THE CONCEPT OF "FAIR KAZAKHSTAN" AND ITS REFLECTION IN THE RHETORIC OF SENIOR CIVIL SERVANTS (BASED ON CONTENT ANALYSIS)

Paper based on evaluation the representation concept of «Fair Kazakhstan» in speeches the public servants of high level. Such analysis is interesting as part of communication component by construction the ideological landscape of Kazakhstan. The attractiveness the idea of building a «Fair Kazakhstan» based on fact that we are talking about a process, its implementation does not have a hard deadline. Risk is following, public servants as bearers this idea should to offer new initiatives for society that bringing us closer to the «ideal» future. The research methods are case studies and content analysis, that evaluating frequency and context of use the concept in official speeches. The results show the dynamics of changes from 2019 to 2024, which indicates political and social transformations in Kazakhstan. The findings of the article highlight the role of civil servants in promoting and implementing the concept of a «Fair Kazakhstan», and also indicate the need for further research in the field of political science and sociology for a deeper understanding of this phenomenon.