酷日本戰略在文化外交上的應用－以日本動漫畫為例

「酷日本」是日本自21世紀後日益重視的文化力，其甚至是國家戰略的資源之一。當今日本政府推動的「酷日本戰略」，其為日本在經濟、文化交流上的主要戰略之一。另一方面，文化外交也以一國文化與軟實力之傳播作為交流途徑的新型外交方式。而從2007年日本首相麻生太郎將「酷日本」其中一要素──日本動漫畫化為外交主力，並推動「動漫外交」開始，至2016年東京於里約奧運閉幕式上透過演出展現「酷日本」，均為日本藉其強大且獨特的流行文化，向世界傳遞日本魅力，以提升日本的國際地位之實際事例。本文將藉日本動漫畫以描述「酷日本」之內涵，進而探討日本政府歷年來如何提攜「酷日本戰略」，並試說明其在帶動相關產業發展的同時，又如何應用於文化外交一途。首章為緒論，詳述本文之研究背景與動機、文獻檢閱、研究目的、研究架構與方法、研究限制為何。次章以日本動漫畫為例，試詳述「酷日本」為何，並分析其是否能被視為日本文化軟實力。第三章闡述「酷日本戰略」的緣起與內涵，並分析其在戰略內容上如何與文化外交產生關聯性。第四章詳述日本文化外交的發展脈絡，望能探討出日本重視「文化」的時間點為何。第五章則沿前述之探討內容，並結合前述之分析、探討成果，試述「酷日本戰略」在文化外交上的應用為何。

關鍵字

軟實力；日本動漫畫；酷日本；酷日本戰略；文化外交

並列摘要

Since the beginning of the 21st century, the Japanese government attaches great importance to excavate “Cool Japan”, which is a kind of cultural power that exclusive to Japan. The Japanese government regards “Cool Japan” as a resource for its national strategy, nowadays, it transformed into “Cool Japan Strategy”, which can applys to Economic growth, Intercultural communication, and “Cool Japan Strategy” was promoted by the Japanese government. On the other hand, Cultural diplomacy is also a way of communicating with other countries by intercultural communication. In 2007, Prime Minister Taro Aso applys Japanese anime and manga to Japan’s cultural diaplomacy, and it is particularly worth mentioning is that Japanese anime and manga also are keys elements of “Cool Japan”. Also, in 2016, Tokyo showed the power of “Cool Japan” through the performance on the Rio Olympics closing ceremony. Obviously, both examples are achievements of how Japan Applies “Cool Japan” to its Cultural Diplomacy. However, How Japan applies its “Cool” to national strategy, even appies it cultural diplomacy? In order to find answers, the researcher took Anime for example to describe the meaning of “Cool Japan” and how the Japanese government transformed “Cool Japan” into “Cool Japan Strategy”, then tried to describe how “Cool Japan strategy” can be applied to Japanese cultural diplomacy while it developing related industries.