This study examines the nation branding of South Korea through the Oscar-winning film Parasite (2019) to understand the South Korean government’s approach toward cultural diplomacy, and its outcomes. Despite growing depoliticalization and decentralization, South Korea’s cultural diplomacy policy remains unilateral in embracing Parasite ’s success for nation branding while drawing on expanding private-sector resources to produce and market the film. To explicate South Korea’s nation brand vis-à-vis Parasite , a Leximancer analysis of 8808 texts investigated concepts that are associated with the film as a complex bundle of images, meanings, associations, and experiences in the minds of international audiences. The texts associate Parasite with the national entity of South Korea and the country’s most significant cultural content export, the Korean Wave. Sentiment analyses through Leximancer also show positive attitudes, thus helping to reinforce the nation branding of Parasite and its successes as a tangible South Korean national resource, consistent with a soft power approach.

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电影作为文化外交：韩国的国家品牌通过寄生虫（2019）

本研究通过奥斯卡获奖影片《寄生虫》（2019 年）审视韩国的国家品牌，以了解韩国政府的文化外交方式及其成果。尽管去政治化和权力下放越来越严重，但韩国的文化外交政策仍然是单边的，在利用扩大私营部门资源来制作和营销电影的同时，拥抱《寄生虫》在国家品牌建设方面的成功。为了解释韩国的民族品牌与寄生虫的关系，Leximancer 对 8808 篇文本的分析调查了与电影相关的概念，将其视为国际观众心目中复杂的图像、意义、联想和体验。文本将寄生虫与韩国的国家实体以及该国最重要的文化内容出口联系起来，韩流。通过 Leximancer 进行的情绪分析也显示出积极的态度，从而有助于加强《寄生虫》的国家品牌及其作为韩国有形国家资源的成功，符合软实力方法。