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Home > Open Access Journals > JSS > Vol. 19 > No. 2 (2026)

 

Author Biography

Bekzat Baktybekova is a Professor in the Department of Oriental Studies, Kazakh Ablai Khan University of International Relations and World Languages, Almaty, Kazakhstan. Her research interests include international politics, foreign policy, digital diplomacy, and national branding.

Elmira Kagazbaeva is the Dean of the Faculty of Oriental Studies and Professor at Kazakh Ablai Khan University of International Relations and World Languages, Almaty, Kazakhstan. She is a leading expert at the International Centre of Geopolitical Projection “East-West” and a member of the Association of Political Studies of Astana. Her research interests include international politics, foreign policy of Eastern countries, and information security.

Botagoz Ali works as an Associate Professor at the Department of Oriental Studies, Kazakh Ablai Khan University of International Relations and World Languages, Almaty, Kazakhstan. Her research interests include political and social policies of Eastern countries.

DOI

https://doi.org/10.5038/1944-0472.19.2.2556

Subject Area Keywords

Central Asia, Conflict studies, Cybersecurity, Development and security, Diplomacy, Foreign policy, International relations, International security, Russia, Security policy, Social media

Abstract

In the context of growing competition in the information space, digital diplomacy is gaining key importance for the strategic security of states. This study analyzes how Russia and Kazakhstan use the YouTube platform to promote their foreign policy narratives, shape the image of the state, and strengthen digital sovereignty. Based on a qualitative analysis of 60 videos (30 for each country) published by official government channels between 2020 and 2024, differences in strategies, visual codes, tonality, and patterns of interaction with the audience were identified. The Russian approach is characterized by an aggressive narrative, antagonism to Western structures, and a high degree of ideologization. Kazakhstan, on the contrary, relies on the pragmatic promotion of the image of a stable, open, and modernizing state. The article documents that digital diplomacy in the context of platform algorithms is becoming an element of both foreign policy projection and ensuring internal stability. The conclusions emphasize that digital content management and citizen participation in international dialogues are becoming new challenges and opportunities in ensuring the strategic security of states.

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