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Nation Brand, National Prestige, and the Social Imaginaries of the Advanced Nation in South Korea

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Nation Brand, National Prestige, and the Social Imaginaries of the Advanced Nation in South Korea University of Massachusetts Amherst ScholarWorks@UMass Amherst Doctoral Dissertations Dissertations and Theses April 2021 NATION BRAND, NATIONAL PRESTIGE, AND THE SOCIAL IMAGINARIES OF THE ADVANCED NATION IN SOUTH KOREA Jung-Yup Lee University of Massachusetts Amherst Follow this and additional works at: https://scholarworks.umass.edu/dissertations_2 Part of the Asian Studies Commons, Critical and Cultural Studies Commons, International and Intercultural Communication Commons, Journalism Studies Commons, Public Relations and Advertising Commons, and the Social Influence and oliticalP Communication Commons Recommended Citation Lee, Jung-Yup, "NATION BRAND, NATIONAL PRESTIGE, AND THE SOCIAL IMAGINARIES OF THE ADVANCED NATION IN SOUTH KOREA" (2021). Doctoral Dissertations. 2117. https://doi.org/10.7275/20453680 https://scholarworks.umass.edu/dissertations_2/2117 This Open Access Dissertation is brought to you for free and open access by the Dissertations and Theses at ScholarWorks@UMass Amherst. It has been accepted for inclusion in Doctoral Dissertations by an authorized administrator of ScholarWorks@UMass Amherst. For more information, please contact [email protected]. NATION BRAND, NATIONAL PRESTIGE, AND THE SOCIAL IMAGINARIES OF THE ADVANCED NATION IN SOUTH KOREA A Dissertation Presented by JUNG-YUP LEE Submitted to the Graduate School of the University of Massachusetts Amherst in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY February 2021 Department of Communication © Copyright by Jung-Yup Lee 2021 All Rights Reserved Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) NATION BRAND, NATIONAL PRESTIGE, AND THE SOCIAL IMAGINARIES OF THE ADVANCED NATION IN SOUTH KOREA A Dissertation Presented by JUNG-YUP LEE Approved as to style and content by: ______________________________________________ Henry Geddes, Chair ______________________________________________ Briankle Chang, Member ______________________________________________ Jina E. Kim, Member ________________________________________________ Erica Scharrer, Chair Department of Communication ACKNOWLEDGEMENTS It took me an extraordinarily long time to get my dissertation done with many unexpected interruptions and pauses. It would not have been possible without the support by many people during the prolonged journey. I owe a debt of gratitude to my advisor, Henry Geddes; his practical and emotional support as well as intellectual encouragement survived me throughout my PhD program at UMass. I am grateful to my committee members; Briankle Chang has been an inspiration for my entire academic adventure, and I owe special thanks to Jina Kim and her warm and willing support from far away from Oregon whenever I needed one. I am also grateful to Paula Chakravartty for her critical intellectual input during the formative years of my dissertation project, and Emily West and Anne Ciecko for their support during the early doctoral program. My graduate life has been rich culturally and intellectually indebted to many friends and colleagues. I am grateful for the memory to Danny Kim, Srinivas Lankala, Swati Birla, Elsa Wiehe, Yasser Munif, Koray Değirmenci, Hasan Comert, Hunju Lee, Joanna Brook, Kyoung-lae Kang, Steph Kent, Jiye Kim, Qianqing Ren, Liliya Karimova, Su Young Choi, Bohyeong Kim, Gwangseok Kim, Danbi Yoo, and Yeohyeop Yoon. The humor, solidarity, and wisdom from the years in Amherst and Northampton meant a lot to me. I am grateful for the conversation, companion, support, and inspiration to Jaewon Cho, Kiyoung Yang, Jaeyoung Yang, Jeongyong Park, Woojin Cha, Minwoo, Choi, Deokhee Yi, Yoshitaka Mori, Eva Tsai, Tunghung Ho, Anthony Fung, Beng Huat Chua, Kai Khiun Liew, Angel Lin, Viriya Sawangchot, June Hee Kwon, Pil Ho Kim, iv Eunkyung Na, Taeho Park, Donghun Han, Michael Fuhr, and Yong Ho Park. They made my life easier and more meaningful in South Korea and elsewhere. I owe a debt of gratitude to Changnam Kim, Aekyong Park, and Hyunjoon Shin for their support and mentoring. My special gratitude and love go to my wife Suk Jin Chae for her cheering, patience, sacrifice, and encouragement. Her companionship as an intellectual colleague as well as a life partner made this dissertation possible. I am grateful to my loving daughter Dayul for being my delight and hope during the challenging days. This dissertation would have never been finalized without them on my side. Finally, my whole life as well as this dissertation owed to my parents, Baek Kyongja and Lee Dongsik. I am enormously thankful to the love and support from deep in my heart. v ABSTRACT NATION BRAND, NATIONAL PRESTIGE, AND THE SOCIAL IMAGINARIES OF THE ADVANCED NATION IN SOUTH KOREA FEBRUARY 2021 JUNG-YUP LEE, B.A., SEOUL NATIONAL UNIVERSITY, SOUTH KOREA M.A., SEOUL NATIONAL UNIVERSITY, SOUTH KOREA Ph.D., UNIVERSITY OF MASSACHUSETTS AMHERST Directed by: Professor Henry Geddes The dissertation focused on how the discourses and institutions of nation branding and public diplomacy reshaped the social imaginary of the nation. Following the trajectory of the nation branding discourse in South Korea in the first fifteen years of the 21st century, I examined different moments of the re-imagining of the nation by multiple agents with regard to nation branding and public diplomacy. Firstly, I examined how the news media played a crucial mediating role in importing and disseminating the globally emerging discourse of nation branding in collaboration with private and public think tanks in the early and mid 2000s. Secondly, I examined how the South Korean government instituted the media- promoted public agenda of nation branding as a highly visible official public policy by setting up the Presidential Council for Nation Branding in 2009. Lastly, I examined how the public diplomacy efforts by non-state agencies and their critiques from the online subculture and the media and publicity experts. To complete this research, I collected and analyzed data from news media reports, policy-related documents by governmental agencies, and internet blogs, vi online forums, and OP/ED columns. I adopted the political economy perspective to analyze the economic and political interests; the narrative analysis of the news media discourse; the political-economy and image analysis of the public service advertisement; and the discursive analysis of the public controversies on online forums and news media. I discovered that the discursive practices of nation branding and public diplomacy conducted by different agencies converged into the idea of “national prestige” and the post-developmental reimagining of the advanced nation in terms of culture and civility. However, the different agencies reimagined the advanced nation in varied ways: in the news media discourse, it was imagined as a business- friendly and “lawful and orderly” nation; in the public policy discourse, it was imagined as a neoliberal “brand nation,”; in the online subculture discourse, it was imagined negatively as an opposite of the current status; and in the experts’ discourse, it was imagined as a culturally sophisticated, globally accepted nation. vii TABLE OF CONTENTS Page ACKNOWLEDGEMENTS ......................................................................................................................... iv ABSTRACT ................................................................................................................................................... vi TABLE OF CONTENTS .......................................................................................................................... viii LIST OF FIGURES ....................................................................................................................................... xi CHAPTER 1 INTRODUCTION ................................................................................................................ 1 Nation branding, national prestige, and the “advanced nation” .............................. 7 Theoretical and historical context ..................................................................................... 12 Imagined state, economy, and nation ................................................................ 12 The rise of the neoliberal competition state .................................................. 14 South Korea’s cultural modernity ....................................................................... 15 Research design ......................................................................................................................... 18 Data .................................................................................................................................. 19 Discourse analysis ...................................................................................................... 31 Contributions of the study .................................................................................................... 34 Outline of chapters ................................................................................................................... 36 CHAPTER 2 LITERATURE REVIEW ................................................................................................ 39 The imagined state, economy and nation ....................................................................... 40 Neoliberal transformation of the state into a competitive entity in the globalizing world ............................................................................................................... 48 The
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