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January 2007 
Borat: Challenging Value Systems -- A Spiral Dynamics Analysis
Posted on Nov 6th, 2006
by 
ebbandflow
ebbandflow
I impulsively went to go see "Borat" tonight because there has been a ton of buzz and generally positive reviews for the film. I thought that I would examine the film through a Spiral Dynamics lens to see how it pushes the boundaries of value systems.
The comic formula of this film is for Borat to naively say or do offensive things under the guise of being from a foreign culture in order to make the unsuspecting Americans feel uncomfortable. Exactly what is or isn't offensive for each person has to do with with their values system.
Borat proves that he is willing to challenge any and all worldviews. The dissonance that this brings up in people is the comic gold that is going to carry this film to be one of the most successful comedies of the year, and maybe of all time as some folks are already predicting.
The pranks that comedian Sacha Baron Cohen is able to pull off within the context of the Borat character evokes moments of authenticity that is missing from most Hollywood films. The hybrid style of Mockumentary, Candid Camera and Reality TV creates what I would describe as a long-form viral video.
It is a new style that is only possible in a context where the subjects are comfortable enough to have a camera present documenting the unfolding of these pranks. "How did they get some of this on camera?" -- I asked myself more than once. It helped created the type of raw humor that you want to share with your friends, and it works across many different value systems.
I think that the core audience for the film is the YouTube generation, but it can also be viewed and interpreted as a sophisticated deconstruction of American culture. It reminds me of the Pixar films in that the youth can enjoy the spectacle of the film while the adults can enjoy the nuances of the cultural references and storyline. I think that "Borat" also works on multiple levels -- everywhere from the prank reactions to the un-politically correct Borat all the way up to the postmodern deconstructions of our cultural norms.
Comedians are supposed to push people's comfort zones, and there is no better way to challenge our fundamental value systems than with humor and satire. Just observe how Jon Stewart and Stephan Colbert have become the jesters in the media court who say the things that real journalists can't or don't say, but should be saying.
Cohen himselfno doubt has a very Yellow & Integrative Worldview, [is at least Orange (in it for the money) or possibly Green], but his Borat character is very Red -- Impulsive & Egocentric. Borat is explicitly sexist, racist and anti-Semitic and he does and says whatever feels good for him in the moment while being unrestrained by guilt. People assume that he is at least the same value system meme level as they are, but they quickly discover Borat's true "backward" Red vMeme nature.
It is in this moment of pushing value boundaries that Borat is able to create the humorous dissonance within the other First Tier worldviews of Blue, Orange and Green. Unless you're at or beyond a Second Tier Yellow stage, then you'll no doubt walk away from this film being really offended at some point or another.
The unsuspecting subjects were offended by Borat to differing degrees depending on their approximate value system meme level.
Blue (Purposeful / Authoritarian / Fundamentalist)
Generally accepted Borat's indiscretions without really noticing them, and also said some reallystupid and ignorant... err, non-inclusive statements.
Orange (Achievist / Scientific / Capitalist)
Would notice Borat's indiscretions and would generally go along with them in the interest of their business, visually show discomfort to Borat's non-PC behavior and sometimes even explode
Green (Communitarian / Egalitarian / Politically Correct).
Would immediately notice any non-PC behavior, and would politely confront Borat on it.
The bulk of the humor in the film focused on the Blue and Orange vMeme reactions to Borat while the Green vMeme sections tended to focus more on advancing Borat's storyline.
Again, the spectrum of reactions in the Candid Camera / Reality TV segments are what makes the film funny and interesting, and the mockumentary plot line just provided a convenient arc to glue the prank scenes together.
So given all of this, I thought that I would try to approximate the value system of the participants who are getting pranked in each scene, and talk about what Borat was doing to push their buttons.
!!! SPOILER ALERT !!!
Below I describe the prank scenes in the film by approximating the vMemes of the participants and the offensive behavior of Borat.
You'll have to see the film to fully appreciate the reactions that it evokes, but you may want to skip the rest of this post to preserve an untainted film viewing experience.
Otherwise, read on...
* ORANGE / GREEN: People on the NYC subway and walking down the streets -- Borat tries to shake hands and kiss people.
* GREEN: Humor Coach -- Goes way over the line with political correctness by admitting to having sex with his sister.
* GREEN: Group of Feminists -- Suggests that men are smarter than women and speaks demeaningly about women as sex objects
* ORANGE: Driving Lesson Teacher-- Does a number of irresponsible things while driving including trying to drink alcohol and scream at other drivers.
* ORANGE: Car Salesman -- What is the best car to drive over Gypsies?
* BLUE / ORANGE: Gun Shop Owner-- Which one of these guns would be the best to "kill the Jew"?
* GREEN / YELLOW: Gay Pride Parade -- Gets intimate with a number of gay pride marchers
* BLUE / ORANGE: Republican Bob Barr -- Eats ceremonial cheese that it is made from his sister's breast milk
* BLUE / ORANGE: Republican Alan Keyes -- Talks matter of factly about bringing homosexuals back to his hotel room
* ORANGE: Local TV Interview & Weatherman-- Acts extra friendly and inappropriately
* BLUE: Rodeo Man -- Tries to kiss man and talks about suppressing homosexuals in his homeland
* BLUE: Rodeo Crowd -- Borat spouts off some over-the-top anti-terrorism rhetoric and changes the words to the National Anthem about how his country is the best in the world
* GREEN: Etiquette Teacher -- These intercut scenes serve more to deconstruct social norms during the Dinner Party scenes
* ORANGE / GREEN: Dinner Party -- Openly criticizes someone's self-esteem, improperly disposes of his waste and invites a prostitute to join him in the middle of dinner
* ORANGE / GREEN: African American Youth on the Street -- Asks tips on how to dress and talk like African Americans
* ORANGE: Hotel clerk -- Calls the clerk vanilla face in ghetto speak
* GREEN: Jewish Couple -- Acts really scared and paranoid of the Jewish couple, and leaves in the middle of the night
* ORANGE: Yard Sale Woman -- Demeaningly refers to this woman as a Gypsie to her face multiple times
* SCRIPTED SKIT -- This nude wrestling scene seemed to get the most laughs
* ORANGE: Hotel Guests & Morgage Bankers -- Running around naked through the hallways of a hotel and into a conference hall
*ORANGE RED/BLUE: Traveling Fraternity Boys -- Lewd conversations about women while getting drunk
* BLUE: Fundamentalist Christians -- Seeks healing and describes his brother as retarded, but mainly plays along without directly skewering them
* GREEN: Man in Death Costume -- Starts a verbal shouting match with his producer on the street
*GREEN ORANGE/GREEN: Pamela Anderson -- Makes a marriage proposal and makes a last ditch effort to capture her heart (possibly scripted, but not sure)
Again, the BLUE vMeme people tended to quietly tolerate Borat while exposing their own intolerances.
ORANGE would communicate their disproval through their subtext of being visually uncomfortable or totally exploding on him.
And GREEN would find any un-PC behavior unacceptable and inform him about it.
Thoughts?
I'd be curious to hear any other feedback, so please leave a comment below.
The comic formula of this film is for Borat to naively say or do offensive things under the guise of being from a foreign culture in order to make the unsuspecting Americans feel uncomfortable. Exactly what is or isn't offensive for each person has to do with with their values system.
Borat proves that he is willing to challenge any and all worldviews. The dissonance that this brings up in people is the comic gold that is going to carry this film to be one of the most successful comedies of the year, and maybe of all time as some folks are already predicting.
The pranks that comedian Sacha Baron Cohen is able to pull off within the context of the Borat character evokes moments of authenticity that is missing from most Hollywood films. The hybrid style of Mockumentary, Candid Camera and Reality TV creates what I would describe as a long-form viral video.
It is a new style that is only possible in a context where the subjects are comfortable enough to have a camera present documenting the unfolding of these pranks. "How did they get some of this on camera?" -- I asked myself more than once. It helped created the type of raw humor that you want to share with your friends, and it works across many different value systems.
I think that the core audience for the film is the YouTube generation, but it can also be viewed and interpreted as a sophisticated deconstruction of American culture. It reminds me of the Pixar films in that the youth can enjoy the spectacle of the film while the adults can enjoy the nuances of the cultural references and storyline. I think that "Borat" also works on multiple levels -- everywhere from the prank reactions to the un-politically correct Borat all the way up to the postmodern deconstructions of our cultural norms.
Comedians are supposed to push people's comfort zones, and there is no better way to challenge our fundamental value systems than with humor and satire. Just observe how Jon Stewart and Stephan Colbert have become the jesters in the media court who say the things that real journalists can't or don't say, but should be saying.
Cohen himself
 |
The unsuspecting subjects were offended by Borat to differing degrees depending on their approximate value system meme level.
Blue (Purposeful / Authoritarian / Fundamentalist)
Generally accepted Borat's indiscretions without really noticing them, and also said some really
Orange (Achievist / Scientific / Capitalist)
Would notice Borat's indiscretions and would generally go along with them in the interest of their business, visually show discomfort to Borat's non-PC behavior and sometimes even explode
Green (Communitarian / Egalitarian / Politically Correct).
Would immediately notice any non-PC behavior, and would politely confront Borat on it.
The bulk of the humor in the film focused on the Blue and Orange vMeme reactions to Borat while the Green vMeme sections tended to focus more on advancing Borat's storyline.
Again, the spectrum of reactions in the Candid Camera / Reality TV segments are what makes the film funny and interesting, and the mockumentary plot line just provided a convenient arc to glue the prank scenes together.
So given all of this, I thought that I would try to approximate the value system of the participants who are getting pranked in each scene, and talk about what Borat was doing to push their buttons.
!!! SPOILER ALERT !!!
Below I describe the prank scenes in the film by approximating the vMemes of the participants and the offensive behavior of Borat.
You'll have to see the film to fully appreciate the reactions that it evokes, but you may want to skip the rest of this post to preserve an untainted film viewing experience.
Otherwise, read on...
* ORANGE / GREEN: People on the NYC subway and walking down the streets -- Borat tries to shake hands and kiss people.
* GREEN: Humor Coach -- Goes way over the line with political correctness by admitting to having sex with his sister.
* GREEN: Group of Feminists -- Suggests that men are smarter than women and speaks demeaningly about women as sex objects
* ORANGE: Driving Lesson Teacher-- Does a number of irresponsible things while driving including trying to drink alcohol and scream at other drivers.
* ORANGE: Car Salesman -- What is the best car to drive over Gypsies?
* BLUE / ORANGE: Gun Shop Owner-- Which one of these guns would be the best to "kill the Jew"?
* GREEN / YELLOW: Gay Pride Parade -- Gets intimate with a number of gay pride marchers
* BLUE / ORANGE: Republican Bob Barr -- Eats ceremonial cheese that it is made from his sister's breast milk
* BLUE / ORANGE: Republican Alan Keyes -- Talks matter of factly about bringing homosexuals back to his hotel room
* ORANGE: Local TV Interview & Weatherman-- Acts extra friendly and inappropriately
* BLUE: Rodeo Man -- Tries to kiss man and talks about suppressing homosexuals in his homeland
* BLUE: Rodeo Crowd -- Borat spouts off some over-the-top anti-terrorism rhetoric and changes the words to the National Anthem about how his country is the best in the world
* GREEN: Etiquette Teacher -- These intercut scenes serve more to deconstruct social norms during the Dinner Party scenes
* ORANGE / GREEN: Dinner Party -- Openly criticizes someone's self-esteem, improperly disposes of his waste and invites a prostitute to join him in the middle of dinner
* ORANGE / GREEN: African American Youth on the Street -- Asks tips on how to dress and talk like African Americans
* ORANGE: Hotel clerk -- Calls the clerk vanilla face in ghetto speak
* GREEN: Jewish Couple -- Acts really scared and paranoid of the Jewish couple, and leaves in the middle of the night
* ORANGE: Yard Sale Woman -- Demeaningly refers to this woman as a Gypsie to her face multiple times
* SCRIPTED SKIT -- This nude wrestling scene seemed to get the most laughs
* ORANGE: Hotel Guests & Morgage Bankers -- Running around naked through the hallways of a hotel and into a conference hall
*
* BLUE: Fundamentalist Christians -- Seeks healing and describes his brother as retarded, but mainly plays along without directly skewering them
* GREEN: Man in Death Costume -- Starts a verbal shouting match with his producer on the street
*
Again, the BLUE vMeme people tended to quietly tolerate Borat while exposing their own intolerances.
ORANGE would communicate their disproval through their subtext of being visually uncomfortable or totally exploding on him.
And GREEN would find any un-PC behavior unacceptable and inform him about it.
Thoughts?
I'd be curious to hear any other feedback, so please leave a comment below.
Access: Public
Hi ebbandflow,
I recently saw the film and this is a pretty accurate analysis. Thanks for your efforts. What exactly makes you think that Borat is second-tier? His ability to push the various buttons so skillfully?
I think RED meme viewers can also appreciate the film - not only second-tier and beyond.
anyway, nice analysis, keep going!
Thanks for the comment and the encouragement.
Clarification: I think Borat's character is Red, and I speculated that Sacha Baron Cohen was Yellow. On what evidence? Well, it's just a guess – but I thought that it was because he was deconstructing the Green political correctness. I guess it gets down to his intention for doing so, but maybe he's at Green as well.
Initially it seemed as though he's doing it with the intent of deconstructing taboos that aren't in our interest. But maybes he's not. Maybe he's just a good postmodern deconstructionist.
As far as whether the viewers with a center of gravity of Red will enjoy it – I think you're right. They probably will as well. And that's probably part of the reason why a number of human rights groups and organizations are protesting the film because some people may not see the satirical context embedded in the film.
And another clarification, I didn't say that the film will only appeal to 2nd tier and beyond (i.e. implies above) – but that it has a cross-spectrum appeal because it does work across multiple levels.
PS: Coming out to Boulder after Christmas and through the New Year's and so I'd love to meet up with some other folks in the area to check out the scene.
i'm 99% sure the pam anderson scene was scripted, and it was not green, it was RED. what kind of green relationship involves capturing the female by throwing a bag over their head?! lol!!
Hey Paul,
Yeah, the cutaway of Pamela Anderson running away down the store aisle and then outside just didn't make intuitive sense. It seemed way over the top.
And to clarify: The color-coding is for the subjects of scene rather than Borat's behavior in it. So I was trying to guage the center of gravity of the unwilling participants since Borat was pretty much solid Red throughout the entire film.
I observed that subjects with an Orange center of gravity seemed to go along with Borat without objecting too much. And Green would be willing to point out the un-PC statements as being inappropriate. Maybe Pam is more Orange than Green in this case, but Borat certainly pushes way beyond the boundaries in the scene.
the frat boys are orange, you've got be kidding me! They're basically closet Klansmen!
Hey Jason,
Good point – I downgraded the fraternity boys from Orange to Red/Blue.
The certainly hung themselves by saying some pretty “non-inclusive statements.”
As an aside, I wonder if getting drunk actually downgrades your center of gravity by a few vMemes. They were at a Red/Blue state in the edited portions of the scene, and I wonder if they would've been more steady Orange stage had they not been so drunk.
I also think that groups of fraternity boys can create a lower vMeme state within individuals – I think there is something about the groupthink that brings out the worst in people, where as on an individual basis they wouldn't say or do things that were so bad. But get them in a group, and all bets are off. (Speaking from my own experience from college on this one.)