Pragmatic and Functional Characteristics of Anglicisms in Kazakh-Language Media Texts (A Comparative Analysis of Media Materials)

Abstract

This article examines the use of anglicisms in Kazakh-language media texts
as the object of research, while their pragmatic and functional characteristics are analyzed
as the subject of the study based on materials from print and digital media. The aim of the
study is to identify the semantic, pragmatic, and normative characteristics of anglicisms used
in the Kazakh-language media discourse, as well as to determine their functional role and level of activity in the print and online media environment through a comparative analysis.
The main stages of the research included the selection of materials from mass media sources
(print and online publications), determining the frequency of anglicism usage, analyzing their
thematic distribution, and examining their functional role within the structure of media texts.
The study also considered the graphic forms of anglicism representation, the features of their
morphological adaptation, and their correlation with Kazakh-language equivalents. Particular
attention was paid to identifying the influence potential of anglicisms in media discourse,
especially their role in enhancing expressiveness and adding additional semantic nuances
to media texts. The research objectives were implemented through the methods of content
analysis, semantic analysis, pragmatic analysis, and normative analysis. The comparative
analysis revealed differences in the intensity of anglicism usage and their functional load
between print media and digital media. It was demonstrated that in digital media, anglicisms
predominantly perform expressive, image-building, and modernity-marking functions. The
scientific significance of the study lies in the comprehensive description of the pragmatic and
functional nature of anglicisms in Kazakh-language media texts, as well as in determining their
place within the language system, their normative status, and the specific features of their
usage depending on the type of media. The practical significance of the study is related to the
possibility of applying the obtained results in the editing of journalistic texts, the improvement
of language policy, and the enhancement of media content quality. The article systematizes the
terminological status of anglicisms, the level of their linguistic adaptation, and their discursive
functions, and presents conclusions regarding their influence on the development trends of the
Kazakh-language information space (print and digital media).