South Koreans` perceptions of North Koreans and implications for public relations campaigns

Abstract

Analyzing data from a telephone survey of South Korean respondents, we explored public campaign strategies for relationship building between South and North Koreas. We examined three important questions essential for the relationship building: What are the typical images of the North that South Koreans find in the media? How do South Koreans perceive North Koreans? Do such perceptions guide their intention to integrate with North Koreans? Our findings may provide important insights in developing communication agenda and message strategies, particularly for policy makers and public communication practitioners, whose efforts aim to build a favorable relationship between the South and the North. (C) 2004 Elsevier Inc. All rights reserved.