REFLECTION OF CULTURAL PECULIARITIES IN MEDIA DISCOURSE

Abstract

Nowadays, media discourse has become an important tool not only for the dissemination of information, but also for shaping public opinion and reflecting cultural peculiarities. The study of media discourse in various societies makes it possible to identify the dependence of information transmission and its perception on culture. The purpose of this study is to study the cultural characteristics of media discourse and compare the ways of information transmission by Kazakh, Western and Eastern media. The research examined the information style, rhetorical approaches, ideological features and the influence of the media on public consciousness. The scientific significance of the research lies in promoting a deep understanding of the role of media discourse in intercultural communication. Its practical significance lies in the fact that it underlies the development of strategies for adapting media content to different cultures. The research used methods of content analysis, discursive and comparative analysis. Three media sources were selected as the main research material: Tengrinews (Kazakhstan), BBC (West) and China Daily (East). The articles were analyzed in terms of narrative structure, argumentation methods, emotional tone, and stylistic features. As a result of the analysis, it was found that Kazakh media are aimed at strengthening national identity, Western media - at objectivity and neutrality, and Eastern media-at promoting state ideology and traditional values. The perception of information varies depending on the social norms, ideologies, and cultural codes of each society. The study proves the dependence of media discourse on cultural factors and promotes the development of intercultural communication. These results are important for research in the field of media linguistics, information policy and communication. The results obtained are used in the development of strategies for adapting international media content to different cultural audiences. In addition, it promotes the development of media literacy and improves critical information perception skills.