Samsung seen as intelligent; Hyundai Motor masculine

[tredecimo.livejournal.com]

Korean college students tend to associate the nation’s top conglomerates with conservative and authoritative images, a survey showed Wednesday.

According to local recruitment information provider, Job Korea, collegians think Samsung has an intelligent image while seeing Hyundai Motor as masculine and conservative, SK as autonomous, CJ as fashion-sensitive and LG as popular.

Job Korea said it surveyed a total of 952 college students here about how they would depict images of large conglomerates in the form of a person’s external features such as gender, body type and height.

The survey showed that the respondents associate Samsung with a tall male R&D worker in his early 30s. They also describe the conglomerate’s image as intelligent as well as conservative, cool-headed and authoritative.

Hyundai Motor reminds the students of a muscular and suited male in his early 30s, working at R&D or at the manufacturing department. The carmaker’s image is also conservative and masculine.

For SK, the respondents came up with a fashionably suited male R&D worker in his late 20s with an autonomous, self-directed image.

The collegians associate LG with a male worker of average height, adding that they see the conglomerate as popular and intelligent.

CJ’s image is depicted as a tall and slim female worker in her 20s who is fashion-sensitive, popular and chic.

For Lotte, the collegians imagine a late-20s female salesperson with a conservative image, the survey shows.



Source | Yoon Sung-won @ The Korea Times

Comments

[adlyeith.livejournal.com]

As someone who sells Samsung products and gets nothing but terrible reviews about them from customers, how the company is viewed makes me lol.

[tree-star123.livejournal.com]

hmm at how only men viewed as intelligent.

[tree-star123.livejournal.com]

nope. oh no if a woman turns 30 yr old...too old!!

[tree-star123.livejournal.com]

i'm so grossed out too. yeah i agree w/ you .....i believe it i mean there's already gross terms for women like " damaged goods" >_>

[tree-star123.livejournal.com]

oh no. i heard a woman's ted talk about something like & her sexual assault.. she heard someone talk about these women like chewed up gum >_>

[aleksu7.livejournal.com]

I was going to say same thing...

[ariellm13.livejournal.com]

I mean, all of those companies are male owned tech companies.

[http://users.livejournal.com/reminisce__/]

stereotypical sexism being projected onto chaebol brands!! hooray!! the capitalism in this is strong

[fallendaydreams.livejournal.com]

Is that Pam Beesley

[fallendaydreams.livejournal.com]

yes

[sodapab.livejournal.com]

I find it amazing that you noticed this :D

[senshicalico.livejournal.com]

lmao l o r d

[phililen3.livejournal.com]

I wonder how much these companies have contributed to these images of themselves. Have people's opinions developed into being a true reflection on how these companies see themselves and the corresponding hiring practices? I remember people having talked here about some of the shoddy hiring practices of some of these companies, Samsung in particular. Based on that, it really isn't surprising that Samsung's image is that of the tall intelligent male.

I know someone who works for a major telecommunications company in marketing. She matches to a T how people view the company (youthful and fun).

[episkia.livejournal.com]

the whole concept of this sounded so strange, but looking at the stereotype, i must say that it actually makes sense lol. obviously they've been employing certain types of people. would say LG is indeed popular (and slightly airheaded??? more 'fun') and not conservative though >_> samsung has always seemed cool-headed to me, and their ads about ~nature~ and ~feeling~ amused me because you could see how hard they were trying to get away from that.

could someone explain what the point of this survey is?

[hellicoptajuuce.livejournal.com]

nnnnnnn @ all of them being in R&D

[yolleh.livejournal.com]

What does that stand for?

[hellicoptajuuce.livejournal.com]

research and development.