Place branding and city branding are multi-disciplinary rapidly growing research domains (Brown & Campelo, 2014; Kavaratzis & Hatch, 2013; Kavaratzis & Ashworth, 2008; Lucarelli & Berg, 2011). However, there are problems with the lack of conceptualization and theoretical shortcomings in this field (Kavaratzis, 2004; Parkerson & Saunders, 2005; Skinner, 2008). In order to fill these gaps this paper introduces a novel approach towards place branding and social responsibility of the city. In the present paper the brand attitude to living in the city (Merrilees, Miller, & Herington, 2012, 2013) is explained by four other concepts: 1) social responsibility of the city, 2) contribution of the city to the metropolitan area, 3) city brand identification, and 4) city reputation. These concepts are based on previous research in the fields of marketing and management and adapted to the context of the study. Social responsibility of the city has its background in the concept of corporate social responsibility (He & Li, 2010; Marin, Ruiz, & Rubio, 2008), which is a driver of brand loyalty (Marin et al., 2008), and brand value (Melo & Galan, 2011). The concepts of city brand identification and city reputation have been developed using the research on brand identification (Lam, Ahearne, Mullins, Hayati, & Schillewaert, 2013; Mael & Ashforth, 1992) and corporate reputation (Lai, Chiu, Yang, & Pai, 2010; Wang, Kandampully, Lo, & Shi, 2006). Structural Equation Modeling (SEM) was used to test the theoretical model with a data (N=400) on consumers' attitudes towards the city of Helsinki. The results of the model show that Social responsibility of the city has a very strong impact on City brand identification. Likewise, Contribution of the city to the metropolitan area has a very strong impact on City reputation. Moreover, City brand identification has a strong impact on Brand attitude to living in the city. Finally, the model demonstrates that City reputation has a very strong impact on Brand attitude to living in the city. Overall, the results show that both social responsibility of the city and contribution to the metropolitan area are strong drivers of city brand identification and city reputation. Moreover, the evidence shows that these are drivers of brand attitude to living in the city. This evidence is important as it develops and links the concepts of social responsibility and contribution to the metropolitan area to the concept of brand attitude to living in the city.

Introduction Corporate social responsibility (CSR) has become a necessary tool for firms to develop competitive advantage (Duarte, 2010) as CRS is increasingly valued and demanded by stakeholders (consumers, investors, employees, etc) who see it as representing the civic behaviour of the companies (Prior, Surroca, & Tribo, 2008)..This study looks at the relationship between CSR and customer retention (CR) to answer the question: how does CSR influence CR? The study tries to answer the question by exploring the relationship between CSR and CR toward developing a process model to show how CSR leads to CR, using path diagrams and structural equation modeling. Data was collected through a questionnaire that drew from established measurement instruments, supplemented by primary research. Senior executives of three telecom firms in Ghana were sampled for in-depth interviews towards building a pool of relevant items for questionnaire development. Data from 681 completed questionnaire responses were subjected to structural equation modelling (SEM) to estimate the relationships among relevant constructs and variables. Findings/Conclusions The findings showed a direct relationship between CSR and customer retention as well as an indirect relationship between CSR and customer retention through corporate image (CI), perceived service quality (PSQ) and customer perceived value (CPV). The estimates for Goodness-of-fit indices of the CFA show that; GFI=0.934, AGFI=0.912, CFI=0.957, and RMSEA=0.055, indicating a good fit. The standardised estimates for Goodness-of-fit indices of the SEM show that; GFI=0.933, AGFI=0.912, CFI=0.955, and RMSEA=0.055, indicating a model of good fit. The study challenges theoretical notions with respect to the nature of influence that CSR brings to bear on corporate performance and invites further theoretical inquiry into how CSR inform corporate performance. The study provides the basis for further empirical research work in the area of examining the nature and relative importance of CSR criteria that customers consider in evaluating their perception of companies and behavioural intentions. It also serves as bases to stimulate research using data from different geographical settings to give avenue for the generalisation of the model to extend the CSR and CR theories. The study also furnishes managers with the knowledge that CSR is very necessary for customer retention strategies but it is not a means to an end on its own. It therefore suggests the various components in the process should not be underestimated as it has shown that CSR by itself does not lead to corporate performance in terms of customer retention. Firms may therefore want to improve on the intermediary components to increase corporate performance in terms of customer retention.

This research aims to look at the contradictory effects of corporate social responsibility as conducted by luxury brands. On the one hand, corporate social responsibility (CSR) is known to product positive effects on brands such as the transfer of goodwill and image but on the other hand because of the purported impact of disfluency, previous research has argued that the emphasis on self enhancement runs counter to the more social agenda of CSR. In this study we examine of power and how that can mediate when positive and negative impact of CSR when such campaigns are implemented by luxury brands.

In order to address climate change, the international community established a regulatory framework in addition to adaptation and mitigation strategies being at its core, and adopted “common, but differentiated responsibility” as the fundamental principle behind the international climate change regime. However, the climate change regime has reached an impasse in recent years. This paper suggests that “common and symmetrical responsibility” should become the central organizing principle of the future climate regime in order to resolve disagreements among countries and encourage the initiative by the international community. This paper not only provides an analysis of the “bridging mechanism for adaptation and mitigation,” based primarily on the allocation of quantified emissions, limitation and reduction commitments and the sharing of multilateral climate funds, but also discusses the “cut-or-fund” scheme and “cut-and-fund” scheme in in developed and developing States, respectively under this mechanism.

In the process of construction site accidents disaster a situation is finishing the direction in which most contractors are responsible. Several have way to improve the accountability of the construction participant in a construction site accident, but in particular, prices on improvements to the nakchalje, conducted at the forefront safety awareness to improve the supervision and management supervisor, maps technically allow some advice the knowledge about the technical safety of the safety officer is required and is considered to be especially made by designers and effective safety management from the design phase to improve safety awareness of the Engineer, prime Director and partner Director, hazard safety awareness to improve workers' In order to reduce the is believed necessary.

본 연구는 서울지역에 위치한 대학생들을 대상으로 식품기업의 위기상황에서 기업의 사회적 책임활동에 대한 소비자의 인지가 기업이미지 및 재구매 의도에 미치는 영향을 알아보기 위하여 수행되었다. 식품기업 N사를 분석사례로 선정하고 실제사건을 인용한 설문지를 사용하여 대학생 235명을 대상으로 기업의 사회적 책임활동을 인지하기 전과 후의 기업이미지와 재구매 의도에 대한 변화를 측정하고 통계분석을 실시하였다. 사회적 책임활동에 대해 인지하기 전과 후의 기업이미지를 측정한 8문항과 재구매 의도를 측정한 5문항에 대한 대응표본 T검증을 실시한 결과, 기업이미지에 관한 8문항 모두 유의수준이 0.05보다 작게 나타나 통계적으로 유의함을 확인하였다. 이로써 기업의 사회적 책임활동에 대한 소비자의 인지가 식품기업의 위기상황에서 기업이미지를 긍정적으로 변화시킬수 있다는 결론을 채택하였다. 같은 방법으로 재구매 의도에 관한 변화를 측정하고 분석한 결과, 제품의 만족과관련된 문항을 제외하고는 모두 유의수준이 0.05보다 작게 나타나 통계적으로 유의함을 확인하였다. 따라서, 본 연구는 향후 식품안전사고의 발생, 즉 식품기업의 위기상황에서 소비자들에게 기업이 실시하고 있는 사회적 책임활동을 인지시키는 것이 기업이미지와 재구매 의도를 긍정적으로 변화시키는데 기여할 수 있다는 주장의 기초자료로 활용될 수 있을 것이며, 앞으로도 기업의 사회적 책임활동이 기업의 위기상황에 어떠한 영향을 미치는지에 대한 다양한 측면에서의 연구가 필요하다고 사료된다.

The social responsibility of fashion companies has become a crucial factor considering company image and awareness. Businesses have thus increased their CSR activities. However, few studies have shown clear and consistent results regarding the effectiveness of CSR activities. Therefore, this study focuses on the evaluation of the direct effect of CSR on trust and corporate reputation including its moderation by consumer's perceived fit and motivation. A total of 284 completed questionnaires were obtained from adult consumers in the fashion market with promotional leaflets for CSR activities as stimuli. The results were as follows. First, the dimensions for CSR activities were categorized as follows: Social welfare responsibility, environment protection, economic responsibility, social regulation compliance, customer protection, and culture and arts support. Further social regulation compliance, and economic and social welfare responsibilities positively affected corporate trust and reputation. Second, the main effect of perceived CSR activities and fit on corporate trust and reputation was significant, and the interaction effects of the social welfare, environment protection, and culture and arts support of CSR activities and fit were significant. Finally, the interaction effect of perceived CSR activities and motivation on corporate trust and reputation was not significant, but the main effect was significant. Implications of how to manage and enhance the effectiveness of CSR activities are offered.

Three learning modules on corporate social responsibility (Systems Processes Learning Module, Codes of Conduct Auditing Terminology, and Factory Audit Simulation) were developed and assessed in an upper division course in global fashion sourcing. Three forms of assessment resulted in revisions to the learning modules to meet the learning objectives.

이 연구의 목적은 인터넷 포털 기업의 사회적 책임 영역에 대한 공중 평가가 해당 포털 사이트의 신뢰도, 선호도 및 충성도에 어떤 영향을 미치는지 살펴보는 것이다. 구체적으로 우리나라 상위 포털 기업인 <네이버>, <다음>, <네이트>가 수행하는 CSR에 대한 영역별 공중 평가가 해당 사이트의 신뢰도, 선호도, 및 충성도에 미치는 영향을 파악하고, 더불어 각 포털 사이트 신뢰도와 선호도가 해당 포털 사이트 충성도에 어떤 영향을 미치는지 검증하는 것이다. 이를 위해 대학생 258명을 설문조사하였다. 연구결과, 인터넷 포털 기업 CSR에 대한 영역별 공중 평가는 해당 사이트의 신뢰도, 선호도, 및 충성도에 유의미한 영향을 나타냈다. 특히, 인터넷 포털 기업의 CSR 영역별 평가 가운데, “법적 책임”과 “윤리적 책임” 영역 평가는 공통적으로 연구대상 포털 사이트 신뢰도에 유의미한 영향을 미치는 변인이었다. “경제적 책임” 영역 평가의 경우, 세 포털 사이트 선호도에 공통적으로 유의미한 영향을 나타냈다. 각 인터넷 포털 기업별로 <네이버>의 경우, 포털 사이트 신뢰도와 선호도 모두 포털 사이트 충성도에 유의미한 영향을 미친 반면에, <다음>과 <네이트>는 포털 사이트 선호도만이 포털 사이트 충성도에 영향을 미치는 것으로 나타났다.

이 연구의 목적은 인터넷 포털 기업의 사회적 책임 영역에 대한 공중 평가가 해당 포털 사이트의 신뢰도, 선호도 및 충성도에 어떤 영향을 미치는지 살펴보는 것이다. 구체적으로 우리나라 상위 포털 기업인 <네이버>, <다음>, <네이트>가 수행하는 CSR에 대한 영역별 공중 평가가 해당 사이트의 신뢰도, 선호도, 및 충성도에 미치는 영향을 파악하고, 더불어 각 포털 사이트 신뢰도와 선호도가 해당 포털 사이트 충성도에 어떤 영향을 미치는지 검증하는 것이다. 이를 위해 대학생 258명을 설문조사하였다. 연구결과, 인터넷 포털 기업 CSR에 대한 영역별 공중 평가는 해당 사이트의 신뢰도, 선호도, 및 충성도에 유의미한 영향을 나타냈다. 특히, 인터넷 포털 기업의 CSR 영역별 평가 가운데, “법적 책임”과 “윤리적 책임” 영역 평가는 공통적으로 연구대상 포털 사이트 신뢰도에 유의미한 영향을 미치는 변인이었다. “경제적 책임” 영역 평가의 경우, 세 포털 사이트 선호도에 공통적으로 유의미한 영향을 나타냈다. 각 인터넷 포털 기업별로 <네이버>의 경우, 포털 사이트 신뢰도와 선호도 모두 포털 사이트 충성도에 유의미한 영향을 미친 반면에, <다음>과 <네이트>는 포털 사이트 선호도만이 포털 사이트 충성도에 영향을 미치는 것으로 나타났다.

책임판단의 대상은 자유로운 의사와 그 의사에 기인하여 실현된 행위이다. 이러한 책임의 근거는 행위자에게 달리 행동할 수 있는 가능성이 있었다는 것이며, 이는 의사자유를 전제로 하고 있다. 하지만 최근의 일부 연구에 의하면 인간에게는 의사를 결정할 수 있는 자유는 존재하지 않고, 인간이 자유롭게 결정할 수 있다는 인식은 단지 망상 내지 착각에 불과하다. 물론 뇌신경과학의 새로운 발견들이 여러 가지 흥미로운 결과를 제시하고 있기는 하지만, 적어도 의사자유나 책임과 같은 주제에 대해 지금까지의 논의에서 간과하거나 새롭게 고려할 만한 자료를 제시하는데 성공했다고 판단하기에는 무리가 있어 보인다. 그러나 의사자유가 우리 인식체계에 포착되지 않는다 할지라도 우리를 규정하는데 매우 중요한 문제이기 때문에 앞으로도 계속 많은 연구자들이 의사형성과정의 본질을 파헤치기 위하여 모종의 시도를 할 가능성이 높으며, 최근의 과학 발전 속도를 고려하면 이와 같은 문제제기는 더 빈번해 질 가능성이 높다. 특히 뇌신경과학의 발달은 특별예방적 단초로 활용되어 전통적인 제제의 대안으로 치료를 전면에 내세우는 결과를 초래할 수도 있으며, 더 나아가 의사자유를 전제로 하는 도의적 책임론을 벗어나 사회의 질서유지와 개인의 기본권을 보다 더 확실하게 보장할 수 있는 책임개념을 요구할 수도 있다.

This study investigated the effects that corporate social responsibility (CSR) had on the credibility and image of a food corporation by analyzing the purchasing intention and food purchases of consumers. This analysis was undertaken in an attempt to establish a marketing strategy that meets consumer demands, and the results showed that all CSR activities undertaken by the food corporation had a positive effect on the reliability and image of the corporation and on consumers' purchase intention. The results indicate that the ethical aspect of the CSR activities had the greatest effect while their charitable aspect had the least effect on the reliability and purchase intention of the customers regarding the food corporation. Thus, it appears that establishing of suitable ethical doctrines and guidelines for corporate management by food corporation is effective in emphasizing the ethical aspects of their policies through transparent management by means of fair trade.

본 연구는 사회정체성이론과 신호이론 등에 기반을 두어 한국 진출 다국적기업 자회사의 사회책임활동이 자회사 현지 직원들의 조직동일시와 조직시민행동에 미치는 영향을 살펴보았다. 구체적으로 다국적기업 자회사의 사회책임활동은 다국적기업 자회사의 조직시민행동에 정(+)의 영향을 미칠 것이라고 주장 하였다. 또한 다국적기업의 본사가 위치한 국가와 한국 간의 문화적 거리가 멀수록, 그리고 본사 지분율이 높을수록 사회책임활동과 조직동일시 간의 관계가 강하게 나타날 것이라고 주장하였다. 뿐만 아니라 자회사 현지 직원들의 조직동일시는 조직시민행동에 정(+)의 영향을 미칠 것이라고 주장하였다. 24개국 출신, 75개 한국 내 다국적기업 자회사에 근무 중인 505명의 한국 직원들을 대상으로 설문조사를 통해 획득한 자료를 활용하여 위계적 회귀분석을 실시하여 이상의 주장을 실증적으로 검증하였다.

The main aim of this study is to propose a conceptual model for marketers’ contributions to Corporate Social Responsibility (CSR) programs. Thus, this study could possibly reveal synergies between Marketing and Corporate Social Responsibility Programs (CSR). Customers have expectations that firms need to carry out CSR activities and hence customers have various responses towards companies’ CSR actions. This implies that marketers’ contributions seem necessary in the development and implementation of CSR programs. This research provides a conceptual model to examine possible synergies between marketing and CSR. Based on the resource based theory of firms, it can be argued that marketers need to contribute to CSR initiatives. From the perspective of return on investments on CSR activities, CSR programs can be viewed as being philanthropic or strategic in nature. Customers tend to respond to both of these CSR types. Hence we propose that contribution of marketers seems important to both kinds of CSR, which in turn would increase customer satisfaction about CSR programs. Consequently, companies’ performance can be enhanced. A mix method is proposed for this study. It is envisaged that in near future, this conceptual model would be empirically tested by collecting data from customers and marketing managers of the Sri Lankan financial institutions. This research concludes with practical implications.

Consumers are increasingly willing to consider ethical aspects in their buying decisions, while organizations strategically respond to consumer needs in this respect by focusing on their ethical reputation in their branding strategies (Singh et al., 2012). Moreover, brands are increasingly switching to natural ingredients in their products or adding an organic option to their current product line (Johri & Sahasakmontri, 1998; Prothero & McDonagh, 1992; Todd, 2004). Although the majority of the growth of green and ethical products is found within the organic food (Organic Monitor, 2011; Willer & Kilcher, 2010) and fair trade products (FLO, 2011) categories, there also seems to be constant growth in the demand for organic personal care products (PCPs) (Smitson, 2006). In contrast, scientific research on organic Personal Care Products (PCPs) seems to be scarce (Kim & Chung, 2011). The current study investigates the effect of brand associations on consumer perceptions considering organic PCPs. More specifically, we focus on the role of corporate ability (CA) versus corporate social responsibility (CSR) associations in brand equity (Yoo et al., 2000) and brand trust (Chaudhuri & Holbrook, 2001) perceptions. To test the effects of CA and CSR associations on consumer brand equity and trust, we first conducted a pretest, in which we included brands with the highest market share in the Dutch PCP market (Nielsen Market Analytics, April 2013). Based on the results of the pretest the following brands were selected for the main study: L’Oréal, Rituals and Palmolive. For the main experiment respondents were randomly assigned to one of the three conditions in a between-subjects design: L’Oréal (N=42), Palmolive (N=42) and Rituals (N=37). Based on the results of the experiment we can draw the following conclusions. Brands may be associated with both CA and CSR characteristics. Even though possible benefits induced by introducing an organic PCP are higher for brands that are currently associated with CSR, other brands may benefit still from introducing an organic PCP, as the effects of CSR associations and an organic product launch merely seem to be complementary. When a brand considers the introduction of a green variant of its current PCP line, the brand does not seem to need a specific “green” reputation or image. More important, the producing company behind the brand should communicate its innovative characteristics as a market leader as well as a sense of responsibility toward the environment and society. Combining CA with CSR characteristics seems to be the most profitable strategy for attracting more consumers than one’s competitors. Although one should constantly aim to remain competitive in the market, the overall effects of sustainable initiatives will be much lower for brands with a weaker reputation in general than for brands that already induce multiple positive associations. In sum, an organization that decides to introduce a new organic product should be aware of the strong positive associations of their current brands on a variety of product characteristics. In the end, investing in improving multiple positive associations instead of focusing on either CSR or CA will be the most profitable strategy.

This research employs two studies to examine the effects of individuals’ (promotion versus prevention) regulatory focus on a variety of environmentally responsible reactions. Results of Study 1 revealed a significant positive correlation between chronic promotion focus and general environmental concern but no significant correlation between chronic prevention focus and environmental concern. Study 2 examined the relationships between an individual’s regulatory focus, both measured and primed, and environmental concern, attitudes toward and intentions to perform environmentally responsible behaviors, and affect toward self and others who did or did not engage in environmentally responsible behaviors. The influence of regulatory fit (i.e., promotion focus & recycle message; prevention focus & reduce message) on these same variables was also investigated. Results showed that participants’ general environmental concern, attitudes toward and intentions to act on specific conservation messaging, and positive emotions toward themselves and others that do respond favorably to the messages intensified as their chronic promotion focus rose. A positive relationship between chronic promotion focus and negative emotions directed at others that do not make an effort to do what the conservation message advocates was also evident. In addition, general environmental concern fully mediated the effect of chronic promotion focus on positive emotions as a result of others’ environmentally responsible actions. Partial mediation via environmental concern also takes place on intentions to follow the message advice and positive emotions directed toward oneself on doing so. Chronic prevention focus was not significantly related with general environmental concern, attitudes toward or intentions to engage in the recommended conservation behavior. As participants’ chronic prevention focus rose however, their negative emotions as a result of they themselves as well as others not following this advice increased. Study 2 also revealed that priming a promotion focus strengthened environmentally responsible attitudes and intentions, and positive emotions toward others that behaved responsibly. Results also showed that a promotion prime also triggered greater negative emotions directed at others that did not behave responsibly. Conversely, a prevention focus prime did not significantly alter attitudes or intentions to do as the conservation message advocated. Further testing revealed greater positive affect toward others’ environmental responsibility as a result of prevention priming. No fit effects between chronic or primed regulatory (promotion or prevention) focus and conservation messages (framed as recycle, reduce, or recycle and reduce) were found in this study however. This lack of effects may have been due to the majority of participants inferring that the conservation messages contained both recycle and reduce components regardless of the type of message they viewed. This work has extended our understanding of Regulatory Focus Theory by demonstrating the relationship of promotion focus to environmental concern and its influence on environmental attitudes and intentions. Our results suggest that environmentally responsible attitudes and intentions may be encouraged by fostering the adoption of a promotion focus. Our results further suggest that fostering a promotion focus may yield both positive affect for self and others who do behave in an environmentally responsible manner and negative affect for self and others who do not behave in an environmentally responsible manner.

사회적 책임 활동(CSR) 은 기업의 중요한 부분이 되었기 때문에 많은 기업들이 사회적 그리고 환경적인 부분을 향상시키기 위하여 관심을 가져왔다. 많은 한국기업들도 불우이웃돕기, 사회복지, 장학사업, 환경보존 등 다양한 분야에 사회적 책임활동을 해오고 있다. 일부 기업들은 사회적 책임 활동을 통하여 기업의 참된 사회구성원 이미지를 만들기 위하여 참여할 수도 있지만 일부 기업들은 사회적 책임 활동을 통하여 실제로 사회에 도움을 주기 위한 목적도 있을 수

오늘날 우리가 소비하는 축산물, 즉 소고기, 돼지고기, 닭고기 등은 대부분 공장식 축산방법으로 사육되었다 해도 과언이 아니다. 공장식 축산이란 공장에서 동일한 규격의 제품을 대량으로 찍어내듯이, 비용을 최대한 절감하는 표준화된 방법으로 가축을 사육하여 고기를 대량 공급하는 시스템이다.안전한 축산물 소비를 위해서는 가축의 도살이후 식탁에 오르기까지의 위생환경도 중요하지만 그 이전에 적절한 사육환경 조성이 선행되어야 한다. 그러나 축산 농가는 소득증대를 위해 이것을 무시하며 대량공급 달성에 열을 올리고 있다. 즉 활동하기조차 매우 비좁은 공간에서 항생제를 대량으로 먹여가며 빠른 시간 내에 살을 찌워 우리에게 공급하는 것이다. 이런 축산물은 우리 건강에 장래 어떤 영향을 줄 것인가?, 그리고 그에 대한 근본적 책임은 누구에게 있는 것일까?공장식 축산의 내용인 ‘단위면적당 가축사육기준’은 축산법 시행령에 규정되어 있다. 2013년 2월부터 축산법상 사육규제를 강화하였지만, 이 기준은 예전과 비교하여 크게 달라진 바가 없다. 그리고 여전히 사육업자가 이 기준을 준수하도록 하기 위한 행정제재의 실효성에도 한계를 가지고 있다. 이 글에서는 공장식 축산방법으로 사육된 축산물과 이를 소비한 국민의 생명 ․ 건강상의 위해 간에는 직접적인 관련성이 있음을 전제로 하였다. 즉 국가가 설정한 ‘단위면적당 적정사육기준’이 사육업자의 부적절한 사육환경을 유발시키고 있다는 점을 근거로 하여 국가의 안전보호의무 위반에 대한 책임을 논하였다.

Healing for the Jeju 4.3 survivors and families progressed significantly after the work of the 2000 National 4.3 Committee and the 2005 Truth and Reconciliation Commission. Acting on these investigatory organizations’ recommendations and the expressed desires of the Jeju people, the Korean government began a healing process that included a presidential apology, a government-sponsored museum and an extensive public memorial and gravesite for known victims—albeit without individual reparations. American and Korean scholars also point to the United States’ partial responsibility for Jeju 4.3 and its lack of participation in redress efforts. Acknowledgment of the United States’ historical role in Jeju 4.3 by the Korean and U.S. governments today may be one of the crucial next steps toward genuine reparatory justice for the Jeju people and for Korean society. It may also bolster U.S. legitimacy globally as a democracy actually (and not just professedly) committed to humanrights.The United States grounds its global moral authority as a democracy in its stated commitment to human rights. But a genuine commitment entails acknowledging and actively repairing the damage caused by its participation in human rights atrocities—even decades ago. Its legitimacy as a democracy depends upon doing so—and after two damaging wars the United States needs to bolster its moral authority internationally. If America under President Obama, with its security pivot toward Asia, is to reclaim full legitimacy as a democracy committed to human rights, if there is to be complete social healing for the Jeju 4.3 survivors and families and for the Korean government and people—if the “han,” the deep sense of suffering from injustice, is to be lightened—then the United States needs to mutually and actively engage in the reconciliation process. The time is now.