"Image Packaging" vs "Times Have Changed": What Do You Think About Politicians Appearing on Variety Shows?

Controversy Over Yoon's Appearance on tvN's 'You Quiz'
Increasing Normalization of Politicians on Variety Shows
Some Concerned It's for Emotional Appeal and Image Packaging
Experts Say Image Improvement via Variety Shows Has Both Successes and Failures

President-elect Yoon Suk-yeol appeared on the tvN variety show "You Quiz on the Block," which aired on the 20th. / Photo by tvN

[Asia Economy Reporter Lim Juhyung] Controversy is growing among citizens over President-elect Yoon Seok-yeol’s first appearance on an entertainment program since his election. While some argue that entertainment shows are being used as a tool to 'package the image' of politicians, others defend that politicians should be free to appear in the media. Experts explained that politicians’ appearances on entertainment programs can improve their image, but ultimately depend on the individual politician’s capabilities.

President-elect Yoon appeared on the tvN entertainment program "You Quiz on the Block" (You Quiz) aired on the 20th. In this pre-recorded broadcast, Yoon shared the burdens he feels after being elected president and his determination for future national governance.

You Quiz is a talk show program where a famous broadcaster chats or quizzes ordinary people. Because of this format, the MC Yoo Jae-suk admitted during the broadcast, "I was quite taken aback by an atmosphere that I have never experienced while hosting."

Some viewers criticized Yoon’s appearance as inappropriate, claiming that the entertainment program was used to improve the politician’s image.

On the 21st, the official viewer board of You Quiz was flooded with harsh comments such as "Is he already acting as a regime mouthpiece?", "What’s the point of suddenly bringing in a politician?", and "Wasn’t this a talk show for ordinary people?" However, there were also voices of support, saying "It was nice to see President-elect Yoon’s face," and "Although some disliked it, there were also interested viewers."

Recently, the political sphere has continuously attempted to approach voters more familiarly through the media. Many politicians have appeared on general entertainment programs before elections to introduce themselves to voters.

Last September, President-elect Yoon appeared on the SBS variety show 'Master in the House' / Photo by SBS

In September last year, SBS entertainment program "Master in the House" prepared a "Top 3 Presidential Candidates Special," featuring then leading presidential candidates Yoon Seok-yeol, Lee Jae-myung, Senior Advisor of the Democratic Party, and Lee Nak-yeon, former leader of the Democratic Party.

In that broadcast, the candidates’ home interiors were revealed, and the program focused on highlighting their 'human side' by reflecting on their lives and candidly confessing their honest feelings about competing candidates.

Some politicians have gained public recognition through continuous appearances on entertainment programs. For example, Advisor Lee appeared as a fixed member on SBS talk show "Same Bed, Different Dreams" 11 times while serving as mayor of Seongnam in 2017.

Chairman Ahn Cheol-soo of the Presidential Transition Committee began considering entering politics after appearing on MBC’s "Knee-Dokdo Master" in 2009. Through that broadcast, he emerged as a 'youth mentor,' and two years later, in 2011, he became a leading candidate in the Seoul mayoral by-election polls.

Chairman Ahn has also stated that his fame from entertainment appearances helped him start his political career. In a 2020 interview with "Shin Dong-a," he recalled, "My fame peaked when I appeared on 'Knee-Dokdo Master.' I don’t think I could have gained more than that. After that broadcast, there was hardly anyone who didn’t recognize me when I went out."

Ahn Cheol-soo, Chairman of the Presidential Transition Committee, gained recognition after appearing on the MBC entertainment program 'Knee-Drop Guru' in 2009. / Photo by MBC YouTube capture

Meanwhile, in January last year, ahead of the April 7 Seoul mayoral by-election, former People Power Party lawmaker Na Kyung-won and former Minister of SMEs and Startups Park Young-sun made surprise appearances on TV Chosun’s entertainment program "Taste of Wife," revealing their daily lives and improving their images.

Citizens’ opinions on politicians’ appearances on broadcasts were divided. Some viewed it negatively as mere 'image promotion,' while others saw it as an opportunity to view politicians, who had seemed distant, from a new perspective.

University student A (26) said, "How can you verify politicians or ask sharp questions in an entertainment format? It might rather appeal to emotions and package the politician’s image. I worry that it emphasizes popularity and media strategy rather than the official’s ability or moral responsibility."

Office worker B (in their 40s) said, "It would be better if politicians appeared on policy debate programs and argued with each other. Politicians should be evaluated based on policies and capabilities, which is the most legitimate. In that sense, politicians’ appearances on entertainment shows are meaningless and unproductive."

On the other hand, office worker C (in their 30s) said, "Times have changed. Entertainment and YouTube content have much stronger influence than news or debates. Politicians, who represent the people’s will, need to follow changes in platforms. Criticizing politicians just because entertainment content is somewhat light is outdated."

Last June, Lee Jae-myung, Senior Advisor of the Democratic Party of Korea, and his wife made a special appearance on SBS's "Same Bed, Different Dreams 2." Lee previously appeared on this program in 2017 when he was the mayor of Seongnam. / Photo by SBS

Experts explained that while politicians choose entertainment programs to improve their image, the effect varies by individual. Political commentator Lee Jong-hoon said, "In the case of President-elect Yoon, there was an image of being uncommunicative before and after the presidential election, and he might have chosen entertainment to reduce this unfavorable aspect. Other presidential candidates and politicians have also appeared on entertainment programs to improve their image."

However, he added, "While there are successful cases where a bad image was improved at once through entertainment, there can also be adverse effects. How a politician imprints their image on voters through entertainment ultimately depends on the individual’s capabilities, so it can be considered a somewhat risky strategy."