Abstract
This chapter focuses on the relationship between Orientalism and country image, and the effect of the orientalist approach reflected in the media on the country image. The image of a country is especially affected by the representations reflected in the media. Therefore, media, where discourses and images are produced and shared, play major roles in the formation and consolidation of the country's image. A country that is generally featured in the media with negative images appears as a result of the orientalist approach towards countries marginalized by the West. Turkey is seen as the other by the West. This study features the authentic reflections of the orientalist view of Turkey in the media and the effect of these reflections on the country's image with contemporary examples. Thus, this study based on literature review and case study method is aimed to reveal traces of Orientalism in Turkey's image in the Western media.
TopConceptual Framework For Country Image
Image refers to the perceptions, associations, impressions, feelings and attitudes in the minds for an object. The image, which is composed of positive and negative evaluations of perceptions in our mind toward a subject or object, defines the image, picture or symbolic meaning that comes to mind first (Ateşoğlu and Türker, 2013:115). Individuals’ personal experiences about the object or phenomenon in question or their representations in the media directly affect the image. Robins (2006:21), who sees image as the perception or perception building about reality in this scope, points out that any image can be affected by imagination or mystical thinking. The building of daily life over images ensures every concept, object or phenomenon to be addressed by image studies. According to Fetscherin (2010:468), countries like institutions and individuals have to form, manage and protect their brands. Therefore, it is possible to talk about the image of countries as in any institution or person today.
Key Terms in this Chapter
Ethnocentrism: The view that one’s own culture and race is superior to others.
Manifest Orientalism: An academic discipline that focuses on Eastern Science and visible culture of East, such as clothes and lifestyles.
Modern/Neo-Orientalism: Presumption of cultural and moral superiority over the East.
Implicit Orientalism: An aggressive approach towards the East through stereotypes.
Media Representation: Taking place in the media with positive or negative statements and images.
Edward W. Said: Literature professor with numerous works on orientalism and leading orientalist debates.
Islamophobia: Matching Islam and Muslims with the perception of danger and terror by developing hate speech against the religion of Islam and Muslims.
Stereotype: Positive or negative judgment developed towards a culture or race.