Schedule
Nov. 28, 2024 | 1:00 PM–2:30 PM
Room
Rm 2, Center Ballroom
Moderator
Aaron Jed Rabena
University of the Philippines Diliman
E2.1
Integrating the Bayanihan Elements in Reimagining Filipino Soft Power: The Challenges and Opportunities of Sentro Rizal in Enhancing Philippine Cultural Diplomacy
Mark Inigo M. Tallara
De La Salle University-Manila
Cultural diplomacy is central to projecting soft power, emphasizing the persuasive influence of culture, values, and policies in shaping international perceptions and relations (Nye, 2010; Cull, 2022). This paper delved into how the Philippines can maintain and enhance its image and reputation by integrating the elements of bayanihan into its cultural diplomacy. The concept “bayanihan” is about hospitality and welcoming guests. Whether through sharing food, offering shelter, or extending a helping hand, the Bayanihan spirit reflects the Filipinos’ pride in their reputation of being hospitable, embodying the values of warmth, generosity, and inclusivity. Focusing on Sentro Rizal (SR), this study examined the impact of SR’s knowledge production as the balangay of cultural diplomacy through exploring their language, art, and educational programs. It looked at how the idea of bayanihan can further contribute to cultural exchange, networking, and collaboration between Filipino communities abroad and their host countries and how it can enhance intercultural dialogue and project the Philippines’ soft power on the global stage. This study assessed their impact on shaping international perceptions of the Philippines by identifying SR’s challenges and opportunities in leveraging cultural diplomacy for reputational security, such as resource constraints, cultural barriers, and shifting geopolitical dynamics. It aims to better understand the interplay between cultural diplomacy and reputational security in contemporary international relations. By elucidating how cultural initiatives influence a nation’s image abroad, the study offers insights for researchers, policymakers, diplomats, and cultural practitioners seeking to enhance the reputational security of the Philippines through strategic cultural engagement.
E2.2
Refugee Protection as Soft Power Diplomacy: The Philippine Experience
Rogue S. Evangelio
University of the Philippines Diliman
The Philippines has earned a reputation as a country willing to accept refugees, with various protection policies reflected in its international commitments and national legislation. This study explores the role of the Philippines in terms of refugee protection and examines how its actions can be interpreted as a form of soft power diplomacy. By promoting and safeguarding the rights of refugees, the country not only adheres to humanitarian principles but also enhances its international image. This paper aims to integrate refugee protection into a broader framework of foreign policy, how such commitment can improve a country’s bilateral relations and project a good image in the international community.
This paper investigated the historical and contemporary actions of the Philippines towards refugee protection and how these actions have shaped its image and relationship with other countries. The primary objectives of this study are to: (1) discuss how refugee protection is being integrated into the foreign policy of the Philippines; (2) study how a country’s actions towards refugee protection can be perceived as a form of soft power diplomacy; and (3) present the impact of these commitments on its bilateral relations and international image.
The paper listed, analyzed, and examined various commitments of the Philippines through the years in terms of refugee protection. It discussed how these actions align with the principles of soft power diplomacy. The key findings of this paper are that the commitment of the Philippines towards refugee protection has improved its bilateral relations and image as a promoter of human rights. The study concluded that refugee protection policies can be used as a form of soft power diplomacy, highlighting the importance of integrating humanitarian initiatives into a country’s foreign policy.
E2.3
“Jollibee Diplomacy”: Exploring the Impact of a Fast Food Chain on Nation Branding and Soft Power
Shania Darla V. Soriano
University of the Philippines Diliman
This research focused on the Philippines’ leading fast food chain, Jollibee, and its potential to represent Filipino culture globally and enhance the country’s soft power. The research aims to (1) analyze strategies utilized by Jollibee to make their food appealing to foreign tastes, (2) investigate how its branding and marketing campaigns spread elements of Filipino culture and value systems, and (3) examine Jollibee’s contribution in enhancing the Philippines’ image across different franchises. Drawing from discourse analysis and descriptive statistics, the study critiqued Jollibee’s soft power strategies that include the promotion of “joy” for emotional appeal, nostalgic marketing campaigns targeting Overseas Filipinos, family-oriented values, and Filipino culture. The research also dissected factors that have contributed to Jollibee’s increasing influence and demand, social media presence, and widespread recognition of the brand—making it a household name and evoking attractive and positive images of the Philippines as a “place of joy.” The study on “Jollibee Diplomacy” contributes to literature in Southeast Asian fast food chains particularly on how they can be used as soft power instruments through the universal appeal of food.
E2.4
Aesthetic Politics and Feminist International Relations in the Philippines
Sherlyn Mae F. Hernandez
Nanyang Technological University
In 2022, the film Triangle of Sadness by Swedish filmmaker Ruben Östlund won the Palme d’Or Award at the Cannes Film Festival, and Filipina actress Dolly de Leon, who played a yacht toilet manager named Abigail, won the Best Actress Award in the Los Angeles Film Critics Association and Best Actress in a Supporting Role in Sweden’s Guldbagge Awards. In the film, Abigail, together with an all-female, Filipina-dominated cleaning crew, was assigned to take care of the cleanliness and orderliness of the luxury yacht. Abigail has been an invisible character in the film until the yacht capsized, where she and other survivors managed to escape to an island. With Abigail’s superior survival skills, she was able to assert her power and leadership over the rest of the group. Paula, her manager, reminded her that she is just a toilet cleaner at the (now capsized) yacht and therefore does not have any say on how decisions are made within the group, she responded, “What yacht? On the yacht, toilet manager. Here, captain.”
Aesthetic, cultural, and (oftentimes) fictional products like films are usually looked down on or invalidated as sources of international relations. In other words, these places are where International Relations “are not supposed to be.” Taking off from this case, this paper adopted an alternative approach in looking at Feminist International Relations in the Philippines, specifically with the use of postmodern feminism as a theoretical framework. Rather than being limited by “traditional” sites and sources of relations, this paper focused on what could be learned about the Feminist International Relations in the Philippines through films, literature, and art. This paper is a specific attempt to contribute to the theoretical, methodological, and empirical enrichment of (Feminist) International Relations.