THE COMMUNICATION TRENDS REFERRING TO KAZAKHSTAN’S INTERNATIONAL IMAGE (THE CASE OF THE WASHINGTON POST)

AS TENDÊNCIAS DE COMUNICAÇÃO REFERENTES À IMAGEM INTERNACIONAL DO CAZAQUISTÃO (O CASO DO THE WASHINGTON POST)

LAS TENDENCIAS DE COMUNICACIÓN REFERIDAS A LA IMAGEN INTERNACIONAL DE KAZAJSTÁN (EL CASO DE THE WASHINGTON POST)

ABSTRACT

The research analyzes journalistic materials published in The Washington Post that mention Kazakhstan from 1991 to 2017. Using content analysis as the primary research method, both quantitative and qualitative evaluations were conducted to gain historical insights. The study found that the highest number of publications occurred in 2013 and 2014. However, despite the increase in publications, it was observed that many articles were uninformative and did not contribute to the formation of a specific image of the country. Efforts to generate interest and build a positive narrative about Kazakhstan were not successful. The study also examined readers’ comments online and concluded that perceptions of the country are still largely influenced by stereotypes

Key words
Mass media; Country image; Stereotypes; The Washington Post; Kazakhstan