Abstract
This study examines the digital diplomacy strategies of the Japan Self-Defense Force (JSDF) through its engagement on the YouTube platform. It aims to analyze how the JSDF leverages digital media to reshape its international image, which has remained critically low since World War II, and to strengthen its soft power. Using a qualitative research approach, the study applies the 4D model of country image analysis, categorizing the JSDF’s digital content into functional, normative, aesthetic, and sympathetic dimensions. Data were collected through a comprehensive analysis of videos published on the JSDF's official YouTube channels, focusing on thematic content, user engagement metrics, and audience feedback. This analysis allowed for a deeper understanding of the strategies employed by the JSDF to portray its commitment to humanitarian missions, peacekeeping efforts, and national defense. The results show that the JSDF effectively uses YouTube to communicate its values of transparency, non-aggression, and technological advancement, aiming to shift perceptions and improve its standing on the global stage. Additionally, the study finds a predominantly positive reception from international audiences, suggesting a gradual shift in attitudes toward Japan's military, which has historically faced skepticism in the region. This research underscores the strategic potential of digital platforms in military diplomacy, highlighting the role of social media as a valuable tool for redefining national images, promoting a positive narrative, and fostering international dialogue and understanding.
Bahasa Abstract
Penelitian ini menganalisis strategi diplomasi digital Pasukan Bela Diri Jepang (JSDF) melalui keterlibatannya di platform YouTube. Penelitian ini bertujuan untuk menganalisis bagaimana JSDF memanfaatkan media digital untuk membentuk ulang citra internasionalnya, yang telah lama berada pada tingkat rendah sejak Perang Dunia II, serta memperkuat soft power-nya. Dengan pendekatan penelitian kualitatif, studi ini menerapkan model analisis citra negara 4D, yang mengkategorikan konten digital JSDF ke dalam dimensi fungsional, normatif, estetis, dan simpatik. Data dikumpulkan melalui analisis menyeluruh terhadap video yang dipublikasikan di saluran YouTube resmi JSDF, dengan fokus pada tema konten, metrik keterlibatan pengguna, dan umpan balik audiens. Analisis ini memungkinkan pemahaman yang lebih mendalam tentang strategi yang digunakan JSDF untuk menggambarkan komitmennya terhadap misi kemanusiaan, upaya penjaga perdamaian, dan pertahanan nasional.
Hasil penelitian menunjukkan bahwa JSDF secara efektif menggunakan YouTube untuk mengomunikasikan nilai-nilai transparansi, non-agresi, dan kemajuan teknologi, dengan tujuan mengubah persepsi dan meningkatkan posisinya di panggung global. Selain itu, penelitian ini menemukan bahwa audiens internasional pada umumnya memberikan tanggapan positif, yang menunjukkan adanya perubahan sikap secara bertahap terhadap militer Jepang, yang secara historis menghadapi skeptisisme di kawasan tersebut. Penelitian ini menyoroti potensi strategis platform digital dalam diplomasi militer, sekaligus menekankan peran media sosial sebagai alat yang berharga untuk mendefinisikan ulang citra nasional, mempromosikan narasi positif, serta mendorong dialog dan pemahaman internasional.
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Recommended Citation
Wedagama, I Dewa Gede Radiantha and Ong, Susy
(2025)
"Military Digital Diplomacy: A Case Study of the Japan Self- Defense Force on YouTube Platform,"
Journal of Strategic and Global Studies: Vol. 8:
Iss.
1, Article 6.
DOI: 10.7454/jsgs.v8i1.1174
Available at:
https://scholarhub.ui.ac.id/jsgs/vol8/iss1/6
Included in
International and Area Studies Commons, International Relations Commons, Japanese Studies Commons, Other Public Affairs, Public Policy and Public Administration Commons
