The Gospel of Anti-Americanism in South Korea: Mass Media Exposure and Negative Audience Perception

Seungjun Moon

doi:10.13189/sa.2016.040508

Abstract

Although there are many reasons behind anti-Americanism in South Korea in the 21st century, it is believed by some experts that the anti-Americanism originated over a decade ago from the 2002 Olympic short track speed skating controversy, and the issues with the Boeing F-15K. Based on exemplification and social cognitive theories, this study examines the extent to which exposure to the South Korean mass media coverage of these two concrete exemplars of negative American images, Olympic short track speed skating and the Boeing F-15K, affected South Koreans' negative perceptions of America. Results revealed that the South Korean mass media coverage of negative American images serves as the basis for evaluating two well-known American-coded issues: the American soccer team's performance in the 2002 South Korea and Japan World Cup, and the terrorist attack on the World Trade Center in 2001.

Highlights

Since our external reality is socially constructed, it is impossible for us to explore every social phenomenon first-hand [23]
Historical issue reflecting Anti-Americanism 1: Negative perceptions of Americans formed by the issue of Ohno vs. Kim in Salt Lake City, Utah, USA
The South Korean mass media suggested that Ohno overacted, pretending to be blocked by Kim, and raising his right-hand during the race to imply this to the referees

Summary

Introduction

Since our external reality is socially constructed, it is impossible for us to explore every social phenomenon first-hand [23]. Anti-American sentiment has been running high among some sectors of the public since the controversial ruling at the 2002 Salt Lake City Winter Olympic Games that stripped South Korean short track speed skater Kim Dong-Sung of the 1,500-meter gold medal. Before this boycott ended, the apparent selection of the American Boeing F-15K as the South Korean Air Force’s new fighter plane further aroused anti-American sentiment [27]. The South Korean mass media suggested that Ohno overacted, pretending to be blocked by Kim, and raising his right-hand during the race to imply this to the referees. Jay Leno, an American talk show host, exacerbated the situation by saying that “the angry South Korean athlete, namely Dong-sung Kim, might have gone home, kicked his dog and eaten it.”

Objectives

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Results

Conclusion