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2009 - Association for Education in Journalism and Mass Communication Pages: 37 pages || Words: 10416 words || 
1. Chang, Byeng-Hee., Lee, Yang-Hwan., Nam, Sang-Hyun. and Kim, Bo-Mi. "A Cross-National Comparison of the Effect of Media Products on Country Image: South Korea Images in Six Countries" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Sheraton Boston, Boston, MA, Aug 05, 2009 Online <PDF>. 2019-08-18 <>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Abstract

Although understanding how media reflect country characteristics and how media affect the formation of individual’s country images are of critical importance, little study has been done so far. This study attempted to verify the effect of media products such as news, TV show, movie, advertising, book, music, Website, game, and mediated sports on shaping individual’s general country image (GCI) and product-specific country image (PCI). We assumed that the degree to which people are exposed to these media products positively affect their image of a given country. Using six countries’ data, causal relationships among media consumptions, GCI and PCI of South Korea, favorable behavioral intention (FBI), and favorable opinion expression (FOE) were examined using path analyses. For the study, six hypotheses and one research questions were suggested. Results showed that media consumption regarding a country was found to affect the formation of image toward the country. Also, the direct relationship between media consumption and favorable behavioral intentions was supported by this study. Second, this study showed that the degree of effect of media was different among media contents. Some contents such as advertisement, book, and music were found to be stronger than TV shows and movies in terms of effect toward country image. This result implies that some media contents should be preferred to the other contents as country image facilitating windows.

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