By Lee Jin-woo
Staff Reporter



A recent book by a psychologist advises eight presidential hopefuls on how they should change their image to win the 2007 presidential election in December.
Professor Hwang Sang-min of Yonsei University’s Department of Psychology says not one of the eight candidates can win the presidential election with their current image in his book ``The President Koreans Do Want.’’

Based on a survey of 88 people, Hwang categorized former Prime Minister Goh Kun and Seoul Mayor Lee Myung-bak into a group of presidential hopefuls that has benefited most from the disappointing image of President Roh Moo-hyun.

When it comes to the former premier, Hwang said two incompatible images of ``stable and trustworthy leader’’ and ``greedy old-fashioned bureaucrat’’ are perceived by the public.

Looking back on the failure of Lee Hoi-chang, former presidential candidate of the largest opposition Grand National Party (GNP), the professor advised Goh should show a new image as a warm-hearted leader with a go-ahead spirit.

Lee Hoi-chang, former Supreme Court justice, enjoyed great popularity as a corruption-free and conscientious top court judge, but ran unsuccessfully in the presidential elections twice after his morality was blemished by a few scandals.

Seoul Mayor Lee Myung-bak, who has won popularity thanks to the successful restoration of the Chonggyechon stream in Seoul, was remembered by the public as a ``determined CEO,’’ by both of his supporters and those who disliked him, according to Hwang.

His strong image, however, could remind the public of an image of a father in a patriarchal society and lacks warm aspects to charm the public.

``The mayor’s image certainly distinguishes him from President Roh, who has been criticized for being addicted to debates while neglecting his duty to take care of the livelihood of the public,’’ said Hwang. ``However, he should remember that a leader with too strong image tends to create an unexpected backlash from the public.’’

The professor classified Rep. Park Geun-hye, chairwoman of the conservative GNP, and Unification Minister Chung Dong-young, a leading presidential hopeful of the ruling Uri Party, as politicians who have enjoyed advantages from their favorable, but still not perfect images.

Chairwoman Park was described as a politician with a totally opposite image, compared to Roh by the psychologist.

``People who have been disappointed by Roh turned to be Park’s ardent supporters. But as Roh’s image fades away in the geography of people’s mind, Park’s image will attract fewer supporters.

Minister Chung, who is also deputy prime minister, still has a rookie image among political leaders, which cannot be good considering his 10 years of experience as a politician. Besides, Chung’s image as a MBC anchorman rather than a reporter detracts from his image, according to Hwang.

The author said a Cabinet or a vice presidential system would be more suitable for Park and Chung as the two lack an image of aggressive leadership.

On the other hand, Minister of Health and Welfare Kim Geun-tae and Governor Sohn Hak-kyu of Kyonggi Province were listed as those who have been most negatively affected by their images despite their abilities and achievements.

Hwang said Kim Geun-tae, former pro-democracy activist, lacks a leader’s image. Those who are not fond of the minister compare him to a somewhat reclusive gang leader who is obsessed with increasing the political power he has on his turf.

Hwang said Governor Sohn, who has a similar career, has not been able to be beneficial from his past endeavors.

``Many people remember Sohn with an image of a bureaucrat or a kind of `unwitty manager of a company,’ but don’t really know much about his past experiences,’’ he said. ``Sohn has played his role as a governor very well, but the public is wise enough to know that it’s not enough to be qualified as the nation’s leader.’’

Prime Minister Lee Hae-chan and Kang Kum-sil, former justice minister, have not revealed any ambition to run for the presidential election. But the professor included them in the fourth group of his analysis.

Hwang’s study showed Prime Minister Lee was unilaterally shunned by the public and Kang was almost unanimously favored by the public.

The professor said the public remembers the premier, who is often considered competent but somewhat self-righteous, as an ``aggressive staff officer’’ of President Roh, but not as a suitable person for the next presidency.

Although the prime minister dedicated his whole life to the nation as a pro-democracy movement activist, it is time for him to make his image smoother in order to win more public support, he said.

Hwang said former Justice Minister Kang, who is often called the ``Korean version of Hillary Rodham Clinton,’’ enjoyed popularity as she has showed an indifferent attitude toward ``power politics’’ and expressed no political ambition.

The professor also suggested Roh’s image has been changed from a ``smart and logical lawmaker’’ to a ``hasty, inconsiderate and mistake-prone troublemaker,’’ based on a survey of 34 people.

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