By Robert J Dickey
YouTube makes news. Zany private videos, landmark deals with major film and TV producers, and a spirit of independence have gained YouTube fame, if not yet fortune. Media moguls who fought long and hard against the phenomenon have abandoned their own projects and joined YouTube. Competitors have found it impossible to compete. Now Korea has become the latest to discover that YouTube is hard to beat. In the process, Korea's National Brand has taken a beating.
``News'' is perception. ``Spin'' is everything, facts merely fill in the spaces. With technology, millions of new facts are at our fingertips, we need editors and ``spin doctors'' to select and interpret these for the masses. YouTube has demonstrated once again that it excels in this type of media management as well as in the handling of videos.
Korea's national PR and branding efforts, on the other hand, once again have proven to be less than adequate.
Recent internet regulation reforms in Korea now require a ``real name'' registration for postings on the internet. Local conditions appear to warrant such controls, as slander, mistruths, and outright falsification dominate in online communications here. The US, UK and all other countries all have their own laws on the media. However, in their refusal to accept Korean law, YouTube has gained still more converts, and made Korea look bad on the international stage. All without breaking the law.
The new icon of the 21st century media revolution, YouTube has found strength in their freedom-fighter role. Using the ``Privacy'' argument, YouTube argues that the real name registration system violates their corporate principles. So they've disabled the upload and comments functions on their Korean site, knowing full well that Koreans can and do contribute on other YouTube sites (and use Korean Hangeul while doing so), and still view these on the Korean site.
``Freedom of the media'' is always newsworthy. Korea's branding drive, which is based on the attractions of the land and culture, will never be front-page news outside of Korea. As they say in journalism school, ``Good news is not news. Bad news is front page.'' The peninsula's Free Enterprise Zones and other business attractions merit little notice outside of Korea except as paid advertising. YouTube is a global leader, and is ``defending freedom'' of the media. Guess who captures the attention of readers?
The New York Times, Wall Street Journal, and Washington Post have highlighted the YouTube assault on Korean law in glowing terms. Corporate America simply hears of one more case where ``over-regulation'' is ``infringing'' on business, and takes the matter to its obvious conclusion ― Korea is not favorable to business. The truth is irrelevant, because these ``facts'' are convenient.
As expressed by numerous experts in the Korea Times and elsewhere, Branding Korea is more than paying for advertising, and more than showing the world Korea's natural and cultural beauties. A brand is less ``built'' than ``nurtured over time,'' and far easier to damage than to promote. We are growing a forest, not handing out roses. A single day of negative publicity such as this YouTube debacle can take years to surmount.
The problem is more than just uploading videos. Branding crosses product lines, this hit will be felt far beyond the Internet and technology spheres. Potential tourists will ask ― is there freedom in Korea? Perhaps I shouldn't visit. Korean products, too, could be tainted by concerns for freedom and justice. Both South Africa and China lost billions in income from ``Don't Buy'' campaigns. Perceptions of freedom are no small matter.
The Korean government may find a way to satisfy YouTube's concerns and still address society's need to rein in the outrageous behavior that too often takes place in cyber-space. But in terms of Korea's image to the world, nothing can repair this damage, despite the acknowledged superiority of Korea's broadband network.
Robert J. Dickey has resided in Korea for nearly 15 years. He holds higher degrees in public administration and law, and researches issues of marketing/branding as well as tourism as a tenured professor in Gyeongju University's International English and Tourism department. He can be reached at rjdickey@content-english.org
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