KAZAKHSTAN'S MEDIA DISCOURSE IN THE LINGUO-COGNITIVE ASPECT

Abstract

The relevance of this article is driven by the realities of the modern information society, where media play a key role in the perception and evaluation of global events, including in Kazakhstan. The aim of the article is to explore how Kazakhstani media discourse shapes public opinion and sociocultural representations through linguistic and cognitive structures. It focuses on identifying key concepts (such as qogam and madeniyet) and analyzing the linguistic strategies used in mass communication.A linguistic-cognitive analysis of Kazakhstani media discourse allows for identifying structures that influence both creators and readers of texts and predicting the degree of its impact. Key concepts that define the information space of Kazakhstan, such as qogam (society) and madeniyet/kultura (culture), are considered as domains in the linguistic organization of the media space. The methodology of critical discourse analysis and cognitive linguistics is used to study texts of mass communication. Special attention is given to the method of "linguistic network semantics" developed by S.A. Zhabotinskaya, for structuring information about media concepts. The study shows how linguistic and cognitive structures shape the meaning and understanding of media texts, reflecting the interaction of language in Kazakhstani media discourse. The scientific significance of the article lies in the fact that it contributes to the study of the media discourse of Kazakhstan from a linguocognitive point of view. The article uses modern methodological tools, such as the semantics of linguistic networks (SLN), to analyze key concepts of the Kazakh media discourse, such as "kogam" (society) and "madeniyet" (culture). This contributes to a better understanding of how language is used in mass media to shape public opinion and create meanings. This analysis may be useful for philologists and journalists, media researchers and sociologists working with problems of media influence on public opinion and the formation of sociocultural ideas.