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A Study on the Construction and Strategies of Jiangsu's Image in The JoongAng Ilbo of South Korea

  • The Journal of Study on Language and Culture of Korea and China
  • Abbr : JSLCKC
  • 2026, (79), pp.269~293
  • DOI : 10.16874/jslckc.2026..79.010
  • Publisher : Korean Society of Study on Chinese Languge and Culture
  • Research Area : Humanities > Chinese Language and Literature
  • Received : January 10, 2026
  • Accepted : February 20, 2026
  • Published : February 28, 2026

Shan Qingcong 1

1江苏理工学院

Accredited

ABSTRACT

The construction of regional images by mainstream media is a significant subject in the fields of international communication and cross-cultural cognition. Existing studies have predominantly focused on the portrayal of China’s overall national image in European and American media, while in-depth analysis of specific regional images of China from the perspective of neighboring Asian countries remains insufficient. To address this gap, this study examines news reports related to Jiangsu Province in 2025 from the South Korean mainstream newspaper JoongAng Ilbo. Utilizing the HKcoder software and guided by Critical Discourse Analysis theory, the research employs discourse analysis methods such as high-frequency word analysis, co-occurrence networks, and concordance analysis to systematically investigate the mechanisms, strategies, and characteristics of Jiangsu’s image construction in South Korean media. The findings indicate that JoongAng Ilboconstructs a multidimensional and positive image of Jiangsu, which manifests as an innovation-driven economic and technological powerhouse, a hub for connectivity and cooperation in East Asia, a cultural space rich in heritage that blends tradition with modernity, and a green and diverse modern metropolitan area. This image is shaped through strategies including the selection of topics emphasizing high-end cooperation and emotional connections, the construction of a “development–cooperation–win-win” narrative framework, and the reinforcement of discursive associations and multi-cluster anchoring. This process of image construction not only reflects the actual development of Jiangsu but also reveals South Korea’s specific perceptions and expectations of Jiangsu in terms of geopolitical economy, industrial complementarity, and historical–cultural ties.

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