Journals Information
Sociology and Anthropology Vol. 4(5), pp. 358 - 369
DOI: 10.13189/sa.2016.040508
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The Gospel of Anti-Americanism in South Korea: Mass Media Exposure and Negative Audience Perception
Seung-jun Moon *
Department of Communication and Information, Inha University, South Korea
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.
KEYWORDS
Media Exposure, Perceptions, Evaluation
Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] Seung-jun Moon , "The Gospel of Anti-Americanism in South Korea: Mass Media Exposure and Negative Audience Perception," Sociology and Anthropology, Vol. 4, No. 5, pp. 358 - 369, 2016. DOI: 10.13189/sa.2016.040508.
(b). APA Format:
Seung-jun Moon (2016). The Gospel of Anti-Americanism in South Korea: Mass Media Exposure and Negative Audience Perception. Sociology and Anthropology, 4(5), 358 - 369. DOI: 10.13189/sa.2016.040508.