Analyzing “Jayu” in South Korean presidential rhetoric: a comprehensive study from 1948–2023 with a focus on the Yoon Suk Yeol administration

Abstract

Abstract The current study examines the strategic use of “Jayu” (freedom or liberty) in South Korean politics, with a focus on President Yoon Suk Yeol’s administration, where it symbolizes conservative ideologies and political identity. Employing Natural Language Processing, time-series analysis, and visualization techniques, the research analyzes presidential speeches to explore Yoon’s marked emphasis on Jayu, indicative of a strong conservative allegiance. The findings reveal a significant association between the utilization of Jayu and conservative strategies, underscoring its crucial role in Yoon’s political strategy and its function in garnering support from conservative factions within a polarized political context. Yoon’s discourse, characterized by an extensive use of Jayu, fosters polarization and partisanship, moving away from inclusive dialog. This study illuminates the role of symbolic language in political communication and identity formation, providing insights into the interplay between rhetoric and ideological positions in the intricate political landscape of South Korea.