| Summary: | 碩士 === 國立臺灣大學 === 新聞研究所 === 107 === This study aims to understand how South Korea''s international broadcasting system constructs a national image of South Korea from a public diplomacy perspective. Based on Anholt and Hildreth’s National Brand Hexagons model, this paper summarized South Korea’s national image into four frameworks: Advanced Cultural Countries, Smart Science and Technology, Peaceful Democracies, and Friendly Communication. Using these frameworks, this paper analyzes the content of "News Center", a TV program on Arirang TV, from February 1, 2018, to February 28, 2018.
Unlike the “Advanced Cultural Country” framework which has been used commonly in film and television industry, the “Peaceful Democracy” framework is at the center of Arirang TV reports, composing of three sub-frames: "Peace Dialogue to Pursue Peninsula Unity", "International Communication Bridge" and "Democratized Country Experience", which demonstrates South Korea as a peaceful and democratic country.
In conclusion, South Korea took advantage of the Pyeongchang Winter Olympics, the worldwide eye-catching event, to manage its national image and practice public diplomacy from various ways.
|
|---|
