A strong positive image is an important asset for all countries around the world. Simple recognition of a name or geographic location is not enough to make a successful brand. People should want to visit, live, and preferably work and invest in the country. The research methodology for this article used Simon Anholt’s approach. Anholt is the author of the widely recognized system Nation Brands Index which measures the power and quality of each country’s “brand image” by combining the following six dimensions: Exports, Governance, Culture and Heritage, People, Tourism, and Investment and Immigration. In this article, the authors selected one important dimension, “Investment and Immigration,” using the case of the Astana International Finance Centre (AIFC), which was created to enhance and promote Kazakhstan’s investment image. The expected outcomes of the study include assessing the perception of how the AIFC used digital technologies to build its brand as a part of the country’s image, and discussing the digital context of developing investment attractiveness. It also covers a short literature review on the theoretical and empirical aspects of digital transformation and presents a case study and a questionnaire-based survey to illustrate the impact of digital transformation, and especially the use of digital technologies for the AIFC’s image promotion. The conclusion summarizes the findings of this research and discusses some implications for investment and immigration attractiveness and the image of the AIFC.

– 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. RESUMO – A pesquisa tem como objetivo analisar materiais jornalísticos publicados no jornal The Washington Post que mencionam o Cazaquistão de 1991 a 2017. A análise de conteúdo é o principal método de pesquisa, permitindo operações quantitativas e qualitativas e fornecendo valiosas percepções históricas ao longo do tempo. De acordo com os resultados, o maior aumento de publicações foi observado em 2013 e 2014, respectivamente. Um número maior de publicações não afeta a formação de uma determinada imagem do país; os artigos foram classificados como não informativos. Os eventos de construção de imagem no Cazaquistão, que foram planejados para causar um aumento de interesse, infelizmente não produziram o efeito desejado. Foram analisados não apenas os textos jornalísticos, mas também as respostas a eles, em especial os comentários dos leitores on-line. Essa parte do estudo levou à conclusão de que a percepção do país ainda se baseia em estereótipos. RESUMEN – La investigación tiene como objetivo analizar los materiales periodísticos publicados en el diario The Washington Post que mencionan Kazajstán desde 1991 hasta 2017. El análisis de contenido es el principal método de investigación, que permite operaciones tanto cuantitativas como cualitativas y proporciona valiosas perspectivas históricas a lo largo del tiempo. Según los resultados, el mayor aumento de publicaciones se observó en 2013 y 2014, respectivamente. Un mayor número de publicaciones no influye en la formación de una determinada imagen del país; los artículos se clasificaron como poco informativos. Los eventos de creación de imagen en Kazajistán, que estaban diseñados para causar un aumento del interés, lamentablemente no produjeron el efecto deseado. No sólo se analizaron los textos periodísticos, sino también las respuestas a los mismos, en particular, los comentarios de los lectores en línea. Esta parte del estudio llevó a la conclusión de que la percepción del país sigue basándose en estereotipos.

The subject of the research is the analysis of the positive and negative impact of mass communication on human psychology. The main purpose of scientific research is to, based on the best international experience and researches of well-known scientists, limit as much as possible the damage that mass communication can cause to human psychology, and widely promote the positive influence of media – as spiritual and cognitive programs develop imagination and expand human cognition. The main directions and idea of the article: to have a positive impact on human psychology through mass communication, increase its spiritual values and direct the media sphere to the spiritual growth of the human soul. The scientific and practical significance of the work consists in mastering the methods and techniques of combating the negative- and disinformation in the advanced countries of the world. Research methodology of the article: for a wide disclosure of the topic, methods of qualitative and quantitative analysis of the content is used - in order to identify and analyze various facts. The significance of the research work lies in the fact that in the modern global era, a number of problems will be solved if spiritual and cognitive programs are promoted. That will have a positive impact on human psychology. The practical significance of the results of the work lies in the fact that mass media not only increase the audience rating, but also expand the spiritual wealth, cognition of the audience, find a mechanism for psychological positive impact.

(2018). The New Media Development in Kazakhstan; Konvergentnaya zhurnalistika; Mediinaya i informatsionnaya gramotnost': kontseptual'nye i metodologicheskie osnovaniya. Europe-Asia Studies: Vol. 70, No. 8, pp. 1326-1327.