Media representation, image, brand of the country: essence and meaning

Abstract

The article describes origins of the concepts of representation, image, brand, and its area of use
in details. Although Russian scholars have argued that it is necessary to be able to distinguish these concepts
without using them interchangeably, it has become clear that, according to the nature of the study, they can
sometimes be used interchangeably. However, in the context of the representation / image of the state, it was
found that concepts of «image» and «representation are used together in scientific works that aim to study
situations in which a country attempts to form its positive image in the domestic and international space.
In addition, concepts of image / brand are often considered in tandem rather than in complex. For instance,
representation / image and image / brand. A» representation» is associated with an existing, self-reproducing
image, «image» is an existing but constructed image, and «brand» is used in the field of economics, tourism,
and marketing.
The main purpose of the article is to identify the roots of the concepts of obraz / image / brand of the state and
their meanings. This is because the correct use of the concept when writing a research paper will help clarify the
heart of the matter. In this regard, the study analyzed in detail the work of a number of Russian scientists who
took part in a deeper study of the use of these terms. In particular, E. Shestopal, I.V. Sidorskaya, A.A. Graver,
E. Galumov AP Pankrukhin, A. Ignatievs comprehensively revealed the concepts of the state image and brand.
The article presents a content analysis of news from BBC.com, one of the world’s largest news agencies.
During the analysis, special attention was paid to the materials written about Kazakhstan on the website
and their content. In addition, the article describes the impact of negative publications on the state image of
Kazakhstan