Mythodesign in Modern Kazakh Realities

Abstract Kazakhstan is in a state of transformation. This is due, on the one hand, to the internal processes of generational change, the economic crisis, and demographic changes. But also, on the other hand, to the collapse of the global security system and the dysfunctionality of international organisations such as Amnesty International, Red Cross, OSCE , and UN. These challenges lead to the construction of a new system of meanings that will help unite Kazakh society. Mythodesign can be a technology for achieving this. In scientific publications, there are gaps in the analysis of how mythodesign is used in Kazakhstan. The article will analyse the state and prospects of mythodesign development in modern Kazakh reality. Mythodesign in the first thirty years of Kazakhstan’s independence included the following elements. Domestic policy: multiculturalism and dialogue in Kazakh society, especially the between the titular (Kazakh) and non-titular (Russian) nations. Foreign policy: a multi-vector policy that came about as a response to Kazakhstan’s geopolitical position. This manifests itself in Kazakhstan’s participation in the Eurasian Economic Union. The key political figure who constructed the national myth was N. Nazarbayev, whose political brand followed these key elements. This study can be used to develop new mythologemes for Kazakhstan.