TRENDS IN THE DEVELOPMENT OF MODERN MEDIA SPEECH AND THEIR REFLECTION IN KAZAKHSTANI ONLINE PUBLICATIONS

Abstract

The article investigates characteristic features of the media language as a modern kind of journalistic style. The paper reveals the controversial nature of the concept of "media speech", its polycode and diversification orientation. One of the main characteristic features of the media language is its hypertextuality. Modern Kazakh media is permeated with hypertext relations, in this regard, the article attempts to identify the characteristic features of the structuring of hyperlinks of Kazakhstani Internet publications on the example of websites Tengrinews.kz, informBURO, Kazinform, Azattyg Ruhy, Newtimes.kz. As a result of the research, it was found that every online media uses hyperlinks in accordance with the general style concept of the publication. For example, category links, in addition to structuring content, reflect the policy of the publication. Text hyperlinks, which represent the global Internet space, are used most often in online publications. In addition, it was revealed that out-of-text links are navigators of information flows on news sites. 

The author comes to the conclusion that each analyzed Kazakh online publication is aimed at involving and retaining the reader within its infofield, where hyperlinks play an important role. In addition, hyperlinks perform a text-forming and stylistic function in the media language, although each online media uses them in different proportions, based on the general concept and policy of the publication.

In modern conditions of media transformation, the results of scientific observations can be useful in studying the functioning of news texts in the media environment.