THE EFFECTIVENESS OF KAZAKHSTAN'S CURRENT POSITIONING AND BRANDING ON THE INTERNATIONAL ARENA

Abstract

As a result of many years of studying "public diplomacy", the term "mediated public diplomacy" appeared in science. After conducting a survey, we found out that there are very few works on public diplomacy of Kazakhstan in the sphere of media communications, and mediated public diplomacy has not been considered by Kazakhstani researchers. Even in the Western world, MPD began to be seriously studied only in 2008. The world of press and TV channels, as well as the Internet are undoubtedly the first means of increasing popularity abroad. Also the urgency of the work is evidenced by the lack of real expert monitoring of the world media, determining the image of  Kazakhstan in foreign publications.