Presidents’ visual presentations in their official photos: A cross-cultural analysis of the US and South Korea

Abstract

While the ways heads of states are visually portrayed in their official photos may differ depending on their cultures, particularly whether they have an individualistic culture or a collectivistic culture, little scholarly attention has been paid to examining such differences. The present study investigates how US and South Korean presidents, Barack Obama and Myung-bak Lee, strategically presented themselves during their first year of presidency. Analysis of White House and Blue House photos (N = 467) reveals significant differences between the individualistic country (US) and the collectivistic country (South Korea). While the US uses a variety of techniques to frame Obama as a compassionate family man supported by ordinary citizens, South Korea relies heavily on the statesmanship frame to portray Lee as a world-class leader. Overall, the two administrations had different approaches to photos: one as storytelling, and the other as a ritual.

Keywords

• photograph
• visual
• presentation
• framing
• individualism
• collectivism
• cross-cultural
• president