This article is devoted to the analysis of the “Rukhani Zhangyru” program as a cultural construct and the specific features of its symbolic policy within the system of education and upbringing in Kazakhstan. Amid increasing visualization and mediatization of public life, symbolic policy is becoming a key instrument for shaping national identity. The "Rukhani Zhangyru" program, initiated in Kazakhstan in 2017, stands as one of the most ambitious cultural projects in the post-Soviet space. However, the effectiveness of its symbolic component raises concerns in terms of interiorization, emotional engagement, and sustainable associative density. The aim of this study is to identify the structure, types, and degree of perception of the symbolic elements of the "Rukhani Zhangyru" program within the context of cultural policy.

The methodological framework is based on socio-semiotic analysis, narratology, and qualitative sociology. The empirical base includes a survey of 575 respondents, focus groups, and semi-structured interviews with representatives of five target audiences. The results revealed a high level of recognition of visual symbols, yet low cognitive interiorization and weak affective involvement, particularly among youth and residents of non-urban areas. The findings confirm the limitations of an administratively transmissive model of symbolic politics and emphasize the need for a dialogical, interactive, and co-creative format for engaging with symbols. The article proposes criteria for assessing symbolic effectiveness and offers recommendations on cultural localization, digital representation, and the involvement of target groups in meaning-making processes. This research contributes to current academic debates on visual culture, symbolic interaction, and identification practices under post-Soviet transformation. The obtained results reveal the specific features of the functioning of the program’s symbols in educational and upbringing contexts.