Change of portrayal of Bulgarians through power of media in South Korea (2005- 2015)

Abstract

This paper aims to focus on Bulgarian representatives of socially recognizable people (chef Michael from Take care of my Fridge programme is one example)to research the nexus between multiculturalism policies and social acceptance of immigrants through the power of media portrayal. Selective media portrayal on a subject can lead respondents (viewers, users or listeners) to accept without questioning the offered image. Media is vital to creating public awareness and it is to some extent the creator of issues by deciding on the front-page news. Therefore, being aware of the news setting agenda, it will be the aim of this paper to analyze the correlation between South Korean media portrayal of foreigners (the Bulgarian case per se) and the change of the social construct and public opinion towards the subject. To narrow the scope of the proposed research only the last decade will be considered. With recent exponential growth of social applications and online presence there is an even larger platform to frame a certain group or allocate public interest (Gilliam and Bales, 2001). Some researchers (Englandkennedy,2008

DeVreese, 2005) suggest that media systemizes the models to construct, explain, identify and shape personal and societal opinion. Mass opinion is shaped irrevocably through the message a media conveys via text, audio or online material.

This paper will employ qualitative research method through interviewing two focus groups. The set of questionnaires will be two and will aim to establish the model of perception of individuals of the Bulgarian community- that have lived in Korea long-term- in regard to their community media portrayal from 2005 to 2015. Keywords: South Korea, Bulgarians, media representation, portrayal, perception, foreigners