World: A Shared Avenue of Soft Power......Page 199
References......Page 203
10. American Pop Culture as Soft Power: Movies and Broadcasting......Page 205
Hollywood: Ambassador to the World......Page 207
Television Without Frontiers......Page 215
Conclusion......Page 218
References......Page 219
IV. Public Diplomacy......Page 222
Pokémon and Foreign Policy......Page 224
Transmission and Reception in the Operation of Soft Power......Page 225
Projection and Presentation: Cultural Constraints Found inComparing Japan and the United States......Page 227
Interaction Between Transmission and Reception: Cooperation forConvergence or Confrontation for Surrender......Page 230
Cool Japan and Japanism: What Position Does Cool Japan Hold inJapan’s New Public Diplomacy?......Page 232
Soft Power and Public Diplomacy Policies......Page 234
Conclusion......Page 236
References......Page 237
12. Official Soft Power in Practice: U.S. Public Diplomacy in Japan......Page 240
U.S. Public Diplomacy Goals for Japan......Page 241
Obstacles and Challenges......Page 247
Impact and Assessment......Page 251
Conclusions and Lessons......Page 252
Notes......Page 253
References......Page 255
Japan’s Public Diplomacy......Page 257
Soft Power at Work......Page 264
Public Diplomacy by the Japanese Government......Page 266
Effectiveness of Japan’s Soft Power in the United States......Page 269
Conclusion......Page 272
Notes......Page 273
References......Page 274
V. Civil Society......Page 276
Freedom of Information and the American Goal ofDemocracy Promotion......Page 278
The Right to Know as an American Value......Page 279
The Global Freedom of Information Movement......Page 283
The Future of the Global FOI Movement......Page 290
Notes......Page 291
References......Page 293
Soft Power and Non-state Actors......Page 295
International NGOs, Civil Society, and Soft Power......Page 297
Japanese NGOs and Soft Power......Page 302
Conclusion......Page 307
References......Page 309
About the Editors and Contributors......Page 312
Index......Page 318