`Joan of Arc` marketing

The email account of con artist Shin Jeong-ah, whose fraudulent life as a museum curator was exposed in 2007, had the user name "shindarc." She combined the name of the French heroine Joan of Arc with Shin to apparently portray herself as a savior of the Korean art world. When the Grand National Party was revived after winning the 2004 general elections and by-elections due to then Chairwoman Park Geun-hye in the wake of the impeachment of President Roh Moo-hyun, Park was called “Park d’Arc.” Rep. Choo Mi-ae of the main opposition United Democratic Party, whom the late Roh picked as a presidential hopeful, was called “Choo d’Arc” due to her strong personality. In 1997, she organized the Joan of Arc Campaign Corps to support then presidential candidate Kim Dae-jung in her hometown of Daegu.

Given that the French heroine is frequently invoked in Korea, her high popularity among French politicians is natural. In the run-up to the French presidential election in April, conservative candidates have launched "Joan of Arc" marketing. Marine Le Pen, chief of the far-right National Front Party, will hold a big event in front of Joan of Arc`s statue to mark her 600th birthday Saturday. Not to be outdone, French President Nicolas Sarkozy, who is affiliated with the ruling Union for a Popular Movement, will join a celebratory event in the hometown of the heroine.

Le Pen is threatening to catch up with the uneasy Sarkozy, who is second in approval ratings among presidential contenders. The president`s popularity has plunged due to a fiscal crisis and an election funds scandal. By contrast, Le Pen is scoring points by shifting from far-right policies to more flexible ones. Socialist Party candidate Francois Hollande, who is likely to beat Sarkozy, is enjoying the battle between conservative candidates. The political terms "left" and "right" originated from the seating of the French National Assembly after the French Revolution in 1789. Those from the progressive Jacobin Party were seated on the left side and those from the conservative Gironde Party on the right. Joan of Arc lived in the 15th century, however, and so had no concept of left and right.

Unlike her image as a brave warrior, the heroine said she encouraged soldiers by waving flags instead of wielding spears and swords. Many artworks describe her as a graceful woman instead of a warrior. The French executed her by branding her a witch because she said she went to war under God`s instruction despite being a woman. French King Charles VII, who ascended to the throne thanks to her, chose not to save her out of jealously over her great fame. Regardless of era, a truly great person tends to a victim of prejudice and betrayal.

Editorial Writer Lee Hyeong-sam (hans@donga.com)