Dissertation MSC Management - Study of British People's Attitudes Towards The Borat Movie and Its Impact On The National Image of Kazakhstan

Leeds University
Business School
Study of British people‟s attitudes towards the Borat

movie and its impact on the national image of
Kazakhstan
Assel Kalimuldina
Student No. 200508658
Dissertation supervisor: Dr. Dayananda Palihawadana
Month and year of submission: September, 2010
Word count: 13149
This dissertation is submitted in part fulfilment of the requirements for the degree of
MSc Management
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NAME: ASSEL KALIMULDINA
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Acknowledgements
First and foremost, I would like to thank Allah for being a Kazakh. It is such a pride
for me to be a citizen of the Republic of Kazakhstan.
Secondly, I would like to express my deepest appreciation and gratitude to my

supervisor, Dr. Dayananda Palihawadana for his incessant encouragement and
considerate guidance through the entire process of developing my thesis.
I would like to express my thankfulness to my country Kazakhstan for giving me an

opportunity to study in the United Kingdom. I would like to thank my family for
believing in me and supporting me anytime.
Last but not least, I would like to thank all my friends for their unconditional
support. Special thanks to all the participants of this research, for the time and
effort they have devoted.
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Abstract
As Head of Empire cinema Georges Hadadd said in his interview: “I don't want to
call Borat an 'art' film, but it is a special film that requires special handling” (cited in
Butters, 2007).
The Borat movie is the most controversial and complex movie that has influenced
the national image of Kazakhstan. This dissertation aims to investigate whether the
movie has an impact on British people‟s attitudes towards Kazakhstan, the Kazakh
people and tourism industry. The current study tries to explain the nature of the
movie as well. The Cross-tabulations, Correlation, One Sample T-Test, Bivariate
and Multiple regression analyses were conducted to test hypotheses. In order to
analyse overall descriptive results and people‟s awareness about Kazakhstan One
Sample T-Test was used. Others were used to test whether there are relationships
between variables. It was concluded that British people understand the movie as a
satire of the USA and Western Europe people‟s beliefs towards racial and other
problems. Also the impact of the people‟s attitudes towards the movie was not
confirmed as a driver for attitudes towards Kazakhstan and its people. However,
the impact of the movie was illustrated in analysis of the impact on tourism
industry, where people have showed their interest and wish to travel to
Kazakhstan.
All in all, results show that the movie has a positive impact on the national image of
Kazakhstan, which has increased tourism perspectives of Kazakhstan.
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TABLE OF CONTENT
Title page
Declaration of academic integrity
Acknowledgement
Abstract
CHAPTER 1: INTRODUCTION TO THE STUDY…………….……….………….......8

1.1 Background......................................................................................................8
1.2 Research aim and objectives...........................................................................9
1.3 Value of the study.............................................................................................9
1.4 Organisation of the study................................................................................10
CHAPTER 2: LITERATURE REVIEW...................................................................11

2.1 Introduction………………………………………………………………...…….…..11
2.2 Kazakhstan.......................................................................................................11
2.2.1 Geography..........................................................................................11
2.2.2 History.................................................................................................12
2.2.3 Economy.............................................................................................13
2.2.4 People.................................................................................................13
2.2.5 Travel and Business...........................................................................14
2.3 Place branding..................................................................................................14
2.3.1 What is a national Image? Why is it Important?..................................14
2.3.2 Branding a Country.............................................................................15
2.3.3 Kazakhstan and Branding...................................................................16
2.3.3.1 Image of Kazakhstan and its development…………………..16
2.3.3.1.1 The image of Kazakhstan's history..........................16
2.3.3.1.2 The image of the country.........................................17
2.4 The Borat Movie................................................................................................17
2.4.1 Sacha Baron Cohen and his Characters.............................................18
2.4.2 Examination of Borat Character..........................................................20
2.4.3 Laughing at Borat or with Borat? Or laughing at ourselves?...............21
2.4.3.1 The Muslims..........................................................................23
2.4.3.2 The Jews...............................................................................24
2.4.3.3 The African Americans..........................................................25
2.4.4 Kazakhstan as a “Boratistan”..............................................................26
2.5 Summary...........................................................................................................27
CHAPTER 3: HYPOTHESES................................................................................28
3.1 Introduction.......................................................................................................28
3.2 Research framework.........................................................................................28
3.3 Hypotheses formulation....................................................................................29
3.3.1 Attitudes towards the movie................................................................29
3.3.2 Understanding of satire.......................................................................30
3.3.3 Country image.....................................................................................32
3.3.4 Tourism...............................................................................................32
3.4 Summary...........................................................................................................32
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CHAPTER 4: RESEARCH DESIGN AND METHODOLOGY................................33
4.1 Introduction.......................................................................................................33
4.2 Research process.............................................................................................33
4.2.1 Problem definition...............................................................................34
4.2.3 Developing Approach to the Problem.................................................34
4.3 Research Design..............................................................................................35
4.3.1 Secondary research methodology......................................................35
4.3.2 Primary research................................................................................35
4.3.3 Research method choice....................................................................36
4.3.4 Sampling Design.................................................................................37
4.4 Operationalisation of the measurement constructs and questionnaire design.38
4.5 Fieldwork plan...................................................................................................39
4.6 Analytical issues...............................................................................................40
4.7 Summary...........................................................................................................41
CHAPTER 5: RESULTS AND ANALYSIS............................................................42

5.1 Introduction.......................................................................................................42
5.2 Respondent profile............................................................................................42
5.3 Results..............................................................................................................43
5.3.1 Descriptive statistics............................................................………….43
5.3.2 Hypotheses testing.........................................................…………......43
5.5 Summary...........................................................................................................49
CHAPTER 6: CONCLUSIONS AND IMPLICATIONS...........................................50

6.1 Introduction.......................................................................................................50
6.2 Conclusions......................................................................................................50
6.2.1 British people‟s attitudes towards the Borat movie…………………….50
6.2.2 Understanding of satire.......................................................................51
6.2.3 Country image.....................................................................................51
6.2.4 Tourism...............................................................................................51
6.3 Managerial implications....................................................................................52
6.4 Limitations........................................................................................................52
6.5 Proposed future research.................................................................................53
References……………………………………………………………………………….54
Appendices………………………………………………………………………………64
Appendix 1: Secondary research……………………………………………………....64
Appendix 2: A Survey on Borat and Kazakhstan……………………………………..65
Appendix 3: Operationalisation of the measurement constructs……………………69
Appendix 4: Descriptive statistics………………………………………………………71
Appendix 5: Cross-tabulations………………………………………………………….73
Appendix 6: Cross-tabulations………………………………………………………….77
Appendix 7: Multiple Regression Analysis Results (satire perception) …………...78
Appendix 8: Multiple Regression Analysis Results (about the West) ……………..80
Appendix 9: Multiple Regression Analysis Results (about the USA) ……………...83
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Appendix 10: Bivariate Regression Analysis Results (not about Kazakhstan)...…85
Appendix 11: Multiple Regression Analysis Results (not about Kazakhstan)........89
Appendix 12: One-Sample T-Test Results (awareness of real Kazakhstan).........90
Appendix 13: Multiple Regression Analysis Results…………………………………91
Appendix 14: Multiple Regression Analysis Results……………………….…..........94
LISTS OF TABLES
Table 4.1 Sample size calculations………………………………………………….…38

Table 5.1 Demographic profile of survey respondents……………………………....42
Table 5.2 One-Sample Test…………………………………………………………….43
Table 5.3 Coefficients table……………………………………………………………..45
LISTS OF FIGURES
Figure 3.1 Conceptual model……………………………………………………….….28
Figure 4.1 Marketing Research Process……………………………………………...33
Figure 4.2 Approach Development Process………………………………………….34
Figure 4.3 Sampling Design Process………………………………………………….37
Figure 4.4 Types of Self-Administered Questionnaires……………………………...39
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CHAPTER 1: INTRODUCTION TO THE STUDY
1.1 Background
The Republic of Kazakhstan, formerly a part of the Soviet Union, is a young State
that only became independent in 1991 due to the breakup of the USSR
(Glukhovtsev and Yermekbayeva, 2001). The Government of Kazakhstan has
worked hard in order to build a recognizable and unique national brand, as the
image of the country was not well-defined abroad. The Government of Kazakhstan
spends a huge amount of money into its global marketing campaign to introduce
and establish to the West community its stability and prosperity (Saunders, 2008).
Nowadays Kazakhstan is struggling to present a brand which would be attractive
and coherent, but Cohen‟s Borat emerged, who insulted a new Kazakhstan‟s
national image (Saunders, 2007). The Borat character, which was invented by
British comedian Sasha Baron Cohen, became very popular in England and
America with an eponymous feature-length movie in 2006 (Saunders, 2008). The
movie “Borat: Cultural Learnings of America for Make Benefit Glorious Nation of
Kazakhstan” portrays Kazakhstan as a poor country populated by primitive people,
anti-Semites and rapists with taste for horse urine (Kazakhstan, the unlikely tourist
hot spot.., 2007). The movie parodied Kazakhstan in a way that was funny to
Westerners, but potentially embarrassing to Kazakhstan people. Unfortunately to
Kazakhstan, “Boratistan” has become synonymous with the country, where in
reality harmony exists in relationships between many ethnic groups, and population
is well-educated and tech-savvy (Robbins, 2007).
However the most interesting thing is that the movie was not just another comedy,
as Steinberg (2007, p.3) argues “…this film was something. This something
smacked of classism, racism, sexism, homophobia, and was insidious in its
production. Sasha Cohen did nothing by chance, mistake, or accident”. The
assumption is that by his mockumentary Cohen wanted to show such problems as
racism, sexism, superstition, and poverty existing worldwide.
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1.2 Research aim and objectives
The movie has been so widely publicized that people perceive the name “Borat” as
a common noun. There is no doubt that Cohen‟s mokumentary has impacted on
spectators powerfully due to its popularity (Torosyan, 2007). In fact many people in
the West are better informed of “Boratistan”, but not of the real Kazakhstan
(Borenstein, 2008). Brummel, the Ambassador of Great Britain to Kazakhstan at
the press conference with Kazakh journalists, stated, “We should think more about
how vague ideas of the British are about what Kazakhstan is and how little they
know about it (TCA, 2006, cited in Saunders, 2007, p. 240).
Therefore the aim of this study is to understand the nature of that impact, to
present and analyze attitudes of British people toward the movie and assess how
the Borat movie has affected the national image of Kazakhstan.
Thus the following objectives were formulated:

- To investigate the current state of debates about Borat movie, its nature and
impact on Kazakhstan‟s national image of the movie.
- To propose a conceptual model identifying the key factors that might affect British
people‟s attitudes towards the movie.
- To develop hypotheses based on the conceptual model, and conduct primary
research to test them.
- To explore British people‟s attitudes towards the movie “Borat: Cultural Learnings
of America for Make Benefit Glorious Nation of Kazakhstan”.
- To analyse an impact of Borat movie on Kazakhstan‟s country image and tourism.
1.3 Value of the study
There are many articles clearly interpreting reactions to Borat movie and
investigating one of the biggest cultural phenomena of 2006. However, as Michaels
(2008) argues, there is no contribution by ethnic Kazakhs to these discussions on
Borat topic. Being a resident of the Republic of Kazakhstan, examining and
analysing the influences of movie on Kazakh‟s nation brand and tourism by
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collecting data from British people will help to understand problems and current
situation of Kazakhstan, and intervene in a discussion of that cultural phenomena.
Also being a student from Kazakhstan, it is understood how offended Kazakh

people were, while they were watching the movie or meeting the people amused
about the existence of Kazakhstan in reality. Most of Kazakhstani people still do
not understand that the content of the movie was addressed to the West audience
and tackles number of existing problems worldwide as racism, sexism,
homophobia, poverty… The research may help to change attitudes of Kazakh
people toward the Borat movie in a positive way and to see beneficial aspects as
recognition, interest from the West and tourism perspectives.
The research will be of interest to the Kazakhstan people, Kazakhstan authorities,

advertising and tourism industries, as well as to theorists and scholars. It also will
serve those who are interested in the country branding and the Borat movie.
1.4 Organisation of the study
Chapter II is a literature review that relates to this study. The chapter covers
background and information of the country of Kazakhstan; information and
research on country branding; definitions and literature on place branding; past
studies, definitions, and a discussion on the content of the Borat movie; Impact of
the movie on Kazakhstan image.
Chapter III outlines a conceptual model for the research and indicates hypotheses.
Chapter IV includes the methodology of the research. The chapter explains why
and how particularly research method was used for this study.
Chapter V analyzes collected data and shows results of SPSS analysis.
Chapter VI summarizes the results, discusses ends with conclusions of the
research. It also gives limitations and proposes further research.
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CHAPTER 2: LITERATURE REVIEW
2.1. Introduction
The literature review chapter briefly introduces Republic of Kazakhstan, by looking

at its geography, history, economy, people, also travel and business perspectives.
To explain the impact of the mocumentary on Kazakhstan‟s image, definitions and
discussions are conducted on a place branding and country image. Particularly,
Kazakhstan‟s problems of country branding and causes for them also take place
within this chapter.
Both Kazakhstan‟s introduction and discussions on the place branding are crucial
for understanding the content and problems within the movie. The unmasked
content explanation of the film starts with a biography of Sacha Baron Cohen,
emphasizing his all three characters: Ali G, Borat and Bruno. Also close
examination of Borat character and discussions of hidden views in the movie as
anti-Muslim, anti-Semitism and anti-Afro-American are conducted in the literature
review.
2.2 Kazakhstan
2.2.1 Geography
Kazakhstan is located in Central Asia, deep in the Eurasian continent. The country
is bounded by Russia in the north, China in the east. It also borders the countries
of Uzbekistan, Kyrgyzstan and Turkmenistan. Kazakhstan is the ninth largest
country in the world after Russia, China, the USA, Argentina, Brazil, Canada, India
and Australia. Kazakhstan can accommodate Western Europe (Kelaart, 2006;
Glukhovtsev and Yermekbayeva, 2001, Parliament of the Republic of Kazakhstan,
n. d.). The capital of Kazakhstan is Astana, which received the UNESCO award
“City of Peace” in July, 1999 (Government of the Republic of Kazakhstan, n. d.).
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2.2.2 History
Kazakhstan is the country with rich historical and cultural past. Kazakhstan has
appeared at the crossroads of the most ancient civilisations of the world, at the
intersection of transportation routes, social and economic, cultural and ideological
relations between East and West, North and South, between Europe and Asia,
among the largest state formations of the Eurasian continent (Embassy of the
Republic of Kazakhstan, n. d.; Fergus and Jandosova, 2004).
According to written sources, the Kazakh statehood began in the late of XV

century. The origin of “Kazakh” word is from Turkic word. The meaning of that is “a
free man”, “a nomad”. From that time the word “Kazakh” began to change. From
the social term, it turned into a political term.
Kazakh Khanate existed until 1716. Then the process of disintegration and decline
began, which ended with the country's entry into the Russian Empire. In 1936
Kazakhstan became a Soviet Republic (Brummell, 2008). The collapse of the
USSR, which led to the emergence of 15 new-found sovereign states on the post-
Soviet space, initiated the independence of Kazakhstan. 1992 was a year of active
release of Kazakhstan on the international arena. On March, 3rd the republic
became a member of the United Nations, has entered into other international
organisations later. At the same time national symbols were developed (Brummell,
2008). Kazakhstan flag comprises the blue sky with golden sun and a bird in the
middle, which symbolizes the country's hopes for the future (Constitution of the RK,
1995).
The Republic of Kazakhstan is a unitary state with a presidential system of

government. Since gaining independence the country has been ruled by President
Nursultan Nazarbayev. Republic of Kazakhstan proclaims itself a democratic,
secular, legal and social state which values are the individual, his life, the rights
and freedoms (Constitution of the RK, 1995, Parliament of the Republic of
Kazakhstan, n. d.).
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2.2.3 Economy
Kazakhstan has made development in many important areas: economy, political

system, agriculture, etc. (Central Intelligence Agency, 2010). However, industrial
sector‟s main focus is still on the extraction and processing of the country‟s natural
resources. Kazakhstan is well-known for its vast mineral wealth and valuable
natural resources. In fact ninety-nine elements of the Mendeleev periodic table out
of 110 are found on the territory of Kazakhstan. Also the country is rich for oil, gas,
titanium, magnesium, tin, uranium, gold and other non-ferrous metals production
(Central Asian Online Travel Company, n. d.). The country leaders hold out hope
that KZ will turn into another Saudi Arabia in the next two decades. The country
has 2.832 trillion cubic meter of proved gas reserves and at least 30 billion barrels
of proved oil reserves (Central Intelligence Agency, 2010).
2.2.4 People
The Kazakh national character includes following the main features: loyalty to
tradition, respect for the memory of ancestors, their family, seniors in family and
children; careful observance of the law of hospitality, tolerance towards other
cultures and religions (Brummell, 2008).
Kazakhstan is one of the world‟s least densely populated countries, with an

average of 5 persons per square kilometre, populated by over 16,000,000 people
(Fergus and Jandosova, 2004). Most of the people living in Kazakhstan are
Kazakhs. Other ethnic groups include Russians, Ukrainians, Germans, Tatars,
Uzbeks, and Uygurs. There are many different religions in Kazakhstan. Muslim
(47%) and Russian Orthodox (44%) are dominant in Kazakhstan (Brummell, 2008,
Central Intelligence Agency, 2010), with 2299 religious organisations, which
represent 46 denominations. Nowadays Kazakhstan is one of few countries with
such a variety of ethnic and religious groups within (Central Asian Online Travel
Company, n. d.).
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The state language is Kazakh and the official language is Russian. The literacy
rate in Kazakhstan is about 99.5 % among adults (Central Intelligence Agency,
2010).
2.2.5 Travel and Business
Kazakhstan‟s international tourism has changed considerably since the end of the
USSR period. Kazakhstan started international tourism activities with a very limited
infrastructure, but has managed to make a progress. Restructuring the economy
toward a market and developing foreign trade has a positive effect on tourism
sector. Kazakhstan has become open to international business by attracting
international investors discovering oil and gas reserves. However, tour operators of
Kazakhstan claim that the image of place is the first problem in development of
country‟s tourism. They argue that people do not know enough about Kazakhstan
to be interested, and sometimes they have to educate foreign people, amused
about existence of such a country. Many of tourism managers suggest about
associating Kazakhstan with Islamic fundamentalism found in other “Stans",
countries like Afghanistan, Tajikistan, and Pakistan. Another reason, they assume,
lies in tourists‟ beliefs connected with poor quality conditions, awful service, and a
strong bureaucracy of a former Soviet country (Glukhovtsev and Yermekbayeva,
2001).
World Tourism Organisation specialists see Kazakhstan as new tourism

destination connecting with an increasing tourists‟ interest in Central Asia
(eTurboNews, 2009). Thereby, Kazakhstan has an opportunity to occupy its own
niche within the market of world tourism.
2.3 Place branding
2.3.1 What is a national Image? Why is it Important?
Nye Jr. (2004) argues that the attractiveness of a culture, political ideals, and
policies of country results a positive national image, which gives an opportunity to
attract other countries, leading to acquiescence or imitation. Kotier and Gertner
14
(2002) state, that a national image is the ultimate result of such factors as country‟s
history, geography, proclamations, culture, famous citizens and other features.
Martin and Eroglu (Kleppe et. al., 2002 cited in Saunders, 2008) identify state
image as "the total of all descriptive, inferential and informational beliefs one has
about a particular country." In the XX century about a hundred new nations
emerged. While existed states enjoy their national images within and beyond their
borders, new countries face challenges as crystallization of national image at home
and transmission of positive image of countries worldwide (Saunders, 2008).
According to Ham (2001), one of the main concerns of postmodern political system
is a significance of creating a “brand state” through projecting image effectively and
maintaining reputation. Papadopoulos and Heslop (2002, cited in Saunders, 2008)
argue that “Just like a product's brand name, a country's image is multifaceted and
may carry large amounts of both factual and affective information.” According to
Vincente (2004, cited in Saunders, 2008) every country has an image… affecting
both perceptions of consumers towards the country's products and services and
perceptions of investors seeing the country as a place to do business. Therefore
national image is crucially important for every country in the World.
2.3.2 Branding a Country
Promotion of national interests and brand of the country are strategic, extremely
important actions for any state, and investments into the future. The success of
economic growth and dynamic development of relations with other states largely
depends on how country image is formed and promoted in the external market.
Image of the country is a historical category formed by centuries. National image of

most countries is reasonably stable over time and space. Countries, like Great
Britain, France and Japan, have established sets of symbols associated with their
consistent images, such as tourism destinations, export products and unique
cultures. Another example is The United States, a country which has legendary
branded itself. It can be seen throughout the history of the Unites States of
15
America where the Constitution and the Declaration of Independence states the
values and freedom beliefs of Americans (Anholt and Hildreth, 2004).
In XX century about a hundred new nations emerged. While existed states enjoy
their national images within and beyond their borders, new countries face
challenges as crystallization of national image at home and transmission of positive
image of countries worldwide (Saunders, 2008).
2.3.3 Kazakhstan and Branding
Further the national image development, the image of Kazakhstan‟s history and
current problems of branding will be discussed in the following sub-chapters.
2.3.3.1 Image of Kazakhstan and its development
The formation of the international image of Kazakhstan has faced major changes.
In February 2007, the Ministry of Foreign Affairs of Republic of Kazakhstan created
the International Information Committee, with the primary function to form the
image of the country abroad. In these days the Committee is working on a
formation of the country brand (Government of the Republic of Kazakhstan, n. d.).
However Kazakhstan‟s image meanwhile has more problems and unresolved
questions, than successes. Solid image of Kazakhstan, which would be easily
recognizable, has not yet formed (Nysanbayev, 2004). The largest areas of
Kazakhstan's image, which need to be developed, are the image of Kazakhstan's
history and the image of the country.
2.3.3.1.1 The image of Kazakhstan's history
Kazakhstan today has no accurately expressed image of its history, unlike other
countries which have their own concept of history actively used in the formation of
the country's image and brand. On the one hand, Kazakhstan is a very young state
at the stage of rapid growth and development. At the same time, the country uses
references to the more ancient history than to the history of modern Kazakhstan.
Thus, unlike other countries, the ancient past of Kazakhstan and modern
16
Kazakhstan are almost unrelated to each other. Therefore it is difficult to define
Kazakhstan as a strictly modern state, or as a state leaning ancient traditions.
2.3.3.1.2 The image of the country
The problems of the state's image is closely connected with the image of history of
Kazakhstan, as those or other political and government institutes originate from the
history (Olcott, 2002). Lack of clear-cut image and the concept of Kazakhstan's
history blurs the image of the state, makes it uncertain.
Despite the recent rewriting of Kazakh history to stress the state-building agendas
of their premodern ancestors, the country‟s titular nationality has not managed to
translate its ethic pride into a coherent and widely accepted ideological defence of
its unique nation-state (Olcott, 2002).
So how does the World know and imagine Kazakhstan? The question is not idle,
as the shape of the country as the union republic has been hidden for decades
behind a mighty shade of the USSR and as the independent state it is still at
"youth" ages. Some people in the West and the East strongly associate
Kazakhstan with the leader, Nursultan Nazarbayev; while others relate the country
exceptionally with its infinite hydrocarbon riches; the third part knows the country
only from Baikonur Cosmodrome, and there are people, who see no difference
between Kazakhstan and Afghanistan, Pakistan referring to the end „stan‟.
Unfortunately, scandalous film by the British comedian Cohen: “Borat: Cultural
Learnings of America for Make Benefit Glorious Nation of Kazakhstan” has made a
considerable impact in mankind perception of a modern image of the Kazakhstan
and its population. According to Aharoni (cited in Orbay, 2007) the greatest threat
that country can face when it does not identify its own national image, is that a
country allows others to do it, and as a result becomes "Boratized".
2.4 The Borat Movie.
The blockbuster movie Borat: Cultural Learnings of America for Make Benefit
Glorious Nation of Kazakhstan, directed by Larry Charles, was released in 2006.
17
The film was shot in the United States and the “Kazakh” scenes in the beginning
actually were filmed in a poor gypsy village in Romania (Saunders, 2007; Lee,
2008). Despite a limited release at cinemas of the world the film has appeared
commercially successful, collecting over 260 million dollars at the budget of 18
million dollars, and also has won good critical responses (Hoechsmann and
Cucinelli, 2007). In 2007 Cohen received the Golden Globe award for the role of
Borat as “The Best Actor in a musical film or a comedy”. The movie also was
nominated for Best Motion Picture. Borat was also nominated for Best Adapted
Screenplay at the 79th Academy Awards. Almost all Arab countries and the
Russian Federation banned the movie from showing at cinemas (Hoechsmann
and Cucinelli, 2007; Neofotistos, 2008).
Cohen portrays a fictitious character „Borat Sagdiyev‟, who goes around

interviewing different sources in the United States of America and introducing
himself as a TV journalist from Kazakhstan. The movie shows the country as a
poor, medieval backwater, and its people as rapists, anti-Semites, urine-drinking,
primitive and fond of prostitution nation. It is the place where gay people are forced
to wear blue hats and and women treated as second-class citizens (Kazakhstan,
the unlikely tourist hot spot…, 2007).
Nowadays Kazakhstan faces a hard way to learn how to introduce itself from
unknown country to worldwide brand (Humphries, 2007). However, the movie
shows the United States in a bad light as well (Mueller, 2007). It is a
„mockumentary‟ portraying the American people‟s ignorance of countries other than
theirs, in this case, the country as Kazakhstan. The limited knowledge about the
country shows that the choice of country was not accidental, even it seems to be at
random. Part of the movie audience still assumes that Kazakhstan is an invented
country (Robbins, 2007).
2.4.1 Sacha Baron Cohen and his Characters
Sacha Baron Cohen (13.10.1971) was born in England, in an intelligent religious

Jewish family. Cohen attended private school and graduated from the Cambridge
18
University, where he studied History. Sasha started acting plays such as Fiddler on
the Roof, Cyrano de Bergerac in his college years. He completed a Master‟s
degree with diploma written about the participation of the Jews in the struggle for
civil rights of African American. While at the Cambridge he became a member of
the Jewish youth movement Habonim Dror. In the same years he acted in
Habonim Dror Jewish theatre performances.
In contrast to his characters, Cohen is a soft-spoken person, who was thinking to

get a PhD degree before going into comedy. After graduation, Cohen began to act
in a comedy club, which was founded together with his elder brother (Finkelstein,
2010; Saunders, 2007).
Sacha baron Cohen is a British actor, comedian, and writer, best known for his
portrayal of three fictitious characters: Ali G, a flashy gangster interviewing
unsuspecting people about setting them up for comic situations; Borat, a Kazakh
reporter and Bruno, an Austrian fashion TV reporter with non-traditional sexual
orientation. In 1994 Sacha Baron Cohen appeared in the television program «The
Word» on Channel 4 in a character of Albanian reporter „Kristo Shqiptari‟, who later
was developed into the Kazakh journalist Borat. Kristo has the same features and
accent as character „Borat‟.
However, he turned to another character Ali G, who became popular. Cohen

conducted a satirical program Da Ali G show, where he was interviewing influential
people with ridiculous and ignorant questions. The produces harry Thompson
wanted to show how people would behave to an ethnic minority in front of
television camera, where Ali G introduced himself as a „wanna-be gangsta‟ rapper.
The third Character is Bruno first appeared during short sketches on The
Paramount Comedy Channel in 1998. The Bruno comedy film was released in
2009.
Cohen while appearing as Ali G was creating another character, who became then
a predecessor of „Borat‟. It was Alexi Krickler, journalist from Moldova. Cohen said
in an interview that the character was based on a quirky man from Russia whom
19
Sacha met on a vacation in Russia. Only then the Borat Sagdiyev became the final
character (Saunders, 2007; Carpenter, 2007; Bio, n.d.).
2.4.2 Examination of Character Borat
As Boreinstein (2008) argues there is no point of attempt to explain why the

character is funny, as for some people it is clear, but other people find the material
not humorous at all. Cohen invented a biography for Borat to make the character
believable. The details such as family, education, belief, employment made many
watchers think that Borat was a real person.
The fictitious Borat character was born in Kazakhstan. The character‟s father was
introduced as a serial rapist, and his mother as a daughter of another rapist. His
sister was shown as the fourth popular prostitute. People living in Kazakhstan were
introduced as rapists, prostitutes, primitive, homophobic, anti-Semitic, and illiterate.
Cohen shows Borat as a sexist, homophobe and anti-Semitic with a taste for
fermented horse urine (Ray, 2009; Carpenter, 2007; Nyseth and Viken, 2009).
Borat is presented as a person with full moustache, puffy hair, two-meter frame
and with an accent resembling Eastern European. The language he used in the
movie was Hebrew and a little bit Polish, while most of watchers accepted the
language as Kazakh, because people in the West are not familiar with Eastern and
Middle Eastern languages (Carpenter, 2007).
As Carpenter (2007) states the genre of humour might be explained as ethnic and
Semitic with an influence of British humour. Cohen has been compared to Andy
Kaufman, who played Latka Gravas. This character was shown as a foreigner
tricking people into believing that ridiculous encounter is real. However Latka‟s
country of origin was not shown. Similarly Charlie Chaplin used identical ideas in
The Great Dictator. Sacha also can be compared to Canadian actor Rick Mercer,
who emphasised some American people‟s ignorance of Canada.
20
2.4.3 Laughing at Borat or with Borat? Or laughing at ourselves?
All interlocutors of Borat were not actors, but real Americans. Pretending to be an
eccentric foreigner, Cohen provoked them to sincere conversations, where their
reactions were genius. These naive people believed him and found out in
conversations their tolerance reaching to the point of irrationality to other cultures,
anti-Semitism, homophobia, contempt for women (Morency, 2009).
The movie has met contradictions, as some people enjoyed the Borat scenes,
laughed and tried to imitate the characteristic English pronunciation, while others
have left the cinema in disgust, with a feeling of wasting money and time. They
found the movie as „dirty‟, „obscene‟, „nonsense‟, „offensive‟ and „insulting‟
(Kononenko and Kukharenko, 2008; Borenstein, 2008; Saunders, 2007; Rich,
2008).
However, In America and Western countries the Borat movie became a

blockbuster. The movie was titled as the funniest comedy, scoring a 91% rating on
the Rotten Tomatoes‟ compilation of 178 critics with consensus on the movie as
“offensive in the funniest possible way” (Low and Smith, 2007). Strauss (2006,
cited in Low and Smith, 2007) of Rolling stone sees the movie as “a one of the
greatest comedies of the last decades and perhaps a whole new genre of film”. But
why do we laugh at Borat and what are we laughing at? Low and Smith (2007)
suggest the question is to be complicated.
The Comedy by Gogol, “The Government Inspector”, as an example may explain

the nature of laughter and the Borat character better. This play is one of the best
dramaturgic works of the Russian literature of the XIX century. Gogol saw a
powerful means in laughter to influence society. But it was important for the writer
not to make the spectator laugh, but to ridicule certain vices of society.
Lawlessness, embezzlement of public funds, bribery, mercenary motives instead of
concern for the public good, human greed, stupidity – all of them were shown in the
play. However there is a main question: what provoked laughter in the audience?
When spectator was shaking with laughter, the governor of a town throws a
21
devastating remark in public: “What are you laughing at?”, and answers his own
question, brutally: “You're laughing at yourselves!” These words force to think
seriously what makes people laugh on representation of a Gogol's comedy
(Morson, 1998). Quoting Jonathan Swift, “satire is a sort of glass, wherein
beholders do generally discover everybody‟s face but their own” (Cooper, 2001).
Critics of the movie mostly refer to the Borat movie as to a social satire (Low and
Smith, 2007), where satire can be explained as a criticism of people‟s lifestyles and
ways of their thoughts. It ridicules a subject, often by using exaggeration or irony,
through saying one thing and meaning another. Satire is used to critique problems
in policy, society and culture.
The movie is a mocumentary of anti-Semitism, racism, sexism, superstition,

portraying poverty that truly exists worldwide and ignorance of a fictional society
called “Kazakhstan” (Torosyan, 2007). And the main purpose of the movie was to
demonstrate how easily American people went along with the racist, homophobic
and sexist jokes made by the fictitious Kazakh journalist (Nyseth and Viken, 2009).
Burns (2006, cited in Low and Smith, 2007) from the Philadelphia Weekly
described the satire of the movie as “blowing the lid off people‟s secret prejudices
and hidden resentments and airing out the rancid stupidity that breeds them.
Cohen makes a farce out of things that we‟re not supposed to joke about, cutting
ugly hatred off at the knees and robbing it of all its power” (Low and Smith, 2007).
Also it can be noted that the humour in the movie unmasked all “isms” in America
very skilfully (Stonebanks and Sensoy, 2007).
As Stonebanks and Sensoy (2007) argue our laughter in the movie is found in
insulting ourselves. And in the article they describe how humour and comments of
the society rely on minorities who are the non-White, non-Christian, non-
heterosexual and non-male. Also they discuss whether the critique was on racism,
sexism, heterosexism, classism, ableism, xenophobia, anti-Semitism, and
Islamophobia in North America.
22
However, the risk of insult is a problematic part of satire. This movie is not for
everyone, as it has crude and sexual humour, racial and ethnic offensiveness, and
people can find it as vulgar.
Some of the assumptions on the movie content will be discussed in the following
sub-chapters: the Muslim, the Jew and the African American.
2.4.3.1 The Muslims
The past two decades show that radical Islam have appeared among Americans
with bearded Osama bin Laden and Ayatollah Khomeini (Nyseth and Viken, 2009).
A part of the movie Borat shows this link between racial identification and facial
hair. The rodeo manager gave Borat advice to shave his mustache stating that
“every picture that we get back from the terrorists, or anything else, the Muslim,
they look like you…So you look like maybe an Italian or something”. He reveals
that for America and Europe people to be Muslim has become a synonym for
terrorist, “fundamentalist” or “fanatic” (Campbell, 2007; Chehade, 2007). Even
Borat has never claimed his religion to be Muslim (Stonebanks and Sensoy, 2007;
Chehade, 2007), the character with his visual features like his size, shape and
colour of moustache gives a thought to spectator that he belongs to Arabic people
(Campbell, 2007). However, Kazakh people are not Arabic, and have different
appearance resembling the Mongol and Asian people (Brummell, 2008).
Later Borat gave a statement about Azamat‟s refuse to fly to California by pointing
the fear of being attacked by the Jews repeating the tragedy 9/11. The joke was
made to deflect and invocate Islam, as everybody knows that responsible terrorists
were Muslims, not Jews. So, the joke‟s expectation is in spectator„s correction by
replacing Muslims as terrorists (Campbell, 2007). As Chehade (2007) argues it is
difficult to believe that an intelligent man like Cohen, highly educated in Cambridge,
did not realize that people get Borat as a Muslim stereotype.
Another view is from Neofotistos (2008), who sees the choice of Kazakhstan as
Borat‟s country of origin, as being accidental, but not rather as a political act. She
23
states that this referred to the America‟s so-called „war on terror‟ and other
structures appeared after the 9/11 tragedy and popular discussions against Islam.
The movie suggests supporting these global structures, however meaning of this in
the movie can be understood deeper in close reading.
In Humphley‟s (2002, cited in Neofotistos, 2008) work, Kazakhstan and Kyrgyzstan

are considered as part of Eurasia, because of being lightly Islamicized. However,
Uzbekistan is considered to be excluded from Eurasia referring to its heavily
Islamic character. Neofotistos (2008) by pointing to this work has made a
suggestion that Kazakhstan as a Motherland of Borat was taken to show debates
around the World to explain a connection of Islam, fundamentalism and terrorism.
As the illustration to prove it, she points at the map of Kazakhstan and its
neighbors, where Uzbekistan‟s people were labeled as “assholes”, giving no
explanation for the usage of the term. It was suggested that this opposite
relationship between Kazakhstan and Uzbekistan was compared to the relationship
in a real world, where Western power structures see Islam as religion of boding evil
“Others” and try to give a justification to the war in Iraq. In other words Neofotistos
(2002) sees Borat employing the similar tactics as America‟s after 9/11, and
Uzbekistan as “Other”. Also she connects the term “assholes” for Uzbekistan
people, given with no explanation, to the America‟s “irrationality” equations for
Islamic fundamentalism.
Cohen also has been compared to white comedians who coloured their faces into
black entertaining the audience addressing the anti-Afro-American racism in
1930s-1950s. And Cohen is a non-Muslim, but recognized as a Muslim. It
suggested that he addresses the audience to the anti-Muslim racism (Chehade,
2007).
2.4.3.2 The Jews
The movie starts with a tour to his home town, where an introduction then leaded
to the statement: “Although Kazakhstan glorious country, it have problem too:
economic, social, and Jew.” The problem of Jew is shown by “running of the Jew”,
24
similar to the bull-running tradition of Western Europe (Neofotistos, 2008). The
performance of a song entitled “Throw the Jew down the well” at Arizona bar also
shows Borat Character as anti-Semitist (Saunders, 2007).
At the press conference following his Golden Globe award Cohen gave an
explanation on the movie purpose, by saying “The movie is mocking Borat's
beliefs. All his beliefs seem laughable - whether he's homophobic or misogynistic
or anti-Semitic, they're all seen as forms of delusion. He doesn't just think Jews are
good with money, he thinks they can change their shape into little insects. And the
point of that is to show that all prejudice is ridiculous” (Cohen, 2007).
Campbell (2007) tries to explain the reason for choice of Kazakhstan as a tool to
expose the problem of anti-Semitism, where the country is predominantly
populated with Muslims. Boyle (2003, cited in Chehade, 2007) reminds about
tensions between Muslims and Jews in the Middle East for illegal occupation of
Palestine. Cohen, who is a Jew, should be aware of that. Chehade (2007) thinks
that Cohen should be chastised for stereotyping Muslims against Jews.
2.4.3.3 The African Americans
Cohen, in his first interview as an actor, said about his satiric intent by saying: “I
think part of the movie shows the absurdity of holding any form of racial prejudice,
whether it‟s hatred of African-Americans or of Jews” (Strauss, 2006, cited in Low
and Smith, 2007).
Cohen intended to illustrate African Americans‟ racial problem through the segment
of the movie where Borat learns how to dress and talk like a one of the young
Black men. Cohen, by the scene in a hotel with a manager, where Borat imitates
African-Americans by his speech and clothes, wanted to revive disputes about
Black Americans and attitudes of White Americans toward minorities (Neofotistos,
2008).
25
2.4.4 Kazakhstan as a “Boratistan”
When the movie was released, people realised about the existence of such a
country as Kazakhstan and Kazakhstan became a sensation. Cohen defences
(cited in Chehade, 2007) that Borat character is not offensive, as almost nobody
has heard about the country before the movie, and that Kazakhstan was chosen
for its obscurity. Chehade (2007) argues that the logic of obscurity is absurd, and
suggests that Sacha could just invent a country in order to be not offensive as he
states. Borat has a major impact on Western and American people‟s attitudes
toward the country and provides them with fictional information which is easily can
be got as a primary knowledge about Kazakhstan.
Ray (2009) states about problems caused by the movie, as if one thinks how funny
Borat is, the other may consider him as an outrageously hideous character. His
statement in the book: “No joke can be race-neutral or politically incorrect. To laugh
one has to feel superior to the person or persons being subjected to the joke. So
we can all laugh at Kazakhs or Kazakhstan. But if the joke is on us, then it is not
funny-we have to hire a lawyer to sue and be properly compensated for the mental
anguish the joke inflicted” helps to understand how Kazakh people felt themselves
at release of the movie. Even Kazakhstan was not on the joke, and the movie was
addressed to the Western Europe and United States spectators, the country could
have a negative image. This might be typical to gullible people, just like Borat, who
see Kazakhstan as a backward, barbaric country (Carpenter, 2007).
The reactions from Kazakhstan government were considered as lose-lose

situation: “not reacting would be complacent, whereas reacting would look very
silly” (Ham, 2008, p.143). The Kazakh authorities were not ignorant to Cohen‟s
portrayal of Kazakhstan. Kazakh diplomat Talgat Kaliyev commented on the
portrayal in this way: “We can take a joke like anyone else. But this has gone too
far – it‟s a form of racism. We want Borat to be banned” (Harris, 2000 cited in
Saunders, 2007).
26
Being at the centre of the media Kazakhstan has started campaign advertising
itself by introducing itself by advertisements, press releases, journal articles and
videos. Even the movie was criticized in Kazakhstan, it increased interest of people
from the USA and Western Europe to Kazakhstan, and it affected positively
tourism of Kazakhstan (Editor's choice, 2007). As Tourism and Sports Ministry of
the country informed, there was a considerably increased interest from tourists all
over the world to the state after the movie presentation. In particular, the number of
tourists raised 31.5% in 9 months, and hotels.com tourist website showed a 300%
increase in searches by internet for hotels of Kazakhstan (Borat film raises
Kazakhstan's profile, 2007).
2.5 Summary
Overall, the literature review has given information about real Kazakhstan, its
people and information needed for comparison with the movie content: religion,
geography, language, economy. Also this chapter has helped to understand the
nature of the movie. Problems hidden within the movie as racism, anti-Semitism,
anti-Islamism, tension between Muslims and Jews, sexism, ignorance of “Others”
in order to mock people‟s beliefs are identical to Borat‟s. The movie has influenced
the Kazakhstan national brand, which has been proven by many research works.
However, it is still doubtful, whether it was a negative or a positive impact. Finally
the concepts of attitudes towards the movie were investigated to show how they
can impact and relate to the national image of Kazakhstan. These relationships will
be used to produce a research model and hypotheses for testing in the next
section.
27
CHAPTER 3: HYPOTHESES
3.1 Introduction
This chapter illustrates a conceptual model and formulates hypothesis which

resulted directly from the literature reviewed in the previous chapter. The
hypotheses will then be tested later to know significant relationships and findings.
3.2 Research framework
Unfortunately, due to the dissertation limitation of the length, it is not possible to

carry out primary research into all the areas recognized in the literature review
which are important in assessing of people‟s attitudes towards the Borat movie and
their understandings of the movie‟s nature. From the research objectives and the
literature review a conceptual model was constructed as a research framework
(Figure 3.1)
Figure 3.1 Conceptual model
Attitudes towards the

Borat movie
People’s emotional Country image

responses towards the H2
of Kazakhstan
movie
H1 H3
Kazakh H10
people Tourism
People’s understandings H11
of satire: H7
-The movie is about the
West; H8
Kazakhstan
-The movie is about as a country
Americans.
H9
H5 H6
Understanding of
problems showed
within the movie:
-Racism;
-Anti-Semitism; H4
-Sexism.
28
In this framework, both people‟s emotional responses towards the Borat movie and
their understandings of satire of the movie were found to be most important to
address positive or negative effect on Kazakhstan‟s country image. Understanding
of satire is drawn from people‟s understandings whether the film is about the West
or the USA, but not about Kazakhstan. And understanding of problems showed
within the movie as racism, anti-Semitism and sexism are chosen as critical
constructs for analyzing British people‟s consideration the movie as a satire. All
these constructs also comprise British people‟s attitudes towards the Borat movie,
which may have an impact on attitudes towards Kazakhstan as a country and
towards its people. According to Kotler and Gertner (2002) there is a direct link
between nation‟s image and people‟s decision related to purchasing, investing and
travelling. Therefore a country image can be considered as a driving factor to
developing tourism in Kazakhstan.
3.3 Hypotheses formulation
With no prior research study carried out on the impact of the Borat movie on
Kazakhstan‟s national identity and tourism, this research intends to discover what
British people think about the content of the movie, about Kazakhstan and its
people. Also it will try to explain relationship between the Borat movie and the
country image of Kazakhstan, and how the movie has impacted on tourism of the
country.
3.3.1 Attitudes towards the movie
Personal emotional response about the Borat movie is one of the important
constructs of people‟s attitudes towards the movie. People may have positive
attitudes towars the movie, consider it as funny (Condee, 2008; Christoffersen,
2007; O'Kane, 2006; Low & Smith, 2007; Carter & Villaverde, 2007). However
studies of Kononenko and Kukharenko (2008) suggest that people describe it as
time and money wasting, obscene and disgusting, while Rich (2008) argues that
“The Borat film is nonsense.” Also the negative views of people towards the movie
29
are identified as offensive (Borenstein, 2008; Saunders, 2008), insulting
(Saunders, 2007; Chehade, 2007) and politically incorrect (Bahrampour, 2006).
Even though the movie is very controversial, it can‟t be said exactly what are
people‟s opinions about it. However, their attitudes can be analysed by testing
hypothesis whether British people‟s attitudes towards the movie are positive or
negative. The research question and hypothesis in this case can be formulated as
shown below:
RQ1: What kind of attitudes do British people have towards the Borat movie?
H1: British people have a negative attitude towards the Borat movie.
Many articles show that people with negative attitudes, considering the movie as
offensive, politically incorrect, obscene, time and money wasting, nonsense and
disgusting have a positive attitudes towards the Republic of Kazakhstan
(Kononenko and Kukharenko, 2008; Borenstein, 2008; Saunders, 2008;
Stonebanks and Sensoy, 2007). It can be seen from their refusal to believe that
such country as „Boratistan‟ exists and find the movie as a negative portrayal of
Kazakhstan, and insulting for Kazakh people (Chehade, 2007; Saunders, 2007).
The research question and hypotheses related are illustrated below:
RQ2: Has the movie affected people’s attitudes towards Kazakh people and
Kazakhstan?
H2: There is a significant relationship between people’s attitudes towards the

movie and their attitudes towards Kazakh people.
H3: There is a significant relationship between people’s attitudes towards the

movie and their attitudes towards Kazakhstan as a country.
3.3.2 Understanding of satire
As it was mentioned before in the literature review, that satire attacks on something
of which the author strongly disapproves, mostly by making light of serious
problems and issues (NotTheOnion, n.d.; Reference.com, n.d.). Saunders (2007),
30
Chehade (2007) and Carpenter (2007) argue that Cohen criticizes people's
ignorance of „Others‟, beliefs, like racism, anti-Semitism, anti-Islamism and sexism.
RQ3: Do people understand the movie genre to be a satire?
H4: Understanding of racism, anti-Semitism and sexism in the movie context

relates to the understanding of satire within the movie.
Saunders (2007) and Campbell (2007) argue that the Borat movie is not about
Kazakhstan, but about the Westerners and Americans. They assume that the
movie is a satire of West and U.S anti-Semitism, racism, sexism and ignorance of
relatively unknown country, as Kazakhstan (Torosyan, 2007). Carpenter (2007)
states „Cohen‟s character Borat makes fun of existing general stereotypes of
foreigners within the British and American public‟.
RQ4: Do people see the Borat movie as a satire of the USA and West?
H5: There is a correlation between people’s understandings of satire genre of the

movie and their consideration of the movie to be about the West.
H6: There is a correlation between people understandings of satire genre of the

movie and their consideration of the movie to be about Americans.
It can be assumed that people with a viewpoint that the movie is a satire of
Western Europe and the USA people‟s beliefs, will have a positive attitude towards
the Republic of Kazakhstan and Kazakh people (Borenstein, 2008; Morency, 2009;
Ray, 2009). Hence, the next hypothesis can be constructed,
H7: There is a correlation between people’s vision of the movie as a satire of

Westerners’ and Americans’ beliefs and attitudes towards the Kazakh people.
H8: There is a correlation between people’s vision of the movie as a satire of

Westerners’ and Americans’ beliefs and attitudes towards Kazakhstan.
31
3.3.3 Country image
National image is a major component of any country‟s economy. As Kotler and

Gertner (2002, p.251) argue that country image “results from its geography,
history, proclamations, art and music, famous citizens and other features.”
RQ5: Do British people know about real Kazakhstan?
Hence, British people‟s attitudes towards the national brand of Kazakhstan can be
explained by their knowledge about country.
H9: British people are aware about real Kazakhstan, not about “Boratistan”.
Nadeau et. al. (2008) argue that the context of a country is crucial to the image of
the tourism destination. People‟s perceptions about the country and its people, will
impact on the opinion about the destination and will influence its industry of
tourism.
3.3.4 Tourism
RQ6: Has the movie affected people’s attitudes towards Kazakhstan as a tourism
destination?
Therefore, British people‟s attitudes towards the Republic of Kazakhstan and its
citizens will influence their attitudes towards the country as a tourism destination.
H10: There is a significant relationship between British people’ attitudes towards

Kazakh people and their wish to travel to Kazakhstan.
H11: There is a significant relationship between British people’ attitudes towards
Kazakhstan and their wish to travel to Kazakhstan.
3.4 Summary
In this chapter, by taking into consideration the previous research assumptions

discussed in the literature review, a research framework was constructed and
hypotheses were developed.
32
CHAPTER 4: RESEARCH DESIGN AND METHODOLOGY
4.1 Introduction
This chapter provides a detailed overview of the overall research design and the
methodology used for research. Also, issues surrounding sampling size and
method, the operationalisation of variables and the sources used to develop the
questionnaire will be stated. Finally, the chapter will outline a summary on
statistical methods used for analysis.
4.2 Research process
And Malhotra and Peterson (2006, p.5) argue that “marketing research is the
systematic and objective identification, collection, analysis, dissemination and use
of undertaken information”. This research followed the main steps of marketing
research process, illustrated below:
Figure 4.1 Marketing Research Process
Problem Definition
Developing Approach to
the Problem
Research Design
Doing Field Work or

Collecting Data
Data Analysis
Report Preparation and

Presentation
(Malhotra and Peterson, 2006, p.9)

33
4.2.1 Problem definition
The problem based on the Borat movie was defined clearly, as the movie has
touched the name of my country. Also, discussions and debates among the fellow
Kazakh friends and international students laid down the foundation of this
exploratory work. An analysis of secondary data discussed in the literature review
with combination of debates and discussions helped to define the problem of the
research.
4.2.3 Developing Approach to the Problem
A research problem can be approached by number of tasks. The tasks of the

process of the approach development are illustrated below:
Figure 4.2 Approach Development Process
Analytical Research
Framework Approach to the Question and
and Models Problem Hypotheses
Specification
of
Information
Needed
(Adopted from Malhotra and Peterson, 2006, p.35)
The research framework and research hypotheses have been already outlined in
Chapter 3. But the specification of needed information for the research will be
discussed in the section of secondary data analysis.
34
4.3 Research Design
The research was identified as one of the most important aspects of marketing.
Malhotra and Peterson (2006) have given an explanation to the research design as
a roadmap or framework for the marketing research specifying necessary
procedures to solve the research problem.
4.3.1 Secondary research methodology
Secondary data is defined as data collected for other purpose which differs from
the purpose originated by the researcher (Saunders et al, 2007). Malhotra and
Peterson (2006) show main advantages of secondary data emphasizing its help in
identifying the problem and its understanding. Also it can be useful in developing
an approach to the problem, framing a research design, giving answers for
research questions by testing some hypotheses and interpreting primary data with
more insight.
This research began with watching the movie “Borat: Cultural Learnings of America
for Make Benefit Glorious Nation of Kazakhstan” and videos around the subject
followed by reading books, newspaper and journal articles. This secondary data
analysis helped to better understand the topic before conducting the primary
research.
Tables of the key literature that underpinned the secondary research can be found
in Appendix 1.
4.3.2 Primary research
Secondary data analysis leads to the development of research hypotheses, and in

order to answer the research questions primary research was conducted. Malhotra
and Peterson (2006) explain that primary data is originated by the researcher for a
specific problem under study.
A combination of exploratory and descriptive research was the most appropriate for
this research project. An exploratory research was conducted in the literature
35
review part to explore the problem situation. Also by using this research design,
hypotheses were developed and research framework was constructed. A
descriptive design will measure quantitative data in order to give a description of
British people‟s attitudes towards the Borat movie and Kazakhstan, where the
association between variables will be determined.
Saunders et al (2003, p.85) explained deductive approach as a development of a

theory and hypotheses at first and only then testing them. Therefore, a deductive
approach was employed to this research, and developed hypotheses can be found
in Chapter 3.
4.3.3 Research method choice
Exploratory research was completed and the table in Appendix 1 shows

information needed for the research with sources of needed data. A descriptive
research is a quantitative research used in large representative samples (Malhotra
and Birks, 2003, p.65). It is suggested that both qualitative and quantitative
approaches will be acceptable to this research. However, qualitative approach is
mainly for a small number of respondents with an output of rich data, which may
cause difficulties with an analysis of the data. Therefore quantitative approach is
defined as appropriate for the data collection in this research project.
A survey research was chosen in order to collect data, because of its main
advantages as ease, reliability and simplicity (Malhotra and Peterson, 2006). It is
important to note, this project is focused on people‟s attitudes and opinions
towards the Borat movie and Kazakhstan, therefore experimental or case study
approaches would not be suitable. The reason for such decision lays in these
methods characteristics. They provide the research only with observable evidence
of people‟s actions, but not with their feelings and opinions, which is fundamental
for the research.
36
4.3.4 Sampling Design
Sampling design process consists of sequentially related five steps illustrated

below:
Figure 4.3 Sampling Design Process
Define the Target

Population
Determine the Sampling

Frame
Determine Sampling
Method
Determine sample size
Execute the Sampling

Process
(Malhotra and Peterson, 2006, p.325)
The target population of research consists of both male and female British people
aged over 18. There is no sample frame and a probability of each case being
selected is not known. Therefore the sample is going to be a non-probability. To
answer the research questions the best fit of techniques will be combination of
snowball, self-selection and convenience samplings, as they are the least time
consuming and most cost effective techniques (Saunders et.al, 2007). The best
approach would be to go to a few locations in the United Kingdom and do some
streets intercept interviews. However it can be financially difficult, that is why the
data collection is going to be carried out in the Leeds city for convenience and self-
selectivity. Snow-balling sampling will allow emailing questionnaire to respondents
and these respondents will be asked to help to forward it further.
37
Saunders et. al. (2006) argue about necessity in selecting sufficient numerical size
of sample to be sample a representative. According to National Statistics (2009),
the entire population of the United Kingdom is 61,792,000. The suitable sample
calculations shown below (Anton, 1995):
Where,
n=required sample size, N=population size, Z= number of standard errors.
Table 4.1 Sample size calculations
n 269 384 666
N 61,792,000 61,792,000 61,792,000
Z 1.64 1.96 2.58
% of confidence 90 95 99
However, it is also suggested that the size and selection of sample depends on
resources availability (Saunders et.al, 2007). Therefore, due to time and cost
constraints, sample size of 215 respondents is determined to be a fair number,
according to Malhotra and Peterson (2006, p. 329).
4.4 Operationalisation of the measurement constructs and questionnaire

design
The research tool is a self-administered questionnaire (Appendix 2). Questionnaire

starts with the introduction, where the researcher identity and basic purpose of the
study was illustrated. Bryman and Bell (2007) state that closed questions enable
more straightforward data comparisons. Almost all questions, except the personal
background part of the questionnaire, were designed on a basis of the 7 point
Likert scale, because of its suitability in measuring people beliefs, values,
knowledge and attitudes. (Easterby-Smith et al, 2008). Likert scale is “a
measurement scale with five response categories ranging from “strongly agree” to
“strongly disagree”, which requires the respondents to indicate a degree of
38
agreement or disagreement with each of a series of statements related to the
stimulus object” (Malhotra and Peterson, 2006, p.264).
The questionnaire consists of five parts, the first of which is designed to evaluate
the people‟s attitudes towards the Borat movie, Borat character and the content of
the movie. The second and third parts assess people‟s beliefs and knowledge
about Kazakhstan and its people. The fifth part measures British people‟s attitudes
towards Kazakhstan as an open business country and a tourism destination. The
last part is based on demographic details of respondents. This included general
closed questions regarding the gender, age, income and educational qualification.
In order to formulate questions which would answer the research questions, there
is a need to base them on the „operationalisation of constructs‟. This term refers to
the list of measured constructs, so that the concepts such as people‟s emotional
responses towards the movie or the country can be measured and quantified in
some way (Malhotra, 2004 p. 674). Operationalisation of the variables is provided
in Appendix 3.
4.5 Fieldwork plan
According to the calculation of the sample size for UK respondents a total of 270
samples were targeted. The figure 4.3 illustrating the types of questionnaires is
used in this research in bold.
Figure 4.4 Types of Self-Administered Questionnaires
Paper Self- Electronic

Questionnaires Administered Questionnaires
Questionnaires
E-Mail or Mail Internet Website
In Person Interactive kiosk
Fax E-Mail
(Adopted from Zikmund and Babin, 2007, p.218)
39
Online survey was chosen as survey method, because of its convenience and cost
effectiveness. The services of an online survey provider “surveymonkey.com” and
“zoomerang.com” were used. The link of the survey with a cover letter (Appendix
4) was emailed to the postgraduate students of the Leeds University Business
School by PG Office. Also it was sent and forwarded to total 530 potential
respondents via “Facebook” social networking site and Email. 78 of them were the
British friends and acquaintances of the dissertation author, who were asked to
forward on the questionnaire to their friends and relatives. The messages were
personalized and sent separately to potential respondents to encourage a
response. This link was then posted to a number of “Borat movie” related forums
and online UK communities. The online surveys were active for three weeks from
7.07.2010 to 28.07.2010, which yielded 102 responses.
At the same period paper questionnaires were printed and responses of 113 British
people were collected in person at the Leeds University campus and Hyde Park of
Leeds. Overall, 215 British people‟s responses were collected for analysis.
4.6 Analytical issues
The data will be analysed by using SPSS software, were both descriptive statistics
and inferential statistics will be used. Descriptive statistics are a group of statistical
methods used to describe or summarize the basic features of the data. The results
of these analyses can be presented in tables, charts and other graphical forms.
Inferential statistics are also a group of statistical methods, but used to draw
conclusions about a population. In this case, conclusions are about people‟s
attitudes towards the movie and Kazakhstan (Collis and Hussey, 2009).
The main tests which will be performed to test the hypotheses are:
 Cross-tabulations: This statistical technique was chosen to describe several
variables simultaneously. Cross-Tabulations are suitable in examining the
association between variables (Palihawadana, 2010).
 Correlation: Used to describe the strength and direction of the linear
relationship between two variables (Pallant, 2007, p. 126).
40
 One sample t-test: This statistical technique is useful in analysis of particular
variable, which allows finding out whether the mean ratings for any of the
variable are significant. One sample t-test will be used in assessing people‟s
attitudes towards the Borat movie (Palihawadana, 2010).
 Bivariate Regression Analysis: This analysis explains the relationship
between two variables (Malhotra and Peterson, 2006).
 Multiple Regression Analysis: Explains the relationship between two or more
independent variables and a dependent variable (Malhotra and Peterson,
2006). Multiple regression analysis will be conducted to test the hypotheses
on relationships between attitudes towards the movie and Kazakhstan‟s
country image.
4.7. Summary
This chapter discussed the research design used in the research and the
methodology chosen to conduct the research. The following chapter shows the
collected data results and will help to analyse research hypotheses.
41
CHAPTER 5: RESULTS AND ANALYSIS
5.1 Introduction
This chapter starts with the description of the results of the survey such as basic
diagnostics, factor analysis and descriptive statistics, and moves on to the data
analysis by using regression analysis.
5.2 Respondent profile
Table 5.1 Demographic profile of survey respondents
Demographic Frequency Percentage (%)
Male 126 58.6

Gender Female 89 41.4
Total 215 100.0
18-25 162 75.3

26-35 38 17.7
Age 36-45 7 3.3
45 above 8 3.7
Total 215 100.0
Less than £10,000 123 57.2

£10,000 to £14,999 28 13.0
£15,000 to £24,999 28 13.0
Annual income £25,000 to £34,999 19 8.8
£35,000 to £44,999 6 2.8
£45,000 to £54,999 1 0.5
£55,000 above 10 4.7
Total 215 100.0
Primary School 3 1.4

High School 32 14.9
College diploma 30 14.0
Educational Bachelor's degree 67 31.2
qualification Master's degree 79 36.7
Doctorate degree 4 1.9
Total 215 100.0
41.4% of the total sample size was female, while 58.6% of them were male. The
data shows 93 % of the respondents were aged 35 or below whereas 7 % were
aged 36 or above. The data shows that 57.2% of respondents‟ annual income less
42
than £10,000 and 26% earn between £10,000 and £24,999, while 16.8% of
participants showed their income to be £25,000 or above. 69.8% of the participants
were high educated (Bachelor's, Master's or Doctorate degree). The participants‟
education level tends to be high due to the field work being conducted mainly at
the campus of Leeds University.
5.3 Results
5.3.1 Descriptive statistics
The mean is commonly used to estimate the average of data, displaying some
central tendency (Malhotra and Peterson 2006). Descriptive statistics table shows
the means and standard deviations for the elements of the survey (Appendix 4).
According to the structure of the questionnaire it was not expected to get a mean
value of all factors to be similar. Therefore they differ from each other extremely
due to the specification of each question.
5.3.2 Hypotheses testing
Hypothesis 1: British people have a negative attitude towards the Borat movie.
Table 5.2 One-Sample Test

One-Sample Statistics
The Borat movie is…. Mean Std. Deviation t Sig. (2-tailed)
not funny 2.2372 1.57804 20.788 .000
offensive 4.8093 1.61648 43.625 .000
insulting 4.4233 1.69177 38.337 .000
politically incorrect 5.0744 1.68391 44.186 .000
lack a point 3.9674 1.79403 32.556 .000
nonsense 3.7860 1.92154 28.890 .000
obscene 4.3953 1.73662 37.111 .000
disgusting 3.6977 1.81550 29.864 .000
time and money wasting 2.5674 1.74384 21.588 .000
In order to test the above hypothesis the One Sample T-test was conducted to
evaluate how significantly high the means than the middle point 4 on the scale
43
ranging from 1=strongly disagree to 7=strongly agree. As results show the
hypothesis is supported. All 9 elements are significant at p<0.001 which indicates a
strong statistical significance. It can be observed that element „The Borat movie is
politically incorrect‟ has the strongest mean, where the weakest means are for „not
funny‟ and „time and money wasting‟. Results show that elements „lack a point‟,
„nonsense‟ and „disgusting‟ are lower than the middle point 4.
Hypothesis 2: There is a significant relationship between people’s attitudes towards

the movie and their attitudes towards Kazakh people.
A cross-tabulation was used to evaluate the association between people‟s

emotional responses towards the movie and attitudes towards Kazakh people. The
results of the test show there are only four significant relationships between the
variables out of ninety: „the Borat movie is offensive‟ and „Kazakh people are
welcoming‟, χ2 (36) = 57.043; p<0.05; „the Borat movie is insulting‟ and „Kazakh
people are welcoming‟, χ2 (36) = 52.583; p<0.05; „the Borat movie is nonsense‟
and „Kazakh people are backward‟, χ2 (36) = 51.185; p<0.05; „the Borat movie is
obscene‟ and „Kazakh people are backward‟, χ2 (36) = 54.445; p<0.05.
However, correlation analysis shows that the relationships are weak as the results
are less than 0.3 (Cohen, 1988): ra=0.154, rb=0.169, rc=-0.043, rd=-0.061
(Appendix 5).
Hypothesis 3: There is a significant relationship between people’s attitudes towards

the movie and their attitudes on Kazakhstan as a country.
A cross-tabulation was carried out to examine the association between people‟s

emotional responses towards the movie and their opinions about Kazakhstan
portrayal in the movie. The results of the test show that there is a significant
relationship between the variables: „the Borat movie is nonsense‟ and „Borat movie
does not portray an accurate image of the country‟, χ2 (36) = 51.203; p<0.05.
However, correlation analysis shows that the relationship is weak as the result is
less than 0.3 (Cohen, 1988): r= 0.041 (Appendix 6).
44
Hypothesis 4: Understanding of racism, anti-Semitism and sexism in the movie
context relates to the understanding of satire within the movie.
Multiple Regression Analysis was conducted to measure the degree of association

between all independent variables (Borat is portrayed as a “Jew-hating Muslim”;
Borat revives debate about African Americans and their incorporation in
mainstream culture; Borat revives debate about white Americans and their
attitudes toward minorities; Borat reveals sexist views toward homosexuals) and
dependent variable (Satire perception: summative variable of QIII.7 and QIII.8). A
significant model emerged (F4, 210= 8.602, p<0.001, adjusted R square 0.124).
Multicollinearity: Independent variables (Debate about white Americans; Reveals

sexist views) show a relationship with the dependent variable (Satire perception)
since the Pearson Correlations are 0.307 and 0.314 respectively. Above 0.3
preferably (Pallant, 2005). It is noticeable that the correlation between each of
independent variables is not too high (all are below 0.5). All the results can be
found in Appendix 7.
Table 5.3 Coefficients table
Predictor Variable Beta Sig. P
1 Borat is portrayed as a “Jew-hating Muslim” 0.043 0.557 p>0.05

2 Borat revives debate about African Americans and their -0.057 0.450 p>0.05
incorporation in mainstream culture
3 Borat revives debate about white Americans and their 0.233 0.003 p<0.001
attitudes toward minorities
4 Borat reveals sexist views toward homosexuals 0.217 0.003 p<0.001
The results indicate that predictor variables 3 and 4 are significant (p<0.001).
Hypothesis 5: There is a correlation between people understandings of satire

genre of the movie and their consideration of the movie to be about the West.
Multiple Regression Analysis was conducted to measure the degree of association

between all independent variables (The film aspires to make fun of racism, sexism,
and ignorance in a fictional society that the author calls “Kazakhstan”; The humour
45
in the movie to unmask the absurd and irrational side of anti-Semitism and other
phobias born of ignorance and fear) and dependent variable (The movie is about
West: summative variable of QIII.1 and QIII.6). A significant model emerged
(F2, 212= 52.218, p<0.001, adjusted R square 0.324).
1 The film aspires to make fun of racism, sexism, and 0.341 0.000 p<0.001
ignorance in a fictional society that the author calls
“Kazakhstan”
2 The humour in the movie to unmask the absurd and 0.318 0.000 p<0.001
irrational side of anti-Semitism and other phobias
born of ignorance and fear.
The results indicate that both predictor variables are significant (p<0.001).
Multicollinearity: Independent variables show a relationship with the dependent

variable since the Pearson Correlations are 0.506 and 0.495 respectively. It is
noticeable that the correlation between each of independent variables is not too
high (all are below 0.6). All the results are illustrated in Appendix 8. To conclude,
the hypothesis is supported.
Hypothesis 6: There is a correlation between people’s understandings of satire

genre of the movie and their consideration of the movie to be about Americans.
In order to test this hypothesis, a multiple regression was used to assess the
degree of association between all independent variables (The film aspires to make
fun of racism, sexism, and ignorance in a fictional society that the author calls
“Kazakhstan”; The humour in the movie to unmask the absurd and irrational side of
anti-Semitism and other phobias born of ignorance and fear) and dependent
variable (The movie is about the USA: summative variable of QIII.2-QIII.5). A
significant model emerged (F2, 212= 55.127, p<0.001, adjusted R square 0.336).
46
1 The film aspires to make fun of racism, sexism, and 0.281 0.000 p<0.001
“Kazakhstan”
2 The humour in the movie to unmask the absurd and 0.388 0.000 p<0.001
irrational side of anti-Semitism and other phobias born
of ignorance and fear.
The results indicate that both predictor variables are significant (p<0.001).
Multicollinearity: Independent variables show a relationship with the dependent

variable (about the USA) since the Pearson Correlations are 0.481 and 0.533
respectively. It is noticeable that the correlation between each of independent
variables is not too high (all are below 0.6). All the results are illustrated in
Appendix 9. It can be concluded that the hypothesis is supported.
Hypothesis 7: There is a correlation between people’s vision of the movie as a

satire of Westerners’ and Americans’ beliefs and attitudes towards the Kazakh
people.
Bivariate regression analyses were conducted in order to measure the degree of

association between independent variables (The movie is not about Kazakhstan:
summative variable of QIII.1-6) and dependent variable (Attitudes towards Kazakh
people). However, only 2 of 12 relationships are significant (Appendix 10).
Both regressions have a negative correlation (-0.175 and -0.169) between the
predictor and the criterion.
Model B Beta Sig.

1 The movie is not about Kazakhstan (QIII.1-QIII.6) -0.218 -0.175 0.010
Dependent Variable: Kazakh people are horse urine drinking.
F 1, 213 = 6.719, p=0.01, adjusted R square 0.026.

The formula for the regression line: Y= -0.218 X + 3.493
47
Model B Beta Sig.
1 The movie is not about Kazakhstan (QIII.1-QIII.6) -0.206 -0.169 0.013
Dependent Variable: In Kazakhstan gay people are forced to wear blue hats.
F1, 213= 6.271, p<0.05, adjusted R square 0.024.

The formula for the regression line: Y= -0.206X + 3.675
The results above show that only two of the attitudes towards Kazakh people have
a relationship with the consideration of people that the movie is a satire of
Westerners‟ and Americans‟ beliefs. However, the RSq values show a slight
correlation between the dependent and independent variables.
Hypothesis 8: There is a correlation between people’s vision of the movie as a

satire of Westerners’ and Americans’ beliefs and attitudes towards Kazakhstan.
Bivariate Regression Analysis was conducted to measure the degree of

association between all independent variables (Borat movie does not portray an
accurate image of the country) and dependent variable (The movie is not about
Kazakhstan: summative variable of QIII.1-QIII.6). A significant model emerged (F1,
213= 13.459, p<0.001, adjusted R square 0.055). The RSq value shows a slight
correlation between the dependent and independent variables.

Predictor Variable B Beta Sig.
1 Borat movie does not portray an accurate image of the 0.190 0.244 0.000
country.
Coefficients table shows that the independent variable is significant at p<0.001.

The regression has a positive correlation (0.190) between the predictor and the
criterion. The formula for the regression line: Y= 0.190 X + 4.088.
48
Hypothesis 9: British people are aware about real Kazakhstan, not about
“Boratistan”.
In order to test the above hypothesis the One Sample T-test was conducted to
evaluate how significantly high the means than the middle point 4. Results of
several survey elements (QIV.1, QIV.5, and QIV.8-11) were recoded into the same
variable. As the results show the hypothesis is supported. All 12 elements are
significant at p<0.001 which indicate a strong statistical significance (Appendix 12).
Hypothesis 10: There is a significant relationship between British people’ attitudes

towards Kazakh people and their wish to travel to Kazakhstan.
In order to test the above hypothesis, a multiple regression was used to examine
the degree of association between all independent variables (British people‟s
attitudes towards Kazakh people) and dependent variable (I would like to travel to
Kazakhstan). A significant model emerged (F12, 201= 3.908, p<0.001, adjusted R
square 0.046) (Appendix 13).
Hypothesis 11: There is a significant relationship between British people’ attitudes

towards Kazakhstan and their wish to travel to Kazakhstan.
A Linear Regression Analysis was conducted to measure the degree of association

between independent variable (Borat movie does not portray an accurate image of
the country) and dependent variable (I would like to travel to Kazakhstan). A
significant model emerged (F1, 213= 7.882, p=0.001, adjusted R square 0.031)
(Appendix 14).
5.4 Summary
The chapter provides with a brief summary of the results derived from testing the
hypotheses. The interpretation of these results will be given in the following
chapter.
49
CHAPTER 6: CONCLUSIONS AND IMPLICATIONS
6.1 Introduction
This chapter concludes the findings and implications of this research. It will also
outline the limitations of this study and propose a further research which could be
undertaken.
6.2 Conclusions
The movie has reflected many opinions about its content and many interpretations
were addressed to various problems. However, there are still debates among these
opinions. Some people assume that the movie is mocumentary, while others
believe that fictitious country shown in the movie called as Kazakhstan exists. Only
few research works were undertaken on the Borat movie topic, mainly focus group
analyses and interviews were conducted to understand the nature of the movie. As
preliminary focus group analysis results show, the movie has affected American
students‟ attitudes towards Kazakh people and country image negatively. It can be
seen from the operationalisation list where negative portrayals of Kazakh people
and Kazakhstan were based on the results of focus group analysis. However, there
were students expressing skeptical views about the movie as well. They
understood the movie as a satire of Americans‟ beliefs and culture (Torosyan,
2007). In order to answer the research questions the following conclusions can be
made with the help of this research analyses results.
6.2.1 British people’s attitudes towards the Borat movie.
The Mean scores of people‟s attitudes towards the movie indicate that they found it
mostly as offensive, insulting, obscene and politically incorrect, which supports
Hypothesis 1. However, the movie was considered as funny and worth to watch,
also British people do not think that the movie is nonsense and it lacks a point.
In order to answer the question about the impact of these attitudes towards Kazakh
people and Kazakhstan hypothesis 2 and 3 were tested. Results illustrate that only
few relationships were confirmed by cross-tabulation testing. However all of them
50
showed a weak relationship after being tested by correlation analysis. It can be
concluded that attitudes towards the movie do not affect the way people see
people from Kazakhstan and the image of the country.
6.2.2 Understanding of satire
People‟s perceptions that the movie is a satire can be explained by the results of
the 4th - 8th hypotheses testing. The British people showed their understanding of
satire genre of the movie, and recognised that it intends to laugh at such beliefs of
Americans and Westerners as racism, sexism and anti-Semitism.
As for the impact of the satire perception of the movie on the attitudes towards
Kazakhstan and its people, it can be concluded that it does not have a
considerable impact on attitudes. Even though there were some correlations
between the variables, due to their weakness, they can be ignored.
6.2.3 Country image
The interesting point can be made by analysis of the awareness testing about real
Kazakhstan, where the British people showed that they are quite familiar with the
country‟s geography and economy.
6.2.4 Tourism
As both 10 and 11 hypotheses tests were significant, it can be concluded that the
way British people think about Kazakhstan and its people has an impact on their
decisions to travel to Kazakhstan. Also it is important to note that people consider
Kazakhstan as an interesting place to travel and show their positive interests
towards the country.
Probably, not everybody is able to define quickly and precisely on a map a country
with 16 million people, or knows about its enormous resources of oil or is informed
of the fact that the country is one of the largest world manufacturers of wheat and
uranium. But it can be assumed that everyone in the West who pays at least the
most superficial attention to mass culture heard about Kazakhstan, because of
51
Borat. it was stated many times that even “a bad publicity is better than no
publicity”, and this statement is actual to this research, as the results of analyses
support this idea. It is notable that it is easier to transform the bad publicity into
something that will work for the country‟s economy, tourism and international
business.
6.3 Managerial implications
The research project provides with the results showing that the Borat movie does
not affect negatively on the national image of Kazakhstan, as interest of British
people can be confirmed through the analysis. Therefore, this study results can be
useful in analysis of current situation of the Kazakhstan‟s country brand in the
Western Europe, mainly in Great Britain.
6.4 Limitations
- More time available would be an opportunity to collect data from larger sample
size and improve the results, with a more reliable SPSS analysis. The period of
time given to investigate this field was short and it was difficult to be
accomplished efficiently and effectively.
- The lack of financial support for the research didn‟t give a chance to motivate
respondents by rewarding them and to access to the data from charged
sources.
- Word limit is also recognised as a limitation to analyse the other aspects of the
Borat movie discussed in the literature review.
- All the constructs of the questionnaire were based on a secondary data
analysis. It might be useful to conduct a qualitative data analysis by using
interviews to get more reliable elements of measurement of the attitudes
towards the movie, Kazakh people and the country.
- The problem with the number of the respondents that should have been
questioned from. It was required 269 questionnaires to be completed but only
215 were collected.
52
6.5 Proposed future research
This study raised a number of issues for future research, such as understanding of
the Borat movie‟s nature, where new constructs can be recognized by focus group
analyses or interviews. Due to complexity of the nature of the movie and Borat
character people may have totally different attitudes from recognised ones in this
research project.
Also, future research can involve respondents from other countries in Western
Europe and North America.
Another area that can be more explored is the attitudes of Kazakh people towards
the movie and their understanding of the level of satire within the movie.
Finally, any further research conducted, for future reference, is required to be
comprised on a bigger sample in order to investigate all aspects deeper and
narrower.
53
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63
Appendix 1: Secondary research
Information Data sources Application

needed
Brummell, 2008; Constitution of the RK, 1995; The data helped to outline an introduction of
Profile of the CIA World Factbook 2010; Fergus and Kazakhstan‟s geography, history, economy,
Republic of Jandosova, 2004; Glukhovtsev and people, also travel and business
Kazakhstan Yermekbayeva, 2001; Kelaart, 2006; perspectives.
National Anholt and Hildreth, 2004; Ham, 2001; Kotier Importance of Country branding was
Image and Gertner, 2002; Nye Jr., 2004; Saunders, explained by these articles.
2008. In addition, definitions of „national image‟
were defined here.
Kazakhstan Nysanbayev, 2004; Olcott, 2002. The current situation of Kazakhstan‟s
and Branding national image was discussed.
The Borat Hoechsmann and Cucinelli, 2007; Humphries, General information about the movie Borat:
Movie 2007; Kazakhstan, the unlikely tourist hot Cultural Learnings of America for Make
spot..., 2007; Lee, 2008; Mueller, 2007; Benefit Glorious Nation of Kazakhstan was
Neofotistos, 2008; Robbins, 2007; Saunders, collected through these journal articles and
2007. newspapers.
Sacha Baron Carpenter, 2007; Finkelstein, 2010; Saunders, Biography of Sacha Baron Cohen, and his
Cohen and his 2007; Bio, n.d. early career information was taken from
Characters these sources.
Character Boreinstein, 2008; Carpenter, 2007; Cooper, These articles helped to illustrate the Borat
Borat 2001; Kononenko and Kukharenko, 2008; Low character, and explain its key features. They
and Smith, 2007; Morency, 2009; Nyseth and were useful in discussions of the character‟s
Viken, 2009; Ray, 2009; Rich, 2008; nature.
Saunders, 2007; Stonebanks and Sensoy,
2007; Torosyan, 2007.
Islamophobia Brummell, 2008; Campbell, 2007; Chehade, These journal articles and books helped to
2007; Neofotistos, 2008; Nyseth and Viken, better understand the nature of the Borat
2009; Stonebanks and Sensoy, 2007; movie. Problem of anti-Islamism was
discussed through help of these sources.
Anti-Semitism Campbell, 2007; Chehade, 2007; Neofotistos, These journal articles and books helped to
2008; Saunders, 2007. better understand the nature of the Borat
movie. Discussion on the content of the
movie was explained by the problem of Anti-
Semitism.
Racism Low and Smith, 2007; Neofotistos, 2008. These journal articles and books helped to
better understand the nature of the Borat
movie. Problem of racism was explained
within the movie content.
Boratistan Carpenter, 2007; Borat film raises The nature of Cohen‟s choice on Kazakhstan
Kazakhstan's profile, 2007; Editor‟s choice, was illustrated with a help of these sources.
2007; Chehade, 2007; Ham, 2008; Ray, 2009;
Saunders, 2007.
64
Appendix 2: A Survey on Borat and Kazakhstan
I am an MSc Management student at the Leeds University Business School. As a part of
my studies, I have designed this project looking into the Borat movie and how it has
affected the image of Kazakhstan. Your responses will be treated confidentially and the
study is purely an academic exercise. Please help me by completing the questionnaire as
accurate as possible.
Thank you.
Assel Kalimuldina
Section I: Borat Movie
Please give your personal opinion about the Borat movie. To what extent do you agree with each of the
following statements? Please indicate your answer using the following 7-point scale, where:
1-Strongly Disagree; 2-Moderately Disagree; 3-Slightly Disagree; 4-Neutral; 5-Slightly Agree; 6-

Moderately Agree; 7-Strongly Agree;
Strongly Moderately Slightly Neutral Slightly Moderately Strongly

The Borat movie is… Disagree Disagree Disagree Agree Agree Agree
Funny 1 2 3 4 5 6 7
Offensive 1 2 3 4 5 6 7
Insulting 1 2 3 4 5 6 7
Politically incorrect 1 2 3 4 5 6 7
Lack a point 1 2 3 4 5 6 7
Nonsense 1 2 3 4 5 6 7
Obscene 1 2 3 4 5 6 7
Disgusting 1 2 3 4 5 6 7
Time and money 1 2 3 4 5 6 7
wasting
Please give your personal opinion on Borat Character: treat each statement separately, and do not feel
guided by prior statements.
Strongly Mod-tely Slightly Neutral Slightly Mod-tely Strongly

Disagree Disagree Disagree Agree Agree Agree
Borat would be less funny, if 1 2 3 4 5 6 7

he were Mexican or Peruvian
Borat is a Muslim stereotype 1 2 3 4 5 6 7
His only religion seems to be 1 2 3 4 5 6 7
anti-Semitism
Borat is portrayed as a “Jew- 1 2 3 4 5 6 7
hating Muslim”
Borat revives debate about 1 2 3 4 5 6 7
African Americans and their
incorporation in mainstream
culture
Borat revives debate about 1 2 3 4 5 6 7
white Americans and their
Borat reveals sexist views 1 2 3 4 5 6 7
toward homosexuals
65
Please give your personal opinion about the content of the movie: treat each statement separately, and
do not feel guided by prior statements.

The film is not about 1 2 3 4 5 6 7

Kazakhstan but about the
West
Borat‟s not making fun of 1 2 3 4 5 6 7
Kazakhs, he‟s making fun of
Americans
The movie shows Americans 1 2 3 4 5 6 7
in a bad light
Borat movie is a satire of 1 2 3 4 5 6 7
U.S. anti-Semitism, racism
and homophobia
I think Borat was intended to 1 2 3 4 5 6 7
laugh at the culture and
perspective of Americans
The way Kazakhstan was 1 2 3 4 5 6 7
depicted was intended to
mimic the idea Westerners
have when they think of a
relatively unknown country.
The film aspires to make fun 1 2 3 4 5 6 7
of racism, sexism, and
ignorance in a fictional
society that the author calls
“Kazakhstan”
The humour in the movie to 1 2 3 4 5 6 7
unmask the absurd and
irrational side of anti-
Semitism and other phobias
The movie offends all races 1 2 3 4 5 6 7
equally
Section II: Your Opinion about Kazakhstan
Please give your personal opinion on Kazakhstan:

Kazakhstan was invented, 1 2 3 4 5 6 7

there is no such a country in
the World
The film's "Kazakh" scenes 1 2 3 4 5 6 7
were shot in Romania
Kazakhstan is the ninth 1 2 3 4 5 6 7
largest country in the world,
a country the size of western
Europe
Resource-rich, oil-rich 1 2 3 4 5 6 7
country
The national dress of 1 2 3 4 5 6 7
Kazakhstan is a grey suit
from C&A circa 1982
Kazakhstan is open for 1 2 3 4 5 6 7
business and investment
66
with the out the World
The national flag of 1 2 3 4 5 6 7

Kazakhstan comprises a
golden sun and bird on a sky
blue background
Kazakhstan boasts one of 1 2 3 4 5 6 7
the region's fastest-growing
economies
Kazakhstan is borderline 1 2 3 4 5 6 7
third world country
Kazakhstan is a backward, 1 2 3 4 5 6 7
barbaric country
Kazakhstan is a poor 1 2 3 4 5 6 7
country
Kazakhstan is a secular 1 2 3 4 5 6 7
state
Section III: People of Kazakhstan
Please give your personal opinion on People from Kazakhstan:

Kazakh people are… Disagree Disagree Disagree Agree Agree Agree
welcoming 1 2 3 4 5 6 7
well-mannered 1 2 3 4 5 6 7
tolerant 1 2 3 4 5 6 7
friendly 1 2 3 4 5 6 7
illiterate 1 2 3 4 5 6 7
backward 1 2 3 4 5 6 7
primitive 1 2 3 4 5 6 7
Jew hating 1 2 3 4 5 6 7
Muslim 1 2 3 4 5 6 7
horse urine drinking 1 2 3 4 5 6 7
fond of prostitution 1 2 3 4 5 6 7
In Kazakhstan gay people 1 2 3 4 5 6 7
are forced to wear blue hats
Kazakhstan ethnic relations 1 2 3 4 5 6 7
are not very strong
Section IV: Kazakhstan as a Country
Please give your personal opinion: treat each statement separately, and do not feel guided by prior
statements.
Borat movie does not portray 1 2 3 4 5 6 7

an accurate image of the
country.
Borat did not affect the way I 1 2 3 4 5 6 7
look at Kazakhstan because
of the nature of the film and
the motives behind it.
I had known about 1 2 3 4 5 6 7
Kazakhstan before the movie
67
I would buy a product 1 2 3 4 5 6 7
labeled “made in
Kazakhstan”
I would want to do a 1 2 3 4 5 6 7
business with Kazakhstan
After the movie I would like 1 2 3 4 5 6 7
to know more about
Kazakhstan
I would like to travel to 1 2 3 4 5 6 7
Kazakhstan
Kazakhstan is an interesting 1 2 3 4 5 6 7
place to visit
Kazakhstan is not just 1 2 3 4 5 6 7
another “Stan”
I have ever searched the 1 2 3 4 5 6 7
Internet to find out about
Kazakhstan
Borat has put Kazakhstan 1 2 3 4 5 6 7
firmly on the tourism map
Section V: Personal background
What is your gender? What is your current annual Your highest educational
[ ] 1. Female income? qualification?
[ ] 2. Male [ ] 1. Less than £10000 [ ] 1. Primary school
[ ] 2. £10,000 to £14,999 [ ] 2. High School
What is your age? ………… [ ] 3. £15,000 to £24,999 [ ] 3. College diploma
[ ] 4. £25,000 to £34,999 [ ] 4. Bachelor's degree
[ ] 5. £ 35,000 to £44,999 [ ] 5. Master's degree
[ ] 6. £ 45,000 to £54,999 [ ] 6. Doctorate degree
[ ] 7. £ 55,000 + [ ] 7………………..
68
Appendix 3: Operationalisation of the measurement constructs
N Statement in the questionnaire Source
About the Borat movie
QI.1. The Borat movie is funny Carter & Villaverde, 2007; Christoffersen,
2007; Condee, 2008; Low & Smith, 2007;
O'Kane, 2006; Stonebanks & Sensoy,
2007; Torosyan, 2007
QI.2. The Borat movie is offensive Neofotistos, 2008; Borenstein, 2008;
Carpenter, 2007; Chehade, 2007;
Saunders, 2008; Sunday Star, 2008
QI.3. The Borat movie is insulting Chehade, 2007; Saunders, 2007
QI.4. The Borat movie is politically incorrect Bahrampour, 2006
QI.5. The Borat movie is lack a point Torosyan, 2007
QI.6. The Borat movie is nonsense Rich, 2008
QI.7. The Borat movie is obscene Neofotistos, 2008; Kononenko and
Kukharenko, 2008
QI.8. The Borat movie is disgusting Kononenko and Kukharenko, 2008
QI.9. The Borat movie is time and money wasting Kononenko and Kukharenko, 2008
About Borat Character
QII.1. Borat would be less funny, if he were Mexican or Condee, 2008
Peruvian
QII.2. Borat is a Muslim stereotype Chehade, 2007
QII.3. His only religion seems to be anti-Semitism Stonebanks & Sensoy, 2007
QII.4. Borat is portrayed as a “Jew-hating Muslim” Chehade, 2007
QII.5. Borat revives debate about African Americans and Neofotistos, 2008
their incorporation in mainstream culture
QII.6. Borat revives debate about white Americans and Neofotistos, 2008
their attitudes toward minorities
QII.7. Borat reveals sexist views toward homosexuals Neofotistos, 2008
About the content of the movie
QIII.1. The film is not about Kazakhstan but about the West Neofotistos, 2008
QIII.2. Borat‟s not making fun of Kazakhs, he‟s making fun Saunders, 2007
of Americans
QIII.3. The movie shows Americans in a bad light Bahrampour, 2006
QIII.4. Borat movie is a satire of U.S. anti-Semitism, racism Bahrampour, 2006; Carpenter, 2007; Lee,
and homophobia 2008
QIII.5. I think Borat was intended to laugh at the culture Torosyan, 2007
and perspective of Americans
QIII.6. The way Kazakhstan was depicted was intended to Torosyan, 2007
mimic the idea Westerners have when they think of
a relatively unknown country.
QIII.7. The film aspires to make fun of racism, sexism, and Torosyan, 2007
“Kazakhstan”
QIII.8. The humour in the movie to unmask the absurd and Low & Smith, 2007
QIII.9. The movie offends all races equally Chehade, 2007
About Kazakhstan
QIV.1. Kazakhstan was invented, there is no such a Robbins, 2007
country in the World
QIV.2. The film's "Kazakh" scenes were shot in Romania Lazell, 2006
QIV.3. Kazakhstan is the ninth largest country in the world, Glukhovtsev and Yermekbayeva, 2001;
a country the size of western Europe Pietrasik, 2007; Saunders, 2008; The
Independent (London), 2005
QIV.4. Resource-rich, oil-rich country Burnside, 2007; Olcott, 2007; Robbins,
2007; Saunders, 2008; The Independent
(London), 2005
QIV.5. The national dress of Kazakhstan is a grey suit from Burnside, 2007
69
C&A circa 1982
QIV.6. Kazakhstan is open for business and investment O'Kane, 2006; Saunders, 2007
with the out the World
QIV.7. The national flag of Kazakhstan comprises a golden Austria today, 2006; The Independent
sun and bird on a sky blue background (London), 2005
QIV.8. Kazakhstan boasts one of the region's fastest- Bly, 2006
growing economies
QIV.9. Kazakhstan is borderline third world country Torosyan, 2007
QIV.10. Kazakhstan is a backward, barbaric country Carpenter, 2007
QIV.11. Kazakhstan is a poor country Torosyan, 2007
QIV.12. Kazakhstan is a secular state Chehade, 2007
About People from Kazakhstan
QV.1. Kazakh people are welcoming Saunders, 2007
QV.2. Kazakh people are well-mannered The Independent (London),2000
QV.3. Kazakh people are tolerant The Independent (London),2000
QV.4. Kazakh people are friendly Pietrasik, 2007
QV.5. Kazakh people are illiterate Humphries, 2007
QV.6. Kazakh people are backward Humphries, 2007; Saunders, 2008
QV.7. Kazakh people are primitive Kazakhstan, the unlikely tourist hot spot…,
2007
QV.8. Kazakh people are Jew hating Campbell, 2007; Saunders, 2008.
QV.9. Kazakh people are Muslim Campbell, 2007; Chehade, 2007

QV.10. Kazakh people are horse urine drinking The Evening Sun, 2007
QV.11. Kazakh people are fond of prostitution Humphries, 2007
QV.12. In Kazakhstan gay people are forced to wear blue Kazakhstan, the unlikely tourist hot spot,
hats 2007
QV.13. Kazakhstan ethnic relations are not very strong Torosyan, 2007
Kazakhstan as a country
QVI.1. Borat movie does not portray an accurate image of O'Kane, 2006
the country.
QVI.2. Borat did not affect the way I look at Kazakhstan Torosyan, 2007
because of the nature of the film and the motives
behind it.
QVI.3. I had known about Kazakhstan before the movie Bly, 2006
QVI.4. I would buy a product labeled “made in Kazakhstan” Austria today, 2006; McNally, 2006
QVI.5. I would want to do a business with Kazakhstan Austria today, 2006; McNally, 2006
QVI.6. After the movie I would like to know more about Carr, 2007; Saunders, 2008
Kazakhstan
QVI.7. I would like to travel to Kazakhstan Borat film raises Kazakhstan's profile, 2007
QVI.8. Kazakhstan is an interesting place to visit Lazell, 2006
QVI.9. Kazakhstan is not just another “Stan” Saunders, 2007
QVI.10. I have ever searched the Internet to find out about Saunders, 2007
Kazakhstan
QVI.11. Borat has put the Kazakhstan firmly on the tourism Lazell, 2006
map
70
Appendix 4: Descriptive statistics
N Section I: Borat movie Mean Std. Deviation

Attitudes towards the movie:
QI.1. The Borat movie is funny 5.7628 1.57804
QI.2. The Borat movie is offensive 4.8093 1.61648
QI.3. The Borat movie is insulting 4.4233 1.69177
QI.4. The Borat movie is politically incorrect 5.0744 1.68391
QI.5. The Borat movie is lack a point 3.9674 1.79403
QI.6. The Borat movie is nonsense 3.7860 1.92154
QI.7. The Borat movie is obscene 4.3953 1.73662
QI.8. The Borat movie is disgusting 3.6977 1.81550
QI.9. The Borat movie is time and money wasting 2.5674 1.74384
Borat Character:
QII.1. Borat would be less funny, if he were Mexican or Peruvian 3.3209 1.83024
QII.2. Borat is a Muslim stereotype 2.5395 1.72314
QII.3. His only religion seems to be anti-Semitism 3.9349 1.64216
QII.4. Borat is portrayed as a “Jew-hating Muslim” 4.0605 1.88726
QII.5. Borat revives debate about African Americans and their 3.9488 1.55347
incorporation in mainstream culture
QII.6. Borat revives debate about white Americans and their 4.7860 1.75105
QII.7. Borat reveals sexist views toward homosexuals 5.0512 1.57735
The content of the movie:
QIII.1. The film is not about Kazakhstan but about the West 5.1488 1.59912
QIII.2. Borat‟s not making fun of Kazakhs, he‟s making fun of 5.1907 1.64229
Americans
QIII.3. The movie shows Americans in a bad light 4.9581 1.63007
QIII.4. Borat movie is a satire of U.S. anti-Semitism, racism and 5.0930 1.52263
homophobia
QIII.5. I think Borat was intended to laugh at the culture and 5.2791 1.46175
perspective of Americans
QIII.6. The way Kazakhstan was depicted was intended to mimic the 5.3907 1.39957
idea Westerners have when they think of a relatively
unknown country.
QIII.7. The film aspires to make fun of racism, sexism, and 5.0465 1.57897
“Kazakhstan”
QIII.8. The humour in the movie to unmask the absurd and irrational 5.1256 1.39024
side of anti-Semitism and other phobias born of ignorance
and fear.
QIII.9. The movie offends all races equally 4.2279 1.78235
Section II: Kazakhstan
QIV.1. Kazakhstan was invented, there is no such a country in the 1.7256 1.38552
World
QIV.2. The film's "Kazakh" scenes were shot in Romania 4.5628 1.42557
71
QIV.3. Kazakhstan is the ninth largest country in the world, a 4.3302 1.65980
country the size of western Europe
QIV.4. Resource-rich, oil-rich country 4.6186 1.59837
QIV.5. The national dress of Kazakhstan is a grey suit from C&A 2.8791 1.50211
circa 1982
QIV.6. Kazakhstan is open for business and investment with the out 4.6744 1.38956
the World
QIV.7. The national flag of Kazakhstan comprises a golden sun and 4.6558 1.37829
bird on a sky blue background
QIV.8. Kazakhstan boasts one of the region's fastest-growing 4.2000 1.31916
economies
QIV.9. Kazakhstan is borderline third world country 4.0837 1.50155
QIV.10. Kazakhstan is a backward, barbaric country 2.5674 1.49262
QIV.11. Kazakhstan is a poor country 3.9860 1.44843
QIV.12. Kazakhstan is a secular state 3.9442 1.27765
Section III: People of Kazakhstan
QV.1. Kazakh people are welcoming 4.9023 1.23982
QV.2. Kazakh people are well-mannered 4.6605 1.29017
QV.3. Kazakh people are tolerant 4.4977 1.23377
QV.4. Kazakh people are friendly 4.9023 1.22465
QV.5. Kazakh people are illiterate 3.2605 1.49049
QV.6. Kazakh people are backward 3.1070 1.46060
QV.7. Kazakh people are primitive 3.1023 1.49415
QV.8. Kazakh people are Jew hating 3.0698 1.45003
QV.9. Kazakh people are Muslim 4.4093 1.27151
QV.10. Kazakh people are horse urine drinking 2.3628 1.52196
QV.11. Kazakh people are fond of prostitution 2.7535 1.56769
QV.12. In Kazakhstan gay people are forced to wear blue hats 2.6093 1.48384
QV.13. Kazakhstan ethnic relations are not very strong 3.4326 1.35131
Section IV: Kazakhstan as a country
QVI.1. Borat movie does not portray an accurate image of the 5.7302 1.56533
country.
QVI.2. Borat did not affect the way I look at Kazakhstan because of 5.6233 1.79105
the nature of the film and the motives behind it.
QVI.3. I had known about Kazakhstan before the movie 4.9628 1.98558
QVI.4. I would buy a product labeled “made in Kazakhstan” 5.5767 1.61836
QVI.5. I would want to do a business with Kazakhstan 4.7395 1.69305
QVI.6. After the movie I would like to know more about Kazakhstan 4.7907 1.57608
QVI.7. I would like to travel to Kazakhstan 4.4698 1.74221
QVI.8. Kazakhstan is an interesting place to visit 4.5442 1.49662
QVI.9. Kazakhstan is not just another “Stan” 4.4140 1.54399
QVI.10. I have ever searched the Internet to find out about 3.3628 2.01594
Kazakhstan
QVI.11. Borat has put Kazakhstan firmly on the tourism map 4.5488 1.73910
72
Appendix 5: Cross tabulations for attitudes (QI.1-QI.9) and opinions on
people from Kazakhstan (QV.1-QV.8 and QV.10-QV.11)
a) The Borat movie is offensive * Kazakh people are welcoming

Count Crosstab
Kazakh people are welcoming Total
1.00 2.00 3.00 4.00 5.00 6.00 7.00
The Borat movie 1.00 1 0 0 3 1 1 3 9
is offensive
2.00 0 0 1 10 3 1 1 16
3.00 0 1 0 7 2 5 0 15
4.00 0 0 1 18 5 7 4 35
5.00 0 0 3 39 8 11 9 70
6.00 0 0 1 15 5 5 6 32
7.00 0 0 0 16 3 8 11 38
Total 1 1 6 108 27 38 34 215
Chi-Square Tests
Value df Asymp. Sig. (2-sided)

a
Pearson Chi-Square 57.043 36 .014
Likelihood Ratio 35.479 36 .493
Linear-by-Linear Association 5.067 1 .024
N of Valid Cases 215
a. 34 cells (69.4%) have expected count less than 5. The minimum expected count is .04.
Correlations
The Borat movie is offensive Kazakh people are welcoming

*
The Borat Pearson Correlation 1 .154
movie is
Sig. (2-tailed) .024
offensive
N 215 215
*
Kazakh Pearson Correlation .154 1
people are Sig. (2-tailed) .024
welcoming
N 215 215
*. Correlation is significant at the 0.05 level (2-tailed).
73
b)The Borat movie is insulting * Kazakh people are welcoming
Count Crosstab
Kazakh people are welcoming Total
1.00 2.00 3.00 4.00 5.00 6.00 7.00
The Borat movie 1.00 1 0 1 6 1 1 4 14
is insulting
2.00 0 1 0 12 4 3 2 22
3.00 0 0 0 11 3 3 3 20
4.00 0 0 3 25 9 5 3 45
5.00 0 0 1 33 4 14 6 58
6.00 0 0 1 9 3 7 9 29
7.00 0 0 0 12 3 5 7 27
Total 1 1 6 108 27 38 34 215
Chi-Square Tests

a
Linear-by-Linear Association 6.117 1 .013
Correlations
Kazakh people are welcoming The Borat movie is insulting

*
Kazakh people Pearson Correlation 1 .169
are welcoming
N 215 215
*
The Borat movie Pearson Correlation .169 1
is insulting Sig. (2-tailed) .013
N 215 215
*. Correlation is significant at the 0.05 level (2-tailed).
74
c)The Borat movie is nonsense * Kazakh people are backward
ount Crosstab
Kazakh people are backward Total
1.00 2.00 3.00 4.00 5.00 6.00 7.00
The Borat movie 1.00 15 1 3 16 3 1 1 40
is nonsense
2.00 5 3 2 11 2 1 0 24
3.00 5 3 5 5 6 0 0 24
4.00 5 8 5 24 3 2 0 47
5.00 5 7 4 17 0 0 2 35
6.00 4 6 1 11 2 0 0 24
7.00 8 3 2 8 0 0 0 21
Total 40 32 21 92 17 4 3 215
Chi-Square Tests

a
Linear-by-Linear Association .403 1 .525
Correlations
The Borat movie is nonsense Kazakh people are backward

The Borat movie is Pearson Correlation 1 -.043
nonsense
N 215 215
Kazakh people are Pearson Correlation -.043 1
backward Sig. (2-tailed) .527
N 215 215
75
d)The Borat movie is obscene * Kazakh people are backward
Count Crosstab
Kazakh people are backward Total
1.00 2.00 3.00 4.00 5.00 6.00 7.00
The Borat movie 1.00 7 1 1 4 2 1 1 17
is obscene
2.00 6 0 5 7 1 0 2 21
3.00 3 4 2 9 2 0 0 20
4.00 10 2 6 24 2 1 0 45
5.00 7 11 2 23 8 1 0 52
6.00 8 8 2 14 1 1 0 34
7.00 6 5 4 11 0 0 0 26
Total 47 31 22 92 16 4 3 215
Chi-Square Tests

a
Correlations
Kazakh people are backward The Borat movie is obscene

Kazakh people are Pearson Correlation 1 -.061
backward
N 215 215
The Borat movie is Pearson Correlation -.061 1
obscene Sig. (2-tailed) .374
N 215 215
76
Appendix 6: Cross tabulations for attitudes (QI.1-QI.9) and opinion on a
portrayal of Kazakhstan in the movie (QVI.1).
The Borat movie is nonsense * Borat movie does not portray an accurate
image of the country.
Count Crosstab
Borat movie does not portray an accurate image of the country Total
1.00 2.00 3.00 4.00 5.00 6.00 7.00
The Borat movie 1.00 1 0 1 6 4 6 22 40
is nonsense
2.00 1 0 1 0 4 9 9 24
3.00 0 1 1 3 5 10 4 24
4.00 4 1 3 9 4 6 20 47
5.00 0 1 2 5 8 5 14 35
6.00 1 0 0 3 2 2 16 24
7.00 0 0 0 3 2 1 15 21
Total 7 3 8 29 29 39 100 215
Chi-Square Tests

a
Correlations
The Borat movie is Borat movie does not portray an accurate
nonsense image of the country.
The Borat movie is Pearson Correlation 1 .041
nonsense
N 215 215
Borat movie does not Pearson Correlation .041 1
portray an accurate Sig. (2-tailed) .547
N 215 215
77
Appendix 7: Multiple Regression Analysis Results (satire perception)
Correlations
Satire Borat is Borat revives Borat revives Borat reveals
perception portrayed as a debate about debate about sexist views
QIII.7 and “Jew-hating African white toward
QIII.8 Muslim” Americans Americans homosexuals
Satire perception QIII.7 and QIII.8 1.000 .163 .102 .307 .314
Pearson Correlation
Borat is portrayed as a “Jew-hating .163 1.000 .390 .333 .302

Muslim”
Borat revives debate about African .102 .390 1.000 .468 .156
Americans and their incorporation in
mainstream culture
Borat revives debate about white .307 .333 .468 1.000 .400
Americans and their attitudes toward
minorities
Borat reveals sexist views toward .314 .302 .156 .400 1.000
homosexuals
(QIII.7 and QIII.8) . .008 .068 .000 .000
Sig. (1-tailed)
Borat is portrayed as a “Jew-hating .008 . .000 .000 .000

Muslim”
Borat revives debate about African .068 .000 . .000 .011
mainstream culture
Borat revives debate about white .000 .000 .000 . .000
minorities
Borat reveals sexist views toward .000 .000 .011 .000 .
homosexuals
(QIII.7 and QIII.8) 215 215 215 215 215
N
Borat is portrayed as a “Jew-hating 215 215 215 215 215

Muslim”
Borat revives debate about African 215 215 215 215 215
mainstream culture
Borat revives debate about white 215 215 215 215 215
minorities
Borat reveals sexist views toward 215 215 215 215 215
homosexuals
b
ANOVA
Model Sum of Squares df Mean Square F Sig.
a
1 Regression 50.420 4 12.605 8.602 .000
Residual 307.738 210 1.465
Total 358.158 214

a. Predictors: (Constant), Borat reveals sexist views toward homosexuals, Borat revives debate about African
Americans and their incorporation in mainstream culture, Borat is portrayed as a “Jew-hating Muslim”, Borat revives
debate about white Americans and their attitudes toward minorities
b. Dependent Variable: (QIII.7 and QIII.8).
78
b
Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
a
1 .375 .141 .124 1.21054
a. Predictors: (Constant), Borat reveals sexist views toward homosexuals, Borat revives debate about African
Americans and their incorporation in mainstream culture, Borat is portrayed as a “Jew-hating Muslim”, Borat revives
debate about white Americans and their attitudes toward minorities
b. Dependent Variable: (QIII.7 and QIII.8).
a
Coefficients
Unstandardized Standardized Collinearity
Coefficients Coefficients Statistics
t Sig.
Model B Std. Error Beta Tolerance VIF
1 (Constant) 3.434 .334 10.284 .000
Borat is portrayed as a “Jew-hating Muslim” .029 .050 .043 .589 .557 .781 1.280
Borat revives debate about African -.048 .063 -.057 -.757 .450 .712 1.405
mainstream culture
Borat revives debate about white .172 .058 .233 2.974 .003 .665 1.504
minorities
Borat reveals sexist views toward .178 .059 .217 3.029 .003 .800 1.250
homosexuals
a. Dependent Variable: (QIII.7 and QIII.8).
a
Collinearity Diagnostics
Variance Proportions
Condition Index
Eigenvalue
Borat revives
(Constant)
debate about Borat revives

Dimension
Borat is African Americans debate about white Borat reveals

Model
portrayed as a and their Americans and their sexist views

“Jew-hating incorporation in attitudes toward toward
Muslim” mainstream culture minorities homosexuals
1 1 4.687 1.000 .00 .01 .00 .00 .00
2 .116 6.356 .04 .87 .00 .05 .07
3 .097 6.963 .02 .09 .58 .03 .21
4 .061 8.795 .25 .02 .16 .82 .01
5 .039 10.902 .69 .01 .25 .09 .71
a
Casewise Diagnostics
Case Number Std. Residual QIII.7 and QIII.8 Predicted Value Residual
140 -3.050 1.50 5.1920 -3.69200
a
Residuals Statistics
Minimum Maximum Mean Std. Deviation N

Predicted Value 3.5952 5.9930 5.0860 .48540 215
Residual -3.69200 3.40480 .00000 1.19918 215
Std. Predicted Value -3.071 1.868 .000 1.000 215
Std. Residual -3.050 2.813 .000 .991 215
79
Appendix 8: Multiple Regression Analysis Results (about the West)
Correlations
The film aspires to
make fun of racism, The humour in the movie
sexism, and to unmask the absurd
The movie ignorance in a and irrational side of anti-
is about the fictional society that Semitism and other
West (QIII.1 the author calls phobias born of
and QIII.6) “Kazakhstan” ignorance and fear.
The movie is about the West (QIII.1 and QIII.6) 1.000 .506 .495
Correlation
Pearson
The film aspires to make fun of racism, sexism, .506 1.000 .517
and ignorance in a fictional society that the
author calls “Kazakhstan”
The humour in the movie to unmask the .495 .517 1.000
absurd and irrational side of anti-Semitism and
other phobias born of ignorance and fear.
The movie is about the West . .000 .000
(1-tailed)
Sig.
The film aspires to make fun of racism, sexism, .000 . .000

The humour in the movie to unmask the .000 .000 .
The movie is about the West 215 215 215
N
The film aspires to make fun of racism, sexism, 215 215 215
The humour in the movie to unmask the 215 215 215
b
Variables Entered/Removed
Model Variables Entered Variables Removed Method
1 The humour in the movie to unmask the absurd and irrational side of . Enter
anti-Semitism and other phobias born of ignorance and fear., The
film aspires to make fun of racism, sexism, and ignorance in a
a
fictional society that the author calls “Kazakhstan”
a. All requested variables entered.
b. Dependent Variable: (QIII.1 and QIII.6)
b
Model Summary
a
1 .574 .330 .324 1.09635
a. Predictors: (Constant), The humour in the movie to unmask the absurd and irrational side of anti-Semitism and
other phobias born of ignorance and fear., The film aspires to make fun of racism, sexism, and ignorance in a
b. Dependent Variable: The movie is about the West (QIII.1 and QIII.6)
80
b
ANOVA
a
1 Regression 125.531 2 62.766 52.218 .000
Residual 254.822 212 1.202
Total 380.353 214

b. Dependent Variable: The movie is about the West (QIII.1 and QIII.6)
a
Coefficients
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta
1 (Constant) 2.251 .308
The film aspires to make fun of racism, sexism, and .288 .055 .341
“Kazakhstan”
The humour in the movie to unmask the absurd and .305 .063 .318
a. Dependent Variable: The movie is about the West (QIII.1-QIII.6)
a
Coefficients
Collinearity Statistics
Model t Sig. Tolerance VIF
1 (Constant) 7.315 .000
The film aspires to make fun of racism, sexism, and 5.196 .000 .733 1.364
“Kazakhstan”
The humour in the movie to unmask the absurd and 4.849 .000 .733 1.364
irrational side of anti-Semitism and other phobias born
of ignorance and fear.
a. Dependent Variable: The movie is about the West (QIII.1 and QIII.6)
81
a
Eigenvalue
Dimension
Condition
The film aspires to make fun of The humour in the movie to unmask
Index
Model racism, sexism, and ignorance in the absurd and irrational side of
a fictional society that the author anti-Semitism and other phobias
(Constant) calls “Kazakhstan” born of ignorance and fear.
1 1 2.921 1.000 .01 .01 .01
2 .046 7.987 .51 .83 .02
3 .033 9.379 .49 .16 .97
a
Case Number Std. Residual westQIII16 Predicted Value Residual
30 -3.113 1.50 4.9127 -3.41267
128 -3.353 1.00 4.6766 -3.67656
174 -3.492 2.00 5.8287 -3.82873
a

Predicted Value 2.8445 6.4048 5.2698 .76589 215
Residual -3.82873 2.37537 .00000 1.09122 215
Std. Residual -3.492 2.167 .000 .995 215
82
Appendix 9: Multiple Regression Analysis Results (about the USA)
Correlations
The film aspires to The humour in the
make fun of racism, movie to unmask the
sexism, and absurd and irrational
ignorance in a side of anti-Semitism
The movie is fictional society that and other phobias
about the USA the author calls born of ignorance and
(QIII.2-QIII.5) “Kazakhstan” fear.
The movie is about the USA (QIII.2-QIII.5) 1.000 .481 .533
The film aspires to make fun of racism, sexism, .481 1.000 .517
Correlation

Pearson
The humour in the movie to unmask the absurd .533 .517 1.000
and irrational side of anti-Semitism and other
phobias born of ignorance and fear.
The movie is about the USA (QIII.2-QIII.5) . .000 .000
The film aspires to make fun of racism, sexism, .000 . .000
Sig. (1-tailed)

The humour in the movie to unmask the absurd .000 .000 .
The movie is about the USA (QIII.2-QIII.5) 215 215 215
The film aspires to make fun of racism, sexism, 215 215 215
The humour in the movie to unmask the absurd 215 215 215
N

b
Variables
Model Variables Entered Removed Method
1 The humour in the movie to unmask the absurd and irrational side of anti-Semitism . Enter
and other phobias born of ignorance and fear., The film aspires to make fun of
racism, sexism, and ignorance in a fictional society that the author calls
a
“Kazakhstan”
b. Dependent Variable: The movie is about the USA (QIII.2-QIII.5)
b
Model Summary
a
1 .585 .342 .336 1.05047
83
b
ANOVA
a
1 Regression 121.663 2 60.832 55.127 .000
Residual 233.940 212 1.103
Total 355.603 214

a
Coefficients
Coefficients Coefficients t Sig. Statistics
Model B Std. Error Beta Tolerance VIF
1 (Constant) 2.129 .295 7.219 .000
The film aspires to make fun of .229 .053 .281 4.317 .000 .733 1.364
racism, sexism, and ignorance in a
fictional society that the author
calls “Kazakhstan”
The humour in the movie to .360 .060 .388 5.964 .000 .733 1.364
unmask the absurd and irrational
side of anti-Semitism and other
phobias born of ignorance and
fear.
a. Dependent Variable: The movie is about the USA (QIII.2-QIII.5)
a
The film aspires to make fun The humour in the movie to
of racism, sexism, and unmask the absurd and
ignorance in a fictional irrational side of anti-Semitism
Condition society that the author calls and other phobias born of
Model Dimension Eigenvalue Index (Constant) “Kazakhstan” ignorance and fear.
1 1 2.921 1.000 .01 .01 .01
2 .046 7.987 .51 .83 .02
3 .033 9.379 .49 .16 .97
a
Case Number Std. Residual (QIII.2-QIII.5) Predicted Value Residual
9 -3.005 1.00 4.1570 -3.15703
76 -3.572 2.50 6.2526 -3.75264
a

Predicted Value 2.7179 6.2526 5.1302 .75400 215
Residual -3.75264 2.51475 .00000 1.04555 215
Std. Residual -3.572 2.394 .000 .995 215
84
Appendix 10: Bivariate Regression Analysis Results (not about Kazakhstan)
a
Coefficients
Unstandardized Coefficients Standardized Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 4.736 .370 12.791 .000
The movie is not about .032 .070 .032 .461 .645

Kazakhstan: summative
variable of QIII.1-QIII.6
a. Dependent Variable: Kazakh people are welcoming
a
Coefficients
1 (Constant) 4.589 .385 11.905 .000

a. Dependent Variable: Kazakh people are well-mannered
a
Coefficients
1 (Constant) 4.851 .368 13.190 .000
The movie is not about -.068 .069 -.068 -.988 .324

a. Dependent Variable: Kazakh people are tolerant
a
Coefficients
(Constant) 4.625 .365 12.657 .000

a. Dependent Variable: Kazakh people are friendly
a
Coefficients
1 (Constant) 3.137 .445 7.045 .000

a. Dependent Variable: Kazakh people are illiterate
85
a
Coefficients
1 (Constant) 3.008 .436 6.893 .000

a. Dependent Variable: Kazakh people are backward
a
Coefficients
1 (Constant) 3.420 .446 7.671 .000

a. Dependent Variable: Kazakh people are primitive
a
Coefficients
1 (Constant) 3.436 .433 7.943 .000

a. Dependent Variable: Kazakh people are Jew hating
a
Coefficients
1 (Constant) 3.311 .467 7.094 .000
The movie is not about -.108 .088 -.084 -1.228 .221

a. Dependent Variable: Kazakh people are fond of prostitution
a
Coefficients
1 (Constant) 2.968 .402 7.375 .000
The movie is not about .090 .076 .081 1.186 .237

a. Dependent Variable: Kazakhstan ethnic relations are not very strong
86
a
Coefficients
Standardized
1 (Constant) 3.493 .448 7.800 .000

Kazakhstan:
summative variable of
QIII.1-QIII.6
a. Dependent Variable: Kazakh people are horse urine drinking
b
ANOVA
a
1 Regression 15.158 1 15.158 6.719 .010
Residual 480.544 213 2.256
Total 495.702 214

a. Predictors: (Constant), The movie is not about Kazakhstan: summative variable of QIII.1-QIII.6
b. Dependent Variable: Kazakh people are horse urine drinking
b
Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
a
1 .175 .031 .026 1.50202
a. Predictors: (Constant), The movie is not about Kazakhstan:
summative variable of QIII.1-QIII.6
b. Dependent Variable: Kazakh people are horse urine drinking
87
a
Coefficients
Standardized

1 (Constant) 3.675 .437 8.409 .000

Kazakhstan:
summative variable of
QIII.1-QIII.6
a. Dependent Variable: In Kazakhstan gay people are forced to wear blue hats
b
ANOVA
a
1 Regression 13.476 1 13.476 6.271 .013
Residual 457.705 213 2.149
Total 471.181 214

a. Predictors: (Constant), The movie is not about Kazakhstan: summative variable of QIII.1-QIII.6
b. Dependent Variable: In Kazakhstan gay people are forced to wear blue hats
b
Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
a
1 .169 .029 .024 1.46590
a. Predictors: (Constant), The movie is not about Kazakhstan:
summative variable of QIII.1-QIII.6
b. Dependent Variable: In Kazakhstan gay people are forced to wear
blue hats
88
Appendix 11: Bivariate Regression Analysis Results (not about Kazakhstan)
Correlations
The movie is not about Borat movie does not portray an
Kazakhstan (QIII.1-QIII.6) accurate image of the country.
Pearson The movie is not about Kazakhstan 1.000 .244
Correlation
Borat movie does not portray an accurate .244 1.000
Sig. The movie is not about Kazakhstan . .000
(1-tailed) Borat movie does not portray an accurate .000 .
N The movie is not about Kazakhstan 215 215
Borat movie does not portray an accurate 215 215
b
a
1 Borat movie does not portray an accurate image of the country. . Enter
b. Dependent Variable: The movie is not about Kazakhstan (QIII.1-QIII.6)
b
Model Summary
a
1 .244 .059 .055 1.18543
a. Predictors: (Constant), Borat movie does not portray an accurate image of the country.
b
ANOVA
a
1 Regression 18.913 1 18.913 13.459 .000
Residual 299.315 213 1.405
Total 318.228 214

a
Coefficients
Coefficients Coefficients Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) 4.088 .307 13.29 .000
7
Borat movie does not portray an .190 .052 .244 3.669 .000 1.000 1.000
accurate image of the country.
a. Dependent Variable: The movie is not about Kazakhstan (QIII.1-QIII.6)
a
Dimensi Condition
Model on Eigenvalue Index (Constant) Borat movie does not portray an accurate image of the country.
1 1 1.965 1.000 .02 .02
2 .035 7.472 .98 .98
89
Appendix 12: One-Sample T-Test Results (awareness of real Kazakhstan)
One-Sample Test
90
Appendix 13: Multiple Regression Analysis Results
ethnic relations
gay people are
well-mannered
forced to wear
I would like to
are not very

horse urine
prostitution
Jew hating
welcoming
backward
blue hats
primitive
drinking
Kazakhstan
illiterate
tolerant
friendly
fond of
strong
Kazakh people are
travel to
I would like to 1.000 .309 .323 .356 .344 .168 .198 .205 .131 .153 .228 .126 .216
Pearson Correlation
travel to
Kazakhstan
welcoming .309 1.000 .733 .631 .822 .226 .374 .370 .316 .353 .313 .333 .181
well-mannered .323 .733 1.000 .738 .733 .340 .469 .484 .392 .292 .328 .287 .275
tolerant .356 .631 .738 1.000 .703 .333 .512 .474 .393 .169 .226 .271 .298
friendly .344 .822 .733 .703 1.000 .286 .394 .398 .349 .307 .227 .299 .276
illiterate .168 .226 .340 .333 .286 1.000 .629 .699 .612 .315 .404 .346 .218
backward .198 .374 .469 .512 .394 .629 1.000 .802 .645 .388 .420 .375 .230
primitive .205 .370 .484 .474 .398 .699 .802 1.000 .696 .454 .490 .408 .272
Jew hating .131 .316 .392 .393 .349 .612 .645 .696 1.00 .492 .544 .495 .249
0
horse urine .153 .353 .292 .169 .307 .315 .388 .454 .492 1.000 .682 .671 .346
drinking
fond of prostitution .228 .313 .328 .226 .227 .404 .420 .490 .544 .682 1.000 .647 .397
In Kazakhstan gay .126 .333 .287 .271 .299 .346 .375 .408 .495 .671 .647 1.000 .402
people are forced
to wear blue hats
Kazakhstan ethnic .216 .181 .275 .298 .276 .218 .230 .272 .249 .346 .397 .402 1.000
relations are not
very strong
I would like to . .000 .000 .000 .000 .007 .002 .001 .027 .013 .000 .033 .001
Sig. (1-tailed)
travel to
Kazakhstan
welcoming .000 . .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .004
well-mannered .000 .000 . .000 .000 .000 .000 .000 .000 .000 .000 .000 .000
tolerant .000 .000 .000 . .000 .000 .000 .000 .000 .007 .000 .000 .000
friendly .000 .000 .000 .000 . .000 .000 .000 .000 .000 .000 .000 .000
illiterate .007 .000 .000 .000 .000 . .000 .000 .000 .000 .000 .000 .001
backward .002 .000 .000 .000 .000 .000 . .000 .000 .000 .000 .000 .000
primitive .001 .000 .000 .000 .000 .000 .000 . .000 .000 .000 .000 .000
Jew hating .027 .000 .000 .000 .000 .000 .000 .000 . .000 .000 .000 .000
horse urine .013 .000 .000 .007 .000 .000 .000 .000 .000 . .000 .000 .000
drinking
fond of prostitution .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 . .000 .000
In Kazakhstan gay .033 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 . .000
people are forced
to wear blue hats
Kazakhstan ethnic .001 .004 .000 .000 .000 .001 .000 .000 .000 .000 .000 .000 .
relations are not
very strong
91
I would like to 215 215 215 215 215 215 215 215 215 215 215 215 215
N
travel to
Kazakhstan
welcoming 215 215 215 215 215 215 215 215 215 215 215 215 215
well-mannered 215 215 215 215 215 215 215 215 215 215 215 215 215
tolerant 215 215 215 215 215 215 215 215 215 215 215 215 215
friendly 215 215 215 215 215 215 215 215 215 215 215 215 215
illiterate 215 215 215 215 215 215 215 215 215 215 215 215 215
backward 215 215 215 215 215 215 215 215 215 215 215 215 215
primitive 215 215 215 215 215 215 215 215 215 215 215 215 215
Jew hating 215 215 215 215 215 215 215 215 215 215 215 215 215
horse urine 215 215 215 215 215 215 215 215 215 215 215 215 215
drinking
fond of prostitution 215 215 215 215 215 215 215 215 215 215 215 215 215
In Kazakhstan gay 215 215 215 215 215 215 215 215 215 215 215 215 215
people are forced
to wear blue hats
Kazakhstan ethnic 215 215 215 215 215 215 215 215 215 215 215 215 215
relations are not
very strong
b
Model Summary
Adjusted R
Model R R Square Square Std. Error of the Estimate
a
1 .434 .188 .140 1.61547
a. Predictors: (Constant), Kazakhstan ethnic relations are not very strong, Kazakh people are welcoming, Kazakh
people are illiterate, Kazakh people are horse urine drinking, Kazakh people are backward, In Kazakhstan gay
people are forced to wear blue hats, Kazakh people are tolerant, Kazakh people are Jew hating, Kazakh people are
fond of prostitution, Kazakh people are well-mannered, Kazakh people are primitive, Kazakh people are friendly
b. Dependent Variable: I would like to travel to Kazakhstan
b
ANOVA
a
1 Regression 122.383 12 10.199 3.908 .000
Residual 527.171 202 2.610
Total 649.553 214

a. Predictors: (Constant), Kazakhstan ethnic relations are not very strong, Kazakh people are welcoming, Kazakh
people are illiterate, Kazakh people are horse urine drinking, Kazakh people are backward, In Kazakhstan gay
people are forced to wear blue hats, Kazakh people are tolerant, Kazakh people are Jew hating, Kazakh people are
fond of prostitution, Kazakh people are well-mannered, Kazakh people are primitive, Kazakh people are friendly
a

Predicted Value 2.4401 7.0091 4.4698 .75623 215
Residual -3.77165 3.81597 .00000 1.56953 215
Std. Residual -2.335 2.362 .000 .972 215
a. Dependent Variable: I would like to travel to Kazakhstan
92
a
Coefficients
Unstandardized Standardized t Sig.

Coefficients Coefficients
1 (Constant) 1.224 .611 2.004 .046
Kazakh people are welcoming .023 .175 .017 .133 .894

Kazakh people are well-mannered -.014 .154 -.011 -.094 .925
Kazakh people are tolerant .322 .155 .228 2.080 .039
Kazakh people are friendly .246 .184 .173 1.337 .183
Kazakh people are illiterate .076 .109 .065 .697 .487
Kazakh people are backward -.011 .135 -.009 -.084 .934
Kazakh people are primitive -.001 .147 -.001 -.005 .996
Kazakh people are Jew hating -.170 .120 -.142 -1.423 .156
Kazakh people are horse urine drinking .013 .116 .011 .112 .911
Kazakh people are fond of prostitution .263 .112 .236 2.338 .020
In Kazakhstan gay people are forced to wear blue hats -.154 .112 -.131 -1.372 .172
Kazakhstan ethnic relations are not very strong .101 .096 .078 1.053 .293
Collinearity Diagnosticsa
Condition Index
of
ethnic relations
Eigenvalue
gay people are

well-mannered
forced to wear
In Kazakhstan
are not very

Kazakhstan
horse urine
Jew hating
welcoming
(Constant)
backward
blue hats
primitive
drinking
illiterate
tolerant
friendly
strong
prostitution
Dimension
Model
1 1 12.496 1.000 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 fond.00 .00 .00
2 .130 9.792 .00 .02 .02 .03 .02 .02 .00 .01 .01 .01 .03 .01 .00
3 .110 10.656 .01 .00 .00 .00 .00 .06 .04 .03 .01 .02 .02 .03 .09
4 .061 14.353 .01 .02 .00 .00 .00 .03 .00 .00 .01 .04 .03 .02 .60
5 .038 18.251 .32 .00 .02 .03 .01 .32 .05 .03 .00 .00 .05 .00 .07
6 .031 20.190 .19 .00 .07 .00 .00 .34 .16 .01 .01 .03 .22 .01 .00
7 .028 20.958 .01 .01 .00 .07 .00 .00 .06 .06 .55 .08 .03 .14 .00
8 .026 21.833 .15 .00 .01 .02 .00 .08 .02 .00 .25 .00 .14 .54 .00
9 .024 22.632 .21 .02 .00 .15 .07 .00 .04 .02 .10 .15 .23 .03 .13
10 .017 26.977 .01 .18 .30 .09 .07 .01 .12 .01 .00 .36 .14 .00 .03
11 .015 28.560 .07 .01 .34 .43 .03 .07 .02 .16 .00 .25 .03 .20 .00
12 .014 29.380 .02 .00 .21 .11 .01 .04 .48 .68 .02 .01 .02 .00 .01
13 .009 37.877 .01 .74 .02 .07 .80 .02 .01 .00 .01 .02 .08 .01 .06
93
Appendix 14: Multiple Regression Analysis Results.
Correlations
I would like to travel Borat movie does not portray an
to Kazakhstan accurate image of the country.
Pearson I would like to travel to Kazakhstan 1.000 .189
Correlation
Borat movie does not portray an accurate .189 1.000
Sig. (1-tailed) I would like to travel to Kazakhstan . .003
Borat movie does not portray an accurate .003 .
N I would like to travel to Kazakhstan 215 215
Borat movie does not portray an accurate 215 215
b
1 Borat movie does not portray an accurate . Enter
a
b
Model Summary
a
1 .189 .036 .031 1.71485
b
ANOVA
a
1 Regression 23.180 1 23.180 7.882 .005
Residual 626.374 213 2.941
Total 649.553 214

94
a
Coefficients
Unstandardized Standardized t Sig.
Coefficients Coefficients
1 (Constant) 3.265 .445 7.341 .000
Borat movie does not portray an accurate .210 .075 .189 2.808 .005
a
Dimensi Borat movie does not portray an
Model on Eigenvalue Condition Index (Constant) accurate image of the country.
1 1 1.965 1.000 .02 .02
2 .035 7.472 .98 .98
a

Predicted Value 3.4752 4.7367 4.4698 .32911 215
Residual -3.73674 3.31452 .00000 1.71084 215
Std. Predicted Value -3.022 .811 .000 1.000 215
Std. Residual -2.179 1.933 .000 .998 215
95

Dissertation MSC Management - Study of British People's Attitudes Towards The Borat Movie and Its Impact On The National Image of Kazakhstan

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Dissertation MSC Management - Study of British People's Attitudes Towards The Borat Movie and Its Impact On The National Image of Kazakhstan

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Leeds University

Study of British people‟s attitudes towards the Borat

Student No. 200508658

Dissertation supervisor: Dr. Dayananda Palihawadana

Month and year of submission: September, 2010

Word count: 13149

Declaration of Academic Integrity

MODULE TITLE: DISSERTATION

Please tick as applicable:

SIGNED: DATE: 24 August, 2010

NAME: ASSEL KALIMULDINA

Secondly, I would like to express my deepest appreciation and gratitude to my

I would like to express my thankfulness to my country Kazakhstan for giving me an

CHAPTER 1: INTRODUCTION TO THE STUDY…………….……….………….......8

CHAPTER 2: LITERATURE REVIEW...................................................................11

CHAPTER 5: RESULTS AND ANALYSIS............................................................42

CHAPTER 6: CONCLUSIONS AND IMPLICATIONS...........................................50

Table 4.1 Sample size calculations………………………………………………….…38

Thus the following objectives were formulated:

1.3 Value of the study

Also being a student from Kazakhstan, it is understood how offended Kazakh

The research will be of interest to the Kazakhstan people, Kazakhstan authorities,

1.4 Organisation of the study

The literature review chapter briefly introduces Republic of Kazakhstan, by looking

According to written sources, the Kazakh statehood began in the late of XV

The Republic of Kazakhstan is a unitary state with a presidential system of

Kazakhstan has made development in many important areas: economy, political

Kazakhstan is one of the world‟s least densely populated countries, with an

2.2.5 Travel and Business

World Tourism Organisation specialists see Kazakhstan as new tourism

2.3 Place branding

2.3.1 What is a national Image? Why is it Important?

2.3.2 Branding a Country

Image of the country is a historical category formed by centuries. National image of

2.3.3 Kazakhstan and Branding

2.3.3.1 Image of Kazakhstan and its development

2.3.3.1.1 The image of Kazakhstan's history

2.3.3.1.2 The image of the country

2.4 The Borat Movie.

Cohen portrays a fictitious character „Borat Sagdiyev‟, who goes around

2.4.1 Sacha Baron Cohen and his Characters

Sacha Baron Cohen (13.10.1971) was born in England, in an intelligent religious

In contrast to his characters, Cohen is a soft-spoken person, who was thinking to

However, he turned to another character Ali G, who became popular. Cohen

2.4.2 Examination of Character Borat

As Boreinstein (2008) argues there is no point of attempt to explain why the

However, In America and Western countries the Borat movie became a

The Comedy by Gogol, “The Government Inspector”, as an example may explain

The movie is a mocumentary of anti-Semitism, racism, sexism, superstition,

2.4.3.1 The Muslims

In Humphley‟s (2002, cited in Neofotistos, 2008) work, Kazakhstan and Kyrgyzstan

2.4.3.2 The Jews

2.4.3.3 The African Americans

The reactions from Kazakhstan government were considered as lose-lose

This chapter illustrates a conceptual model and formulates hypothesis which

3.2 Research framework

Unfortunately, due to the dissertation limitation of the length, it is not possible to

Figure 3.1 Conceptual model

Attitudes towards the

People’s emotional Country image

3.3 Hypotheses formulation

3.3.1 Attitudes towards the movie

H2: There is a significant relationship between people’s attitudes towards the