The Power of Communication through Japanese's Soft Power in The World’s Number One Published Comic Book "One Piece"

Abstract

        The purposes of this research are 1. To study Japan’s soft power communication ‘s guidelines through One piece manga series. 2. To applied soft power communication’s guidelines for cartoon industry in Thailand. This study employed qualitative research techniques. Data presented by descriptive analysis and the researcher was conduct a content analysis on documents, textbooks and related websites (Documentary research) and in - depth interviews with experts who involved in cartoon industry and outside cartoon industry for additional information. The results were as follows: 1. Japan’s soft power communication process through One piece manga which operated under Cool Japan policy. Japanese government has laid out guidelines for promoting One piece manga more actively by collaborating with the private sector in the following ways: The introduction of One piece manga, which is a soft power product, by promoting sales and expanding the overseas market of the manga publishing house “Shueisha”, which could generate satisfactory profits. Carried out strategy for promoting One piece more strongly by coordinating with public relations in the government and private sectors. Both sectors arranged many PR projects, such as exhibitions, events, tourism campaigns, websites, and cartoon cosplay. Moreover, the government sector had the most important role in diplomacy by the assignment of Japan’s “Anime ambassador” and One piece was assigned as a cultural ambassador for the 2020 Olympics which hosted by Japan.  And 2. Applied soft power communication’s guidelines for cartoon industry in Thailand. In this case, Thai government needs to support the cartoon industry by increasing the influence of soft power in neighboring countries in the region such as Southeast Asia. It is necessary to adapt soft power to offensive style by giving more importance to cultural diplomacy through the dissemination of popular culture of Thailand such as music, movies, dramas, games, etc. The strategy is divided into 3 phases as follows Phase 1: The basic preparation in Thailand, Phase 2: The dissemination of creative content and information to foreign countries, and Phase 3: The promotion of distribution channels in abroad.