In the rapidly shifting geopolitical landscape of Central Asia, Kazakhstan stands as a pivotal arena where the influence of global powers is intensely negotiated and represented. A recent groundbreaking study published in Humanities and Social Sciences Communications delves deep into how Kazakhstani media construct and disseminate national identities of two global superpowers: China and the United States. This research not only explores the intricacies of identity construction but also reveals the underlying socio-political and emotional dynamics shaping Kazakhstan’s perceptions amidst post-Russia–Ukraine war realities.
At the heart of this investigation lies a sophisticated theoretical framework, drawing from constructivist identity theory in international relations as well as Qin’s theory of relational identity. These theories emphasize that national identity is not a fixed or static phenomenon but instead emerges through social interactions and discursive practices. The study foregrounds the concepts of role identity, which relates to the functions countries play on the global stage, and collective identity, which pertains to shared national narratives and belonging. This dual lens helps explain how media rhetoric can influence public sentiment and diplomatic positioning.
To methodically decode the media discourse surrounding China and the United States, the researchers employed an intricate blend of textual analysis techniques. Advanced topic modeling and corpus analysis enabled the extraction of dominant themes and recurrent narratives within a large dataset of media texts. Complementing these quantitative methods, qualitative discourse strategies provided nuanced insights into how language and emotional undertones frame national images. This mixed-methods approach enhances the robustness and depth of the findings, unveiling layers of meaning that surface-level readings might miss.
One of the key revelations of this study is Kazakhstan’s divergent construction of Chinese and American identities. Far from treating these two powers uniformly, Kazakhstani media portray China and the United States through distinct narratives shaped by geopolitical realities, national interest calculations, and internal sociocultural dynamics. This nuanced portrayal reflects Kazakhstan’s strategic balancing act between these competing influences, highlighting how local contexts mediate global power relations.
Emotional attitudes embedded within media texts serve as vital indicators of Kazakhstan’s broader national stance. The study finds that emotional expressions—ranging from admiration and pragmatism toward China to skepticism and caution regarding the United States—expose deeper attitudinal tendencies. These affective cues are crucial to understanding not only immediate public opinion but also longer-term identity alignments that impact foreign policy decisions and diplomatic engagements.
The geopolitical environment post-Russia–Ukraine war forms a significant backdrop influencing identity construction in Kazakhstani media. The war’s ramifications disrupted traditional regional power dynamics and heightened Kazakhstan’s need to reassess its alliances and strategic narratives. Media portrayals reflect this recalibration, signaling shifts in how Kazakhstan views the roles of China and the US amidst increased global uncertainty and regional instability.
Interest balancing emerges as a core dimension informing identity construction. Kazakhstan’s economic, security, and political ambitions require careful navigation between Chinese initiatives such as the Belt and Road and American strategic interests in the region. Media discourse not only reflects these pragmatic considerations but actively shapes public acceptance of shifting alliances, demonstrating the performative nature of identity in international relations.
Multiculturalism and domestic social complexities also influence Kazakhstani media’s portrayal of foreign powers. Kazakhstan’s diverse ethnic composition and historical ties with both Russia and China create a nuanced internal environment where identity narratives are contested and renegotiated. Media channels act as arenas where these diverse identities intersect with international narratives, producing hybridized and context-sensitive representations of China and the US.
The study traces a causal chain that starts with international environments and national interests impacting media framing strategies. These frames then guide the construction of national identities that are recognized by the Kazakhstani public, which in turn affects how these identities evolve and adapt. This dynamic feedback loop underscores the fluid and interactive nature of identity formation within the spheres of media and diplomacy.
Moreover, the research highlights the central role of media as a conduit not just for information but for identity politics. Kazakhstani media do more than report international events; they actively participate in shaping national consciousness and foreign policy orientations by fostering certain imagery and emotional resonances around China and the US.
The methodical use of topic modeling and corpus analysis in this study sets a precedent for future research in international relations and media studies. By automating the detection of latent themes and quantifying emotional valence across large text corpora, these techniques facilitate a more empirical and systemic exploration of complex discursive phenomena. The hybrid approach, marrying inductive data-driven insights with deductive theoretical scrutiny, exemplifies best practices for interdisciplinary research at the intersection of communication, politics, and identity.
However, the authors also acknowledge limitations inherent in their methodology. Language translation, despite rigorous manual verification following machine translation, risks subtle semantic shifts that could affect interpretation. The absence of Kazakh-language media corpora, due to availability constraints, further narrows the linguistic scope of the study, potentially overlooking culturally specific discourses that exist outside Russian and English-language outlets dominated in Kazakhstan.
This pioneering research opens critical avenues for further exploration. Expanding the analysis to include Kazakh-language media and incorporating other Central Asian countries would offer a more comprehensive regional perspective. Such enlargement could elucidate commonalities and divergences in identity construction patterns across the region, thereby enriching our understanding of Central Asia’s diplomatic positioning in the global rivalry between China and the United States.
In sum, this study offers invaluable empirical insights into the complex, multidimensional processes through which Kazakhstan negotiates and portrays the identities of two competing global powers within its media ecosystem. It reveals identity construction as a fluid, dialogic process deeply embedded in geopolitical realities, national interests, and emotional orientations. These insights illuminate how states in Central Asia strategically manage their diplomatic narratives amid the ongoing great power competition intensified by the turmoil following the Russia–Ukraine war.
As global competition intensifies and regional alignments continue to evolve, the role of media in shaping national and international identities will grow increasingly consequential. The Kazakhstani case exemplifies the intricate web of interaction between discourse, emotion, and power structures that drive identity politics today. This research not only advances academic understanding but also holds practical implications for policymakers and diplomats seeking to navigate the complexities of contemporary global affairs.
Ultimately, this work invites scholars and practitioners alike to rethink national identity as an active and negotiated construct rather than a fixed attribute. It challenges reductive binaries by showcasing the layered and contingent realities that characterize modern international relations and media representation. As such, it stands as a seminal contribution illuminating the transformative impact of media discourse on national identity formation in an age of dynamic geopolitical flux.
Subject of Research: National identity construction of China and the United States in Kazakhstani media following the Russia–Ukraine war.
Article Title: National identities of China and the U.S. in Kazakhstani media: a post-Russia–Ukraine war analysis.
Article References:
Li, J., Lv, P., Wang, W. et al. National identities of China and the U.S. in Kazakhstani media: a post-Russia–Ukraine war analysis. Humanit Soc Sci Commun 12, 1874 (2025). https://doi.org/10.1057/s41599-025-06142-7
Image Credits: AI Generated
