Country images of Kazakhstan: From stereotypes and critique to positive national branding

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.