Leadership in the Headlines : How ASEAN Chairmanship Shapes Foreign Media Coverage
- 주제(키워드) ASEAN Chairmanship , Summit Hosting , Public Diplomacy , Foreign Media Coverage , Media Sentiment , Media Analysis
- 발행기관 고려대학교 국제대학원
- 지도교수 Sijeong Lim
- 발행년도 2025
- 학위수여년월 2025. 8
- 학위명 석사
- 학과 및 전공 국제대학원 국제학과
- 세부전공 국제개발협력 전공
- 원문페이지 55 p
- 실제URI http://www.dcollection.net/handler/korea/000000304218
- UCI I804:11009-000000304218
- DOI 10.23186/korea.000000304218.11009.0002284
- 본문언어 영어
초록/요약
This study examines the effect of holding a regional leadership role, specifically the ASEAN Chairmanship, on public diplomacy by analyzing how chairing nations are portrayed in foreign media. Cambodia’s 2022 and Indonesia’s 2023 ASEAN Chairmanships were selected as case studies due to their differing political and economic contexts, as well as the contrast in their regional prominence and diplomatic influence. The primary objective is to assess whether holding the ASEAN Chairmanship contributes to improved international media coverage and sentiment toward the chairing member states, using South Korea as the target foreign audience. We hypothesized that holding the ASEAN Chairmanship and hosting the major ASEAN-related summits increase the volume of foreign media coverage and improves its sentiment. To test these hypotheses, a total of 904 news headlines about Cambodia and 1,739 about Indonesia were collected from five major South Korean news outlets with varying political orientations over a ten-year period (2014-2023), using the keywords “캄보디아” (Cambodia) and “인도네시아” (Indonesia). Sentiment analysis was performed on the headlines to assess the tone of media coverage. The findings offer mixed results. In Cambodia’s case, both the chairmanship period and the summit hosting clearly led to increased foreign media visibility. However, for Indonesia, simply holding the ASEAN Chairmanship did not bring the same effect. Only during the summit hosting period was there a significant increase in media coverage, supporting the idea that visible diplomatic events tend to attract more attention from foreign media. Neither chairmanship nor summit hosting improved sentiment in a significant way for both countries, raising the question of whether foreign media actually change how they portray these countries just because they take on regional leading roles. Cambodia, as a smaller and less globally visible state, gained more media coverage during both its chairmanship and summit periods, while Indonesia’s media visibility rose only during summit hosting. The outcomes appear to depend more on country-specific factors and the broader media or geopolitical context, rather than the chairmanship status alone.
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ABSTRACT i
ACKNOWLEDGEMENTS iii
TABLE OF CONTENTS iv
LIST OF TABLES vi
CHAPTER 1. INTRODUCTION 1
CHAPTER 2. LITERATURE REVIEW 4
2.1. ASEAN Chairmanship 4
2.2. Existing Research on ASEAN Chairmanship 5
2.3. Regional Chairmanship, Summit Hosting and Mediated Diplomacy 6
2.4. Nation Branding and Media Coverage 7
2.5. Literature Gap 9
CHAPTER 3. THEORETICAL FRAMEWORK AND HYPOTHESES 10
3.1. Agenda Setting, Framing and Foreign Media Coverage 10
3.2. Summit Hosting, Media Visibility, and Public Diplomacy 11
3.3. Gains from ASEAN Leadership: Cambodia as a Small-State Advantage 12
CHAPTER 4. RESEARCH DESIGN 14
4.1. Selection of Target Country- Republic of Korea (ROK) 14
4.2. Research Design 15
4.3. Data Collection 15
4.3.1. Dependent Variables and Data Processing 15
4.3.2. Independent Variables 20
4.3.3. Control Variables 20
CHAPTER 5. DATA ANALYSIS 23
5.1 Model and Variable Justification 23
5.2. Result and Hypothesis Evaluation 23
5.3. Additional Analysis by Media’s Ideological Orientation 30
CHAPTER 6. DISCUSSION AND CONCLUSION 35
REFERENCES 38
APPENDIX 46
