Toward a Theoretical Framework for National Reputation

In the latest issue of CPD Perspectives on Public Diplomacy, Myoung-Gi Chon explores the factors shaping South Korea’s national reputation in the United States. In "Toward a Theoretical Framework for National Reputation," Chon examines how political, economic, interpersonal and cultural interactions influence Americans’ perceptions of South Korea, including the role of the Korean Wave, or Hallyu. Drawing on a nationally representative survey of 505 Americans, he finds that both macro-level interactions, such as political and economic ties, and micro-level interactions, such as cultural and people-to-people exchanges, contribute to favorable perceptions of South Korea. The study also identifies trust as a significant predictor of national reputation, offering insights for policymakers and public diplomacy practitioners seeking to strengthen international relationships.

Chon is Associate Professor and Graduate Program Officer at Auburn University’s School of Communication and Journalism, where he also directs the SoliU research lab. An associate editor of the Asian Journal of Public Relations, his research spans public diplomacy, crisis communication, health communication and strategic communication. He also serves on the board of Korea Corner, an organization dedicated to fostering cross-cultural understanding.

Download the full text here.