Authorities in Turkmenistan have launched a new initiative aimed at promoting a positive image of the country on social media platforms abroad. The campaign, ordered by the presidential administration in late May, is designed to counter what officials call “foreign centers of ideological subversion”, a term reminiscent of Soviet-era rhetoric used to describe independent media and opposition groups. Scripted Positivity: Who Films What Under the directive, regional administrations have been tasked with producing video content that highlights the country’s “achievements.” Cultural and arts workers are now expected to travel to rural areas to film staged interviews with farmers, gardeners, cotton growers, and artisans. These interviews must portray high living standards, rising incomes, modern amenities, and open support for the country's leadership. Visual presentation is tightly controlled: if a villager’s home is deemed sufficiently presentable, new construction, clean yard, the interview may be conducted there. Otherwise, filming must take place in fields or gardens to ensure an appealing backdrop. Begenchmyrat Orazov, khyakim (local governor) of the Mary region, emphasized that all content must be shot on ordinary mobile phones and without the involvement of professional teams or extra payment. “You get paid,” he reportedly reminded cultural workers during a May 28 meeting with local officials, law enforcement, and agricultural representatives. Millionaires on Paper Participants are instructed to describe their “decent earnings” using the outdated currency system, speaking in millions of old manats, despite the redenomination in 2009 (1 new manat = 5,000 old manats). This approach is intended to suggest inflated incomes to an international audience less familiar with the country's currency history. Cultural workers are encouraged to enhance the content by incorporating traditional songs, musical performances, or recitations of poetry by former president Gurbanguly Berdimuhamedov or the revered Turkmen poet Makhtumkuli. A Question of Translation Similar meetings have been held across all regions, and filming is reportedly underway. Villagers are required to submit documentation of completed work to the leadership of their agricultural associations, which must then report daily to district heads (etraps). However, a critical gap remains unresolved: how the video content will reach international viewers. The issue of translation into foreign languages has yet to be addressed. Posting videos exclusively in Turkmen is unlikely to appeal to a global audience. Additionally, many Turkmen migrants, one of the campaign’s implicit targets, are well aware of the country’s internal challenges. Old Tools for a New Image This initiative appears to be a response to increasing criticism from independent Turkmen media and social media platforms, which frequently report on the country’s socio-economic problems and human rights violations. These platforms, widely followed in the diaspora, have become a growing concern for the authorities in Ashgabat. Rather than engaging with the criticism through reform or transparency, the government is opting for a top-down media campaign reminiscent of earlier propaganda models. The focus seems less on improving conditions and more on reshaping perceptions. Whether this strategy will resonate beyond the bureaucratic machinery of the state remains to be seen.
