| In the context of globalization, countries increasingly have to fight for the preservation of their identity, which is an integral part of the state as an actor in world politics. involved in the processes of globalization, modern China is going to have to build a competitive advantage in the areas of activity of the state, as economics, foreign policy, social and cultural policies etc. To ensure the competitiveness of the Chinese economy, to strengthen the cultural influence of China, to raise the prestige of the Chinese state and improve the existing image of the country’s foreign policy, the Government of the PRC require advanced technologies, one of which is a National image shaping.The image in the modern sense is a kind of cumulative emotional perception of any object of conversation, the actions of an object that makes the object itself and the actions of the other side with respect to the object.By its nature, the image is a psychological representation. Usually, it is based on stereotypes of social perception, it affects the emotional sphere of a person, can be easily read, and affects the explanatory mechanisms of consciousness, and, finally, behaviour and human choice.The country’s image includes a number of key elements:Image of power;Image of economy;Image of Army;Foreign policy image;Perception of country’s image by its own citizens;Image of the state information policy;Thus, the image of the country- is the image formed in the public consciousness by means of advertising, promotion, etc. It is based on national images. The image is a cumulative indicator of the authority of the state and successful actions on international arena, the assessment of the foreign public opinion about the country.By image of the country means the totality of perceptions of a country among different groups of people(both outside the country and inside). Despite the fact that the state has always aspired to the best possible way to introduce itself to the world, in recent decades the image of the state has acquired even greater significance. For this purpose the greatest impact were economic and cultural aspects of globalization: Currently the state has to compete against such serious, quantifiable issues such as attracting foreign investments, export markets, tourism, while the rise of a global culture determines the desire to preserve cultural diversity and emphasize its originality.Shaping image of the state is not just a fashionable trend, a workshop among the states that want to improve their image or make a general re-branding the image of the country. Building the image of the state is a complex procedure, which is run by the government and comes to the activation of six major fields of(culture, tourism, exports, foreign and domestic policies, population and investment), through various channels of communication. Correctly developed and successfully implemented a national branding campaign for China in Kyrgyzstan could become an engine promoting a positive image of the state, ensuring the loyalty of the political elite and other target groups.Relevance of the chosen topic is obvious. Due to the high activity of China on the world stage, it is important to know how image of the country looks like within the and outside the state, relying on the results of the media, because the media is the most determine how Kyrgyz citizens and the international community sees China’s foreign policy.After the collapse of the Soviet Union, Kyrgyzstan was in completely new geopolitical conditions and building relations with China, of course, require not only the development of new policy approaches, but also the transformation of thinking and rethinking their own vision of the dialogue with China.Despite the collapse of the USSR, post-Soviet space remains in the sphere of information and the political and cultural influence of Russia. In other words, Kyrgyzstan is still in the sphere of influence of information and political space of Russia, and this is directly reflected in the foreign and domestic policy.A good example in this context is the fact that for a long time after the collapse of the Union, the republic’s leaders are reluctant to going to the recognition of the special role of China in the new geopolitical conditions- its growing economic influence in the region, which made up the breach as a result of the gap commercial and economic relations between the center and the periphery.This study is significant as it aims to elicit whether the Public Diplomacy is contributing to the promotion of China’s positive image and soft power in Kyrgyzstan. Kyrgyzstan provide a useful site for case study of the “National Image” project as the country have developed strong and fast-growing economic and political relations with China recent years. China is the one of the largest trading partners of Kyrgyzstan and the country has been one of the top recipients of Chinese investment in Central Asia in recent years.This study aims to answer primary research question of the extent to which the Public diplomacy of China has successfully improved its image in Kyrgyzstan. This will be assisted by answering the following two research questions:Why Chinese Government aspires to improve its image in Kyrgyzstan?How China shaping its own image in Kyrgyzstan and is it successful or not?... |
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