{"id":2205017,"date":"2024-05-08T14:30:53","date_gmt":"2024-05-08T05:30:53","guid":{"rendered":"https:\/\/koreapro.org\/?p=2205017"},"modified":"2024-05-08T21:14:53","modified_gmt":"2024-05-08T12:14:53","slug":"yoon-moves-to-iron-out-inconsistent-media-strategy-after-major-election-loss","status":"publish","type":"post","link":"https:\/\/koreapro.org\/2024\/05\/yoon-moves-to-iron-out-inconsistent-media-strategy-after-major-election-loss\/","title":{"rendered":"Yoon moves to iron out inconsistent media strategy after major election loss"},"content":{"rendered":"

As South Korean President Yoon Suk-yeol enters his third year in office with a record-low approval rating of <\/span>24%<\/span><\/a>, he faces significant challenges in effectively communicating his policies and building consensus among the public.<\/span><\/p>\n

Observers<\/span><\/a> have cited Yoon\u2019s inflexible approach to governance, insufficient dialogue with citizens and inconsistent media interactions as decisive factors behind the general lack of understanding and support for his key reforms in labor, education, pensions and healthcare.<\/span><\/p>\n

In an effort to address these issues, Yoon announced on Tuesday the revival of the senior secretary for civil affairs position, which he had initially abolished. He appointed former prosecutor and vice justice minister Kim Joo-hyun, who possesses extensive legal and administrative experience, to lead the office.<\/span><\/p>\n

Kim\u2019s primary responsibility will be to gather public opinion and inform the administration\u2019s communication strategies and policy decisions.<\/span><\/p>\n

Kim\u2019s appointment follows the April 10 general election, in which Yoon\u2019s ruling People Power Party (PPP) suffered a significant defeat. In response to the election outcome, Yoon has named Kim as the third new senior secretary to help navigate the challenges the opposition-led National Assembly poses.<\/span><\/p>\n

\"\"

South Korean President Yoon Suk-yeol speaks to market vendors during a visit to the site of a fire in South Chungcheong Province, Jan 23, 2024 | Image: ROK Presidential Office<\/a><\/em><\/p><\/div>\n

REFORM PLEDGES<\/b><\/p>\n

Following the PPP\u2019s electoral defeat, which Yoon accepted as the will of the people, he <\/span>vowed to reform<\/span><\/a> his approach to governance and increase communication with both the public and the press.<\/span><\/p>\n

This commitment led to the reinstatement of the civil affairs secretary position, a role Yoon had previously <\/span>eliminated<\/span><\/a> in line with his electoral promise to streamline the presidential secretariat. His decision to scrap the position initially stemmed from the <\/span>various misdeeds<\/span><\/a> of former civil affairs secretaries, including their excessive power over government agencies and investigations of citizens.<\/span><\/p>\n

However, after acknowledging his failure to reflect the public\u2019s wishes in light of the recent parliamentary election, Yoon states that he recognizes the crucial role the civil affairs secretary has played in gauging public sentiment across successive governments.<\/span><\/p>\n

The newly appointed secretary, Kim Joo-hyun, pledged to ensure that going forward, the administration\u2019s policies will reflect public opinion and address pressing issues that citizens face.<\/span><\/p>\n

As part of Yoon’s efforts to enhance communication channels, he will hold a long-awaited media conference on Thursday morning. The hour-long session, moderated by his spokesperson Kim Soo-kyung, will feature a question-and-answer format without preset topics, as revealed by an official to the local media.<\/span><\/p>\n

MEDIA DISCONNECT<\/b><\/p>\n

As part of Yoon\u2019s efforts to enhance communication channels, he will hold a long-awaited media conference on Thursday morning. The hour-long session, moderated by his spokesperson Kim Soo-kyung, will feature a question-and-answer format without preset topics, an official told local media.<\/span><\/p>\n

The upcoming press conference marks Yoon\u2019s first since Aug. 2022, when he met with the media upon completing 100 days in office. However, Yoon has significantly reduced his interactions with the local press over the past 21 months.<\/span><\/p>\n

For instance, he skipped the traditional press conference at the end of his first year in office. He also <\/span>opted for exclusive interviews<\/span><\/a> in 2023 and 2024 instead of the customary New Year media interviews that presidents typically give.<\/span><\/p>\n

This estrangement from the media contradicts Yoon\u2019s electoral promise to \u201c<\/span>get closer to the people<\/span><\/a>,\u201d a commitment symbolized by his relocation of the presidential office from the Blue House to the Ministry of National Defense building in Seoul\u2019s Yongsan District upon assuming office.<\/span><\/p>\n

In the early months of his presidency, Yoon engaged in near-daily doorstepping sessions and impromptu Q&A\u2019s as he entered the presidential office lobby each morning.<\/span><\/p>\n

However, these interactions drew daily criticism by progressive media citing Yoon\u2019s gaffes and selective responses to reporters\u2019 questions. Following a <\/span>series of clashes<\/span><\/a> with local broadcaster MBC, including a <\/span>hot mic incident<\/span><\/a> in which Yoon appeared to use a derogatory term to refer to U.S. lawmakers, he suspended the doorstepping sessions entirely.<\/span><\/p>\n

The presidential office even installed a wall in the lobby, creating a <\/span>physical barrier<\/span><\/a> between the president and the press.<\/span><\/p>\n

Distancing himself from the public has harmed Yoon\u2019s appeal rather than helping it. His lack of response to controversies surrounding <\/span>his wife<\/span><\/a> and <\/span>senior officials<\/span><\/a> has likely contributed to his record-low approval rating.<\/span><\/p>\n

Further, without sufficient dialogue on his signature reforms in labor, education, pensions and healthcare, there has been a general lack of understanding and consensus regarding the direction of his policies leading up to the April 10 election.<\/span><\/p>\n

\u201cI think for him, it\u2019s not necessarily about reversing course on all his policies because many people regard his policies as good for the country,\u201d Lee Hee-eun, a law professor at Handong Law School, told <\/span>Korea Pro<\/span><\/i>.<\/span><\/p>\n

\u201cIt is partly how he presents it \u2014 the way his team has presented the policies up to this point in his administration.\u201d<\/span><\/p>\n

The administration\u2019s standoff with striking junior doctors exemplifies this issue. A December survey revealed that the majority of the population <\/span>broadly agreed<\/span><\/a> that the number of students admitted to medical schools should be increased, with changes needed to make quality healthcare more accessible nationwide.<\/span><\/p>\n

Organization for Economic Co-operation and Development <\/span>statistics<\/span><\/a> cited by Yoon in a Cabinet meeting speech also indicate that South Korea trains far fewer medical students than other advanced economies.<\/span><\/p>\n

However, the public\u2019s willingness to side with him on the issue lost momentum as the doctors\u2019 strike dragged on, and Yoon showed no sign of compromising.<\/span><\/p>\n

\"\"

South Korean President Yoon Suk-yeol and main opposition Democratic Party leader Lee Jae-myung share remarks during their first formal meeting together at the Presidential Office, April 30, 2024 | Image: ROK Presidential Office<\/a><\/em><\/p><\/div>\n

PERSISTENT PROSECUTOR\u2019S MINDSET<\/b><\/p>\n

Despite Yoon\u2019s efforts to convey his message through facts and figures in his speeches, experts argue that this approach has failed to resonate with the public.\u00a0<\/span><\/p>\n

Kim Byoung-joo, an affiliate professor at Hankuk University of Foreign Studies, suggests that Yoon\u2019s previous profession as a prosecutor has likely led to an inflexible and uncompromising approach to policy.<\/span><\/p>\n

\u201cOnce he decides with conviction, there\u2019s no room for bending, giving in, negotiations, or meeting in the middle \u2014 a prosecutor must go all the way to win the case. The public doesn\u2019t approve of the president\u2019s attitude on key issues and is now seeking a change in this style of governance,\u201d Kim said.<\/span><\/p>\n

In an effort to demonstrate his willingness to work with the opposition on critical policy issues following the April election, Yoon <\/span>held talks<\/span><\/a> with main opposition Democratic Party leader Lee Jae-myung last week for the first time since taking office.<\/span><\/p>\n

Additionally, the president <\/span>replaced<\/span><\/a> his chief of staff and senior secretary for political affairs to better manage relations with the opposition-led parliament and monitor political trends.<\/span><\/p>\n

As Yoon takes steps to reform his communication style and approach to policy, Kim believes that South Koreans will also need to reflect on what they expect from their leader, noting the inconsistency in the public\u2019s response to Yoon\u2019s previous media appearances.<\/span><\/p>\n

\u201cDuring his first months in office, he was very forthcoming and direct, but people didn\u2019t necessarily like what he had to say. Now that he has stopped his doorstepping for so long, he hasn\u2019t been actively communicating with the people, and that\u2019s what people are currently complaining about,\u201d Kim said.<\/span><\/p>\n

Given Yoon’s narrow margin of victory \u2014 just <\/span>0.73 percentage points<\/span><\/a> over his rival Lee Jae-myung in 2022 \u2014 pleasing the majority will be a near-impossible task. To garner sufficient support for his policies moving forward, it will be crucial for the president to demonstrate that he is actively listening, acknowledging, and bringing together diverse opinions from across South Korea\u2019s society.<\/span><\/p>\n

Edited by John Lee<\/span><\/i><\/p>\n

Culture & Society<\/span><\/a>Domestic Politics<\/span><\/a><\/div>","protected":false},"excerpt":{"rendered":"

As South Korean President Yoon Suk-yeol enters his third year in office with a record-low approval rating of 24%, he faces significant challenges in effectively communicating his policies and building consensus among the public. Observers have cited Yoon\u2019s inflexible approach to governance, insufficient dialogue with citizens and inconsistent media interactions as decisive factors behind the […]<\/p>\n","protected":false},"author":10909,"featured_media":2205019,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21],"tags":[25,27],"class_list":["post-2205017","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analysis","tag-culture-society","tag-domestic-politics"],"yoast_head":"\nYoon moves to iron out inconsistent media strategy after major election loss - KOREA PRO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/koreapro.org\/2024\/05\/yoon-moves-to-iron-out-inconsistent-media-strategy-after-major-election-loss\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Yoon moves to iron out inconsistent media strategy after major election loss - KOREA PRO\" \/>\n<meta property=\"og:description\" content=\"As South Korean President Yoon Suk-yeol enters his third year in office with a record-low approval rating of 24%, he faces significant challenges in effectively communicating his policies and building consensus among the public. 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