Аннотация
This article aims to analyse and discuss the main image media topics in the media of the Republic of Kazakhstan since such materials largely determine the media landscape of Kazakhstan and are positioning the country in the international information space. The analytical-synthetic method is the methodological basis for the research. Additional methods were also used: comparative and inductive-deductive methods, synthesis, generalization, interpretation, analysis of scientific literature, journalistic and scientific articles, as well as content analysis and elements of meta-analysis. The author focuses on the fact that image media topics should be distinguished from media topics aimed at the formation of national identity. At the same time, it is emphasized that under certain conditions, almost any media topic can become an image and affects the country’s image in both positive and negative aspects. These issues are considered in the context of the strengthening of globalization processes.