TV stereotyping : Acts and images of foreign characters

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In order to examine the process of TV stereotyping with the focus on representations of foreigners and foreign cultures, three lines of research based on the combination of content analyses of selected television programs and questionnaire surveys were conducted using different genres of TV broadcasts. Firstly, speech and conduct of foreign participants as well as topics of discussion in a prime-time variety show, Koko ga hendayo Nihonjin broadcast from October 1998 to March 2002, were thoroughly analyzed. It was shown that, of the 4 cultures most frequently depicted in the program, viewers' perceptions of Africa were most significantly affected, relative to more familiar countries such as the United States, China, and Korea. Secondly, television news coverage of nations and individual participants in 2002 FIFA World Cup was-measured for a period of May 23-July 5, 2002 to confirm that Korea, the co-host of the game, topped the list of foreign nations in terms of the length of coverage. Survey results, conducted before and after the game, showed that images of Koreans were greatly changed, especially their emotional images such as "assertive" and "aggressive" intensified, through the tournament period. Thirdly, TV commercials in the first week of June 2003 were analyzed to show that Western images were still prevalent and the recent increase in the usage of English phrase as catch line was also noted.