Media Portrayal of Foreign Coaches in Korea and Vietnam

서지정보

· 발행기관 : 한국커뮤니케이션학회
· 수록지 정보 : 커뮤니케이션학 연구 / 26권 / 4호 / 27 ~ 45페이지
· 저자명 : 유상건, 임충훈, 장지석

초록

Over the last decade, Korean culture such as K-Pop and K-Drama has rapidly caught on in popularity in Vietnam, through a Korean cultural spread phenomenon often referred to as the ‘Korean Wave’. Since then, this cultural exchange has expanded to other areas, including sports. There have been several notable events in the recent “sportscapes” of Vietnam. Vietnam recorded it most successful Olympic outing at the 2016 Summer Olympics held in Rio de Janeiro by winning two medals in shooting events. Meanwhile, Korea’s K-League (Korea’s professional soccer league) games have been receiving a viewership rating three times higher than that of Britain’s EPL or Germany’s Bundesliga. Furthermore, a Korean cable television channel that specializes in fishing has discussed a possible contract with Vietnam’s Apro World Platform to air its show in Vietnam. In 2017, Vietnam recruited Korean Hang Seo Park to be the head coach of the Vietnam national football team and the Vietnam national under-23 football team. Within a short period of time, Hang Seo Park overcame early doubt and emerged as a national hero not only in the minds and hearts of the Vietnamese football fans, but also the general public. This historic moment parallels South Korea’s success at the 2002 World Cup when its national football team was coached by the Dutchman Guus Hiddink. We raise two research questions: How do the Vietnamese perceive the Korean football coach? What differences are there between the attitudes of Vietnamese and Koreans toward their respective national football teams? Thus, this study compares the media portrayal and public perceptions of Hang Seo Park in Vietnam with the perceptions of Koreans about Guus Hiddink in Korea. The presented results yield the following key themes for each coach: “beyond othering”, “cultural transformation”, “alpha male leadership” (Hiddink), “success”, “family”, “servant leadership”, and “teacher/mentor” (Hang Seo Park).

참고자료

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