Representation of Kazakh Party Traditions in Mass Media and Digital Media

Abstract

This article examines the representation of Kazakh toy traditions in mass media and digital media from the perspective of journalism and media studies. The purpose of the study is to identify how Kazakh toy traditions are presented in the press, news agencies, online media and social networks, and to reveal the dominant meaning structures of this representation in public discourse.

The theoretical framework is based on agenda-setting, framing, mediatization and representation theories. The empirical material includes publications from Egemen Qazaqstan, Kazinform, Abai.kz, Aqshamnews.kz, Adilet, Kazakh gazetteri, Karmakshy tany, and educational content from the Instagram page @qalamtarih. Using qualitative content analysis and frame analysis, the study identifies several key frames: national heritage, educational interpretation, social criticism, economic/commercial framing and national identity.

The findings demonstrate that Kazakh toy traditions in contemporary media are not only an ethnographic object but also a communicative phenomenon that reproduces national cultural codes, shapes public opinion and acquires new meanings in the digital environment. The practical significance of the study lies in the possibility of using the findings in developing media content related to national culture, conducting frame-based analysis of journalistic materials, and presenting Kazakh traditions on digital platforms in an educational and contemporary format.