Renegotiating National Identity: Discourse Analysis of South Korean Advertising

• In Event: For the Health of Variety in Communication Studies: Exploring Different Theories, Methods, and Contexts

Abstract

This paper examines broad discursive strategies and how those meanings are produced within contemporary Korean society through a cultural production (e.g., Ads.) and everyday practice.
The role of the media representations in the process of constructing and reinforcing national identity of South Korea is to make the public processes of negotiation and indigenization of, in this case, the Western. I argue that media (Advertising) can be central and active to this process.

Author

• Woongjae Ryoo, Georgia State University