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1. A Study on Korea’s Brand Image Perceived by Foreign Correspondents: 2. Focusing on National and Regional Differences

Authors
이병종
Issue Date
Aug-2012
Publisher
한국세계지역학회
Keywords
foreign correspondents; international news; national image; national brand; news reporting
Citation
세계지역연구논총, v.30, no.2, pp.65 - 85
Journal Title
세계지역연구논총
Volume
30
Number
2
Start Page
65
End Page
85
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/12185
ISSN
1598-5946
Abstract
A country’s brand image is formed through various channels. Among them, the most important channel is media. For that reason, foreign correspondents play a key role in the formation of the images of the nations where they are stationed. But their reporting is not fully objective. By nature, foreign correspondents interpret and report events in their host countries based on their internal perceptions. This paper is designed to analyze Korea’s brand image perceived by foreign correspondents stationed in Korea through in-depth interviews with them. The results show that their image of Korea has four features: Economic and industrial development; Coexistence of tradition and modernity; Popular culture represented by Hallyu; and Tensions related to national division. Of the four, U.S. and European correspondents focused heavily on national division and Asian correspondents on popular culture. As such, Korea’s image of the latter was more positive than that of the former.
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