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Cognitive categorisation and routes of national reputation formation: US opinion leaders' views on South Korea

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Abstract

Taking an exploratory case study approach, this paper will identify why some factors of national reputation formation toward South Korea are more important than others among US opinion leaders, based on a cognitive process of categorisation. It will also identify which communication channels can facilitate this cognitive process. In-depth interviews were conducted with business leaders, journalists, government officials, other professional experts and college students. Findings revealed that the Korean War and economic success were the primary factors people identified, exceeding other factors in importance with respect to South Korea's national reputation. Personal experience and news media, along with entertainment content, were the main routes in reputation formation. Knowing this mechanism and the central channels of national reputation formation will be essential in building strategic public relations by governments to promote and manage a positive national reputation in the international community.

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Correspondence to Suman Lee.

Appendix A

Appendix A

In-depth interview protocol

Introduction

Hello, my name is ___________ and I thank you for agreeing to be interviewed. I am going to ask a few questions dealing with your perceptions of South Korea. Your participation in this study should be voluntary and your anonymity will be kept at all times, especially in the writing of the final report. Would you mind if I use a tape recorder during this interview? If not, I will take down notes to accurately document your answers. Upon your request, I will send you an executive summary of the results of the study. Can we begin?

Key questions

  1. 1

    What is South Korea most famous for? Please elaborate why you think South Korea is famous for the attribute you just mentioned? What are the other factors or attributes South Korea is famous for? Why do you say so? (Please allow respondents to tell more factors as they wish.)

  2. 2

    What are the topics you most often hear about South Korea today? Is there any news story, event, or even advertisement you remember most? Why do you think that is the case?

  3. 3

    Overall how do you feel about South Korea? Positive or negative? Warm or cool? Favourable or Unfavourable? Why do you feel that way? How about compared to other Asian countries such as China, Japan, or Singapore, etc?

  4. 4

    How would you describe people of South Korea in general? Why do you think so?

  5. 5

    Can you name Korean companies in any industry? What have you experienced personally or known from others about the quality of products and services offered by those Korean companies you mentioned? To what extent do your thoughts or experience about Korean companies affect your views about South Korea?

  6. 6

    How have you come to know about South Korea? What is the most important and influential way that influenced or shaped your opinion? Why?

  7. 7

    In your observation, how frequently and at what level of importance does US news media cover South Korea? What are the popular themes of the stories you have seen or heard about South Korea? What about the overall tone of coverage? Are there more positive or negative news stories about South Korea you have read or heard?

  8. 8

    Any final comments?

Closing

Thank you. You’ve been very helpful. My next step will be to transcribe this interview. Would you mind looking it over to see if I have accurately documented your responses? If you want to elaborate on your interview comments, that will also be welcome. I will send you a copy of the executive summary as soon as it is ready. Thanks again for your time.

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Lee, S., Toth, E. & Shin, H. Cognitive categorisation and routes of national reputation formation: US opinion leaders' views on South Korea. Place Brand Public Dipl 4, 272–286 (2008). https://doi.org/10.1057/pb.2008.17

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