Analyses of SNSD Tiffany's Scandal : Korean Culture and Public Relations Perspective

On the night of 14th August 2016 (japan local time) Korean yet American born idol from the most prestigious Korean girl group, Girls' Generation, that enlisted in Forbes as one of the most influential figure in South Korea uploaded a photo of herself and her member with the flag of Japan as the caption. That night Girls' Generation Tiffany and her member were staying in Japan to celebrate the girl group's concert. On the next day, around 11 am she took a photo of her airport fashion attires and picked a filter from Snapchat app with toogle location service.

Little did she knew that filter which included image of the Rising Sun within the big Tokyo font triggered uproar criticisms back in her home country.

It was only 2 minutes after her post spreaded across the globe, she realized something was terribly wrong. She immediately took down the caption in her Instagram and quickly deleted her Snapchat post.

What is wrong?

Here is the thing, August 15th is the National Liberation Day in Korea. It screams freedom from the Japanese imperialism in the World War II. And for them it's the moment of remembering the horror of war and the era of terror, especially to a heartbreaking topic such as 'comfort women' that makes many korean's heart still bitter. In the online discussion, people said that the Rising Sun flag is comparable to the Nazi attributes in Europe. Its completely 'taboo' and dangerous.

At the beginning of 2016, Prime Minister of Japan, Shinzo Abe and the former President of South Korea, Park Geun Hye showed a little bit of affection when they held hands in the G-20 Summit.

"Both governments agreed to refrain from accusing or criticizing each other in the international community" stated by United Nations (UN) Human Rights. Even many of us knew the UN established a special team to promote a conciliation between these two nations.

But many people also believe that Koreans still hold grudges against the Japanese and vice versa.

Now take a closer look,

In an article written by Korean, the writer indicated that there is misinterpretation of the word 'hatred'. Korean did NOT hate the entire population of Japanese, but they hate the right-wing nationalists of Japan.

P. S the ideology of populism is the base of right wing parties all around the world. This idea itself currently messed up the entire countries in Europe, made Brexit referendum, and created the geopolitical recession.

Now, we can't deny there is 'anti Japanese sentiment' in Korea. Which idea created by Allies in World War II. You know the saying that "if you win the war, you can re-write history" ? There you go.. 'anti Japanese sentiment' used to be a strong propaganda from the Allies (to counter Japanese Imperialism army in Asia). It used to grow hatred. After so many years, There is still a strong streotyping and hatred between these two societies. In 2014, BBC held a poll and 79% Korean admitted they saw negativity in their neighborhood country, Japan.

Even now, we could say the media play their roles very well to promote the 'anti Japanese sentiment'. My friend said 'terrorism was nothing without the help of media' (look here) , so is this ideology.

Not too long ago, when South Korea was beaten by Japan in a badminton match, Korean news reporter intentionally said "Congratulations Tiffany". Could you analyze the motive of the news reporter by saying that ?

After that day, netizens labeled Tiffany as a 'traitor'. Even comments like 'sent her back to America' got highlights in online public discussion. It gets to a point that this female idol is completely helpless against the public judgment and being the 'most hated person' after their former President Park Geun Hye.

If you were her, what would you do ?

Online discussion were on fire, many K-netizen (Korean netizens) came up with a petition to remove Tiffany from her currently aired reality show, 'Sister' Slam Dunk', and even the Producer edited her part out when she was still on air. Her 10 years career took a free fall when IPKN New York also removed her as their brand ambassador.

911: "May i Talk To Your PR ?"

Here we notice that every public relations in Korea, probably need to come up with a totally different approach. Just like how my mom reacted when we watched Korean drama together, one time an actor was slapped on the head, my mom looked dumbfounded and said "is that even legal?". Culture shock indeed.

When i studied public relations in Germany, my friend and i proposed a case study of how the CEO of Air Asia optimized the crisis communication strategy in the accident of QZ8501. My professor said "did he took an interpersonal approach?". We said "yes", even the CEO came to the flight attendant's cemetary. That CEO always wore simple white t-shirt while the rescue team still in the progress of operation. All of his speeches, his body languages, what he wore that day is a pure public relations strategies to deliver a specific image. In Germany, if you're in a press conference you need to propose an image of the most high qualified individual. Your clothes need to screams "i'm the best to be here". So what works in several parts of Asia with "down to earth" image is totally shocking for him.

Lesson learned: What works in America or Europe doesn’t necessarily work in Asia.

What makes country like South Korea different, is in the way the public relations put the korean culture in the high pedestal. Back in this case, SM Entertainment, the mother company of Girls Generation knew Tiffany's case is rare. They couldn't act like Samsung when they were accused for bribery and corruption by their former chief lawyer. Back in the day, this chaebol (giant conglomerate) company gladly took the 1st and 2nd step in 'Image Restoration Theory' which is denial' and 'evading responsibility'. They stated that "what is good for Samsung is good for Korea" in 25 pages of press release. They threw a long listed threats for the public. People got the messages "if we shake them, its like we shake the economy of South Korea. Better leave them alone then.."

Meanwhile, SM Entertainment knew Tiffany hits a cultural and historic value in Korea, so they skipped all the 4 steps of Image Restoration Theory and goes straight to fifth point: Mortification (The accused admits responsibility and asks for forgiveness).

SM Entertainment, released a statement that said, “Tiffany is deeply reflecting on her mistake of uploading a social media post with writing that included the design of the rising sun on National Liberation Day. On the agency’s level, we will do our best to take preventative measures to ensure that this sort of incident does not occur again. We sincerely apologize for having caused many people such anxiety.”

The artist herself wrote a handwritten letter that she posted on Instagram. Yet she again was under fire. Her comment section wall filled with haters that came up with agonizing words "how insincere". Later she wrote a longer handwritten letter to apologize and said that the previous letter was made in a rush condition in the airport. She ended second her letter of apology like this:

"After realizing my mistake, the quick apology I wrote at the airport was not careful, and I apologize again for how lacking it was. I've spent each day regretting and feeling sorry for losing the chance to give a sincere apology. It's late, but I earnestly hope my sincerity is delivered.This incident has let me know what's most important. I'll do my best to study and learn the things that are more important than singing and dancing from now on.Thank you very much for reading my long, late letter"

Not only Tiffany and all her group member evaporated from social media they also went AWOL for a couple months.

Korea is special

In the society as South Korean, you should communicate in the most humble ways. The most basic thing is in what we can see, how Korean formally do 90 degrees bow in front of their senior. You can't do a boastful things like Mr Trump, oh dear they would not give you a room for that. And if perfectionism consider as a problem in Korea, so is their mortification when they're to blame.

Every rising idol in Korea is banned from dating. Its a fact. When the paparazzi caught them dating, only if their career is established enough then the idol would admit to dating with a heavy hearts. Believe me, they would apologize even in national TV and stay low for a meantime.

Another example is the blue house scandal which included former President Park Geun Hye, which was a total shame for the whole nation. It's not the corruption that destroyed her image, but all the side stories like Sewol's tragedy, the rumor of shamanism and specific party in the blue house. Many of her wrongdoings totally horrified and harrased Korean moral values. Even when there is a part of the nation that still support Park Geun Hye to honoring her father who was also the former President of South Korea, it still couldnt resists all the hatred for her. She is the first president that got kicked out from the Blue House by impeachment and held a press conference to admit her mistakes "All of this happening is my fault. It happened because of my neglect," said Park Geun Hye.

Life as a Korean Idol

Girl group in South Korea like Girls' Generation hold a 'perfect' image as long as their career remains. They belong to the society. They need to act like how the society want them to be. Even when the public ask them to end their career, they will answer with "please give us lots of love". Because long before they succeed, their company sold an ideas of their personalities for the enjoyment of the public, and in return, they need to fulfill the public's expectations.

It is true though, people would not care how these artists sacrificed their childhood for training. The public couldn't see when the psychologists said most of them struggle with personality and mental disorder.

They need to be perfect on the outside.

Break it Down

Hallyu or Korean Wave makes millions of people fall in love with Korea and opened the gate to Korean culture - period. No one can deny that. Even Korean giant conglomerates or the 1950's generation of chaebols like Samsung, LG and Hyundai riding this Korean Wave for their brand positioning. But, eventhough Girls' Generation Tiffany is still a part of Korean Wave movement, she knew she couldnt justify herself and clear herself out of the scandal. The public gave her psychological punishment and it currently hurts her 10 years long of career pretty bad.

If there are 5 people hating on the rising sun flag and toward the Japanese people, would it be a problem? It wouldn't be. But it is now, because the propaganda works, it still cause fear and hatred in the heart of so many people. If we blame this girl for her reckless act on putting the rising sun symbol, let's take a look at ourselves, is it because of our hatred that the flag held so much meaning and seems as a threat?

I couldn't agree more with Bob Pickard when he said "History teaches us repeatedly that as the economic centre of gravity goes, so goes the cultural and communications power. We see this happening now, in the Korean Wave".

This article is purely a scholar opinion based on stereotypes from the handbook with an analyses from public relations theory.

Writers not affiliated with SM Entertainment and their artists.

WRITER

RAISSA GLORIA E. MANARISIP (Atma Jaya Catholic University of Indonesia) & HONTAI SUN (University of Central Florida)

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