Cover Image

Face Of The Nation: Articulating A New Image Of Korea And Taiwan Through Regionally Popular Celebrities

The rapid spread of popular culture within East Asia has motivated the government of each nation to promote its national image to attract tourists. This dynamic cultural exchange has not only brought these nations closer to each other, but has heightened competition in projecting new national ide...

Full description

Saved in:
Bibliographic Details
Main Author: Sang , Yeon
Format: Article
Language:English
Published: Penerbit Universiti Sains Malaysia (USM Press) 2015
Subjects:
P1-1091 Philology. Linguistics(General)
Online Access:http://eprints.usm.my/40866/1/IJAPS-111-2015-Art.-2-35-52.pdf
http://eprints.usm.my/40866/
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.usm.eprints.40866
record_format eprints
spelling my.usm.eprints.40866 http://eprints.usm.my/40866/ Face Of The Nation: Articulating A New Image Of Korea And Taiwan Through Regionally Popular Celebrities Sang , Yeon P1-1091 Philology. Linguistics(General) The rapid spread of popular culture within East Asia has motivated the government of each nation to promote its national image to attract tourists. This dynamic cultural exchange has not only brought these nations closer to each other, but has heightened competition in projecting new national identities through visual images projected through promotional tourism videos. This paper elaborates how Taiwan and South Korea are using regionally popular celebrities to foster local identity configurations that simultaneously reach out beyond national borders and revise longstanding ideas about the nature of their populations. Through interviews with the Korean Tourism Organization (KTO) of South Korea and the Tourism Bureau in the Ministry of Transportation and Communications of the Republic of China and analysis of cultural promotional videos such as Trip to the Heartwarming Country of Korea (released in 2010 in South Korea), Haru (released in 2011 in South Korea) and Taiwan Touch Your Heart (released in 2009 in Taiwan), I demonstrate that, through visual imagery in fashioning cultural ideals to be projected in tourist markets, Korea and Taiwan are trying to reconstruct and rebrand their national images to promote their interests. Both governments make marketing via the Korean wave a crucial part of their appeal for cultural tourism. By featuring regionally popular local celebrities, they are following strategies to promote their international standing through the dissemination of newly rearticulated national images. South Korea emphasises the quality and appeal of its popular culture, while Taiwan emphasises the openness and enthusiasm of Taiwanese towards popular foreign products and people. Penerbit Universiti Sains Malaysia (USM Press) 2015 Article PeerReviewed application/pdf en http://eprints.usm.my/40866/1/IJAPS-111-2015-Art.-2-35-52.pdf Sang , Yeon (2015) Face Of The Nation: Articulating A New Image Of Korea And Taiwan Through Regionally Popular Celebrities. International Journal of Asia Pacific Studies (IJAPS), 11 (1). pp. 35-52. ISSN ISSN: 1823-6243
institution Universiti Sains Malaysia
building Hamzah Sendut Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Sains Malaysia
content_source USM Institutional Repository
url_provider http://eprints.usm.my/
language English
topic P1-1091 Philology. Linguistics(General)
spellingShingle P1-1091 Philology. Linguistics(General)
Sang , Yeon
Face Of The Nation: Articulating A New Image Of Korea And Taiwan Through Regionally Popular Celebrities
description The rapid spread of popular culture within East Asia has motivated the government of each nation to promote its national image to attract tourists. This dynamic cultural exchange has not only brought these nations closer to each other, but has heightened competition in projecting new national identities through visual images projected through promotional tourism videos. This paper elaborates how Taiwan and South Korea are using regionally popular celebrities to foster local identity configurations that simultaneously reach out beyond national borders and revise longstanding ideas about the nature of their populations. Through interviews with the Korean Tourism Organization (KTO) of South Korea and the Tourism Bureau in the Ministry of Transportation and Communications of the Republic of China and analysis of cultural promotional videos such as Trip to the Heartwarming Country of Korea (released in 2010 in South Korea), Haru (released in 2011 in South Korea) and Taiwan Touch Your Heart (released in 2009 in Taiwan), I demonstrate that, through visual imagery in fashioning cultural ideals to be projected in tourist markets, Korea and Taiwan are trying to reconstruct and rebrand their national images to promote their interests. Both governments make marketing via the Korean wave a crucial part of their appeal for cultural tourism. By featuring regionally popular local celebrities, they are following strategies to promote their international standing through the dissemination of newly rearticulated national images. South Korea emphasises the quality and appeal of its popular culture, while Taiwan emphasises the openness and enthusiasm of Taiwanese towards popular foreign products and people.
format Article
author Sang , Yeon
author_facet Sang , Yeon
author_sort Sang , Yeon
title Face Of The Nation: Articulating A New Image Of Korea And Taiwan Through Regionally Popular Celebrities
title_short Face Of The Nation: Articulating A New Image Of Korea And Taiwan Through Regionally Popular Celebrities
title_full Face Of The Nation: Articulating A New Image Of Korea And Taiwan Through Regionally Popular Celebrities
title_fullStr Face Of The Nation: Articulating A New Image Of Korea And Taiwan Through Regionally Popular Celebrities
title_full_unstemmed Face Of The Nation: Articulating A New Image Of Korea And Taiwan Through Regionally Popular Celebrities
title_sort face of the nation: articulating a new image of korea and taiwan through regionally popular celebrities
publisher Penerbit Universiti Sains Malaysia (USM Press)
publishDate 2015
url http://eprints.usm.my/40866/1/IJAPS-111-2015-Art.-2-35-52.pdf
http://eprints.usm.my/40866/
_version_ 1643710060303482880
score 13.211869

Similar Items