The Borat Effect

Abstract

The following article originally constituted the second half of a thesis submitted in partial fulfillment of the requirements for the Degree of Master of Arts. Together with the lead-up article, which appeared in the most recent issue of this journal, this article introduces and discusses a conceptual framework for the analysis of nation images and applies it to a case study. In the first paper it was argued that globalized media and the growing importance of a nation's reputation for economic progress are increasingly driving nations to manage their image. In this context the concepts of nation image and nation image management and their relationship to the media were examined. It was found that the existing concepts on nation image and nation image management can be put together into a conceptual framework that will, in this article, function as an analytical tool for a case study. Findings show that there is a differentiation to be made between a nation's actual image and the image it believes to have. The importance of this differentiation will be discussed in this article, which using the conceptual framework and empirical data gained through two expert interviews delivers a detailed analysis of Kazakhstan's image troubles caused Sacha Baron Cohen's ‘mockumentary’.