“Soft power” as a tool of the implementation of public diplomacy of Kazakhstan

The article deals with the implementation of public diplomacy in the Republic of Kazakhstan through “soft power”. Nowadays strengthens the role of non-military methods and information technologies in the foreign policy of states. Providing the growing role of the image of the state and other actors of international relations in the political process is increasing scientific interest in the problem of image formation by means of public diplomacy. Public diplomacy is linked to the «soft power» of the state. As stated Joseph Nay “soft power” has three sources: culture, values and political activities. Public diplomacy involves the establishment of long-term relationships, creating favorable conditions for public policy. Public diplomacy defends national interests and ensures national security through the study of attitudes of foreign public opinion, informing him and the impact on those who view it generates.

In modern international relations, the concept of traditional diplomacy is being transformed, which means that some researchers have to abandon the traditional concept of science, which deals with relations between diplomatic states and their leaders. Public diplomacy emerged as a form of response to global challenges and threats, to the emergence of a new world order, to the course of domestic political development. It was born and received recognition in the era of globalization, civilization shifts, profound changes that occurred in the world, including in the psychological attitudes of people. In the political science of the generally accepted definition of the concept of “nations’ diplomacy” does not yet exist. For its designation is often used another term - “public diplomacy. “When analyzing Kazakhstan’s initiatives through the prism of the concept of “soft power” J. Nye, it is important to take into account the context and origin of the term, which is westernized and developed, primarily, from the point of view of democratic regimes. In addition, J. Nye first introduced the term “soft power” into circulation in 1990 in the book “Limits of Leadership: Changes in the Nature of American Power” under an entirely different geopolitical situation in the world. “Soft power,” according to Nye’s concept, is “the ability to make the goals of one country seems attractive to another” [1]. “Soft power” is “the ability of states to attract others to their side, seeking to support their own agenda in international relations by demonstrating their cultural and moral values of the attractiveness of the political course and the effectiveness of political institutions.”

It should be noted that various methods of influencing the mind, methods of non-violent processing of power and other groups have long been known. However, the emergence of a slender, not so much a scientific, as a purely practical concept of soft power is associated with the name of Joseph Samuel Nye, a professor at the Public School of the name. J. Kennedy at Harvard University, a member of the American Academy of Arts and Sciences and the Diplomatic Academy. The main achievement of Nye’s was not only a concentrated and capacious description of the nature and meaning of the “soft power” that played a role in the Cold War, but also the definition of its capabilities, which in the 21st century, the age of information technology and cognitive wars, are truly unlimited.

Soft power” is traditionally seen as an addition to the “tough” military power of states: it is impossible to deny it is relevant for any state in the modern world. It seems that with proper positioning in the global arena, a country can achieve several advantages at once. “Soft power” allows countries in an era of complex interdependence to achieve their foreign policy objectives more effectively by attracting than by removing them.

Meanwhile, the concept of “soft power” is characterized by the absence of strict and rigid frameworks [2]. This makes it possible for each country developing its “soft power” to bring its own foreign policy experience and features of political and cultural traditions into the concept and interpretation of “soft power”.

This strategy includes such instruments of positioning the country in the international arena, as exporting education, promoting the language and disseminating national cultural values. Also, the tools of “soft power” include communication, including information technology and especially the Internet, NGOs, diplomatic missions, cultural, scientific and educational centers and large-scale events such as the Olympic Games, EXPO etc.

“Soft power” as an instrument of influence is especially intensively used in the 21st century, although the reasons that encourage states to address it are different. For the United States, the September 11, 2001, terrorist attacks were a turning point. The Americans faced the challenge of forming a positive image of their country abroad, primarily in the Muslim world. Somewhat later, Russia, although without such dramatic events, set itself a similar goal - the formation of a positive image of the country abroad.

As a result, the Russian Mir Foundation was created, the Dmitry Public Diplomacy Foundation. A.M. Gorchakov, and “Rus-cooperation”, whose task was to maintain and disseminate the Russian language, the development of public diplomacy work with compatriots, etc. The Confucius Institute, which is also active in its own country, shows that our neighbor in the People’s Republic of China also does not dwell on popular diplomacy with politicians and researchers, not only in words but also in practice. Leading states of the European Union, such as Germany and France, were able to analyze public diplomacy not only from the theoretical point of view, but also throughout the world for many years with the help of Goethe institutions and French unions that promote their reputation and authority.

In turn, Kazakhstan is taking measures that also have certain attractiveness. Our country is located in the steppes, where, as the well- known writer Chingiz Aitmatov wrote, “The day lasts for more than a century”. This is a country whose economy is similar in its specialization to the Russian one: oil products and raw materials account for 91% of exports. The “soft power” of Kazakhstan lies in its transcontinental position; it is at the junction of the most ancient civilizations of the East and West and in history was called upon to play the role of a link between them. Therefore, in the field of higher education, an international scholarship of the President of the Republic of Kazakhstan “Bolashak” is interesting, which allows Kazakhstani citizens to obtain higher education abroad [3]. An obligatory condition for receiving this scholarship is the successful completion of studies and further work in Kazakhstan. Also in Astana, at the initiative of the president, the Nazarbayev’s University was opened, teaching in which is conducted in English by teachers from leading universities in the world. Finally, in accordance with article 5, paragraph 2 of the Law of the Republic of Kazakhstan on Education, “all educational institutions, regardless of the form of ownership, should ensure the knowledge and development of the Kazakh language as a state language, as well as the study of the Russian language and one of the foreign languages in accordance with the state compulsory standard for each level of education” [4]. Such initiatives of Kazakhstan, as well as its economic growth, can be attractive not only for the countries of the region, but also for many other states, that is, they have “soft power”. However, Kazakhstan has not yet clearly expressed the strategy of “soft power” formulated in the concept of Kazakhstan’s foreign policy. The use of “tensile strength” in the Republic of Kazakhstan through public diplomacy is not systematically eliminated. Therefore, one of the topical issues is the formation of a system mechanism for studying the concepts of “extensibility” and “public diplomacy”, “collective diplomacy” for our country.

In multiethnic Kazakhstan, the Assembly of the People of Kazakhstan, created with the goal of preserving internal unity and diversity, set out the work on the transformation of ethno-cultural associations, in particular the international community, into the main institutions of dialogue with other states. Without a doubt, this is a key element of “soft power” for influence on the public diplomatic.

The Assembly of the People of Kazakhstan is an institution that promotes the development and implementation of national policies. However, if we take a closer look at the Assembly’s laws and regulations on the Assembly, the specific tasks of the Assembly include its external objectives:

1. propaganda of the Kazakhstan model of interethnic and interreligious harmony in the country and abroad;
2. preservation and development of the Kazakh Diaspora abroad in matters of preserving and developing the native language, culture and national traditions, strengthening its ties with the historical Motherland;
3. promotes interethnic tolerance and community engagement in the country and abroad
4. interaction with civil society institutions and international organizations on inter-ethnic and inter-religious consensus [5].

Ethno-cultural associations of the Assembly of the people of Kazakhstan are recognized as a special type of activity. First of all, cultural and spiritual support of civilization on the territory of Kazakhstan. Secondly, in the role of the Diaspora as a state. This gives rise to the development of public diplomacy of their homeland, which means that through these associations of ethos’s we can get the culture of the ethnos, live information in a specific country and expand our spiritual, cultural and scientific endeavors.

The formation of a positive image of the state, as is known, is one of the factors improving its investment attractiveness. Today almost all countries of the world allocate considerable funds for the promotion and maintenance of their international image, which is an important component of the so- called “soft power” in foreign policy. Information and image work is a part of our agency’s daily activities, the so-called “public diplomacy” [6]. It is aimed at consolidating existing and forming new positive trends in Kazakhstan’s perception on the international arena in general and in selected foreign countries, in particular.

This work is coordinated by the Committee for International Information of the Ministry of Foreign Affairs, and its main goals are the following:consolidating the image of Kazakhstan as a country with a dynamically developing economy, a favorable investment and business climate, and a stable political and social system. And also as a country promoting significant international initiatives that contribute to global and regional security. With the support of our diplomatic missions, cultural centers are being opened; the activities of Kazakh Diasporas living abroad are becoming more active. So, last year, together with the European Association of Kazakhs in Berlin, another small Kazakh “kurultai” was organized with the participation of ethnic Diasporas from Great Britain, France, Germany, Hungary, Austria, Switzerland, Sweden, Denmark, Norway, the Netherlands and Turkey.

Another, mechanism of “soft power” for providing Public diplomacy

and formation of image abroad for our country is EXPO-2017.

Politically, EXPO-2017 has become one of the major factors in Kazakhstan’s foreign policy. «EXPO is the soft power of Kazakhstan, ddeveloping exhibition infrastructure, culture, communication, Kazakhstan significantly improves its image and actively integrates into world processes. The four main objectives of the modern “soft power” by organizing the Expo for both the state and the region:

1. Raising awareness of the country / region;
2. Formation of positive ideas about the country / region and their values, ensuring understanding of prevailing ideas and views;
3. attraction of people to the country / region for tourism and study, promotion of local goods abroad;
4. Attracting foreign investment and political allies [7].

On November 22, 2012, in Paris, at the 152nd session of the General Assembly of the International Bureau of Exhibitions (IBE), by secret ballot, 148 states defined the city for the international exhibition EXPO-2017. They became the capital of Kazakhstan, Astana.

This was the first international exhibition to be held in the CIS and Central Asia. The holding of EXPO-2017 will serve as an additional stimulus for the economic and infrastructure development of the country and its capital, which in 2017 marks the 20th anniversary. The President, in essence, formulates the role of EXPO as an image project, an instrument of soft power in the foreign policy of the Republic of Kazakhstan. He notes that: “Exhibitions EXPO”, which has a long history, is held to demonstrate technical and technological achievements, as well as the history, traditions and culture of participating countries. They are the biggest events, attracting the attention of the world community and millions of visitors. In addition, the exhibitions “Expo” serve as a place for the formation of new trends of economic, social, cultural development “ [8]. During the exhibition, 2 million 265 thousand people visited. The international specialized exhibition “Astana EXPO-2017” was highly appreciated among visitors and positive feedback from specialists from around the world. The theme “Energy of the future” meets the world trend on the need for a gradual transition to renewable energy sources, the best developments in the field of green technologies were successfully demonstrated at EXPO-2017. As a result, EXPO exhibition is another way of “soft power” to create a positive image of our country among the states, in the aim of providing public diplomacy in order to enhance the role of the our state. Therefore, Kazakhstan, when conducting the EXPO, intends to send a signal to the surrounding world that the country has passed a very large path of development during 25 years of independence. “The organization of the international exhibition EXPO- 2017 demonstrated all the achievements of independent Kazakhstan”.

Public diplomacy has enormous significance and influences both in the foreign and domestic policies of states. In both cases, in addition to organizational and financial, we are dealing with human resources. This is most important, because in this way public diplomacy fulfills its main mission, especially with regard to youth. Today it became obvious that public diplomacy is capable of influencing official diplomatic activity, and also becoming an instrument for the formation of state institutions, forms of state activity [9]. Therefore, formation of the positive image on the international arena, providing “soft power” as a tool of generating public diplomacy within and abroad country worth all efforts. The need to improve the Association, exhibitions, formation of the positive image of our country and/or providing more scholarships for education, developing and broadcasting of our culture, values and national identity as a mechanism for implementing public diplomacy of the state should be relevant, as a result, through all these methods above to promote and disseminate our country to a foreign audience and to achieve solidarity and recognition of the community.

REFERENCES

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