Abstract
This article analyzes the visual strategies of the National Museum of the Republic
of Kazakhstan as mechanisms for constructing national identity. In the context of digital cultural
transformation, the museum is considered not only as a repository of heritage, but also as a
space where historical narratives are visually structured and symbolically mediated. The study
aims to identify and systematize the museum’s visual strategies and to examine their role in
representing statehood, historical continuity, and cultural belonging.
The theoretical framework draws on the concepts of sites of memory, imagined communities,
and the exhibitionary complex. Visual, semiotic, and narrative analysis, together with elements
of visual anthropology, made it possible to reveal how spatial organization, symbolic codes,
and exhibition scenarios transform historical material into stable images of collective identity.
The findings reveal architectural-spatial framing, visual sacralization of antiquity, ethnocultural
representation, visualization of statehood, representation of collective memory, and digital
mediation of heritage.
The study demonstrates that museum visual practices function as instruments of memory
politics and contribute to the stabilization of national identity. The results may be useful for
museum studies, visual anthropology, cultural policy, archaeology, and ethnology.
01 Introduction
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