By Kang Hyun-kyung

North Korea kicked off its state-sponsored initiative to brainwash their people to believe that heir Kim Jong-un was born to be a great leader.

The propaganda, however, is apparently becoming ineffective, given the sarcastic reaction from grass-roots North Koreans.

People there are no longer what they used to be with an increasing number of North Koreans secretly tuning in to radio broadcasts late at night to listen to uncensored news from the outside world, according to North Korean defectors living in Seoul.

They added some North Koreans hardened their attitude toward the regime after the suspension of the public food distribution system following massive floods in the mid-1990s and this dented the effectiveness of propaganda.

Citing a source in the North, Radio Free Asia (RFA) reported Tuesday that lately residents there were directed to listen to propaganda radio programs as well as read brochures.

In the material, North Korea's next leader Jong-un is described as a man endowed with extraordinary abilities.

The younger Kim can speak several foreign languages, including English and French, fluently and is knowledgeable about current affairs, including politics, diplomacy, economics and defense.

While paying a visit to the Sariwon region, Jong-un suggested a way to make organic fertilizer to help farmers.

His suggestion turned out to be successful, as farmers who followed it harvested more crops the following year, the written material said.

RFA said the propaganda has become a source of amusement as some residents ridiculed the story.

Last week, Free North Korea Radio reported North Koreans' reaction to the new leadership lineup, which was unveiled at the third Workers' Party Conference held in late September.

Citing a source, the radio said local residents were skeptical about the reshuffle in which Jong-un was made a four-star general and appointed to several influential posts in the communist party.

"We are not interested in who will assume the leadership. What we need is a leader who can feed us and help us lead a better life," the source was quoted as saying.

Seo Jae-pyong, director of the non-profit North Korean defectors' group, NK Intellectuals Solidarity, told The Korea Times that the propaganda to justify the hereditary succession has just begun and that it will intensify in the coming years.

"To brainwash the people, the North Korean authorities need to have some hard evidence that can support Jong-un's leadership credentials. As he was just appointed for the key posts and regarded as heir, they will wait a year or so to gather the information they need," he said.

When Kim Jong-il was heir, the North released two hard cover books of approximately 400 pages each, to brainwash its people into believing that he was a great leader.

The first volume was an account of his childhood years, and he was depicted as a prodigy.

The second detailed Kim's accomplishments after he graduated from college.

Seo said all North Koreans had to read the two books full of propaganda stories, essays and poems written by the "Dear Leader."

"I remember a poem written by Kim. In it, Kim Jong-il wished that his father, the late Kim Il-sung, had more time to relax at home. The late Kim used to take a nap for an hour. Looking at his father falling asleep due to hard work, Kim Jong-il wished the one-hour rest that his father could have at the time could be extended to 24 hours," the North Korean defector recalled.

Admitting that he had been touched by the story, Seo said he came to believe that Kim was a warm person and that as a leader he would care for the people.

But, he said it would be hard for the North Korean authorities to brainwash their people with similar propaganda because North Koreans nowadays have a lot of outside information.

Brewing discontent about the suspension of the food distribution system will also make it difficult for the regime to instill propaganda based on false information, Seo said.