Tim , Yung and Schwekendiek, Daniel
(2015)
Understanding South Korea's Poor Nation
Brand Image: A Content Analysis Of Two
Leading German Print News Media, 1948–2013.
International Journal of Asia Pacific Studies (IJAPS), 11 (1).
pp. 115-135.
ISSN ISSN: 1823-6243
Abstract
Despite the spectacular rise of South Korea's economy, the West continues to
perceive it as an underdeveloped nation. To ferret out the macrohistorical causes
of this perception, we perform a content analysis of Korea-related articles since
1948 in two leading German news weeklies. We find that South Korea's image has
somewhat improved, transformed from that of the backward "Land of the Morning
Calm" to that of a nation ranking among the most technologically advanced.
However, certain images, such as "unstable," "unsafe" and "corrupt" persist,
despite the fact that economic and political conditions have dramatically
improved. Our research tentatively suggests that a systematic, long-term bias
against South Korea in German print media accounts in part for its negative
image there. However, the fact that this bias has recently abated suggests that
those media will eventually produce a credible portrait of this far-away country
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