Country Image of Kazakhstan: From Stereotype and Critique to Positive National Branding

Authors

  • Svetlana Shakirova Almaty Management University

DOI:

https://doi.org/10.15549/jeecar.v2i1.78

Keywords:

country image, national brand, tourism, mega events, Kazakhstan, ethnic identity.

Abstract

In the framework of nation building processes, Kazakhstani government   works on a positive national branding. For this, it decided to host international mega events such as Olympics and World Expo.   In 2011, Asian Olympic Games took place in Astana and Almaty cities. In 2017, Kazakhstan   will host the World Expo ‘Future Energy’ and 28th Winter Universiade, in 2022 Kazakhstan is going to host Winter Olympics. After ambitious transfer of the capital city from Almaty to Astana, these mega events serve to promote economic growth, infrastructure upgrading and leadership in Central Asian region.

The paper shows that the country branding should not contradict to the views and believes of the citizens. Sociological study of  national identification of the people, their assessment of positive and negative sides of life, as well as  cultural heritage and traditions, intercultural communication lay in one research area with the mega projects planning and management.

Author Biography

Svetlana Shakirova, Almaty Management University

Dr. Svetlana Shakirova is acting head of the Research department of Almaty Management University (earlier International Academy of Business).  Specialist with more than 20 years of experience in gender research, analysis, and training. Has thought lectures and courses on topics including gender policy, sociology of gender, women’s oral history, feminist movement, etc. for   university students, faculty, and NGOs.  Has served as a resident expert and technical adviser on projects funded by UNDP, World Bank, ADB, UNIFEM, UNESCO, OSCE, and Soros.  Her recent papers are devoted to   gender, ethnicity and nation-building in Kazakhstan.

References

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Published

2015-03-25

How to Cite

Shakirova, S. (2015). Country Image of Kazakhstan: From Stereotype and Critique to Positive National Branding. Journal of Eastern European and Central Asian Research (JEECAR), 2(1). https://doi.org/10.15549/jeecar.v2i1.78

Issue

Vol. 2 No. 1 (2015): Journal of Eastern European and Central Asian Research

Section

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