North Korea shifts propaganda tactics to engage youth
North Korea is reportedly altering its propaganda approach, moving away from themes of authoritarian grandeur and military might. Instead, the country is adopting a more relatable style aimed at younger audiences who are familiar with Western culture and K-pop. This change in tactics is seen by experts as part of Kim Jong-un's wider strategy to consolidate his power and sever historical and cultural ties with South Korea.
Propaganda shift reflects changing attitude toward South Korea
The shift in North Korea's propaganda style also signifies a change in Pyongyang's perception of Seoul. Unlike Kim's predecessors who acknowledged familial ties with the South, the current regime views Seoul as an independent adversary. This change was highlighted by the omission of reunification efforts from a former propaganda chief's obituary, indicating a deliberate move to cut off historical and cultural connections with South Korea.
North Korea's propaganda emphasizes leader's 'human warmth'
According to Yang Moo-jin, a political science professor at Seoul's University of North Korean Studies, the state propaganda under Kim Jong-un's predecessors was serious in tone, emphasizing the "infallibility" of the country's leader. However, Yang noted that "North Korea is moving away from this idolization that is too excessively out of step with global changes." Instead, it now highlights Kim Jong-un's "human warmth and love for the people."
Kim Jong-un's public admissions reflect propaganda shift
Kim Jong-un's recent public admissions further underscore this shift in propaganda. In January 2021, he confessed that his economic plan had fallen short "in almost all sectors," apologizing for failing to meet the people's expectations. He also admitted in January 2024 that the inability to provide basic living necessities for North Koreans was a "serious political issue."
Death of propaganda chief symbolizes shift in North Korea
The death of propaganda chief Kim Ki-nam, who played key roles within the Information and Publicity Department, marked an end to North Korea's traditional style of propaganda. The new propaganda approach is exemplified in a popular online music video titled "Friendly Father." The upbeat video features a cheerful Kim Jong-un interacting with boy scouts, waving to crowds and soldiers, and inspecting a military dining hall.
