從日本地方創生戰略看新公眾外交的實踐

Analyzing the Practice of New Public Diplomacy from the Perspective of Japan's Regional Revitalization Strategy

地方創生戰略最早於2014年由日本政府提出，細究其運作，不僅包含對內的公共政策，亦同時展現新公眾外交的特性：無論發動主體、操作方式、欲達成效果皆更趨多元；唯一不變的是，縱其可能有外溢效益，但接受客體始終為目標對象的外國公眾。外國公眾作為地方創生戰略中的一個角色，將依其與地方之關係做更細的劃分與應對，期待能使原本不具關係的外國公眾由交流人口持續轉變為關係人口、定居人口。又以新公眾外交作為地方創生戰略之操作工具，將能使之更具成效與效率，觀察實際運行，除提供有效的政策連結與支持，善用文化資源與符號意象，重視包裝、行銷、媒體混合，及直接與外國公眾對話與創造連結等皆為其特色。

The Regional Revitalization Strategy was originally proposed by the Japanese government in 2014. Upon closely examining its operation, it not only includes domestic public policies but also reveals the characteristics of new public diplomacy: regardless of the initiating entity, operational methods, or desired outcomes, all tend to be more diverse. The only constant is that, despite potential spillover benefits, the target audience remains foreign publics. As part of the regional revitalization strategy, foreign publics are categorized and addressed according to their relationship with the region, with the expectation that originally unrelated foreign publics can gradually convert from being exchange populations to relationship populations and ultimately settled populations. By using new public diplomacy as an operational tool for the regional revitalization strategy, it can be more effective and efficient. Observing its practical operation, it features providing effective policy connections and support, utilizing cultural resources and symbolic imagery, emphasizing packaging, marketing, media mix, and directly engaging and creating connections with foreign publics.