Escolar Documentos
Profissional Documentos
Cultura Documentos
U.S.NewspaperMediaContentAnalysisofSouthKoreas
ImageandReputation
ADirectedResearchProjectSubmittedto
TheFacultyofThePublicCommunicationGraduateProgram
SchoolofCommunication
AmericanUniversity
Washington,D.C.
InCandidacyfortheDegreeofMasterofArts
By
ChanMiPark
April2010
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
ACKNOWLEDGEMENTS
Ithasbeenalongandexcitingjourneycompletingthisproject.Iwouldliketo
expressmysincerestgratitudetowardsProfessorJosephGrafandDr.RhondaS.
Zaharnafortheirinvaluableknowledgeandwisdomthathaveguidedmethrough
theprocessofdevelopingandfinalizingthisstudy.Additionally,thisprojectcould
nothavebeencompletedwithoutthemoralsupportandenthusiasmfromProfessor
MariaIvancinandCharlesCutshall.THANKYOU,forkeepingmefocusedand
remindingmedaybydayhowmuchIenjoythissubject.
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
ABSTRACT
Nationbrandingcampaignshavebeenlaunchedworldwidetohelpdevelopa
countrysimageandreputationandtoprovideacompetitiveedgeonsocial,
economic,andpoliticaldevelopments.Thisstudyprovidesinsightintothe
conditionsoftheSouthKoreanimageandreputationintheUnitedStatesbeforeand
afterthesystematiceffortsmadebytheSouthKoreanPresidentialCouncilon
NationBranding.Throughacontentanalysisofthetopfourmostcirculated
newspapersintheEastCoast,thisdatademonstratesthebeforeandafter
conditionsoftheSouthKoreanbrandimageandprovidesinsightintothe
effectivenessofits10pointplan.Thisstudyalsoexploresthetheoriesofnation
branding,nationalimage,nationalreputation,andcompetitiveidentity.
Keywords:NationBranding,Branding,InternationalPublicRelations,NewsMedia,
SouthKorea,KoreaBranding,ReputationManagement,CompetitiveIdentity,
NationalBrands,NationImage.
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
TABLEOFCONTENTS
I. Introduction5
II. Background7
III. LiteratureReview9
IV. ResearchQuestions21
V. Methodology26
VI. Analysis28
VII. Discussion31
VIII. Conclusion35
IX. Appendix38
X. References43
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
INTRODUCTION
Inaglobalizedworld,withthedevelopmentoffastandefficientinformation
technology,ithasbecomecrucialtoidentifyandmanageacountrysimageand
reputation.Whileacountrysimagehasbeenindirectlydevelopedthroughout
historybyinternationalpolitics,thispracticehashelpedcapitalizeoninternational
economic,social,andpoliticalprospects.Theactivedevelopmentofacountrys
imageandreputationisbasedonthetheoryofNationBranding,whichuses
marketingtacticstobuildacountryasabrand(Fan,2006).However,thistermhas
mostrecentlybeenreferredtoasCompetitiveImage,usingmorerelationshipbased
approaches(Anholt,2008).
OnJanuary22,2009,SouthKoreanPresidentLeeMyungBak,eagerlyassembled
aPresidentialCouncilonNationBrandingtoproactivelyshapeandmanagethe
SouthKoreanimageandreputation.Beforetheimplementationofanynation
brandinginitiativeSouthKorearanked33outof50countriesontheNationBrands
Index(NBI)(GfKRoperPublicAffairs&Media,2008).TheNBIisthemostwell
knownindexindicatingpublicfavorabilityandperceptionofacountrybasedonits
political,socialandeconomicstatus(GfKRoperPublicAffairs&media,2008).To
SouthKoreasdisappointment,evenasthe12thrankingcountrywiththehighest
GDPin2009,(WorldFactBook,2010)ithadbeenrankedamongstthelowestof50
countries.
Determinedtodobetter,SouthKoreaannouncedthatitwoulddevelopaplanto
moveuptothe15thrankby2013(Kang,2009).Theannouncementwasmetwith
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
skepticismbyexpertssuchasSimonAnholt,whodeemedupwardmobilityonthe
NBIofmorethantworanksimpossibleinamatterofafewyears(Kang,2009).
ThisstudyanalyzestheeffectoftheSouthKoreanPresidentialCouncilonNation
BrandingseffortsonNationBrandingbyanalyzingthe10PointPlanannouncedin
Marchof2009,throughreviewingtheU.S.newspapermedia.Theresultsofthis
studyprovidesinsightintotheSouthKoreaimagemostwellknowntoU.S.
audiencesandprovidesrecommendationstoeffectivelyreachaudiences.Thisstudy
introducesSouthKoreascurrentcondition,presentsaliteraturereviewof
competitiveidentityandrelatedtheories,andidentifiesthemethodologyand
analysisofresearchconductedbycontentanalysisofU.S.newspapermedia.
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
BACKGROUND
ToprovidehistoryandperspectivetoSouthKoreasnationbranding
initiatives,thefollowingidentifiessomeofthecountryscurrentconditions.
COUNTRYPROFILE
Koreahasexperiencedmanyinvasionsoverits2,000yearsofrecorded
history.Butwithitsstrongvaluesofsufficiencyanditshomogeneityithasresisted
foreigninvasion,earningitthetitleofHermitKingdominthe1800s(U.S.State
Department,2010).Thisslowlychangedtowardsthelate1800sasitfaced35
yearsofcolonialrulebyJapan,followedbytheKoreanWar.Koreathentolerated
foreigninvolvementfollowingtherebuildingofthenationpostwar(U.S.State
Department,2010).
AttheendoftheKoreanWar,in1953,Koreawassplitwithanarmistice
betweentheNorthandSouthatthe38thparallel.Sincethen,SouthKoreahas
establishedarepublicgovernmentwherepowersaresharedbetweenthepresident,
thelegislatureandthecourts(U.S.StateDepartment,2010).Ithasalsobeennoted
foritsrapidgrowth,asSouthKoreaseconomyhasexceededtheNorthKorean
economybyfourteentimes(CentralIntelligenceAgency,2010).Evenasacountry
slightlylargerthanthestateofIndiana,itseconomicpoweriscomparabletothe
worldslargesteconomiesandismemberoftheG20.Itistheseventhlargest
tradingpartnertotheUnitedStatesprovidingelectronicproducts,automobiles,
machineryandtransportationequipment(U.S.StateDepartment,2010).
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
Itspopulationislargelyhomogenous,withcommonalitiesincultureand
language(U.S.StateDepartment,2010).TheSouthKoreanliteracyrateisamong
thehighestintheworldwith97.9percent(CentralIntelligenceAgency,2010).
Sincetheculturegreatlyvalueseducation,attendanceofprimaryandsecondary
leveleducationisveryhighandthustheworkforceiswelleducated(Central
IntelligenceAgency,2010).Technologically,SouthKoreahasthe10thlargest
populationofInternetusers,withastrongcommunicationsystem(Central
IntelligenceAgency,2010).
Inrecentyearsitspopulationhasexperiencedlargeratesofemigrationto
countriessuchasChina,theUnitedStates,andJapan(U.S.StateDepartment,2010).
SouthKoreahassufficientrepresentationinternationallyandhasachievedgreat
economicsuccess.RecognizinghowSouthKoreanhasdevelopedsincetheKorean
War,itisnosurprisethattheSouthKoreangovernmentfeelstheneedtoproveto
theinternationalcommunitythroughitsNationBrandinginitiative.
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
LITERATUREREVIEW
BRANDANDBRANDING
Thetermnationbrandingimpliestheuseofcorporatemarketingtacticsata
publicandnationallevel.TheAmericanMarketingAssociation(2010)defines
brandingasthesystematicidentificationofaproductorservicewithparticular
distinctionfromitscompetitors.Furthermore,brandingrepresentsanimage,ideas,
valuesandevenpersonality(AmericanMarketingAssociation,2010).
Thestudyofbrandingassumesthatabrandisdevelopedthroughtwomajor
components:brandawarenessandbrandimage(Kotler,1991ascitedinKeller,
1993).Abrandcansucceedifitbecomessalientandmemorabletoalevelthat
customerscaneasilyrecognizeabrand,andrecallthebrandifandwhengivenits
respectivecategory(Kotler,1991ascitedinKeller,1993).Thesecondcomponent,
brandimage,alsoworkswiththehumanmemory,asitistheconnectionofthe
brandsassociations,suchasimage,values,andcharacteristics,reflectedinthe
consumermemory(Kolter,1991ascitedinKeller,1993).
NATIONBRANDING
Nationbrandinghasbeendefinedastheapplicationofbrandingstrategiesat
thenationalleveltopromoteanationsimage(Fan,2006).Otherscholarshave
madedistinctionsfactoringintheinfluenceandpowersassertedbythegovernment
orprivatecorporationsastheinitiatorsofpersuasionorchangeinanationsimage.
Theyhaveevendismissedtheideaofbrandingasthecorepractice(Gudjonsson,
2005).Whilethetermnationbrandingassumesthatthemarketingtactic,branding,
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
isacorepracticeintheprocessofbuildinganationsimageandreputation,the
nationatlargeincludesmultiplefacetsthatarenotfactoredintoacommon
corporatepractice.
Inthecaseofnationbrandingthetermnationwithoutdefinitecertainty
indicatesthenationasstateornationaspeople(Widler,2007).Inthepracticeof
nationbrandingithasusuallybeeninitiatedbythestate,whichholdsthe
institutions,government,andtheterritory(Hill,2003).However,nationbranding
alsoappearstoincludewhatHillidentifiesasanationthatrepresentsagroupof
peoplewithacommonidentityandhistory(Hill,2003).HeatherSkinnerand
KrzysztofKubackialsorecognizethisdynamic,acknowledgingthatovertimethe
conceptsofnationasstateandnationaspeoplehaveconvergedtoidentify
nationalandculturalfacetsofeconomy,legal,culturalandpoliticalsystemswiththe
choiceforindividualstoconsciouslychoosetheirdefinitionsaccordingtotheir
traditionsandvalues(2007).
Thus,nationbrandingcanbedefinedasthestrategicselfpresentationofa
countrywiththeaimofcreatingreputationalcapitalthrougheconomic,politicaland
socialinterestpromotionathomeandabroad(Szondi,2008)andissuccessful
whenpublicspeakstopublics;whenasubstantialproportionofthepopulationof
thecountrynotjustcivilservantsandpaidfigureheadsgetbehindthestrategy
andliveitoutintheireverydaydealingswiththeoutsideworld(Anholt,2003).
Asaresultoftheshiftingnatureofthedefinitionofnation,therearemany
ideaspresentedinthepracticeandstudyofnationbranding.Thissuggeststhat
therearevariousfacetstothedefinitionofanation.Thus,YingFanrecognizesthata
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SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
nationwillneedtounderstandthesemultiplefacetsanditsimplicationsduringits
nationbrandinginitiative(2006).Fanidentifiesplace,naturalresources,local
products,people,history,culture,language,politicalandeconomicsystems,social
institutions,infrastructure,famouspersonsandpictureorimageascontributing
factorstotheentirenationbrand(Fan,2006).
Figure1.NationBrandHexagon(GfKCustomResearchNorthAmerica,2010).
SimonAnlhot,aspecialistinnationalimageandreputation,andoneofthe
fathersofnationbranding,alsoacknowledgesthecomplexityandmagnitudeof
nations.Heidentifiescontributingfactors,tourism,people,exports,cultureand
heritage,investmentandimmigration,andgovernnanceintheNationBrand
HexagonshowninFigure1.In2005hedevelopedtheNationBrandIndex(NBI),
whichusesthosesixfactorstomeasuretheimageandreputationofanationin
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SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
comparisontoothernationsbyidentifyingthepublicperceptionsofthedifferent
countries(GfKCustomResearchNorthAmerica,2010).Thesefactorsinclude
exports,whichdeterminethepublicsimageofanationsproductsandservicesand
measuretheextenttowhichconsumersseekoravoidproductsfromanation;
governance,whichgiveslighttopublicopiniononthelevelofthenational
governmentscompetency,fairness,perceivedcommitmenttoglobalissues,andthe
individualsbeliefsabouteachcountrysgovernment.Additionalfactorsinclude
cultureandheritage,whichmeasuretheglobalperceptionsofthenationsheritage
aswellastheappreciationforitscontemporaryculture;people,measuredfortheir
reputationincompetence,education,opennessandfriendliness,andlevelsof
hostilityanddiscrimination.Italsoincludestourism,whichmeasuresthelevelof
interestinvisitingthecountry;andinvestmentandimmigration,whichdetermines
theattractivenessoflivingandstudyinginthecountry,whilealsorevealingthe
perceivedeconomicandsocialsituation(GfKCustomResearchNorthAmerica,
2010).Thisassertsthatthedevelopmentandmanagementofanationsbrandmust
consider,thebranding,reputationandmanagementofthenationsexports,
governance,cultureandheritage,thepeople,tourism,investmentandimmigration.
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SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
Figure2.NationsBrandIdentityModel(Skinner&Kubacki,2007).
SkinnerandKubacki(2007)haveelaboratedonthedynamicsofnationhood,
nationalandculturalidentityandplacebranding,throughthenationsbrand
identitymodelshownaboveinfigure2.Thismodelcomparestheinteractionoftwo
nationsanditsfactors.Eachnationhastheabilitytoaffecttheplacesandpeople
withinthenationthroughpolitical,culture,economic,andlegalsystems.Each
nationhastheabilitytoaffectplacesandpeopleoutsideofitsbordersthrough
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SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
tourism,exportbrand,foreignanddomesticpolicy,investmentandimmigration,
culture,heritageandpeopleasshowninSimonAnholts(2007)NationBrand
Hexagon,becausethesedictatethenationalandculturalidentityofthenation.To
provideamorecompleteviewofthedifferentsystemsatwork,thenationsand
theirmoderatorsaremetthroughplacebrands,whichisasimilarconcepttonation
brandsbutusedatasmallerscaletoencompassonlyaregionortouristdestination
(Skinner&Kubacki,2007).
NATIONBRANDINGTOOLS
Therearevariousnationbrandingtoolsthathelpinthedevelopmentofa
nationsimageandreputation.TheNationsBrandIdentityModelidentifiesseveral,
suchasplacebranding,publicdiplomacy,informalandformalcommunication,and
personalexperiences(2007).Theidentificationofthesetoolsholdstheideathat
tailoringcommunicationofeachnationsfacettotherighttargetaudiencesbecomes
importantinnationbranding.
TheBrandBoxModelfurtherexplainsthedifferencesofplacebrandingand
nationbranding..TheresearchdonebyNiallCaldwellandJoaoR.Freire,reveals
howindividualsevaluatetheattractivenessofacountry,region,and/orcity
differentlyinaccordancewiththeBrandBoxModel.TheBrandBoxModeldivides
brandingintotwodifferentsubcategories:representationalityandfunctionality.
Representationalityidentifiesasetofconsistentbeliefsandmeaningsassociated
withpurchasingaproductorservice(Caldwell,2004).Functionalityontheother
handemphasizestheutilitarianneedsoftheconsumer(Caldwell,2004).The
researchshowedthatcountries,overall,wereevaluatedbasedon
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SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
representationalityasitdefinedthosewhotraveledthereandalsobuiltasenseof
identityforthevisitor(Caldwell,2004).Regionsandcitieswereevaluatedby
functionalityintermsofthedestinationcharacteristics,anditsoverallexperience
withrespecttotrendculture(Caldwell,2004).Consideringthesefindings,when
brandingtheassociatedcharacteristicsofaplace,regionand/ornation,onemust
considermultiplelevelsofinteraction,asthenationencompassesandrepresentsall
thelocalattractionsinitsterritory.Localattractionshelpbuildandaddsubstance
tothenationalimage.
PhilipKotlerandDavidGertners(2002)studyemphasizestherelationship
ofanationsproductorservicetothenationsoverallimage.Thecountryoforigin
effectisanintegralpartoftheconsumerdecisionmakingprocessasitprovides
customersassociativecharacteristicsthatbuildthebrandimageandconnectsit
backtothecountryoforigin(Kotler&Gertner,2002).Nationimagehelps
consumersrecallbeliefsandclaimsaboutthebrandusingcognitiveprocessingand
stereotypesaskeymodestounderstandanationandmakeconsumerdecisions
(OShaughnessy&OShaughnessy,2000).Throughtheuseofmodesthathelp
associateanationsimagetoaproductorservice,theproperbrandingofaproduct
orservicecanbuilduponanddevelopanationsimagefortheconsumer.Therefore,
bybrandingareasoftourism,exports,cultureandheritage,acountrycanhelpbuild
thenationimage.Theapplicationofpublicrelations,marketingandadvertising
tacticsmayalsobebeneficialinachievingnationimagethroughproductsor
services.
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SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
Similartotheprocessofbrandingtourism,exports,cultureandheritage,
thereareotherfieldsofstudytraditionallyusedinthepublicsectorthatassistin
nationbrandingthroughthegovernancecategorymentionedintheNationBrands
Hexagon.Traditionally,publicdiplomacyhastriedtoinfluencethegeneralpublicof
targetnationsinordertoinfluenceachangeintheirforeignordomesticpolities
(Szondi,2008).Mostrecently,publicdiplomacyhasfocusedoncreatingamore
receptiveenvironmentforforeignpolicygoalsandpromotesnationalinterestnot
onlyinternationallybutalsonationally(Szondi,2008).
Otherexpertsdefinepublicdiplomacyasaninclusionofthreemajor
components:thegovernment,themedia,andpublicopinion(Gilboa,2008).Public
diplomacyhasalsobeendefinedasworkingmostlywithsoftpower.Softpowerisa
nationsvalues,culturesandpolicies,thatcausepeopletoactthroughcooperation
ratherthancoercion(Gilboa,2008).Nationbranding,similarly,triestoengagethe
mediaandpublicopinion,whilecommunicatingtothepublicthenationsvalues,
culturesandpoliciesforthedevelopmentofpolitics,economics,andcultures.
Therearefivedistinctwaysthatnationbrandingandpublicdiplomacyhave
beenparalleled(Szondi,2008).Thefirstcomparisonstatesthatnationbranding
andpublicdiplomacyactasseparatefields.Thesecondstatespublicdiplomacyisa
smallersubsetofnationbranding.Thethirdstatestheoppositeofthesecondand
viewsnationbrandingasasmallersubsetofpublicdiplomacy.Thefourthlooksat
publicdiplomacyandnationbrandingasequallypowerfulconceptssharinga
similargoal.Thelastdefinespublicdiplomacyasexactlyequaltonationbranding.
Suchideascomparegoals,contexts,targetaudiences,direction,theroleof
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SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
government,actors,strategies,tactics,themedia,budget,timeframesand
evaluation.Theseworkingcomparisonsshowhowthecombinationofpublic
diplomacyandnationbrandingcanbeadjustedtomeettheobjectivesofthenation
(Szondi,2008).
Regardlessofthewaypublicdiplomacyandnationbrandingareusedin
relationtoeachother,accordingtoJianWang(2006),nationalreputationhasbeen
alargepushinaidingtheprocessofinternationalinteractionsandtransactions.
Thus,tocultivatenationalreputationnationsmustcommunicatewithinternational
publics.Asaresult,publicdiplomacyhasadaptedtoincludegovernmenttopeople
interactionsandhasincludedtheuseofmassmedia,communicationsstrategies,
publicrelations,anthropologyandinternationalrelationsasmeanstobuild
relationshipsbetweennationsandcultures(Wang,2006).
CulturalDiplomacyissimilartopublicdiplomacy,buttakesonaculturally
sensitiveapproachtobuildingrelationships.CynthiaSchneider(2003)defines
culturaldiplomacyas,theexchangeofideas,information,artandotheraspectsof
cultureamongnationsandtheirpeoplestofostermutualunderstanding.Themajor
methodsinachievingculturaldiplomacyareasfollows:communicatingnational
values;cateringtheinterestofthetargetcountryofferingpleasure,informationor
expertise;openingdoorstotargetcountriesthroughdiplomats;providing
alternativestodirectpresenceintargetcountry;forminglongertermrelations;and
beingcreative,flexibleandopportunistic(Schneider,2003).Publicdiplomacy,
culturaldiplomacyandnationbrandingconvergeintheirbasictactics.Allthree
conceptsattempttoattractothernationsthroughpositiveimagesinordertobuild
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U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
relationshipsforthefuturedevelopmentaccordingtotheirrespectiveobjectives
(Szondi,2008).
TARGETAUDIENCES
Ifanationsgoalistochangeordevelopabetternationalimageand
reputation,itiscriticaltounderstandthedifferenttargetaudiencesthatneedtobe
reachedtodevelopthenationsbrandawareness.Therefore,differenttacticsfrom
differentfieldsarenecessarytopersuadetargetaudiencestodevelopafavorable
imageofanation.
Itisimportanttonotethatnationbrandinghasbeenaprocessthathasbeen
developingsincethecreationofcountriesandinternationalexchange.National
imageisbaseduponstereotypesthathavebeenbuiltuponculturalandhistorical
eventsthathavedevelopedovertheyears,andnationalreputationisearned
throughthoseinteractions(Anholt,2008).AsexplainedbyKotler(2002)and
OShaughnessy(2000),nationalimageisreliantuponthehumanabilitytorecall
ideasandmemoriesaboutthenationandstereotypescanbealargepartinmaking
consumerdecisions.Theemphasisthenfornationimageandreputationisonthe
developmentofrelationshipswiththeinternationalcommunitythroughtime.
COMPETITIVEIDENTITY
Subsequently,SimonAnholthastakenadifferentapproachtothe
developmentofnationalimageandreputationtakingintoconsiderationthe
relationalfactor.ThenewideaisoutlinedinhistheoryofCompetitiveIdentity.
Thistheoryassumesthatcommunicationalonecannotchangeanationalimage.
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U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
However,longtermrelationshipdevelopmentwiththeinternationalcommunity
throughtourism,brands,people,policy,culture,andinvestments,thecountrycan
influenceitsimage(Anholt,2008).Strategicallyitisrecommendedthatthecountry
behonestinitsinteractionsandcommunicationaboutitsconditionsandtostill
considerappropriateandaffectivewaystoinspirepublicopinion(Anholt,2008).
CompetitiveIdentityissimilartoNationBrandingbutlessmisleadinginitstactical
implications,asitchoosesamorenaturalmeansinitsapproachtochange
nationalimage(Anholt,2008).
Asthecompetitiveidentitystrategystatestheinclusionofthecountryandits
peoplesimage,itisimportanttoconsidertheethicalimplicationsofdevelopinga
nationimage.Thedevelopment,implementationandmanagementofnationimage
isdonethroughaninstitution,usuallythegovernment.JanineWidlerexploresthe
conceptofnationbrandingasitrelatestothemanagementofstereotypes(2007).
Nationbrandingisthenastereotypingpractice,wheretheseshortcutsareusedto
characterizeanationtotheentireworld(Widler,2007).However,ifnation
brandingrequirestheparticipationofthepublicstolivethemessagesandhopeto
spreadittotherestoftheinternationalcommunity,whatifciviliansdonotidentify
withthenationalimage?JanineWidlerposesthequestion,aretheysupposedto
movetoanothercountry,totheonewithwhosebrandvaluestheyidentifywith
more?(2007).Itmaybeimportanttoincludeparticipationandinvolvementofthe
entirenationtoconsiderplanningandimplementinganationbrandingcampaign
(Widler,2007).
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Whilenationimagedoesnotchangeinashortamountoftime,SimonAnholt
arguesthatinthecurrentsituationwheremediaandtechnologyhavebecomeso
integraltotheinternationallifestyle,itwouldbewiseforanationtotakeinitiative
inbuildingitsownnarrativebeforethemediadictatesthenarrative(2009).He
furtherexplainsthatindividualswillinevitablyuseshorthandstomakejudgments
aboutacountryandpositiveshorthandsmuststrategicallybeplacedinorderto
developnationbrands.Acountrywithpoorbrandingwillbemetwithcynicismand
indifferencebytheworldsmediaregardingitsactions,whereascountrieswith
strongbrandshavelittletroublegainingrespectandattentionformediocreactions
(Anholt,2009).Nationbrandinginthiscasehelpstolevelacountryseconomic
andpoliticaldevelopmentintheinternationalcommunity(Anholt,2005).Itis
recommendedthatallnationstakepartincommunicatingitsnationalimagetothe
worldastheconsequencesaregreaterinnotbranding,thaninactivelydoingso.
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RESEARCHQUESTIONS
InMarchof2009,theNationBrandingCommitteeannouncedits10PointPlan
usingSimonAnholtsNationBrandingIndexasageneralcriterionofmeasurement.
TheNationBrandingCommittees10pointsareasfollows:
1. ShapingtheFuturewithKorea:Asarecentlydevelopednationitself,
SouthKoreawillsystematicallyprovideexternalaidtodevelopingnationsto
helpbuilditsindustriesbyteachingandinformingbestpracticesfor
developmentandprovidingsupplieswhennecessary.Asaresultofthis
effort,SouthKoreawillstandoutasamodelfordevelopingnationsand
developinterestintheKoreanculture.
2. CampusWorld/GlobalKoreaScholarship/CAMPUSAsia:Through
exchangeprograms,SouthKoreawillwelcomestudentsandscholarsto
experience,learnandunderstandSouthKoreanculture.Thus,SouthKorea
willbuildafriendlyrelationshipwithforeigners.Focuswillbeputon
activelyprovidingthisopportunitytoexperienceSouthKoreatofutureand
currentstudentsleadersandscholarsfromneighboringcountries.Thehope
isthiswillbuildafriendlyworldwidenetworkofinfluentialforeignerleaders
whohaveadirectconnectionwithSouthKoreaandhaveanunderstandingof
theKoreanbrandimage.
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3. KoreanSupporters:Systemizevolunteereffortsatamorenationallevelin
ordertoconnecttheimageofthevolunteerorganizationasaSouthKorean
effort.Furthermore,buildnationaleagernesstoparticipateinvolunteer
programsbydevelopingthefeelingofprideforvolunteeringwithinthe
Koreanresidents.AsaresultboostingSouthKoreanimageasthesecond
largestvolunteernation.
4. GlobalKoreanNetwork:ToconnectKoreansallovertheworldby
providingacomprehensiveandaccessiblecybernetworkfortheeaseof
informationexchangeattheinternationallevel.Thus,buildingastronger
brandidentityabroadthroughthestrengtheningofrelationshipswiththose
ofKoreanheritage.
5. KingSejongInstitute&EnjoyTaekwondoProject:Thisprojecthopesto
systemizetheKoreanlanguagelearningprogramsunderasingleumbrella
organizationtheKingSejongInstitutetomakeKoreanlanguagelearning
programsmoreaccessibleandheightentheinterestfortheKoreanlanguage.
Secondly,thisprogramalsohopestostandardizeandmanagetheteachings
ofthemostwellknownKoreanmartialart,Taekwondo,inordertoeasily
defineitasaSouthKoreanculturalproduct.Bothlanguageandmartialart
willbeusedasagatewayintootheraspectsofSouthKoreanculture.Asa
resultitwillincreasetheavailabilityofKoreanlanguageandTaekwondo
programsandheightenforeigninterest.
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6. GlobalCitizenship:ByeducatingSouthKoreanstobewellroundedglobal
citizensbyspreadingcountryspecificetiquetteinformation,SouthKorea
hopestobecomeamorewelcomingandunderstandingcountryfor
foreigners.Itwillaccordinglybuildafriendlyandsophisticatedimageof
SouthKorea.
7. AdvancedTechnology&Design:PutforwardthebestSouthKorean
productstobetterrepresentnationalbrands,fortheheighteningofSouth
Koreanproductimage,especiallyintechnologyanddesign.Asaresult
increasingKoreanbrandawarenessandincreasingexports.
8. Rainbow+Korea:Provideforthesuccessofforeignfamiliesinadaptingand
assimilatingintoSouthKorea.Todoso,thegeneralSouthKoreansociety
mustbemoreacceptingofmultinationalandmulticulturalfamiliesand
becomefriendliertotheirsettlementexperiences.Thisefforthopesto
bridgetheworldwithSouthKoreathroughthoseimmigrantfamilys
experiences.
9. FriendlyDigitalKorea:Makemediaandbroadcastedcontentsopen,easily
accessiblyandeasilyunderstoodtotheworldviewers.Thiswillexpeditethe
crossculturalexchangeofinformationaboutSouthKorea.Andasaresult
therewillbeincreasedinterestinSouthKoreanpopcultureandprovidethe
opportunityforSouthKoreanindustriestoestablishanddevelopinother
countries.
23
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
10. KoreaBrandIndex:Systematicallydevelop,manageandmaintainthe
SouthKoreanbrandthroughtheuseofaKoreaBrandIndex.Thisprogram
willhelptheNationBrandingCommitteeunderstandthecurrentconditions
oftheSouthKoreanimageandbeabletoisolateneedsforthefuture.This
willalsomonitorfeedbackofthenationbrandinginitiativesandcontinueto
giveSouthKoreaabetterNationBrandingIndexranking.Byraising
awarenessoftheSouthKoreanbrand,theNationBrandingCommitteehopes
toadvancethecapacityandinfluenceoftheSouthKoreangovernment.
(PresidentialCouncilonNationBranding,2009).
Ampleresearchhasbeenconductedontheimportanceofframingandthe
effectsofprintmediathathave,throughcognitivememorymodels,alludedtothe
changesinpublicopinion(AlbrittonandManheim,1983,1985;Manheimand
Albritton,1984;Perry,1985,1987ascitedinBrewer,Graf&Willnat,2003).In
communicationtheory,primingandframingbecomeessentialtothepublics
experiencewithmassmedia.Primingprovidesaudiencesthecontextwithwhichto
interpretcertainsubjectsinthemedia(UniversityofTwente,2004).Framing
workssimilarlybutassumesthatmediaprovideafieldofmeaningtothe
informationaudiencesreceive(UniversityofTwente,2004).Primingandframing
bothaffectthepublicsperceptionandrecallontheparticularsubject(Albritton
andManheim,1983,1985;ManheimandAlbritton,1984;Perry,1985,1987ascited
inBrewer,Graf&Willnat,2003).Thus,byuseofprominentnewspapermediawith
theuseofthe10PointPlanasthecorebasisofmeasurementforthedevelopment
24
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
ofSouthKoreasnationalimage,thisstudyexaminesthearticlecontentinreference
toSouthKoreaandposesthefollowingquestions:
R1:IsthereachangeintheSouthKoreanimagebeforeandafterthe
initiationoftheNationBrandingCampaign?
R2:IsthePresidentialCouncilonNationBrandings10pointplaneffective?
25
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
METHODOLOGY
Theresearchquestionswereanalyzedbycontentanalysis.Theselectionof
newspaperswasbasedonthenationstopmostcirculatednewspapersaccordingto
theAuditBureauofCirculation(2009)andtheavailabilityofaccesstonewspaper
archives.Asaresult,USAToday,theNewYorkTimes,theWallStreetJournal
EasternEditionandtheWashingtonPostwereselectedandrepresentasampleof
newspaperscirculatedontheEastCoastoftheUnitedStates.
Asampleofeightmonthswasidentifiedbefore(May222008toJan21,
2009)andafter(July22,2009toMarch21,2009)theestablishmentofthe
PresidentialCouncilonNationBrandingonJanuary22,2009.Sixmonthswereleft
inbetweenthebeforeandaftersamplingperiodstoensuredatacollectionwould
allowforthetimeacampaignwouldneedtotakeeffect.Throughsystematic
samplingprocesses,fourdateswerechosentoequallyrepresenteachdayofthe
weekdistributedamongtheidentifiedtimeperiods,foratotalof32sampleddays
fromeacheightmonthperiod.
Throughelectronicsearchdatabases,ProQuestandLexisNexis,thekeyterm
SouthKoreawasusedtoidentifynewspaperarticlesprintedfromthefour
differentnewspapersforeachsampledate.OthertermsthatrelatedtoSouthKorea,
likeSeoul,werenotsearchedbecausethedevelopmentofaNationBranding
campaignhopestomakesalienttheattributesofthecountrythroughthereference
ofthenameSouthKorea.
Theresultingsamplescontained102articlesforthetimeperiodbeforeand
150articlesfortheperiodafterward.Thearticlesgatheredwereanalyzedbythe
26
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
subjectsmentioned,referencestotheeffectsofthe10pointplan,andvalenceof
coverageonSouthKorea.Thefullcodingsheetingcanbeseenintheappendix.
Additionally,toprovidefortheaccuracyandreliabilityofthedata,anintercoder
reliabilitytestoftwentyarticleswasconductedbetweentwoindividuals.
Furthermore,assamplessizesforthebeforeandafterdataaredifferent,the
confidenceintervalsforeachdatasetwerecalculated.
27
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
RESULTS
Inanalyzingthedata,thelimitationsthatmustbeconsideredaretime,
resourcesandmajornationalevents.Therewasalimitedsampleavailableforthe
timeperiodafterwardtofullyshowthecampaignseffects.Thechosennewspapers
werebasedonavailabilityofthearchivethroughelectronicdatabases,whichdid
notincludeWestCoasteditionsoftheWallStreetJournalandtheLosAngelestimes.
Hence,thedatacollectedisrepresentativeonlyoftheEastCoastandnotofthe
entireU.S.population.Furthermore,nationaleventsmustbenoted,includingthe
2008BeijingOlympicsandthe2009VancouverWinterOlympics,whichmayhave
changedtheamountofcoverageoncertainsubjects.
Theintercoderreliabilitytestontwentyarticlesfromtwocodersshoweda
94percentmatchonthemajorquestionsoverall.The94percentdisregardsthe
generalcollectionofdataonthenameofthenewspaper,thepage,thesectionand
thenumberofwordsinthearticle,astheywerefactbasedquestionsnotinvolved
intheanalysisoftheresearchquestionsmentionedabove.However,toensure
furtherconsistencyofthecoding,eachquestionsreliabilitywasanalyzed,showing
thatoutoftwentythreequestions,onlyonefellbellowthe85percentmark.This
wasfoundtobearesultofamisunderstandingofwordingandwascorrected.
Theconfidenceintervalofbothbeforeandaftersamplesizeswerecalculated
andshowedthatatthe95percentlevelofconfidence,theerrorattributabletothe
beforesamplesizeisplusorminus4percentagepoints.Theerrorattributableto
28
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
theaftersamplesize,alsoatthe95percentlevelofconfidenceisplusorminus4.8
percentagepoints.ConfidenceintervalscanbeseeninTable3oftheappendix.
Thetotalsamplesizeforthebeforesampleconsistedof150articlesandthe
aftersamplesizeconsistedof102articles.Figure4showsabreakdownofthe
numberofarticlespresentforeachselectednewspaper.Thenewspapersshowing
thelargestnumberofmentionsofSouthKoreaweretheNewYorkTimesandthe
WashingtonPostforboththebeforeandaftersamples.Notably,thenumberof
articlesfortheWashingtonPostfellfrom58to26,whereasothernewspapersdid
notdrasticallychangebetweenthebeforeandaftersamples.
InordertoidentifytheconditionsofSouthKoreanimageandreputation,this
researchcodedforthecoverageandmentionofSouthKoreainthenewspaper
accordingtogeneralsubjectsforthebeforetimeperiod.Theaftertimeperiodhelps
toidentifyanypossiblechangesthatmayhavetakenplaceoveraperiodoftimethat
mayhavebeentheresultofthePresidentialCouncilonNationBrandings10Point
Plan.TheconditionsofSouthKoreancoverageinthefournewspapersindicates
consistentmentionofSouthKoreaalongthesubjectofpoliticsandgovernment,
business,economyandfinance,andsports.Thedatacomparisononthebeforeand
afternewscoverageindicatesthelargestamountofincreaseinthecoverageof
military/defense/securityby13.9percent,followedbycoverageofcultureand
societyby13.8percent,andlastlybycoverageofNorthKorea,whichincreasedby
12.9percent.Therewasanotabledecreaseinthecoverageofsportsby12.2
percent,whichmaybearesultofthe2008BeijingOlympicsgames.Table5inthe
29
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
appendixshowsfurtherdetailedresultsofthesubjectspresentintheU.S.
newspapersforSouthKoreancoverage.
Tofindtheeffectsofthe10PointPlanintotheU.S.media,theresearch
collecteddatabeforeandaftertheimplementationofthe10PointPlanto
determineifitmayhaveinfluencednewsarticles.Thedatashowsomeincreasesin
coveragefromthebeforetotheaftersamples,withatotalof26inthebeforesample
and39intheaftersample.Whilethedifferencesarenotgreat,datashowsthatthe
newspaperscoveredalmostallofthe10Pointsatleastonce.Consideringthe
numberoftimestheScienceandTechnologysubjectwasmentionedintheotherall
categorizationofnewspapersasseeninTable5,itisnotsurprisingthattechnology
and/ordesignwasthehighestmentionedofthe10points,withlittledifference
betweenthebeforeandaftersamples.Furtherdetailonthe10PointPlanisshown
inTable6intheappendix.
InordertofindanychangesintheeventsandattitudestowardsSouthKorea,
valenceofeacharticlewascoded.Inthebeforesample,over50percentofcoverage
wasconsideredneutral,leavingpositiveandnegativewith23.33percentand20.67
percentcoveragerespectively.Theaftersampleshowsashifttowardsmore
positivecoverageofSouthKoreabyanincreaseinalmost20percent,whereasboth
neutralandnegativecoveragedropped.Table7showsthedetailsofthesechanges.
30
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
DISCUSSION
ThepurposeofthisstudywastoinvestigatetheconditionsofSouthKorean
imageintheUnitedStatesanddeterminethepossibleeffectsofthe10PointPlan.
Againthetworesearchquestionsposedatthebeginningofthisstudyareasfollows:
R1:IsthereachangeintheSouthKoreanimagebeforeandafterthe
initiationofthenationbrandingcampaign?
R2:IsthePresidentialCouncilonNationBrandings10pointplaneffective?
Theobservationsmadeinthiscontentanalysisappeartoindicate
considerablechangesinmediacoverageofSouthKorea.Whilenumbersofarticles
referencingSouthKoreahavedecreasedbetweenthetwosamples,theanalysis
appearstoindicateanoverallpositivechangetoSouthKoreancoverage.The
categorizationofsubjectsfromthesamplesindicatedmostofthecoveragerevolved
aroundSouthKoreanPoliticsand/orGovernment,andBusiness,Economyand/or
Finance.Whileboththosecategoriesaresignificanttothecomponentsof
competitiveidentity,thesignificantchangesshownintheaftersampleprovide
greaterinsight.
Theaftersamples,whilecontinuingtooffersignificantrepresentationofthe
subjectsjustmentioned,alsoprovidegreaterfocusontopicssuchasCultureand
Society,ArtsandEntertainment,andScienceand/orTechnology,representing
SouthKoreaacrossdifferentplatforms.Consideringtheprimingandframingeffects
onthepublic,thesechangesinmediacoverageindicatepossiblepositiveinfluences
31
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
oftheSouthKoreanimagethatresonatewiththegeneralU.S.public,astypesof
coverageareexpanded.
TheincreaseincoverageofsubjectssuchasMilitary,DefenseandSecurity
andreferencestoNorthKorea,isanimportantchangetonoteinthedata,
consideringthehistoryofthetwocountries.Interestingly,articlesreferencing
NorthKoreaweremostlypositiveintheirportrayalofSouthKorea.Nevertheless,
thenegativeframesbuiltanassociationinthemindsoftheU.S.publicof
communistNorthKoreawiththeimageofSouthKorea.Thesearethingsthatwill
continuetoaffecttheSouthKoreanimage.Thisisevidentwhentakingintoaccount
thespillovertheoryeffectsusedincrisiscommunication,whichobservesthe
negativeflowofimpactonorganizationsinrelationtotheorganization
experiencingthecentralcrisis(Yu,Sengul,&Lester,2008).Theseeffectsarenot
onlylimitedtoorganizations,butspanacrosscountrybordersasshowninother
researchfindings(Kaminsky&Schmukler,1999).Asaresultoftheclose
associationofNorthKoreaandSouthKoreainhistoryandculture,furtherresearch
onthemattermustbeconductedtofindthedirectcausalityandtheimpactofNorth
KoreaontheSouthKoreanimage.
Toanswerthesecondresearchquestion,researchwasdonekeepinginmind
thecompetitiveidentitytheory,whichemphasizestheneedfordevelopmentof
relationshipsovertime.Sincethecouncilidentifiedeachofthe10Pointstostart
andtofurtherdeveloprelationships,anyindicationofpreparation,developmentor
implementationofthe10Pointsweresignificant.The10Pointswererepresented
inthecodingthroughindividualquestionsthathelpedidentifyarticlesreferringto
32
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
thepreparation,developmentorimplementationofeach10Points.Theresults
indicateincreasednumbersofreferencesofthe10PointPlaninthenewspapers.
Theincreaseinmediacoveragereferringtothe10PointPlanisslight,but
positiveandsubstantialtotheaffectofthePresidentialCouncilonNation
Brandingsefforts.Thereachofthe10PointPlanseffectscannotbecertain,but
whatiscertainisthatallofthe10pointshavebeentoucheduponintheafter
sample,whereasthebeforesampleonlyindicatesafewwereincluded.
Furthermore,theincreasesincoverageofSouthKoreaonthedifferentsubjects
acrossCultureandSociety,ArtsandEntertainment,andScienceand/orTechnology,
intheaftersampleimplyasignificantchange.Whetherthosechangeswerecaused
bythecouncilseffortareunknownandthedataislimited,butitisextremely
positiveandbeneficialtothecouncilsefforts.
Similarly,thereareotherlimitationsthatneedtobeconsideredforthe
implicationsofthedata.First,theeffectsofthe10PointPlanmayhavegreataffects
onmediawhichwerenotconsidered.Asaresultoftheplanscentralnatureto
movetowardsbuildingrelationshipssomeresultsmaybevisibleinwebsites,blogs
and/orsocialmedia.Thisisespeciallythecaseforpointsthatemphasize
networkingsuchastheGlobalKoreanNetwork.Theseoutletsmayhavebeen
moretargetedascommunicationmediaastheycanbemoreinfluentialinthe
developmentofthedifferentpoints.Secondly,thenewspapersselectedforanalysis,
whileconsiderablyrepresentativeoftheeastcoastmediaasshowninthe
confidenceintervals,arenotrepresentativeoftheglobalmedia.Bearinginmind
thatatleastoneofthepointsofthecampaigntargetscountriesinAsia,moreofthe
33
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
campaignseffectsmaybeseeninthoseregionalmedia.Lastly,thetimeperiod
lengthinwhichanationsimagecanfullybechangedisconsiderable.Thelimited
timeperiodanddataavailabletoanalyzeinthisstudyprovidesforaverynarrow
segmentofapossiblylargedevelopmentofnationimage.Thedataishighly
encouraging,buttoprovideforfullimpactofthecampaign,researchmustbe
conductedoveralongerperiodoftime.
Additionalresearchmustbeperformedconsideringtheareasmentioned
above,toindicatecampaigneffectsandunderstanditsstrengthsandweaknesses.
Thedatagatheredfromthisstudyindicatestheneedforfurtherresearchinthe
continuationofthePresidentialCouncilonNationBrandingsinitiatives.The
analysisofthisresearchshowsslightchangestowardsdevelopingapositivenation
imageandreputation.Itishighlyencouragingthatwhatisobservedimpliesthe
campaigneffectshavebeensignificant,andmoreoverindicatesthateffortsto
developanationalimagebySouthKoreacantrulybeeffective.
34
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
CONCLUSIONS&RECOMMENDATIONS
ThisstudyshowsindepthanalysisoftheU.S.newspapermediaandits
coverageofSouthKorea.ItalsoprovidesinsightsintothenatureofU.S.newspaper
mediaanditsrelationshipwithcoverageofforeignnations.Thisdataindicates
noteworthychangestothecoverageofSouthKorea,inU.S.newspaperandonthe
continueddevelopmentofnationalimageandreputation.
Presently,theinformationprovidedinthisstudycanbeusedasanindication
ofthecurrentconditionsofSouthKoreanewscoverageandinprovidingresearch
evidenceontheeffectivenessofthe10PointPlan.Toadvancethecouncilsagenda
onnationimageandreputationthefollowingisrecommended:
(1)Thisresearchprovidesagenerallayoutofthesubjectspresentedinthe
newsthatcanprovideameansofmeasurementindevelopingnationalimageand
reputation.MoreinformationaboutSouthKoreaacrossallsubjectsinapositive
lightwillbebeneficialinconveyingsalientandcomprehensiveinformationtothe
public,accountingforthetheoryofmemorymodessimilarlyusedinbranding.In
researchingthenewspapermediabearinmindthenatureofU.S.newspapermedia,
asitisimportanttokeepcloserelationshipswiththegatekeepersofthemedia,who
areresponsibleforthepriming,framing,andpickingthenewsagenda.
(2)Itisalsoessentialtounderstandthatindevelopingacompetitive
identity,thestrategy,substanceandsymbolicactionsmustbeconsidered.Anholt
statesitisimportantforstakeholdersofeachaspectofthecompetitiveidentity
hexagontodevelopastrategythatformsaclear,inspiring,truthfulnarrativeof
35
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
thecountryanditspeoplespastandfuture(2008).Inaddition,itisimportantto
followupthestrategywithinnovativesubstancethatintereststhemediaandthe
publicopiniononallcategoriesofthehexagon(2008).Lastly,symbolicactionsthat
havegreatcommunicativepowerandaremediafriendlymustbemadetosupport
allactionsofdevelopingacompetitiveidentity(2008).Approaching
communicationmethodsinthesethreewaysimplytheneedforunderstandingand
strategicallyusingeventsoractionstogaintheattentionoftraditional,digitaland
subsequentlynontraditionalmedia.
(3)Thisstudyonlyprovidesasmallperspectiveoftheentirecampaignasit
onlyfocusesontheU.S..However,liketherecommendationsmadeaboveconsider
thegoalsofthecampaignandthediverseculturespresentintheworld,to
implementseveralcommunicationcampaignsthataremosteffectiveinreaching
targetaudiences.Asexplainedpreviously,thisparticularstudyfocusesonthe
obviouscommunicationpresentinU.S.newspapers;however,publicscanalso
gatherinformationthroughdigitalandmorenontraditionalmedia.
(4)Culturaldiplomacycanbestrategicallyusedtodevelopstrongbonds
withtheinternationalpublic.Withmorethan240,000Koreanstudentsstudying
abroad,andalmost7millionemigrantsandsecondgenerationalKoreansliving
abroadasof2009(YonHapNews,2010;MOFAT,2009),buildingonthosenetworks
toreachmoreaudienceswouldbuildstrongertieswiththeSouthKoreanimage.
(5)Acrisiscommunicationsplanisneeded.Consideringthespillovereffect
mentionedinrelationtoNorthKorea,thePresidentialCouncilonNationBranding
shoulddevelopacrisismanagementplan,whichintegratesissuesmanagementto
36
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
alleviateconsequencesduringacrisissituation.Thespillovereffectcanbe
detrimentaltothebuildingandmaintainingoftheSouthKoreanimage.Mostrecent
eventsinthedevelopmentsofNorthandSouthKoreahavesparkedtensionand
moremediacoverageofNorthKorea.Theseeffectsmaybedetrimentaltothe
currentdevelopmentsmadeontheSouthKoreanimage.Preparationforcrisisis
importantasshowninmanydifferentcasestudiesandcrisismanagementpractices
(Yu,Sengul&Lester,2008).
37
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
APPENDIX
Table3.
ConfidenceInterval
Group
SampleSize
Plusorminus
Before
150
4percentagepoints
After
102
4.8percentagepoints
Table4.
NumberofArticlesPresentinEachNewspaper
Before
(outof150)
After
(outof102)
WashingtonPost
58
26
NewYorkTimes
56
47
WallStreetJournal
18
15
USAToday
18
14
38
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
Table5.
ThemesPresentinU.S.NewspapersinArticleswithreferencetoSouthKorea
Subjects
Before
After
Politicsand/orGovernment
33.33%
34.31%
Military/Defense/Security
6.67%
20.59%
0%
1.96%
35.33%
34.31%
6%
2.94%
Sports
34.67%
22.54%
Arts&Entertainment
4.67%
10.78%
Scienceand/orTechnology
3.33%
8.82%
Immigrationand/orTravel
5.33%
4.90%
0%
2.94%
CultureandSociety
Others:
NorthKorea
10.67%
24.51%
4%
17.65%
HumanRights
1.33%
13.92%
Olympics
21.33%
7.83%
Golf
4.67%
5.88%
4%
2.94%
NaturalDisasters
Business,Economy&Finance
Education
Crimeand/orViolence
Protests
39
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
Table6.
Articleswithreferencestothegoalsandtacticsof
thePresidentialCouncilonNationBrandings10PointPlan.
Points
Before
(outof150)
After
(outof102)
ShapingtheFuturewithKorea
CampusWorld/GlobalKorea
Scholarship/CAMPUSAsia
KoreanSupporters
GlobalKoreanNetwork
KingSejongInstitute&EnjoyTaekwondo
Project
GlobalCitizenship
AdvanceTechnology&Design
19
20
RainbowKorea
FriendlyDigitalKorea
KoreaBrandIndex
Total:
0
26
1
39
Table7.
DifferenceinPositiveandNegativeCoverageOverall
Valence
Before
After
Positive
23.33%
42.16%
Neutral
56%
43.14%
Negative
20.67%%
14.71%
40
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
U.S. Newspaper Content Analysis Coding Sheet for South Korea Nation
Branding
Date:
Newspaper Name:
1. Wallstreet Journal
2. USA Today
3. New York Times
4. Washington Post
Page(s):
Section Label:
Number of words in article:
Politics and/or Government is a theme present in this
article.
1. Yes
2. No
Military/Defense/Security is a theme present in this article.
1. Yes
2. No
Natural Disaster is a theme present in this article.
1. Yes
2. No
Business, Economics & Finance is a theme present in this
article.
1. Yes
2. No
Education is a theme present in this article.
1. Yes
2. No
Sports is a theme present in this article.
1. Yes
2. No
Arts &Entertainment is a theme present in this article.
1. Yes
2. No
Science and/or Technology is a theme present in this article.
1. Yes
2. No
41
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
42
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
43
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
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45
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
VERSION2:TTableGraphs
Table4.
NumberofArticlesPresentinEachNewspaper
Newspapers
Before
(outof150)
After
(outof102)
WashingtonPost
58
26
NewYorkTimes
56
47
WallStreetJournal
18
15
USAToday
18
14
Table5.
ThemesPresentinU.S.NewspapersinArticleswithreferencetoSouthKorea
Subjects
Before
After
MSD
MSD
t
Politicsand/orGovernment
0.3333
0.3431
Military/Defense/Security
0.0667
0.2059
NaturalDisasters
0.0000
0.0196
Business,Economy&Finance
0.3533
0.3431
Education
0.0600
0.0294
Sports
0.3467
0.2254
Arts&Entertainment
0.0467
0.1078
Scienceand/orTechnology
0.0333
0.0882
Immigrationand/orTravel
0.0533
0.0490
Crimeand/orViolence
0.0000
0.0294
CultureandSociety
Others:
NorthKorea
0.1067
0.0400
0.2451
0.1765
HumanRights
0.0133
0.1392
Olympics
0.2133
0.0783
Golf
0.0467
0.0588
46
SOUTHKOREANNATIONBRANDING:
U.S.NewspaperMediaContentAnalysisofSouthKoreasImageandReputation
Protests
0.0400
0.0294
Table6.
Articleswithreferencestothegoalsandtacticsof
thePresidentialCouncilonNationBrandings10PointPlan.
Points
Before
After
MSD
MSD
Total:
0.1733
0.3823
Table7.
DifferenceinPositiveandNegativeCoverageOverall
Valence
Before
After
MSD
MSD
df
Positive
0.2333
0.4216
100
3.1816*
Neutral
0.56
0.4314
100
2.0045**
0.1471
100
1.2027
Negative
0.2067
*p<0.01%**p<0.02%
47