MEDIA REACTION: NORTH KOREA, PRESIDENT OBAMA'S

UNCLAS AIT TAIPEI 000642 SIPDIS DEPARTMENT FOR INR/R/MR, EAP/TC, EAP/PA, EAP/PD - NIDA EMMONS DEPARTMENT PASS AIT/WASHINGTON E.O. 12958: N/A TAGS: OPRC KMDR KPAO TW SUBJECT: MEDIA REACTION: NORTH KOREA, PRESIDENT OBAMA'S IMAGE-BUILDING ¶1. Summary: Taiwan's major Chinese-language dailies focused news coverage June 2 on President Ma Ying-jeou's visit to El Salvador, including his interaction with United States Secretary of State Hillary Clinton at a dinner hosted by outgoing El Salvador President Elias Antonio Saca; over the controversy of the National Communications Commission (NCC)'s ruling on the change of ownership of the China Times Group; and on improper price hikes for cigarettes. ¶2. In terms of editorials and commentaries, an editorial in the conservative, pro-unification, English-language "China Post" commented on North Korea's provocative moves recently. The editorial said that China is the only country able to dissuade North Korea from further belligerent behavior. The editorial urged China to show its leadership and solve the problem. Otherwise, other countries will follow the lead of North Korea and pursue nuclear weapons. Another editorial in the "China Post" commented on United States President Barack Obama's recent visits to local hamburger restaurants, saying that Obama has cleverly established his personal image and brand among Americans to facilitate the promotion of his policies. The editorial recommended that Taiwan's President Ma Ying-jeou do liekwise and act as a true leader. End summary. ¶3. "Time for Beijing to Rein in Pyongyang" The conservative, pro-unification, English-language "China Post" [circulation: 30,000] editorialized (5/30): "... But after the change of political power in Washington in January, President Barack Obama did not change Bush's hostile policy toward North Korea. ... "Anyway, it's time for Beijing to demonstrate leadership as a regional, if not global power. Visionary leaders in Beijing should look beyond beggar-thy-neighbor policies. A nuclear-free Korean Peninsula is in the best interests of Beijing, as well as its important neighbors - Japan, South Korea, Russia, not to mention the United States. "Besides, if North Korea enters the exclusive nuclear club, Japan will definitely be the next to jump in. South Korea will follow suit, and Taiwan has long been known to possess the knowhow. In the Middle East, Israel is believed to have a nuclear arsenal. In Central Asia, Iran is either on the threshold or over it. In South Asia, India and Pakistan are already nuclear nations. Allowing everyone to possess weapons of mass destruction is too dangerous to contemplate. ... "So, when the Korean Peninsula is facing a nuclear crisis, Beijing should not shirk the responsibility of helping stave it off. Beijing has the means and resources to rein in the recalcitrant and wayward Pyongyang. Beijing should take the initiative to push for the building of a firewall against nuclear proliferation in Asia, a la PSI [Proliferation Security Initiative], for the collective security of all in this part of the world." ¶4. "Pushing the Obama Brand with Burger Joint Visits" The conservative, pro-unification, English-language "China Post" [circulation: 30,000] editorialized (6/2): "Last Friday, U.S. President Barack Obama and an entourage of aides and press left the White House to pick up lunch at a renowned local hamburger joint. ...On May 6, the President and Vice President Joe Biden had their power lunch at another burger restaurant. ... "Presidents should regard creative venues and brand building not only as PR measures, but also as effective tools of governance. ... "The image of the U.S. president lunching in a burger joint sends out powerful messages to the American people. It showed that even a significant change as becoming the president does not deny Obama the right to the quintessential American way of life: Eating a burger with one's pal. "This image sums up the policy of Obama's ideal in a single image most people can instantly recognize and identify. In other words, the Obama Policy is now the Obama Brand. "Obama is conscious of the usefulness of such branding. In the Wall Street Journal Magazine, Desiree Glapion Rogers, Obama's White House Social Secretary, described the Obama Brand as "the best brand on earth" and regarded White House's social events as strategic plans to promote that brand and, by extension, Obama's policy. ..." YOUNG