The image of Kazakhstan in Russia in the media

Abstract

The article is concerned with the revealing and comparing of particular images of Kazakhstan formed by five Russian print media (Kommersant, Komsomolskaya Pravda, Sovetskaya Rossiya, Novaya Gazeta and Zavtra), supposedly covering the most of existing ideological and political preferences. The research is based on the database of articles collected using deep content analysis of the newspapers over two focus years (2001 and 2016). The differences in newspapers target audience determine the lack of common motives within proper images (in 2001 they shared only the differently interpreted motive of power concentration and in 2016 all highlighted the problems associated with the state development). At the same time, all newspapers showed the overall decline in interest to Kazakhstan and concurrent impoverishment of its image as well as the tendency to softening its negative aspects. While in 2001 Kazakhstans discourse in chosen newspapers was diverse, if not conflicting, at 2016 we witnessed either erosion of image (Sovetskaya Rossiya and Navaya Gazeta) or its reduction to an integral part of Russian responsibilitys space or Russias important partner within the EAEU (Kommersant, Komsomolskaya Pravda, Zavtra). Among the chosen newspapers only Kommersant contributes to the formation of considered multifaceted perceptions of the state, which add up to relatively solid image, whereas in general Kazakhstan appears to be a mental unexplored country.