Presidents’ visual presentations in their official photos: A cross-cultural analysis of the US and South Korea

Jayeon Lee,Lincoln Geraghty

doi:10.1080/23311983.2016.1201967

Jayeon Lee, Lincoln Geraghty

Open Access

https://doi.org/10.1080/23311983.2016.1201967

Copy DOI

Abstract

While the ways heads of states are visually portrayed in their official photos may differ depending on their cultures, particularly whether they have an individualistic culture or a collectivistic culture, little scholarly attention has been paid to examining such differences. The present study investigates how US and South Korean presidents, Barack Obama and Myung-bak Lee, strategically presented themselves during their first year of presidency. Analysis of White House and Blue House photos (N = 467) reveals significant differences between the individualistic country (US) and the collectivistic country (South Korea). While the US uses a variety of techniques to frame Obama as a compassionate family man supported by ordinary citizens, South Korea relies heavily on the statesmanship frame to portray Lee as a world-class leader. Overall, the two administrations had different approaches to photos: one as storytelling, and the other as a ritual.

Highlights

In recent decades, the format of communication has evolved rapidly from textual to visual (Marland, 2012; Mitchell, Gottfried, & Matsa, 2015)
Existing literature focuses mainly on how political candidates are visually framed by the news media rather than how they strategically present themselves through the photos they release
Even fewer studies have examined incumbent presidents’ visual self-presentations during their presidencies, let alone cross-culturally, such a study could provide a valuable insight into the role of culture in visual framing

Summary

Introduction

The format of communication has evolved rapidly from textual to visual (Marland, 2012; Mitchell, Gottfried, & Matsa, 2015). As more people consume news and political information through the Internet and social media, which generally give more advantage to visuals than to traditional text-based messages, one impressive picture of a politician can have a stronger influence on the public than a long statement. According to Walter (2012), “a picture really is a thousand words” as new media users increasingly shorten words or communicate using only visuals. Existing literature focuses mainly on how political candidates are visually framed by the news media rather than how they strategically present themselves through the photos they release. Even fewer studies have examined incumbent presidents’ visual self-presentations during their presidencies, let alone cross-culturally, such a study could provide a valuable insight into the role of culture in visual framing

Objectives

Methods

Results

Conclusion