The role of social information in the formation of the country’s image: a comparative analysis (on the example of Kazakhstan, Russia and Japan)

Abstract

The article deals with the problem of creating the image of the state, the region in the new
communication environment. The tools and technologies of regional image-making, the main components of
the formation of the image of the state are shown. The structural models of the state’s image, the concept of
territorial image-making are analyzed. It is noted how great the influence during a global pandemic of the image
on the inner layers of society, such as tourists, investors, is. The image of the state is one of the most important
resources of its political, socio-economic and cultural development. The positive image of the state-successful
foreign policy activity, the status of the state in world politics, is directly related to the possibility of attracting
foreign investment, as well as to competitiveness in various spheres of public life.The purpose of this study is to
emphasize the importance of a sociological approach to the formation of the country’s image on the example of
three countries: Kazakhstan, Russia and Japan. At the same time, the authors have used methods of statistical
analysis of data that are the result of 28 years of work of inhabitants of these countries in the field of physics,
chemistry, physiology, medicine, literature and people fighting for peace, cinema, music, mathematics, biology,
agriculture, architecture. The results have been also compared with international ratings of image indices of
States, which highlighted the direct relationship between social activity and the country’s image. The results
of this study are important for the work carried out by the state on the formation of the external image of the
country. In particular, the results of the study prove that when forming the country’s image, it is important to
pay attention not only to the conduct of foreign and domestic policy, economic aspects, and the subtleties of the
media industry’s influence, but also to the social component: the level of poverty of the country’s population,
international achievements in science, culture, sports, and other areas. A positive image of a country is important
because it can attract tourists, investors, and convince buyers to buy goods from this country, thereby increasing
exports, incomes, and living standards.