Presidents’ Visual Presentations in Their Official Photos: A Comparative Study of the US and South Korea

• In Event: Politicians, Governments, and Their Strategic Communication

Abstract

Political actors have historically sought to build favorable public images through the photos they release. While the ways heads of states are visually portrayed may differ according to their cultures, no known study examines such differences cross-culturally. The present study investigates whether two U.S. and South Korean presidents, Barack Obama and Myung-bak Lee, presented themselves differently through the photos they released during their respective first years of presidency. Analysis of White House and Blue House photos (N=467) has revealed that there are significant differences between the individualistic country and the collectivistic country. While the U.S. uses a variety of visual frames to construct Obama’s image 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 who represents the country. Overall, the two countries had differing approaches to photos: one as storytelling, and the other as a ritual.

Author

• Jayeon (Janey) Lee, Lehigh University