American Journal Of Philological Sciences
173
https://theusajournals.com/index.php/ajps
VOLUME
Vol.05 Issue 03 2025
PAGE NO.
173-175
10.37547/ajps/Volume05Issue03-44
The specific features and directions of regional image-
building
Qahhorova Ogiloy Norchayevna
Lecturer at the Department of Public Relations named at UzJMKU named after Toghon and Qudrat Ernazarov, Uzbekistan
Received:
28 January 2025;
Accepted:
28 February 2025;
Published:
31 March 2025
Abstract
:
This article examines the peculiarities of regional image formation and its establishment on a global
scale. Special attention is paid to the penetration of the image-making sphere into the media space of Uzbekistan
and the specifics of this direction. The image at the regional level, in particular, the unique conditions and climate
of the Khorezm region, is also highlighted.
Keywords:
Image, PR, regional image, media space, politics, state image.
Introduction:
Countries around the world are
constantly striving to improve and maintain a positive
image. Looking at today’s political landscape, it’s clear
that developed nations have already created and
established their images. Creating an image is not a
process that can be resolved in a day or even a year. It
is a collection of experiences accumulated over the
years.
If we look at the history of Uzbekistan, it is not a state
that suddenly emerged in 1991. It is a land where
historical processes unfolded, great figures fought
battles, and minds of wisdom and knowledge were
nurtured. In 1991, we simply regained our
independence and became one of the nations
continuing on their own path.
Having achieved independence through many
sacrifices, we started anew, working on ourselves from
scratch. Today, in its 34-year history, this country is
steadily documenting its image on the pages of history.
Nowadays, the world recognizes Uzbeks not only as a
Turkic nation but also under the name “Uzbekistan”
anew. People who originate from our country are now
recognized and acknowledged around the globe. Our
land gave birth to historical figures like Amir Temur,
Abu Ali ibn Sina, Mirzo Ulugbek
—
who studied the stars
and built ladders to them
—
and Zahiriddin Muhammad
Babur, who, despite his young age, ruled at 12. Today,
Uzbekistan’s image continues to amaze the world
thanks to the efforts of such individuals.
So, when did the concept of “image” appear? When did
countries begin to work on their images?
METHODOLOGY
Image creation is the process of forming a positive
perception and building and managing the image of a
person, company, or brand in order to achieve specific
goals. This process includes developing external
appearance, behavior, communication, and self-
presentation that aligns with the chosen role, position,
or target audience.
An image is also the path determined by a state. As V.
M. Shepel rightly noted, “A successful image is a long
-
term investment in achieving professional and personal
success.” Every state invests in its image, and it can
serve them for a long time.
Forming an image is the very process of working on
image creation, which is essentially the skill of
“presenting” the image that the audience demands.
Psychologists Ye. Bogdanov and V. Zazikin, in their book
The Psychological Foundations of Public Relations,
outline several image-building technologies used in
politics:
⎯
Forming an image based on the “ideal
image” of a candidate;
⎯
Scenario-based approaches or creating a
“sequence of events”;
American Journal Of Philological Sciences
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American Journal Of Philological Sciences (ISSN
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2771-2273)
⎯
Use of verbal and linguistic methods;
⎯
Use of political mythology techniques,
and others.
⎯
Several principles of image formation
can be highlighted:
⎯
The principle of self-discipline and self-
improvement (enhancing one’s own image);
⎯
Harmonization of visual representation;
⎯
Communicative
and
speech-based
influence;
⎯
Self-
management (optimizing one’s
lifestyle, work habits, and adapting to environmental
conditions).
Uzbekistan has been able to recreate its previously
established
image
through
hard
work
and
achievements. The technology of image creation is
well-developed in our country. Leaders consistently
maintain an ideal image. Leaders like Islam Karimov and
Shavkat Mirziyoyev are among those who hold a
significant place and image in politics. Their courage
and humanity have always been praised. Even one such
example as Shavkat Mirziyoyev’s implementation of
the “Mehr Operation” has significantly enhanced the
leader’s image.
Image-making is a professional activity that involves
creating an image with specific characteristics, as well
as modifying an existing image to achieve certain goals
and objectives. I believe that every element plays an
important role in the creation of an image. For
example, although the Central Asian countries may not
have distinct symbols, the lifestyles and customs of
each nation differ from one another.
From a historical point of view, even today,
Turkmenistan is perceived by the world community as
a "closed" country, yet it is known as a nation that loves
and values animals. According to *Kun.uz*,
Turkmenistan is famous worldwide for its Akhal-Teke
horses. Scientists say that this breed has a history
dating back 5,000 years. There are more than 3,000
Akhal-Teke horses in Turkmenistan, and they stand out
for their pedigree, beauty, and elegance. These horses
have become a symbol of national pride in
Turkmenistan, are placed at the center of the national
emblem, and have been presented as prestigious gifts
to leaders of various foreign countries. For
Turkmenistan, these horses undoubtedly serve as a
"business card."
Uzbekistan, on the other hand, is working to build its
image through various fields. In our homeland, the
fields of tourism, sports, and culture are currently
contributing significantly to the formation of the
country's image. Uzbekistan is becoming increasingly
well-known around the world for its famous "Alp
Arslons" (brave athletes), its national dances and songs,
as well as its tourism destinations. In recent years, one
of the areas that has most contributed to raising
Uzbekistan’s image is sports. Thanks
to sports like
boxing, football, judo, and taekwondo, we have gained
international recognition. This demonstrates that both
historical perspectives and the active involvement of
the younger generation in various fields are important
in image-making.
It is well known that the images of both the country and
its leaders play a significant role in shaping the image
of
regions.
The
reforms
and
management
transformations that have taken place in Uzbekistan in
recent years have created opportunities for us to
present ourselves to the world more actively.
It is also commonly known that Chapter 16 of the
Constitution of the Republic of Uzbekistan is dedicated
to the administrative-territorial structure of the
Republic. According to the Constitution, “The Republic
of Uzbekistan consists of regions, districts, cities,
towns, villages, and settlements, as well as the Republic
of Karakalpakstan” (Article 68). The current
administrative-territorial division of the Republic
reflects the state of the country’s productive for
ces,
their distribution, the development of transportation
and communication systems, and the organizational
structure of local governance. The region represents
the highest and largest administrative unit in
Uzbekistan's system. The other territorial units
—
districts, cities, towns, villages, and settlements
—
are
internal subdivisions of the regions. Uzbekistan is
divided into 14 territorial-administrative units. Each
region has its own administrative center. The image of
each region is partially formed and is distinguished by
its customs, traditional clothing, and dances.
If we take Khorezm as an example, it is one of the most
ancient and truly unique regions of Uzbekistan. The
earliest records of Khorezm are found in the
Zoroastrian texts known as the “Avesta.” For this
reason, this region is considered one of the cradles of
human civilization. Renowned historical figures such as
Beruni, Al-Khwarizmi, Zamakhshari, and Ogahi lived
and worked here. The first scientific academy in Central
Asia, known as the “Ma’mun Academy,” was
established in this region. Due to its many ancient
monuments, Khorezm is also known as the “land of a
thousand fortresses.” With ancient towns, palaces,
mosques, and minarets that have stood for thousands
American Journal Of Philological Sciences
175
https://theusajournals.com/index.php/ajps
American Journal Of Philological Sciences (ISSN
–
2771-2273)
of years, every stone in this land has a history to tell.
The heart of the region is Khiva, an open-air museum
with a 2,700-
year history. Khiva’s historical center,
featuring the famous Ichan-Qala and Dishan-Qala
fortresses, is included in the UNESCO World Heritage
list. Notable landmarks such as the Kalta Minor
Minaret, the Juma Mosque with its 218 carved wooden
columns, the iconic 56-meter Islam Khoja Minaret, the
Tosh Hovli Palace, the Kukhna Ark Fortress, the
Mausoleum of Pahlavon Mahmud, the Nurullabay
Palace, and the Muhammad Amin Khan Madrasa are
considered the jewels of Khiva.
RESULTS
Khorezm is not only renowned in the fields of science
but also in tourism and traditional dance. Its unique
customs and food tourism are also developing rapidly.
Among the regions of Uzbekistan, Khorezm stands out
for its historical architecture and cultural practices. It
can be said that the flow of tourists to this region is
higher than to others. For instance, the Cabinet of
Ministers of the Republic of Uzbekistan adopted a
resolution titled “On Additional Measures for the
Comprehensive Development of the Tourism Potential
of Khorezm Region for 2022
–2026.”
According to the resolution, tourism has been
identified as the key driver sector for creating new jobs
in the Khorezm region. Over the next five years,
measures will be taken to increase tourism services in
the region by at least five times. This includes
fundamentally improving the infrastructure of tourism
facilities, establishing new family guest houses and
“tourism streets,” as well as introducing both domestic
and international tourists to the region’s ri
ch tangible
and intangible cultural heritage.
To develop the infrastructure of tourist sites, steps will
be taken to provide them with roads, drinking water,
natural gas, and electricity. In addition, new tourist
routes and products will be introduced in the region,
advanced international practices in tourism will be
applied, and promising neighborhoods will be
identified for development. The cities of Urgench and
Khiva are being promoted as leading tourist
destinations.
In particular, “tourism streets” wil
l be created on
Pahlavon Mahmud Street in Urgench and in the “Alley”
square area in Khiva. These streets will feature food
shops aimed at serving tourists, shopping tourism
facilities, stalls selling handicrafts, and additional
amenities such as foreign currency exchange points,
two tourism information centers, and sanitary-hygiene
facilities.
The establishment of such tourist zones is expected to
significantly increase the inflow of tourists from around
the world. With these tourism development
opportunities, Uzbekistan is certain to attract global
travelers.
DISCUSSION
The experience of image-building in Uzbek regions can
serve as a successful model for other areas as well.
Developing a clear concept for each region individually
is of great importance. In Khorezm, strong tourism
projects have been initiated. Tourist demand for
historical sites and food tourism in the region remains
consistently high.
CONCLUSION
Although Uzbekistan is located in a geographically
complex environment compared to other Central Asian
countries, it has firmly established itself as one of the
region’s most stable and determined states. Step by
step, the country is working to strengthen the image of
its regions based on available resources. There are
many rural areas rich in tourism potential even in
remote regions. If these areas are provided with
electricity, natural gas, and other essential services,
they too can develop into major tourist centers.
REFERENCES
Овчинникова.
A.M,
Н.В.
Шульга
Oсновы
имиджелогии: конспект лекций для студентов по
курсу 2019.55 ст
O‘zbekiston Respublikasi Konstitutsiyasi
Kun.uz sayti
Uzbekistan travel internet nashri
O‘zbekiston Respublikasi Vazirlar Mahkamasining
qarori, 28.09.2022 yildagi 546-son
