SOFT POWER OF RUSSIA AND TURKEY IN THE SAKHA REPUBLIC: COMPARATIVE FINDINGS FOR KAZAKHSTAN

Abstract

The article provides a comparative analysis of the soft power strategies of Russia and Turkey with regard to the Sakha (Yakutia) Republic. The research focuses on cultural and social network practices, institutional mechanisms, and symbolic narratives that shape the identity of the Sakha people in the context of geopolitical competition. While Russia seeks to to integrate peripheral peoples within the framework of a "multi-ethnic state," Turkey is advancing the concept of Turkic civilization cooperation through educational initiatives under the auspices of TURKSOY and TİKA (the Turkish Cooperation and Coordination Agency). Particular attention is paid to social media, where alternative images of identity are formed and grassroots practices of public diplomacy are developed. The comparative analysis shows that the Sakha Republic is becoming a competitive arena for integrationist and pan-Turkic discourses, while local communities act as active agents of cultural self-assertion. The article also provides a review of Kazakhstani studies on soft power and cultural diplomacy, which makes it possible to draw comparative conclusions for Kazakhstan. Cultural diplomacy based on supporting local communities, encouraging social media initiatives, and preserving linguistic diversity has led to the need for developing an independent diplomatic strategy. The findings broaden the understanding of post-imperial soft power dynamics and provide an analytical foundation for the development of Kazakhstan’s cultural policy in the context of intensifying identity competition in Eurasia.

e article provides a comparative analysis of the soft power strategies of Russia and Turkey with regard to the Sakha (Yakutia) Republic. The research focuses on cultural and social network practices, institutional mechanisms, and symbolic narratives that shape the identity of the Sakha people in the context of geopolitical competition. While Russia seeks to to integrate peripheral peoples within the framework of a "multi-ethnic state," Turkey is advancing the concept of Turkic civilization cooperation through educational initiatives under the auspices of TURKSOY and TİKA (the Turkish Cooperation and Coordination Agency). Particular attention is paid to social media, where alternative images of identity are formed and grassroots practices of public diplomacy are developed. The comparative analysis shows that the Sakha Republic is becoming a competitive arena for integrationist and pan-Turkic discourses, while local communities act as active agents of cultural self-assertion. The article also provides a review of Kazakhstani studies on soft power and cultural diplomacy, which makes it possible to draw comparative conclusions for Kazakhstan. Cultural diplomacy based on supporting local communities, encouraging social media initiatives, and preserving linguistic diversity has led to the need for developing an independent diplomatic strategy. The findings broaden the understanding of post-imperial soft power dynamics and provide an analytical foundation for the development of Kazakhstan’s cultural policy in the context of intensifying identity competition in Eurasia.