Urazayeva F.P. - candidate of historical sciences

al-Farabi Kazakh National University

JAPANESE SOFT POWER IN CENTRAL ASIA

As we know soft power is a term used in international relations theory to describe the ability of a political body, such as a state, to indirectly influence the behavior or interests of other political bodies through cultural or ideological means. The term was first coined by Harvard University professor Joseph Nye [1].

Japanese cultural export has engendered an attraction toward a benign image of the Japanese state. Japan’s role as the disseminator of video and computer games, fashion trends, anime, manga and cuisine has, Kelts states, transformed Japan into a “visual arbiter of cool.”This representation stimulates a yearning for Japan. Napier asserts, “rather than passively consuming […] fans were inspired to know not only more about the product, but also about its cultural origins” [2].

It should be noted that soft power is becoming an increasingly hot topic of international relations. The Central Asian region is of course not an exception.

Since gaining its independence the Central Asian countries passed a quarter century. And as we see the interests of the great powers in the region is still a hot topic. Everyone attaches great importance just to the political dialogue and economic relations in the region and overlook the other part of the relations. It seems to us more important sometimes. So we are going to discuss the other side of the coin, that is, the role of so-called “soft power” of Japan in the Central Asian region.

At the beginning of the relations Japan's foreign policy in Central Asia wasn’t been so active. It may be assumed that at the beginning the foreign policy of Japan in the region had just observational character. But then, day after day the interest of Japan in the region due to a number of political and economical reasons began to grow. Since Japan didn’t want to miss the opportunity to become one of the major players in the region.

Today there isn’t any great conflict or principal problems between Japan and the Central Asian countries. Overall nothing prevents the active mutual cooperation. According to many researchers view, the Japan has quite high respect in Central Asia in comparison with other countries. Japan has a positive image of peaceful and friendly country striving heartily to help in need.

Usually Japan more uses the “soft power” as a country renounced the use of military strength and economic enforcement (sanctions) methods in settling international disputes. The potential of its soft power includes traditional and contemporary culture, model of running business, innovation and other aspects.

Traditionally, Japan uses its “soft power” in East Asia. At the same time, “soft power” is an integral part of the foreign policy strategy of Japan in Central Asia.

Considering the main features of the foreign policy of Japan in Central Asia we should highlight a few main points: firstly, it is a relatively short history of diplomatic relations. The relationship with the young Central Asian republics was established in the early 1990s. For quite a short period of time, Japan has set the goal to gain a foothold in the region, and achieved certain results.

Secondly, Japan is initially stressed common Asian identity with the region countries. Cultural and racial similarity and, as a result, a special emotional intimacy have become an integral part of the official rhetoric.

With the declaring of the Eurasian diplomacy, greater emphasis was placed on the historical and cultural relations with Japan, and it became the motive for the development of the Silk Road Diplomacy after 1997. Former Prime Minister R.Hasimoto in his speech proclaiming the beginning of the Eurasian diplomacy, particularly pointed out the deeply rooted nostalgia for the region extending from the glorious times of the Silk Road in Japan. Because Japan has got a lot from the Great Silk Road. Thus, the historical and cultural commonality has become an element of soft power in the relationship with the region republics.

Japan seeks to develop the most attractive aspects of their image based on this commonality. Postwar development model was the one of its components. Former Foreign Minister Taro Aso summarized its essence as "peace and happiness through economic prosperity and democracy".

Japanese variant providing the dominant role of the state in economy was definitely of interest to the Central Asian states, faced with the choice of the way of economic development and had the planned economy tradition of the socialist type. Japan repeatedly emphasized the advantages of a smooth transition to a market economy, contrasting the "Japan-East Asian model" to the "Anglo-Saxon". Japanese experts organized courses in economics and business administration, in order to convey the Japanese experience.

And the theme of democracy also was always on the agenda in relations of Japan and Central Asia, Taro Aso was especially active in promoting the "values diplomacy" on the "Arc of Freedom and Prosperity", including Central Asia [3]. He believed that Japan can play an important role in nation-building, in promotion of democracy, peace and freedom, human rights, rule of law and the market economy in the region.

Since the Japanese approach to the process of democratization is fundamentally different from Western, it can be seen as an element of the Japanese soft power in the region. Japan was in favor of "democracy through development," considering that the rise of economic well-being will lead to improvement of the situation with democracy and human rights. Part of this approach is attributed to the fact that democracy in Japan was brought from the outside in the process of reforming the post-war political system. Thus, promoting the idea of democracy in Central Asia, Japan is a bearer of Western values with Eastern characteristics, that much more impressed with the local regimes than rigid approach of Europe and the United States [4].

Japan's status as a leader of the innovative development is also very attractive for the Central Asian countries. And the both sides always stress that the Japanese technology and the natural resources of Central Asia are complementing each other. The leaders of the Central Asian states are interested in Japanese innovation and the population considers Japan as a desirable partner in terms of scientific and technological cooperation.

Also, Japan paying special attention to the environmental problems what has a positive image in a region. Tokyo actively participates in projects for Saving the Aral Sea, as well as to eliminate radioactive contamination in the Semipalatinsk region [5]. International activities in combating climate change, the development of "green technologies", well-established waste-free production - all this reflects not only the experience of Japan faced with serious environmental problems, but also based on the traditional Japanese concept of thrift. In recent years, Japan focuses on the promotion of energy-saving technologies and renewable energy, what is in interest of Central Asia of course.

The main directions of soft power includes the dissemination of information about Japan, the acquaintance with traditional and modern culture, to popularize Japanese language, the organization of human exchanges and cooperation with international organizations in the field of culture.

Cultural diplomacy plays a key role in making closer to each other Japan and the Central Asia, to improve mutual understanding and to maintain emotional closeness. It is not just traditional culture, but also active promotion of contemporary youth culture. The Japan cultural centers and embassies regularly organize events not only in the capitals, but also in many cities of the countries of the region. Japanese government pays special attention to the educational programs for the young’s and for the professionals. There are English-language programs for students, trainees and researchers, training for teachers, the program "young leaders", for government officials, health professionals, industry, law, the Master and PhD programs in Japanese universities. Inter-university relations are developing actively. For example, Japanese universities Hosei, Waseda, Tsukuba implement student exchange programs with leading educational universities of the region. From 2006 International Centre for Central Asia in Tsukuba University is operating, engaged in joint research programs in the field of teaching.

One of the important elements of the soft power is the measures to popularize Japanese language. The teaching of the Japanese language in the Universities of Central Asia has a relatively short history. The first courses was opened in 1990 at the Oriental Department of Tashkent state university. In 1991, the teaching of the Japanese language began in Kyrgyzstan, and in 1992 - in Kazakhstan. Annually in this three Central Asian countries - Kazakhstan, Uzbekistan and Kyrgyzstan are held exams on Japanese (norёku siken). And from 1997, embassy organizes contest of the Japanese language for the students from Central Asia. In Tajikistan and Turkmenistan Japanese language courses became popular just in recent years. With the help of a set of measures related to the Japanese language, and also with the support of Japanese language teachers associations and other similar associations are forming and supporting a network of communication interested in Japan and Japanese language. Implementation of cultural activity basically occurs through the embassies, as well as joint human resources centers established by agreements between the governments of Central Asian countries and Japan International Cooperation Agency (JICA), also known as Japanese centers.

Embassies are involved in the outreach work, as well as in the implementation of educational and cultural programs of the Japan Fund.

Joint Centers for Human Development are operating since 2000 in Kyrgyzstan, Uzbekistan and Kazakhstan [6]. Their main activities include business - courses, Japanese language courses, computer classes, promote information and cultural exchange. The centers play an important role in the spread of the Japanese language. In order to strengthen cultural cooperation, the development of relations and deepening mutual understanding between the countries centers annually organizes events such as: Festival of Japanese culture ", which is held in conjunction with the Embassy of Japan. Centers try to show different traditional and modern arts, music, martial arts, Japanese cuisine and technologies. Also in centers is operating master classes and clubs for arts and crafts, such as origami, calligraphy, kimono dressing, as well as seasonal events dedicated to various Japanese festivals such as "cherry blossom Festival" Star Festival "Tanabata" and others. Whereas previously Japanese studied mainly at universities and just students could learn it, with the opening of centers language became available for everyone. The centers also help for the teachers with the teaching methods and teaching materials. Centers organize thematic meetings, lectures and exams to study in Japan. But in Turkmenistan and Tajikistan there are no centers.

Since the establishment of diplomatic relations, Japan has turned a significant potential of soft power in Central Asia. The popularity of Japanese culture and sport, the successful activity of the centers of developing human resource, active cultural exchanges shows a growing interest in Japan. By spreading their culture through movies, cartoons and Japanese manga, Japan becoming more and more attractive for the younger generation. And Central Asia are impressed by the image of Japan as a technologically advanced country, the leader in solving global problems, the model of economic and democratic development of the countries of. At the same time, because of the peculiarities of cultural diplomacy policy directed for the long term results and to form favorable public opinion than on achieving concrete results, it is quite difficult to measure the effectiveness of it. We can assume that the Japanese cultural diplomacy “soft power” in the region will be facing new challenges caused by an active cultural diplomacy of China, as well as a growing presence of South Korea in the region.

References:

1. Soft power, http://en.wikipedia.org/wiki/Soft_power

2. Michael J. Norris, “Exploring Japanese popular culture as a Soft Power” http://www.inquiriesjournal.com/articles/253/exploring-japanese-popular-culture-as-a-soft-power-resource

3. Mirzokhid Rakhimov, “Central Asia and Japan: bilateral and multilateral relations” http://www.sciencedirect.com/science/article/pii/S1879366513000328

4. Maiko Ichihara, “Understanding Japanese democracy assistance” http://carnegieendowment.org/2013/03/25/understanding-japanese-democracy-assistance-pub-51286

5. Mukhametrakhimova A.T. “Japan and Kazakhstan Cooperation: environmental aspect” http://articlekz.com/article/4979

6. www. KJC. kz