러시아 국가 이미지에 관한 연구: 20~30대 한국 여성을 중심으로 = A Study on Russia`s National Image

다국어 초록 (Multilingual Abstract)

This study is the first report among the three-phased research on Russia`s national image, the image on the nation, its people and the government held in the minds of Korean women in their twenties and thirties. To study the image on Russia, the theoretical grounds to qualitatively define ethnic culture were proposed for the purpose of identifying the categories of responses that enable respondents to differentiate a nation`s exclusive image: 5 categories based on brand theories (history, language, society, family and religion); another 5 categories based on Hofstede (friendship, submissiveness, masculinity, toughness and collectivism); 3 basic categories for the image of a government (foreign policy, government operation and communication with the public). In general, Russia has negative national image. It is believed to have the history riddled with wars and socialism, and socialism projects oppressive and heartless cold image. The history of oppressiveness and coldness is overlapped with the outdated image of the traditional Russian society to make Russia be deeply engraved in the minds of Korean women as a society that is cynical and cold, and has the legacy of socialism. In the eyes of Korean women, the people of Russia are not submissive, but have a masculine and even collective image. The high rate of aggressiveness, adventurousness and toughness did not create the image of a strong and reliable man, but the one that is similar to men`s ruggedness. At this time when the Russian government celebrates its 20th anniversary of its establishment, it is still viewed by Korean women as a non-democratic, unequal and hierarchic government. According to the principle that a government represents its people in a modern society, the Russian government represents 50% percent of the image of its people held by Korean women, but suspicion remains on the representativeness. A nation`s image is not defined by its people and government, but by the others. In other words, it is the image reflected in the eyes of the others. By studying Russia as a model, this paper explores how a country develops ``identity as its image`` to make itself known in a specific market. Russia`s national image, and the image of its people and the government have almost failed to communicate and promote the history, tradition, ideology, friendship, family and social values, democracy and equality that Russians have desired to guard and protect. They need to be better communicated for due recognition outside the nation.

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