Scientific novelty of the research determined by its purpose and objectives and is as follows:
- a series of actions has been proposed, taking into account the factors defined in the study, is capable of composing a strategic technology of “soft power”;
- resources and strategies of “soft power” were identified, a comparative analysis of the institutions of the US, EU, Russia and China conducting “soft power” was carried out, the role of the main factors in increasing the “soft power” of these states was assessed;
- the key features of cultural-humanitarian component of “soft power” of Kazakhstan were identified, the importance of taking into account the regional perception of states to increase the effectiveness of “soft power” strategies was proved;
- for the first time in Kazakhstani science,was made an attempt to consider science and education as the main tools of Kazakhstan’s “soft power”;
- relevant recommendations are proposed in the field of conceptual approaches to the formation of the strategy of “soft power” of the Republic of Kazakhstan;
- the author proposed his own theory (concept) called “power of attractiveness” (“representative power” “branding power”), which can be applied in the foreign policy of Kazakhstan for recognition, increasing the role, significance and image of the country in the international arena before having an impact on other countries.
