[Insight & Opinion] 'Photo-Op' Image Politics of Lee Jaemyung and Jang Donghyuk

'Photo opportunity' (often shortened to 'photo-op') refers to a scene staged by politicians for media coverage. In 2011, during the U.S. military operation to eliminate Osama bin Laden, then-President Barack Obama of the United States relinquished the central seat in the White House Situation Room to a commander and sat in a corner, watching the monitor. This photograph demonstrated President Obama's democratic leadership and determination to bring terrorists to justice. In 2019, U.S. President Donald Trump shook hands with North Korean leader Kim Jong Un across the Military Demarcation Line at Panmunjom, then crossed the line into North Korean territory. Regardless of the actual progress on the North Korean nuclear issue, this photo-op symbolized President Trump as the 'protagonist of a historic moment.'

With today's media emphasizing visual elements, photo-ops have become an important part of politics. However, as politicians focus more on staging favorable scenes than on policy achievements, the term 'photo-op politics' has emerged. Misunderstanding or overuse of photo-ops can lead to political failure.

On September 8, Jang Donghyuk, leader of the People Power Party, had a luncheon at the presidential office with President Lee Jaemyung, Jeong Cheongrae, leader of the Democratic Party, and others, then met separately with President Lee for about 30 minutes. On this day, Jang's actions deviated from the typical 'become the protagonist and visually imprint your message' rules of photo-ops. Although he may have considered his private meeting with the president the highlight of the event, the widely publicized photo was of the luncheon, where he was just one among many attendees.

If the People Power Party had understood the significance of photo-ops, they would have insisted that the media be allowed to photograph and report on the private meeting between Lee Jaemyung and Jang Donghyuk, as well as some of Jang's remarks during that meeting. When President Lee was the opposition leader, he ensured that scenes from his summit with President Yoon Sukyeol and his own voice were broadcast on television for an extended period.

In another photo from September 8, President Lee sat in the center, flanked by Jeong Cheongrae and Jang Donghyuk, all laughing heartily together. This image did not align with the People Power Party's previous criticisms of the president and the ruling party as "dictatorship" and "national mismanagement." The photo of them laughing together immediately upon meeting made the party's criticism of the administration appear less urgent to the public. The joke about garlic and mugwort that sparked the laughter from Jang was also interpreted within the ruling party's narrative of 'dissolving the rebellion party.' In the photo-op of the summit, former President Yoon and Jang Donghyuk were overshadowed by President Lee and failed to control the ceremonial proceedings. This resulted from the conservative political camp neglecting promotion and events, and not appointing skilled individuals with a sense for such matters.

In contrast, the National Appointment Ceremony for Liberation Day might be seen as an example of photo-op excess. An emotional analysis of a month's worth of blog posts and news articles about the event using SomeTrend showed 53.0% positive (2,836 cases), 39.8% negative (2,133 cases), and 7.2% neutral (385 cases) responses. For a celebratory national event, the negative emotional response was notably high. Words like "moving" and "hope" were mixed with phrases such as "self-coronation," "self-praise," "extravagant political show," "inauguration encore," and "opposition party absence." A protest by opposition lawmakers with placards opposing the pardons of Cho Kuk and Yoon Mihyang also marred the event. The purpose, formality, and naturalness of the ceremony are important, and there was controversy in these areas.

In the '100 Days of the President in Photos' photo-op article, words like "grueling schedule," "tired expression," and "seems tired" were repeatedly used. Seven out of twelve photos showed the president looking at documents. Some have commented that President Lee's photos and photo-op events appear somewhat exaggerated and unnatural compared to those of President Moon Jaein. Political leaders can communicate more authentically with the public if they address the problems of either neglecting or over-relying on photo-ops.

Heo Manseop, Professor at Gangneung-Wonju National University