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The Role of Kazakhstani Society in the State Development

An Overview of the Current Situation, Between Governmental Fickleness and Nation Branding Initiatives

Lucia Bortolotti    Università Ca’ Foscari Venezia, Italia    

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abstract

The following paper focuses on the current role of nation identity development in Kazakhstan in shaping decisions and directions of the government in the state development discourse from a nation branding perspective. After focusing on macro concepts of brand and nation branding in Kazakhstan, an analysis of the structural changes experienced by the country in 2019 is conducted. The main goal of this research is to highlight how local people’s nation identity perception can affect government branding projects. While nation branding is becoming a permanent feature of the government discourse, enhancing only the international image, the discrepancy is becoming more visible and local population can be highly affected by this branding strategies.

Published
Oct. 22, 2020
Accepted
May 15, 2020
Submitted
March 16, 2020
Language
EN
ISBN (PRINT)
978-88-6969-454-7
ISBN (EBOOK)
978-88-6969-453-0

Keywords: Nation BrandNation IdentityEurasia, NazarbayevProtestsSocietyKazakhstan

Copyright: © 2020 Lucia Bortolotti. This is an open-access work distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction is permitted, provided that the original author(s) and the copyright owner(s) are credited and that the original publication is cited, in accordance with accepted academic practice. The license allows for commercial use. No use, distribution or reproduction is permitted which does not comply with these terms.