Is EU democracy promotion aligned with local media perception in Central Asia? Findings from content analysis

In the 2019 European Union (EU) renewed Strategy for Central Asia, the promotion of democracy in the post-soviet republics of Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan and Uzbekistan is singled out as one of the key priorities. This article aims to examine whether there is an alignment between the EU self-perception on democracy promotion and its external perception in local media. The question is addressed through quantitative and qualitative content analysis of the EU key documents for Central Asia and local media outlets from 2019 to 2022, using the Nvivo software. The research findings indicate that both self- and external perceptions align in the context of the EU human rights promotion for Central Asia. Drawing upon these findings, this article argues that the EU democracy promotion endeavours are predominantly grasped in Central Asia within the sphere of human rights, while comprehension of other facets of the EU democracy promotion agenda remains intricate. Consequently, as the EU normative agenda faces ongoing scrutiny within Central Asia, it is advocated that the EU undertake a thorough reassessment of its approach in the region, aiming to foster deeper understanding and alignment with local perceptions.