The North Korean regime has launched a major idolization project for Kim Jong Un in the sixth year of his reign. However, some analysts suggest that the regime’s propaganda strategy, which is focused on emphasizing the leader’s Paektu bloodline, charisma, and affection for the people, is likely to backfire. It is being argued that Kim Jong Un’s excessive desire to raise himself to the rank of his predecessors may cause some residents to cast doubt on his legitimacy.
Many have noted that Kim Jong Un has favored a paradoxical approach toward his idolization over the past five years. In regards to bloodline propaganda, for example, Kim Jong Un has continued to emphasize his bloodline to confirm that he has rightfully succeeded Kim Il Sung and Kim Jong Il, and has announced plans to build a monument to the three Kim family leaders near Mount Paektu this August.
However, Kim Jong Un has been reluctant to mention his birthmother, Ko Yong Hui, likely because she was born in Japan. He has also not publicly released his date of birth, fearing that his young age may be an issue. Another issue is that no known photograph exists of him as a child together with his grandfather, Kim Il Sung.
Observers also note that Kim Jong Un’s oppressive style of rule is not helpful for his idolization efforts. His preferred approach has been coined a ‘reign of terror,’ as he holds authority over senior executives much older than himself. However, this approach has diluted the perception of ‘a community with the same fate’ amongst the elites, which has been a feature of the previous two dictatorships.
The idolization slogans emphasize the leader’s love for the people, but are widely considered as ‘fiction’ by the residents. During the massive flooding in North Hamgyong Province in September last year, the state-run newspaper Rodong Sinmun encouraged restoration efforts while promoting the leader’s affection for the people, although Kim Jong Un never visited the flood-damaged areas. In addition, a changing consciousness amongst the North Korean people is also reducing the potency of the regime’s propaganda. As residents now make their living through business and are exposed to external information, they are choosing to abandon trust in the Party and the Suryong (supreme leader).
Kim Jong Un lacks the resources to launch a successful idolization project. Unlike Kim Il Sung, who boasted about his alleged anti-Japanese guerrilla activities, Kim Jong Un can make no such claims. Additionally, unlike Kim Jong Il, who built his political career over 20 years alongside Kim Il Sung, Kim Jong Un was a hidden successor unknown to even close allies.
In regard to this, Oh Gyeong Sup, a researcher at the Korea Institute for National Unification, told Daily NK, “The idolization project of the North Korean regime is focused on promoting the leader’s ideological insight, leadership and policies, but it is not easy to find these elements in Kim Jong Un. So there are fundamental problems in portraying Kim Jong Un as an omnipotent being like his predecessors.”
“In Kim Jong Il’s case, he was involved in establishing the Juche (self-reliance) ideology by taking control of the Propaganda and Agitation Department and the Guidance Department from the early days, and this was utilized as a means to promote his image as a gifted person in ideology theory. On the other hand, there are few elites or residents who respect the ideological or political abilities of Kim Jong Un. The regime’s emphasis on his Paektu bloodline and affection for the people is the only alternative that exists,” Oh added.
It is alleged that the regime is likely to refrain from excessive idolization efforts, fearing negative backlash. Some argue that based on Kim Jong Un’s change of title, the broadcast of his documentary, and the issuance of a stamp featuring him, the leader’s idolization efforts are likely to be enhanced this year, but others have pointed out that such activities represent the norm in North Korea.
One North Korea expert pointed out that, “Kim Jong Il made a badge with his face engraved on it in celebration of his 50th birthday (February 16, 1992), but he only ordered the regime elites to wear it. The badge was eventually distributed to the public after the year 2000. Considering this, it will be difficult for Kim Jong Un to deify himself at the same level as his predecessors, as he is only in his 30s.”
Jeon Hyun Joon, director of the Northeast Asia Peace and Cooperation Initiative (NAPCI) added, “It is possible that Kim Jong Un will assume the various idolization titles of his predecessors, and designate his birthday as a national holiday. But it is unlikely that he will try to do this in the near future.”
“The remorseful remarks made by Kim Jong Un in his New Year’s address is a deviation from previous idolization strategies. It doesn’t make sense in the eyes of scholars studying North Korean affairs. It seems that he decided to blame his lack of ability because the idolization project was as not successful as he expected. I think it will take quite a long time for Kim Jong Un to be idolized as the Suryong (the Supreme leader),” Jeon noted.
