[KSCI] Korea Science Citation Index Service

http://dx.doi.org/10.7472/jksii.2020.21.1.147

An Exploratory Study on the 2018 North Korea-U.S. Summit News and Singapore's Place Branding

Seol, Jinah (Department of Media Arts & Sciences, Korea National Open University)

Publication Information

Journal of Internet Computing and Services / v.21, no.1, 2020 , pp. 147-157 More about this Journal

Abstract

The purpose of this paper is to examine how mainstream international media cover a major political event like the 2018 North Korea-U.S. Summit and how place branding effect is manifested on the Internet. A quantitative content analysis was conducted. A total of 1,990 relevant Internet news stories were collected from May 9 to June 17, 2018 and the types of media mentions Singapore as country and brand received were analyzed. As expected, Singapore garnered worldwide media coverage which in turn helped promote the island-nation's brand. International media reported on Singapore as a Summit location while also highlighting it as an important and attractive, cultural, historical destination. The study's findings indicate that global broadcasters such as CNN and BBC played the biggest role during the Summit in disseminating images of Singapore and landmarks as attractive places. Finally, the visual aspect of the event coverage also served as a formidable marketing instrument in bolstering the nation's brand.

Keywords

North Korea-US Summit; 'Trump-Kim' Summit; Singapore; Place Branding;

Citations & Related Records

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