The current situation and prospects of the spread of Chinese culture in Central Asia

Abstract

This study is aimed at studying the current state and prospects of the spread of Chinese culture in Central Asian countries. Using an integrated approach, including content analysis of relevant publications, statistical analysis of cultural exchanges, and expert interviews (n=25), key factors and trends of China's cultural influence in the region were identified. It was found that the scale of the presence of Chinese culture in Central Asia increased 3.2 times over the period 2010-2023 (p<0.01). Three main areas of expansion have been identified: language (an increase in the number of students by 250%), education (an increase in the number of students in Chinese universities by 190%) and media consumption (an increase in the audience of Chinese media by 320%). At the same time, the uneven penetration of Chinese culture by country was found: the coefficient of variation was 35%. The theoretical value of the work is to identify the mechanisms and patterns of cultural influence in a particular region. The practical significance is related to the possibility of more effective regulation of cultural exchanges. It is advisable to focus further research on medium- and long-term forecasting of the dynamics of cultural processes.