TV stereotyping : Acts and images of foreign characters

为了考察以外国人和外国文化的表现为重点的电视刻板印象的形成过程，本研究采用不同类型的电视节目进行了基于精选电视节目内容分析和问卷调查相结合的三条研究线。首先，对1998年10月~ 2002年3月在黄金时段播出的综艺节目《Koko ga hendayo Nihonjin》中外国参与者的言行和讨论话题进行了全面分析。研究表明，在节目中最常出现的4种文化中，观众对非洲的看法受到的影响最大，而对美国、中国和韩国等更熟悉的国家的影响则更大。其次，在2002年5月23日至7月5日期间，对2002年世界杯各国和各参赛国家的电视新闻报道进行了统计，证实了共同主办国韩国在报道时长方面位居外国之首。在比赛前后进行的调查结果显示，韩国人的形象在比赛期间发生了很大的变化，特别是“自信”和“好斗”等情感形象得到了强化。第三，对2003年6月第一周的电视广告进行了分析，发现西方形象仍然盛行，并且也注意到最近英语短语作为catch line的使用有所增加。

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.