Reconstructing Island Identity: From Stigma and Scars to a Culture of Recognition

Abstract

This study explores the impact of local branding initiatives in the southwestern archipelago of South Korea, focusing on how they transform negative perceptions of islands—often associated with isolation, disconnection, and underdevelopment—into vibrant and engaging communities. Branding, beyond a promotional strategy, serves as a powerful tool for preserving and promoting cultural values, fostering social recognition, and reshaping regional identities. A key case examined is the branding of Purple Island in Shinan County, where both government agencies and local residents actively participated in redefining the island’s image. Through strategic branding efforts, Shinan County has sought to overcome historical stigmas attached to island communities, demonstrating how localized branding can be leveraged to foster broader social recognition and inclusion. Additionally, this study explores how local residents develop and utilize regional resources to construct a new collective identity, while also analyzing how islanders adopt and consume new images to restore their social identity. Furthermore, the study underscores the role of narratives and storytelling in shaping island identity. Drawing on Hay’s (2006) concept of place identity, it highlights that islands should not be viewed merely as geographic locations but as deeply intertwined with human experience, culture, and history. By emphasizing the multifaceted nature of island communities, this research contributes to a deeper understanding of how islands transition from marginalized and stigmatized spaces to dynamic cultural and economic hubs through local branding and identity reconstruction.