Image of International Education Programs in Mass Media: Content Analysis of Forbes Kazakhstan and The Japan Times Articles

Abstract

This article analyzes the representation of international educational programs
in the media space of Kazakhstan and Japan by comparing the content of Forbes Kazakhstan
magazine and The Japan Times newspaper. Today, these programs play a key role not only in
education, but also in the innovative development of the countries, as well as in the increase of
human capital. The mass media have a significant impact on the formation of educational policy.
The content analysis explores how international educational programs are presented in Forbes
Kazakhstan and The Japan Times, analyzing their thematic focus, tone (positive, negative),
and impact on society. The analysis covers publications related to educational opportunities,
international cooperation and study abroad programs. The results of the study make it possible
to identify the image of international educational programs in Forbes Kazakhstan magazine
and, based on the comparison with the materials of The Japan Times, to offer recommendations
for improving educational policy and improving the image of these programs.