영국에서의 한국 국가이미지와 문화브랜드

Abstract

Korean State Image and Cultural Branding in Britain-A Semiological Analysis on <The Times> and the Cultural Image Positioning of Korea, China, and Japan- The aim of this paper lies in analysing the Korean state image in Britain and proposing the cultural branding strategy. The object of analysis is <The Times> primarily, and <The Guardian> supplementarily. In order to specify the position of Korean cultural image, this study compares Chinese and Japanese cultural images as well. Globalization brings global image competitive system which demands that each country develop cultural strategy for its own subsistence. This is the situation why state-branding is in need. Image is to a great extent a perceptual phenomenon and communicational process as well. The formation of image and the communication of the image deal with a meaning system. The existent marketing strategies are short of handling meanings, which semiological methodology can help. This study shows that the Korean cultural image in Britain is ‘natural’ along with Chinese ‘epic’ and Japanese ‘esthetic’ respectively. ‘Natural’ includes both positive and negative meaing qualities and the Korean cultural image is skewed at negative. This negative natural image stems from the stereotype made in the nineteenth century. To change the image is to make a new story on Korea absorbing the negative story at present. This paper proposes a new positive ‘natural’ Korea story on the reason that an effective national cultural image should have roots in its own reality. On the other side of the negative ‘natural’ image lies optimistical vitality of positive ‘natural’, which is Korean quality to accentuate. This paper explains this story line by a slogan ‘Corea, Co-Real, Co-Alive’ meaning ‘coexistent’ and ‘vitality’.