Branding Korea: Food, Cosmopolitanism, and Nationalism on Korean Television
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Due to the significance of national images in global politics and trade, nations have implemented various methods to brand themselves in positive ways. Korea has used media to brand itself as aspirational and cosmopolitan. Consequently, there has been a proliferation of Korean television programs featuring foreign nationals engaging with and praising Korean culture. I analyze a popular television program entitled Mom’s Touch [수미네 반찬] to examine the intersections of nation- branding, cosmopolitanism, and nationalism. I argue that the program adapts discourses of cosmopolitanism to brand Korea as aspirational and cosmopolitan. The nationalist agenda that touts “Korean-ness” as an aspirational value, and the cosmopolitan ideology of global community-building may appear antithetical. However, these seemingly contradictory agendas converge to promote “Brand Korea.” I suggest that cosmopolitanism, when co-opted into nation-branding strategies, become the discourse through which to discriminate against foreign nationals who are deemed as detriments to the nation’s brand.
Abstract
Due to the significance of national images in global politics and trade, nations have implemented various methods to brand themselves in positive ways. Korea has used media to brand itself as aspirational and cosmopolitan. Consequently, there has been a proliferation of Korean television programs featuring foreign nationals engaging with and praising Korean culture. I analyze a popular television program entitled Mom’s Touch [수미네 반찬] to examine the intersections of nation- branding, cosmopolitanism, and nationalism. I argue that the program adapts discourses of cosmopolitanism to brand Korea as aspirational and cosmopolitan. The nationalist agenda that touts “Korean-ness” as an aspirational value, and the cosmopolitan ideology of global community-building may appear antithetical. However, these seemingly contradictory agendas converge to promote “Brand Korea.” I suggest that cosmopolitanism, when co-opted into nation-branding strategies, become the discourse through which to discriminate against foreign nationals who are deemed as detriments to the nation’s brand.
참고문헌 (40)
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