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한국 신문에 나타난 미국의 이미지: 한국에서 미국의 공공외교는 성공하고 있는가?The Image of the U.S. in Korea’s News Media: Is U.S. Public Diplomacy Working in Korea?

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The Image of the U.S. in Korea’s News Media: Is U.S. Public Diplomacy Working in Korea?
Authors
이병종
Issue Date
Aug-2014
Publisher
한국광고학회
Keywords
국가 이미지; 공공외교; 미국; 한미관계; 뉴스프레임; national image; public diplomacy; U.S.; Korea-U.S. relations; news frame
Citation
광고학연구, v.25, no.6, pp.195 - 217
Journal Title
광고학연구
Volume
25
Number
6
Start Page
195
End Page
217
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/5901
DOI
10.14377/KJA.2014.8.31.195
ISSN
1225-0554
Abstract
The U.S. has been actively conducting public diplomacy throughout the world to improve its brand image through engaged communication with local publics. Yet its global image is two-faced. On the one hand, the U.S. is seen as a compassionate defender of freedom and democracy. On the other hand, it is also viewed as a harsh hegemonic power with unilateral foreign policy. To examine the image of the U.S. in Korea, its “blood ally” for 60 years, this paper analyzed Korean newspapers’ frames on the U.S. The overall U.S. image in Korea was slightly negative. The news frames displayed the divisive, declining and discriminative images of the U.S. politics, economy and society, while U.S. cultural image was dynamic and diverse. These images are a little different from the messages the U.S. government is trying to convey to the Korean public. These results indicate U.S. public diplomacy in Korea is not fully successful.
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TESOL·국제학대학원 > 국제관계학과 > 1. Journal Articles

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TESOL·국제학대학원 (국제관계학과)
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