Portes: Revista mexicana de estudios sobre la Cuenca del Pacífico (Jul 2016)
Building the image of Mexico in the Republic of Korea: Positioning in the printed media, the nation branding strategy and country image
Abstract
This paper examines the overall image of Mexico promoted through its foreign policy (and Nation Branding strategies) and reflected in the press of the Republic of Korea, with a focus on two major newspapers of the Asian country in focus. To do this, this article employs both quantitative and qualitative analysis. It offers an 18 month long diagnosis of news (January, 2014 ~ June, 2015), which will disclose the agenda of objects and attributes regarding Mexico in Korea. Besides, the analysis will give a detailed perception of various spheres of action and interaction between Mexico and South Korea.
