The term "soft power" describes a country's ability to get what it wants by attracting rather than coercing others - by engaging hearts and minds through cultural and political values and foreign policies that other countries see as legitimate and conducive to their own interests.This book analyzes the soft power assets of the United States and Japan, and how they contributed to one of the most successful, if unlikely, bilateral relationships of the twentieth century. Sponsored by the U.S. Social Science Research Council and the Japan Foundation's Center for Global Partnership, the book brings together anthropologists, political scientists, historians, economists, diplomats, and others to explore the multiple axes of soft power that operate in the U.S.-Japanese relationship, and between the United States and Japan and other regions of the world.The contributors move beyond an "either-or" concept of hard versus soft power to a more dynamic interpretation, and demonstrate the important role of non-state actors in wielding soft power. They show how public diplomacy on both sides of the Pacific - bolstered by less formal influences such as popular cultural icons, product brands, martial arts, baseball, and educational exchanges - has led to a vibrant U.S.-Japanese relationship since World War II despite formidable challenges. Emphasizing the essentially interactive nature of persuasion, the book highlights an approach to soft power that has many implications for the world today.
Table of Contents
Introduction, Yasushi Watanabe and David L. McConnell; Part I: Perception; 1. Anti-Americanism in Japan, Yasushi Watanabe; 2. Japan's Image Problem and the Soft Power Solution: The JET Program as Cultural Diplomacy, David L. McConnell; Part II: Higher Education; 3. Higher Education as a Projection of America's "Soft Power," Philip G. Altbach and Patti McGill Peterson; 4. Facing Crisis: Soft Power and Japanese Education in a Global Context, Akiyoshi Yonezawa; 5. Nurturing Soft Power: The Impact of Japan-U.S. University Exchanges, Ellen Mashiko and Miki Horie; Part III. Popular Culture; 6. The Attractions of the J-Wave for American Youth, Anne Allison; 7. Shared Memories: Japanese Pop Culture in China, Nakano Yoshiko; 8. Japan's Creative Industries: Culture as a Source of Soft Power in the Industrial Sector, Sugiura Tsutomu; 9. Baseball in U.S.-Japanese Relations: A Vehicle of Soft Power in Historical Perspective, Sayuri Guthrie-Shimizu; 10. American Pop Culture as Soft Power: Movies and Broadcasting, Matthew Fraser; Part IV: Public Diplomacy; 11. Wielding Soft Power: The Key Stages of "Transmission" and "Reception," Seiichi Kondo; 12. Official Soft Power in Practice: U.S. Public Diplomacy in Japan, William G. Crowell; 13. Japan Does Soft Power: Strategy and Effectiveness of Its Public Diplomacy in the United States, Naoyuki Agawa; Part V: Civil Society; 14. Mr. Madison in the Twenty-First Century: Global Diffusion of the People's "Right to Know," Lawrence Repeta; 15.Soft Power of NGOs: Growing Influence Beyond National Boundaries, Katsuji Imata and Kaori Kuroda; Notes - Bibliography - About the Authors.