Abstract
This article explores the media environment in Turkmenistan from a comparative perspective, analyzing periods when this Central Asian nation was ruled by President Saparmurat Niyazov and his successor Gurbanguly Berdimuhamedov. It examines critical trends of the media system's development since the early 1990s and onward based on the political culture established under the ruling of these two state leaders.
The paper argues that media plays a primary role in building a cult of personality of Saparmurat Niyazov, which was further implemented and developed by the administration of Gurbanguly Berdimuhamedov. A case study of the Turkmen TV channels, in particular, is focused on styles of presenting materials, the language and propaganda techniques (clichés, slogans, labels), used to promote the cult of personality.
The article analyzes the behaviors of the constructors and supporters of the cult of personality using the concept of the political culture in authoritarianism. Thus, the paper outlines that with some moderate dynamics in the media system, President Gurbanguly Berdimuhamedov continues to strictly control media - the policies established by his predecessor, who used methods of total control and censorship of all media outlets in the country.