Identifier
Created
Classification
Origin
09AITTAIPEI642
2009-06-02 09:37:00
UNCLASSIFIED
American Institute Taiwan, Taipei
Cable title:  

MEDIA REACTION: NORTH KOREA, PRESIDENT OBAMA'S

Tags:  OPRC KMDR KPAO TW 
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VZCZCXYZ0002
RR RUEHWEB

DE RUEHIN #0642 1530937
ZNR UUUUU ZZH
R 020937Z JUN 09
FM AIT TAIPEI
TO RUEHC/SECSTATE WASHDC 1667
INFO RUEHBJ/AMEMBASSY BEIJING 9220
RUEHHK/AMCONSUL HONG KONG 0650
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

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