GLOBAL FESTIVALS THROUGH A NATIONAL PRISM The Global-National Nexus in South Korean Media Coverage of the 2004 Athens Olympic Games

This study investigates the global-national nexus in the media representation of the Olympic Games and examines the ways in which the notions of globalization and Korean nationalism are represented. Attention is paid to the South Korean media coverage of opening and closing ceremonies of the 2004 Athens Olympic Games. While globalization was promoted through themes such as global friendship and fraternity, the media also framed the event with reference to anti-Japanese sentiments and an expression of unitary Korea nationalism - both of which are central elements of Korean nationalism. On this basis, it is clear that a complex interplay between the global and the national impetus is evident. The media coverage is investigated in a qualitative manner, and a thematic analysis is used. The research, from a process sociological perspective, offers a useful insight into understanding Korean national identity politics in the global era.