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Global Astana: nation branding as a legitimization tool for authoritarian regimes

This paper examines how, in post-Soviet Kazakhstan, both channels of elite and banal nationalism (such as sports and higher education) serve as instruments to promote the country. Through these channels, Kazakhstan is portrayed as an open, dynamic and successful country, an image which is in serious disjuncture with the authoritarian nature of the regime. Taking advantage of massive oil revenues, the government organized a significant OSCE general conference in 2010, while chairing the institution. In addition, it created the Astana professional cycling team, which rapidly became a world leader in the sport. Last but not least, Nazarbayev University, attracting prominent Western scholars, is now designed to make the country compete in the international arena of academic rankings. Domestic and international performances are thus treated as instruments to promote the legitimacy of the state at national and global levels. But this would not be possible without the help of individual actors who actively participate in this process. A close investigation shows that their social capital is based on global connections in various spheres (sports, finance and academia). This paper draws on evidence gathered through qualitative methods of enquiry (participant observation and semi-structured interviews). Finally, Astana is treated as a Latourian actor-network that has its own life and agency, thanks to the global association of various human actors and material objects.