Human dimension in Russian-Kazakhstan relations – issues of image management

Abstract. Russia and Kazakhstan have been the main allies in the region during the entire post-Soviet period, the example of close good neighborly relations. To study the role of people in a country's relations, the analytical model including socio-structural, behavioral and image components is suggested. The model is empirically evaluated using comparative data of several cross-national surveys – Post-Soviet Trends, Eurasian Monitor and World Values Survey. The image of Kazakhstan among the Russian public lacks multidimensionality and is limited to the perception of the country as a political ally and friendly neighbor. The image of Russia in Kazakhstan includes strong emotional and cognitive components, and is strengthened by high interest in this country. Personal ties of Russians and Kazakhstanians are less intensive and close as it may be expected; general interaction of population is asymmetrical and uni-directed in many aspects. Although current Russia and Kazakhstan bilateral relations are friendly and close, they are also fragile and can suffer from the risk of potential conflicts. The analysis showed that the image components of both countries are formed spontaneously and it is not supported by the systematic efforts and policies in image-building.

For citation: Andreenkova A. Human dimension in Russian-Kazakhstan relations – issues of image management. "Telescope": Journal of Sociological and Marketing Research. 2022. N. 3. P. 92-104. DOI:10.24412/1994-3776-2022-3-92-104