‘El Dorado’ or Free Rider? Slovakia Through the Lens of International Image Theory

This study explores the construction of Slovakia’s image in the Italian media over a 20-year period, through a media analysis that draws on international image theory, operationalised as ‘goal compatibility’, ‘power capability’ and ‘cultural status’. The analysis reveals that media interest in Slovakia was influenced only partially by factors from international image theory, due to a selective application of shared norms and rules based on the national perspective. ‘Goal compatibility’ seems to be the most important trigger for media interest, as Slovakia has attracted attention in relation to policies that either facilitated or contradicted Italy’s national interests.