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Magazine       "Oasis"
Year
№ 19 (63) October 2007
No. 18 (62) September 2007
№ 17 (61) September 2007
No 16 (60) August 2007
15 (59) August 2007
№ 14 (58) July 2007
№ 13 (57) July 2007
№ 12 (56) June 2007
№ 11 (55) June 2007
No 10 (54) May 2007
No 9 (53) May 2007
№ 8 (52) April 2007
№ 7 (51) April 2007
No. 6 (50) March 2007
No. 5 (49) March 2007
№ 4 (48) February 2007
№ 3 (47) February 2007
№ 2 (46) January 2007
№ 1 (45) January 2007
THE AUTHORS
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on       journal [PDF]:
Oleg Panfilov,
project Manager,
panfilov[at]cjes.ru

Dmitry Alyaev,
chief editor,
alyaev[at]cjes.ru

Roman Zyuzin,
webmaster,
webmaster [at] cjes.ru

Adil Dzhalilov,
Kazakhstan,
adild[at]list.ru

a diamond stylus,
Kyrgyzstan,
citizen2005[at]yandex.ru

Nargis Zokirova,
Tajikistan
zokirova77 [at] mail.ru

Representative Names
in Uzbekistan and Turkmenistan
not disclosed

Lyudmila Burenkova,
technical editor,
lyuda [at] cjes.ru

Elena Dorokhova,
design,
inwork[at]frw.ru
PR-Borat?
Adil Jalilov, Almaty - Washington - Houston
"Here is the Kazakh president." This is the title of an article published by the Embassy of the Republic of Kazakhstan as an advertisement in one of the most authoritative American newspapers. At what time it cost the budget - is unknown. Certainly expensive. The purpose of the publication is clear - the country needs a PR, a positive image. But how does this article "work"? How justified are these expenses? You can analyze: everything seems logical - thanks to Sasha Baron Cohen and his image of allegedly Kazakh journalist Borat Sagdiyev, interest is growing in Kazakhstan. The author builds off a more well-known brand, Borat, in order to promote the less well-known American brand, Nazarbayev. But the essence of the article is the same social realism as in the official press within Kazakhstan itself - the success of the country, economic growth, etc. etc.

But in order to understand how this sweet propaganda, “boldly” decorated with the stage name of a famous comedian, “works”, it’s enough to ask, actually, the target audience itself - the Americans.

The article was shown to 24 Americans in Washington and Phoenix. In 20 of them, the reaction was ... tactful - “wow, it’s nice, interesting”, which loosely means roughly “by and large I don’t have this article, I read it out of politeness”. Two with astonished enthusiasm noticed: “Borat !?”, and running through the eyes of the text and finding nothing about the scandalous “journalist”, was disappointed: “Oh, about your country?”. Which, again, in a very free translation means: "I know this pepper ... But then something is boring." Another 2, a little more aware of what Kazakhstan is, burst out ironic: "It’s funny, Borat became the official brand-name." Well, it's about: "cool, Borat was recognized and began to use to the fullest."

Bottom line: zero - admired by Kazakhstan’s rapid economic growth, zero - inspired by the image of President Nazarbayev, 2 to 4 - disappointed that the article was not really about Borat, from 0 to 16 - did not understand the meaning and even thought that Nazarbayev and Borat are somehow connected or actually compatriots. Well, X - the unknown - the amount spent on this dubious country advertisement.

Perhaps, in other states, the reaction would be a little more sophisticated, lively and optimistic. But, frankly, hardly.

By the way, it is interesting that the Americans themselves love the absolutely anti-American film of Borat, especially the Democrats. For young people, this is a cult film, they already greet like Borat, they quote it, and the film itself stands in the most prominent place in the video salons. A healthy reaction to criticism is a sign of normal well-being. The authorities of all countries of Central Asia should learn this.
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