Abstract
Despite the ongoing geopolitical changes in the modern world, the policy of using “soft power” remains the focus of attention of researchers. The article analyzes the role of Russian “soft power” in Kazakhstan. The author focuses on the cultural and economic aspects of the problem. The key criterion for the success of “soft power” is its attractiveness. Based on this quality, the author analyzes such “soft power” resources as education, the spread of the Russian language, touches on historical memory and emphasizes the importance of economic resources. The article also examines the interest in the region, in particular in Kazakhstan, from foreign countries that are increasing their stay here using the mechanisms of “soft power”.
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