한국 신문에 나타난 미국의 이미지: 한국에서 미국의 공공외교는 성공하고 있는가?

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.