National image richness in us‐televised coverage of South Korea during the 1988 Olympics

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Abstract
This study introduces a framework for analysing televised national images that is concerned with not just how favourable or frequent national images are, but how ‘rich’ they are in terms of what is needed to begin to understand another country or culture based on television content For exploratory purposes, this conceptual framework is employed in a qualitative content analysis of the television coverage of the 1988 Seoul Olympic Games as broadcast in the United States. In particular, the study investigates the image of South Korea as constructed in 41 feature segments broadcast by NBC during the Games. Although the stated intent of many segments was to reveal to US audiences facets of South Korea and Korean culture, the findings of this study reveal a national image portrait that was superficial, fragmented, and Western‐centred in its approach, severely limiting the potential for increased understanding of South Korea and its people.

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