Skip to main content

Introduction: Image, Influence and Legacy

  • Chapter
  • First Online:
Book cover Symbols and the Image of the State in Eurasia

Part of the book series: SpringerBriefs in Political Science ((BRIEFSPOLITICAL))

  • 242 Accesses

Abstract

This chapter argues that the relationship between politics and cultural symbols/‘images’, became particularly relevant for states that emerged in the wake of the disintegration of the Soviet Union in Central Asia. These were essentially states that had not seen the development of an independent movement prior to the implosion at the centre, and their emergence raised questions about the legitimacy of the state/nation not just from within the state but also from the global arena. How the ‘new’ states legitimized their existence as separate entities and redefined themselves in a new form, both internally and externally, therefore assumes importance. In the course of this redefinition competing images were articulated and new discourses were generated. Nation building and nationalist rhetoric, therefore, was intended as much for the international public as the domestic audience whether it was the projection of Kazakhstan as the ‘Heart of Eurasia’ or Kyrgyzstan as the ‘Island of Democracy’. Though not as well articulated the image that the Uzbek state presented was that of an ‘ancient state at the crossroads of civilization’. Here, the shaping of a ‘post-Soviet’ future, through the performative role played by the state in the arena of culture, historical memory, images and rhetoric, assumes significance. While most states actively promote an international ‘image’, in the Eurasian space the Uzbek and the Kazakh cases are interesting since they provide remarkable contrasts that are largely reflective of their heritage. This chapter focuses on a brief review of the history of the state in the Central Asian region since it points not only to the long history of statehood in the region, but also to the fact that the nature of the present state can only be understood in terms of an understanding of these pre-existing state forms.

The state in short will have to become the State.

Peter van Ham

The Rise of the Brand State

Foreign Affairs

www.foreignaffairs.com

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 39.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Notes

  1. 1.

    The literature on ‘image building’ covers a variety of state experiences. See for instance Kemming and Sandikci (2007), Wang (2003), Dinnie (2009), Marshall (2011), Fullerton et al. (2007), Griffin (2013).

  2. 2.

    See www.brandhorizons.com for information on nation branding.

  3. 3.

    For details of the organization of the Timurid state see Akhmedov (1996).

  4. 4.

    Pritsak (1980), cited in Golden (1992).

  5. 5.

    For instance, the diary of Alexander Burnes (1834).

  6. 6.

    See for instance Vámbéry’s description of Bukharan ishans in his Sketches (1868).

  7. 7.

    For administrative structure of Bukhara see Kislyakov (1962, pp. 42–62), Holdsworth (1959), Khanikoff (1845), D'Encausse (1966).

  8. 8.

    For a detailed discussion on social, economic and political aspects of the quarters see Sukhareva (1976, pp. 13–40).

  9. 9.

    Buirabufon, for instance, was a quarter where there were people from Khwarezm and Turkmens.

  10. 10.

    For the development of the Tsarist administrative structures see Istoria Uzbekskoi SSR, vol. 3; Sukhareva (1976), Pierce (1960), Allworth (1967), Khanikoff (1845), Boulger (1879), Kolarz (1952).

References

  • Akhmedov, B. (1996). Timur the great, his life, social and political activities. Tashkent: Abdullah Kadiri National Heritage Publishers.

    Google Scholar 

  • Allworth, E. (1967). Central Asia: A century of Russian rule. New York and London: Columbia University Press.

    Google Scholar 

  • Anholt, S. (2003). Brand new justice: The upside of global branding. Oxford: Butterworth Heinemann.

    Google Scholar 

  • Anholt, S. (2007). Competitive identity: The new brand management for nations, cities, regions. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan.

    Book  Google Scholar 

  • Anholt, S. (2010). Places, identity, image and reputation. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan.

    Google Scholar 

  • Aronczyk, M. (2013). Branding the nation: The global business of national identity. Oxford, New York: Oxford University Press.

    Book  Google Scholar 

  • Askarov, A. A. (1997). Nekotoriye Voprosi Istorii Stanovlyeniye Uzbekoi Gosudartsvo. Obshestvenni Nayuki v Uzbekistane, No. 3–4.

    Google Scholar 

  • Barthold, V. V. (1962). Four Studies on the History of Central Asia. Leiden: E.J. Brill.

    Google Scholar 

  • Becker, S. (1968). Russia’s protectorates in Central Asia, Bukhara and Khiva, 1865–1924. Cambridge, Mass.: Harvard University Press.

    Google Scholar 

  • Biran, M. (1997). Qaidu and the rise of the independent Mongol State in Central Asia. Surrey: Curzon Press.

    Google Scholar 

  • Boulger, D. C. (1879). England and Russia in Central Asia. 2 Vols. London: W.H. Allen & Co.

    Google Scholar 

  • Burnes, A. (1834). Travels into Bokhara. Being an account of a journey from India to Cabool, Tartary and Persia. 3 Vols. London: John Murray.

    Google Scholar 

  • Cummings, S. (2010). Inscapes, landscapes and greyscapes: The politics of signification in Central Asia. In Cummings (Ed.), Symbolism and power in Central Asia, the politics of the spectacular. London and New York: Rutledge.

    Google Scholar 

  • Dave, B. (2007). Kazakhstan: Ethnicity, language and power. London and New York: Routledge.

    Google Scholar 

  • D’Encausse, H. C. (1966). Islam and the Russian empire: Reform and revolution in Central Asia. London: I.B.Tauras.

    Google Scholar 

  • Dinnie, K. (2008). Nation branding, concepts, issues, practise. Oxford: Butterworth Heinemann.

    Google Scholar 

  • Dinnie, K. (2009). Japan’s Nation branding: Recent evolution and potential future paths. www.brandhorizons.com

  • Eitzen, H. (1998). Refiguring ethnicity through kazakh genealogies. Nationalities Papers, 26(3), 433–451.

    Article  Google Scholar 

  • Ergaliev, I. E. (1999). Problema prav cheloveka v traditsiyah kazakhskoi kulturi. Almaty: In Stanovleniye grazhdanskogo obshchestva v stran Tsentralnoi Azii.

    Google Scholar 

  • Evans-Pritchard, E. E. (1969). The Nuer: A description of the modes of livelihood and political institutions of a Nilotic people. New York: Oxford University Press.

    Google Scholar 

  • Fullerton, J. A. et al. (2007). Attitudes towards American Brands and Brand America. Place Branding and Public Diplomacy, 3.

    Google Scholar 

  • Golden, P. B. (1992). An introduction to the history of the turkic peoples: Ethnogenesis and state formation in medieval and early modern Eurasia and the middle East. Wiesbaden: Otto Harrassowitz.

    Google Scholar 

  • Griffin, H. (2013, April 29). Public diplomacy, nation branding and the State of Brand Israel. Thesis presented to the faculty of communication in partial fulfilment of the requirements for the degree of master of arts in public communication. https://www.american.edu/socialcommunication/…/HannahGriffin.pdf

  • Ham, P. van. (2001, September/October). The rise of the Brand State: The postmodern politics of image and reputation. Foreign Affairs, 80(5).

    Google Scholar 

  • Ham, P. van. (2002). Branding territory: Inside the wonderful worlds of PR and IR theory. Millennium Journal of International Studies, 31(2).

    Google Scholar 

  • Ham, P. van. (2003). War, lies, and videotape: Public diplomacy and the USA’s war on terrorism. Security Dialogue, 34(4), 427–444.

    Google Scholar 

  • Holdsworth, M. (1959). Turkestan in the nineteenth century: A brief history of the khanates of bukhara, kokand and khiva. Oxford: Central Asian Research Centre, in association with St. Antony’s College, Oxford, Soviet Affairs Study Group.

    Google Scholar 

  • Iskandarov, V. I. (1960). Bostochnaya Bukhara i Pamir v Pereod Prisoedineniya Srednei Azii k Rossi. Dushanbe: Tadjikskoe Gosudartsvo.

    Google Scholar 

  • Istoria Uzbekskoi SSR (The History of Uzbek SSR). (1965–1968). vol. 4 Tashkent: Fan.

    Google Scholar 

  • Kemming, J. D., Sandikci, O. (2007). Turkey’s EU accession as a question of nation brand image. Place Branding and Public Diplomacy, 3(1).

    Google Scholar 

  • Khanikoff, N. Y. (1845). Bokhara, its Amir and His People (trans. Baron Clement A. de Bode). London: J. Madden.

    Google Scholar 

  • Khazanov, A. (1983). Nomads and the outside world (trans: Crookenden, Julia). Cambridge: Cambridge University Press.

    Google Scholar 

  • Kilich, N. (1997). Change in political culture: The rise in Sheybani Khan. In M. Szuppe (Ed.), L’Heritage Timouride Iran, Asie-central-Inde, XV-XVIII Siecles. Edisud: Tashkent-Aix-en-Province.

    Google Scholar 

  • Kislyakov, N. A. (1962). Patriarkhalna Feudalniye Otnosheniya Sredi Osedlovo Khanstva V Konste XIX Nachale XX Beka. Moscow: Akademia Nayuk SSR.

    Google Scholar 

  • Kolarz, W. (1952). Russia and her Colonies. New York: Praeger.

    Google Scholar 

  • Komatsu, H. (1989). The evolution of group identity among Bukharan intellectuals in 1911–1928, an overview (p. 47). Tokyo: Memoirs of the Research Department of the Tokyo Bunko.

    Google Scholar 

  • Marshall, S. (2011). Polishing the Police State: PR Campaigns and Authoritarian Image Building in the Middle East. APSA 2011 Annual Meeting Paper. www.papers.ssrn.com/sol3/papers.cfm.abstract_id=1901988.

  • Olcott, M. B. (1995). The Kazakhs (2nd ed.). Stanford University: Hoover Institution Press.

    Google Scholar 

  • Olimova, S. K., &Olimov, M. A. (1995). Nezavisimi Tajikistan—trydni puch peremen. Vostok, No. 1.

    Google Scholar 

  • Olins, W. (2002). Branding the Nation—the historical context. The Journal of Brand Management, 9. www.wallycollins.com

  • Pierce, R. A. (1960). Russian Central Asia 1867–1917. Berkley and Los Angeles: University of California Press.

    Google Scholar 

  • Potter, E. H. (2009). Branding Canada: Projecting Canada’s soft power through public diplomacy. Montreal/Kingston: McGill-Queen’s University Press.

    Google Scholar 

  • Pritsak, O. (1980). The origin of rus. Cambridge, Mass: Harvard University Press.

    Google Scholar 

  • Sengupta, A. (2000). Imperatives of national territorial delimitation and the fate of Bukhara, 1917–1924. Central Asian Survey, 19(3–4).

    Google Scholar 

  • Sukhareva, O. A. (1976). Kvartalnaya Obshena Pozdne Feudalnovo Gorada Bukhara. Moscow: Akademia Nayuk SSR.

    Google Scholar 

  • Vámbéry, A. (1868). Sketches of Central Asia. London: H. Allen and Company.

    Google Scholar 

  • Velden, D. van der, Kruk, V., & Zifroni, G. (2008). Brand States: Postmodern power, democratic pluralism and design. www.e-flux.com/journal/brand-states-postmodern-power-democratic-pluralism-and-design

  • Wang, H. (2003, March). National image building and chinese foreign policy. China: An International Journal, 1(1).

    Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Anita Sengupta .

Rights and permissions

Reprints and permissions

Copyright information

© 2017 Maulana Abul Kalam Azad Institute of Asian Studies, Kolkata, India

About this chapter

Cite this chapter

Sengupta, A. (2017). Introduction: Image, Influence and Legacy. In: Symbols and the Image of the State in Eurasia. SpringerBriefs in Political Science. Springer, Singapore. https://doi.org/10.1007/978-981-10-2392-7_1

Download citation

  • DOI: https://doi.org/10.1007/978-981-10-2392-7_1

  • Published:

  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-10-2391-0

  • Online ISBN: 978-981-10-2392-7

  • eBook Packages: Social SciencesSocial Sciences (R0)

Publish with us

Policies and ethics