New Evidence of American Misperceptions of Korea

The Chicago Council on Global Affairs has recently published a Report on U.S. Attitudes Toward the Republic of Korea, authored by Victor D. Cha and Katrin Katz.   A PDF version of the study can be downloaded from the Council's Website.  Coincidentally, both authors are recent alumni of the Fulbright program in Korea!  Their study was part of a national survey by the Chicago Council and it contains some findings that should alarm those who are concerned with the health of the U.S.-Korea alliance.
The survey, conducted earlier this year, found general awareness of South Korea in the U.S. to be low.  For example, only 51 percent of respondents thought of South Korea as a democracy, compared with 40 percent who thought it was not a democracy.  This despite Korea's status as one of the most successful examples of peaceful democratic transition in modern international relations history!  Fifty percent of survey respondents thought that Buddhism had the most followers of any major religion in Korea, while only 19 percent mentioned Christianity.  Fully 71 percent of respondents did not know that South Korea is one of the United States top ten trading partners.
Findings such as these are of concern because of their impact on public support for key U.S. policies toward Korea, including the pending Free Trade Agreement, the North Korean Nuclear issue, and the presence of U.S. troops in South Korea, to name a few.  Readers of this blog will know that I am very interested in the nature of Korea's national image and the major factors shaping it, including the internet and new digital media.  The easiest way to see past posts, such as this one, is to enter "national image" in the search box to the right.
The thought that U.S. policy toward Korea might be influenced by vague and misguided public images is disturbing to me, as it should be to all who are concerned with the current and future health of the relationship between our two nations.

The Korea Discount: Information Age Politics in Korea

This year marks the 60th anniversary of the outbreak of the Korean war and the division of the peninsula into North and South Korea. Over the past six decades, the South has developed into a technologically advanced country and is one of the world's leading exporters. On a day-to-day basis, people living in South Korea don't think much about the possible outbreak of war, even after the recent Cheonan incident. However, the world's mainstream media--television, newspapers, magazines and the business press--continue to frame the Korean situation in terms of national division and the threat of war on the peninsula. Nowhere is this more evident than in the continued widespread application and acceptance of the so-called "Korea Discount." As reported in the Joongang Daily this morning, the global rating agency Standard and Poors reports that uncertainty surrounding North Korea’s power transfer is weighing on South Korea’s sovereign credit rating because of the possibility of war and the potential for huge unification costs.  “Significant uncertainties remain from a possible succession in the near future in North Korea,” Standard & Poor’s (S&P) said. “We continue to view instability as an important constraint on the creditworthiness of South Korea.”
The credit rating agency said the South Korean presidential council estimated earlier this year that sudden unification could cost the country $2.14 trillion by 2040 and raise government debt to 147 percent of gross domestic product (GPD) in that year, compared with the government’s estimate of 36 percent by the end of this year. It would be interesting to see an estimate of how much the "Korea Discount" has cost South Korea over recent decades in lost foreign direct investment or other costs directly related to its application.
Moreover, the Korea discount is really only information that estimates the probability of future conflict or economic burdens on the Korean peninsula. As such, it illustrates the power of information, created by the mainstream and financial media and disseminated instantly via the internet. From a certain perspective, one might say that the most stable thing on the Korean peninsula for almost sixty years now has been the nation's division.  How does one really estimate the possibility of a peaceful or gradual unification of Korea versus a sudden, disruptive one?  The nature of the "Korea discount" and its real, empirical meaning and value deserve much more attention in era of information age politics. Perhaps some of you who occasionally read this blog can shed more light on the topic. Comments are welcome.

Image of Korea's Technology Level Trails Germany, Japan, U.S.

An interesting article in the Joongang Daily reports that the image of the technology level of Korean products trails that of Germany, the U.S. and Japan.  (click on the graphic at left to see a larger version) As readers will know from previous posts, I have a longstanding interest in the problem of national images--how they are formed, how they change and the influence they have upon foreign policy, to name just a few aspects of my interest.
Today's article is based on a 2009 report by the Korea Trade-Investment Promotion Agency.  It notes that if products of such advanced countries as the U.S., Japan and Germany are valued at $100 on average, South Korean products of the same quality are valued at $71.50.  The article notes that, although there has been an improvement in Korea's image over the past several years, the "Korea discount" is still there.  In other words, tension between South Korea and North Korea is still a major downside to consumer perceptions.  According to a KOTRA official, "In the survey, students and the general public outside the corporate realm linked South Korea more with the Korean War and North Korea's alleged nuclear weapons program than with technologies and economic development."  Finally, one in four people surveyed by KOTRA thought that Samsung was a Japanese brand.

Seoul Video Contest: "Streaming Seoul 2009"

This post is to call your attention to a very interesting and worthwhile video contest being sponsored by the City of Seoul called "Streaming Seoul 2009."   Click on the title or here to access their web site.  The contest is open to all, regardless of nationality, but there is a particular interest in how people from other countries and foreigners residing in Seoul experience and view the city.
Those of you who follow this blog know that I've long been concerned with questions surrounding national image and brand image, whether that be for a city, a corporation or another sort of organization.  Of course, this blog also concerns itself with developments in mobile communication.  One part of the big transformation taking place is the growing ease with which video can be recorded and shared with others via the internet.
I notice that the deadline for submissions to the contest is December 31.  That leaves just over three weeks for videophiles to shoot some video and put together a potential prize-winner.  The contest offers cash prizes for several categories of video.
My personal thanks to Danny Taewoo "Technokimchi" Kim for calling this contest to my attention.

Korea's Image Problem

A headline in the Joongang Daily caught my attention: "Korea Aiming to Refine Image Abroad." The article which followed the headline dealt with efforts of the Lee Myung Bak administration to improve the nation's brand image in the world. President Lee has convened a Presidential Council on National Branding. Lee Chan-buom, now the Director General of Korea's Presidential Council on National Branding, noted the adverse impact on Korea's image of news media coverage of the anti-US beef import candlelight vigils in early 2008. Those demonstrations were visually colorful, prolonged and mysterious to most western and international television viewers and internet users. Rightly or wrongly so, they created an image that South Korea is unstable, flighty and tends toward anti-Americanism. The article notes that nation-branding may be a difficult task in a country that has seen numerous street protests, corruption and frequent confrontation with its neighbor, North Korea. I'll say!
I've long been interested in the effects of mainstream media coverage, especially television, on public opinion and U.S. foreign policy toward other countries. (see, for example, my article on "Quiet Diplomacy in a Television Era Use the link and you can read the full text, PDF.). That was back in 1990. However, despite the explosive growth of the internet, (see my monograph, The Internet and Foreign Policy) the pattern continues. Korea's new President Council on National Branding will have to deal with television and the internet, most especially since convergence means that television (IPTV) is now part of the internet. In this new media environment, coverage by CNN, BBC World or The New York Times are a fact of life. Anti-beef import protests, stories about the sexual adventures of North Korea's Kim Jong-Il, and almost any topic, will be fair game for the world's media. The internet, television and the media (roughly in that order) are today significant determinants of corporate, national and even individual images. In this context, how should Korea proceed to improve its national image?
I have a couple of thoughts. First, news coverage of North Korea, and news coverage of demonstrations in South Korea are not going to go away. Furthermore, they are not under the control of the South Korean government. The only real solution to the problem that North Korea poses for South Korea's national image is to make real progress toward reunification, and the sooner the better. Second, any efforts to brand Korea should stay away from quick-fix advertising gimmicks like "Korea Sparkling" or even "Dynamic Korea" and should build from long-standing realities. For example, Hangul is the Korean alphabet and that is not likely to change. Kimchi is eaten by Koreans and that, too, is unlikely to change anytime soon. It is an interesting challenge. I don't have any further insights at the moment, but will likely comment in future posts.

The Australian on "The Peril Brewing in Pyongyang"

As everyone knows, President Lee Myung Bak has been visiting Southeast Asian countries, including Australia.   Today a very perceptive article appeared in The Australian . Entitled "The Peril Brewing in Pyongyang," it began the sentence "No one knows when North Korea will do the almost inevitable and either implode or explode."  The article is basically built on a fundamental reality in Korea, that it remains the only nation in the world that was divided because of the aftermath of World War II and the long Cold War. Recommended reading.

FTSE to Promote Korea to 'Developed Market'

It's official.  As reported in the Chosun Ilbo online English edition, the Korean stock market is to be promoted to "developed" from "advanced emerging" status by the Financial Times Stock Exchange index.  The FTSE is used by many European investors, and the promotion would help the country draw more foreign investment and raise stock and bond prices, which have been notoriously undervalued. Korea thus joins 24 "developed" markets.  My reaction in part:  better late than never.  Another part of my reaction:  national image, or the brand image and brand value of a nation are extremely important in this information era.  This cannot help but enhance South Korea's national image.

World Attention in the Information Age: Korea's National Image

In 1941 Harold Laswell, one of the social scientists whose work led to the creation of communication research as a field of study, wrote a thought-provoking article titled "World Attention Survey." Laswell's research tried to map attention patterns around the world by analyzing the content of newspapers, in particular the countries and issues mentioned in newspaper articles. My first book, Television's Window on the World, was based on my doctoral dissertation and attempted to do something similar with U.S. network television in the 1970s. Today, thanks to the internet and some new Google services, it is possible to do a "World Attention Survey," with much less manual effort than when Laswell was conducting his research or when I laboriously, with the help of research assistants, hand-coded television content for analysis in my dissertation. To illustrate the possibilities, I will show in this post how Google Insight, its brand-new service, can be used to shed empirical light on the question of Korea's national or brand image. In an earlier post, I showed how searches of Google News could be used to help analyze Korea's national image. Google Insight provides an important new piece of the puzzle about national image because it shows patterns of search activity on the internet by people around the world. If you doubt this, take a look at the results of the following global, unfiltered set of searches on Google Insights for Search. Just click on the links to see the results of worldwide search activity, from 2004 to the present, for each of the following terms.

• Korea
• Samsung
• LG
• Hyundai

If you took time to look at each of the results pages by clicking on each of the four links above and scrolling through the results page, you'll agree with me that several definite patterns show up.

• First, searches for Korea tend to turn up news of North Korea's nuclear test and related political problems. Not surprisingly, the topics covered by the 4,000 plus media sources in Google News and the search patterns shown by Insights for Search, tend to be highly correlated. Mainstream media coverage and global search patterns are both part of "World Attention" in this information era.
• Second, searches for Samsung and LG tend to center around information and communication technologies, notably television sets and mobile phones.
• Third, searches for Hyundai make it clear that Hyundai is viewed around the world as an automobile manufacturer, first and foremost.
• Fourth, the results for regional distribution of search behavior around the world show clearly that Korea's corporations have effectively established a presence in developing countries as well as those of the former Soviet Union and Eastern Europe.

These preliminary observations are based on a simple, unfiltered search for several terms. Obviously, much more could be learned by comparing search patterns across different countries or regions. However, I do think the results are intriguing. I assume that a majority of Google searchers around the world may NOT be aware that Samsung, Hyundai and LG are Korean companies, so that complicates the question of their contribution to Korea's national image. It also seems that the major mainstream media and their consistent focus on political problems or crises--currently North Korea's nuclear progam and the six-party talks--form a part of South Korea's image. This part of the image, however negative it may be, will be hard to escape short of reconciliation and eventually reunification on the Korean peninsula.

Korea's National Image

The current flood of images of anti-American beef protests, candlelight vigils and meat-processing plants in the U.S. has implications for South Korea's national image. However, these new images will become part of a larger context which, cumulatively, shapes Korea's national image. A few archive searches on Google News, can give us a very rough idea of the predominant images that Korea is projecting these days, wittingly or unwittingly. Google News is a computer-generated news site that aggregates headlines from more than 4,500 English-language news sources worldwide. As such, it is one of the more comprehensive sources of world news media attention patterns currently available. This is not to suggest that it is a comprehensive measure, especially since Google news crawls only English sources.

To start with, I did a Google archive search for "Korea broadband revolution" (without the quotes) It produces results like the first graphic included here (click on the graphics to enlarge). A search for "Korea broadband" produces very similar results. For the first seven and a half years of the 21st century, news media around the world paid attention to South Korea as the world leader in broadband networks.

Another image of Korea conveyed by media around the world has to do with North Korea's nuclear development. As shown in the second graphic here, world media attention to this story line started during the Clinton Administration's negotiations with North Korea in the 1990s. High levels of attention then resumed during the Bush administration, both before and after North Korea's 2006 nuclear test.

The summer Olympic Games are traditionally the world's largest planned television and media event, and that was particularly the case for the 1988 Seoul Olympics. South Korea seized on the opportunity of hosting the Games to open up political communication with China, the Soviet Union and many socialist countries of Eastern Europe. The spike in international media attention to Korea surrounding the Seoul Olympics is vividly shown on the time line produced by a Google News archive search.

The division of Korea is today the world's last vestige of the World War II and Cold War era. For more than half a century, the demilitarized zone (DMZ) separating North and South Korea has been a prominent part of Korea's national image. The truce village an Panmunjom has long been a popular tourist destination and a mandatory backdrop for television coverage whenever a U.S. president or other high-level official visited Korea. In an important sense, the 1988 Seoul Olympics were a "coming-out party" for South Korea, with considerable emphasis on its electronics industry. We can safely say that, prior to the Seoul Olympics, South Korean electronics companies like Samsung Electronics, LG Electronics or Hynix, were relatively unknown around the world. Today that has changed, as shown by a recent poll of opinion leaders by The Corea Image Communication Institute, a Seoul-based organization that aims to promote positive images of Korea overseas. The Institute surveyed 139 foreign ``opinion leaders'' including diplomats, journalists, academics and businesspeople who have visited Korea or are currently staying in the country. When asked about Korea's best-known image, nearly half of all respondents picked indigenous corporate brands such as Samsung and LG, and Korea's Information Technology business. Another well-known image associated with Korea was the North Korea issue. More than 26 percent of those polled said Korea was ``best known" for the continuing nuclear standoff between the South and North. (see Korea Times article on the poll) Once again, a Google news archive search on "Samsung Electronics" suports the notion that it has contributed substantially to South Korea's national image over the past two decades.

North Korea the Internet's Biggest Black Hole

The depth of the digital divide separating North and South Korea is difficult to overstate. The organization "Reporters Without Borders" reports that North Korea is the biggest black hole in the internet. The accompanying graphic was commissioned by that organization to visually represent the countries that are the world's biggest enemies of the internet and the free flow of information through it. Another graphic appeared in the local press today, presenting data compiled by the Ministry of Unification, on the number of North Koreans defecting to South Korean annually over the past decade. I think it provides some interesting additional context for the digital divide on the Korean peninsula.

Korea in Cyberspace: National and Brand Images

The current political uproar in South Korea and the flood of images it has released are important politically, economically and culturally. The images emanating from South Korea these days help to create the image of this nation in North America, Europe an other parts of the world, as well as here on the peninsula. Use of the term "flood" to describe the flow of images is appropriate insofar as the internet and modern digital communications accelerate the diffusion of political information. Here in South Korea, former President Kim Dae Jung and others have observed that the country is experimenting with "Direct Democracy." Without doing a quantitative empirical study, I would hazard a guess that the current political activity in South Korea, centered as it is around the internet and new digital media, is having an effect on Korea's national image in the world. According to an article in the Korea Herald, South Korea's embassy in Washington D.C. surveyed 136 U.S.-based experts on July 12-13. The survey found that 60.2 percent of the respondents believed the anti-U.S. beef rallies and candlelight vigils would damage Korea's image among Americans, while 27.2 percent said that they would not.

Candlelight vigils in the Spring are an ideal place to exploit the new media. Think how easy it is to snap photographs or record videos with your cellphone, and then share these with netizens. By definition, sharing such images with netizens means that they are available to anyone in the world. In other words, they help to define Korea's national image and its place in cyberspace. The point of this post is simply to note that South Korea is building its national image, or its place in cyberspace. Once constructed, national images cannot easily be altered or torn down, for the simple reason that the digital images stay there in cyberspace. Some elements of the emerging image also seem clear: candlelight vigils, labor demonstrations and anti-government protests, anti-Americanism, genuine fear of American beef, gullibility to rumors about Mad Cow Disease, and so forth. These elements are mixing with South Korea's existing national image which includes such aspects as being an "IT Powerhouse," "Broadband Leader," and a country which places a high priority on education, science and technology generally.

Where's the Beef? It's in the Images

One thing is certain. The current political uproar in South Korea over the import of American beef has produced a flood of visual images of all kinds. They include the placards held by participants in candlelight vigils which, although individually small, create quite an impression when carried by thousands or tens of thousands of vigil participants. Images circulating on the internet range from still photos through doctored photos, cartoons and caricatures. Of course, the most powerful images of all are probably the live or timely video portrayals of events. To see a representative sampling of such images, check out one of South Korea's major internet portals such as Daum , or the site of an organization promoting the anti-beef-import campaign, http://www.michincow.net/ , or search the many videos that have been uploaded to YouTube.

Still photographs are very easy to distribute via e-mail and the internet. They are routinely used by print media, in both their print and web editions, and by the major international news agencies. A recent photograph by Reuters is included here as an illustration. In this connection, it is worth noting that major search engines, such as Google, provide an image search option for quickly locating photographs and video images on the internet. Despite the obvious origin of most images in Korea itself, mostly from Seoul and other large cities, the anti-beef protests quickly generated a response in the U.S. and in other countries around the world, as illustrated by the image of Koreans in France staging a sympathetic protest near the Tower of Eiffel.

The main media outlets in South Korea today are reporting that the number of people participating in anti-beef import vigils decreased notably over the weekend. Some of the articles attribute this to the fact that the "anti-U.S. beef" movement is being politicized to include anti-FTA concerns, the concerns of labor unions, broadcasting and other media concerns, and so forth. However, one of the most interesting images from today's news in South Korea was a before/after shot of Seoul Plaza, showing the wear-and-tear on grass that is an inevitable effect of the nightly vigils. Another powerful visual image emerging from this month and one-half long political movement was the construction of a barrier made of shipping containers on the north side of the Kwanghwamun intersection, right in front of the statue of Admiral Yi. Although the barrier itself was short-lived, the image was extremely powerful. The first image included here is a photo taken as the barrier was being constructed. The second shows how it was used during that evening's protest.

Finally, please take a long, hard look at the final still image included here. It says volumes about the role of the internet and new media in South Korea's current political situation. The image is a photograph of a reporter broadcasting the anti-beef protests live over the internet via his notebook computer.

"Haechi" as New Symbol of Seoul?

It is not only the city of Seoul, but South Korea and the Korean peninsula more generally that has an "image problem." I will address this problem in much more detail through posts on this blog, but wanted to share with you the latest effort to address the image problem. In today's Korea times, an article reported that "As corporate identify (CI) is used to upgrade corporate image, the city wants the new symbol to become the city's new icon and contribute to boosting the capital's international image. The Mayor of Seoul is quoted as saying that "Despite the scale and reputation of Seoul, we don't have any representative symbol. We've selected Haechi as the symbol and we hope it will promote the city internationally.'' The Mayor wants Haechi to become like the Big Apple of New York, Merloin in Singarpore and Buddy Bear of Berlin. The city made the selection after six months of preparation, including various surveys and public hearings. Most respondents picked Gyeongbok Palace as a representative icon of the city but the city chose the palace's guardian Haechi for its practical variations along with its historical characteristics." I commend the Mayor and the City of Seoul for recognizing the problem. However, is this how Seoul wants to be represented in the media around the world, let alone cyberspace?

More on Politics: Crackdown on Madcow Rumors Online

According to an article in today's Joongang Ilbo, prosecutors are beginning a crackdown on madcow rumors online. "Five prosecutors will begin investigating those who create and spread posts, cartoons or video clips containing false facts about mad cow disease and U.S. beef, the prosecutors’ office said. It said the current onslaught against the resumption of U.S. beef imports is more malicious than just Internet posts of critical opinions. They said it is developing into organized attacks on government agencies’ official Web sites." The article further notes that "Scary tales about mad cow disease are sweeping popular Web sites in Korea. Some of the posts claim mad cow disease can spread through soil, air or food and that some countries are set to categorize Korea as a country at risk of mad cow disease and to ban Koreans from entering those nations."

English Name Change: Ministry of Knowledge Economy

Apparently a number of people had the same reaction I did to the naming of a new Ministry as the Knowledge-based Economy Ministry. Today, according to Yonhap News, the government has changed the English names of several ministries, including this one. It has now been renamed the Ministry of Knowledge Economy. For purposes of this blog, I'll continue to refer to it as the Knowledge Economy Ministry since the other word order in English seems to beg for insertion of an article, thus calling it the "Ministry of the Knowledge Economy." As noted in my earlier entry, this is not intended as nitpicking about English wording, but rather to point to the larger picture. How will the new English names be received in other countries or in organizations that follow developments in Korea through English-language sources?

Language, Ministry Names and Korea's International Image

Korea.com, an official web portal of the Korean government, announced on Friday January 18 that President-elect Lee Myung-bak’s transition team had unveiled the English names of new ministries to be created as a result of his streamlining of government. According to a team spokesperson, "The transition team’s senior members finalized the official English titles of the new ministries after examining those of foreign countries." He said a new giant organization to be created through the merger of the Commerce, Industry and Energy Ministry with parts of the Information and Communication and Science and Technology ministries will be named the Ministry of Knowledge-based Economy (지식경제부 in Korean). Two observations about this announcement

• 지식, in Korean, can be translated into English as knowledge, knowhow or information. In the U.S., Europe and other parts of the English-speaking world, the concepts of the information economy or information society (정보사회) are more widely used and understood than that of the "knowledge economy." Therefore, one might reasonably ask why it becomes the "Ministry of Knowledge-based Economy" rather than the "Information Economy Ministry."
• Now that South Korea has one of the world's leading economies, any change in the English language, or other language names of its ministries and other key government organizations is like changing a brand name. It has huge value and affects the nation's relations with other countries and international organizations.

My Interest in Korea's Information Society: II

In his classic 1950s study of American perceptions of China and India Scratches on our Minds, Harold Isaacs noted that "Vagueness about Asia has been until now the natural condition even of the educated American." His study was motivated by the apparent tendency of Americans, including policymakers, to view the world with emphasis on Europe, despite the obvious importance of Asia in America's emergence as a major world power. As I have written elsewhere, Korea illustrates the persistence of such tendencies. After living in Korea for two years as a young (early twenties) Peace Corps Volunteer, the lack of attention to Korea by the mainstream U.S. media became a matter of concern. When I began researching television coverage of international affairs for my doctoral dissertation at Stanford in the late 1970s it became clear that Korea's status in the American media was similar to that of many other developing nations. It appeared in the news only when there was a crisis to discuss. Other than that it was hardly covered at all. These empirical findings are all documented in my book, Television's Window on the World. Even in May of 1980, when the Kwangju uprising shook Korean politics to its core, the American television networks and other mass media devoted only a minimal amount of attention to Korea. (See my "Quiet Diplomacy in a Television Era: The Media and U.S. Policy Toward The Republic of Korea") They were preoccupied, as was the U.S. government, with the long, drawn out Iran hostage crisis. The Kwangju story never led a network television newscast. The State Department in Washington and the White House under Jimmy Carter never held a press conference. As a result, the television networks and the other major media didn't have the incentive of a press briefing in Washington D.C. to cover the Kwangju uprising. Over a decade later, in the early 1990's, I began to conduct research on the remarkable changes in Korean telecommunications during the 1980s. They constituted a truly amazing transformation, yet they did not attract the international attention they deserved until much later, after Korea itself had become an active member of both the Organization for Economic Cooperation and Development (OECD) and the International Telecommunications Union (ITU). Even in the late 1990s and the early years of this century, the media seemed to have great difficulty in reporting South Korea's world leadership in broadband internet infrastructure and usage. I attribute this lag in international recognition of South Korea's accomplishments to the general patterns of coverage that were well-established over the years in television and the mainstream press. Although South Korea is now receiving well-deserved press attention, much of that is because of North Korea's nuclear weapons development, the six-party talks and related topics. The information revolution and the new information society evolving on the Korean peninsula, although attracting attention, are hardly given their due. Nor, for that matter, is the importance of the digital divide in Korea. The Korean peninsula, which was divided as a vestige of the Cold War, is now the world's most poignant and extreme example of a digital and communications divide. Vagueness and misunderstanding of Korea persist in the United States and other parts of the world. One purpose of this blog will be to call attention to that phenomenon and to add context and clarity whenever possible.