 " ... a society ’ s image abroad is not shaped entirely by cultural activities . It is , instead , shaped by the combined total of what people abroad see and hear , and what they know about aspects they consider important , whether those are positive or not . [ ... ] Even a society that cares greatly for its people and its heritage may not have a very positive image abroad , and vice versa . South Korea cannot control what people abroad will come to understand about its society and culture either . 
