Bulletin of L.N. Gumilyov Eurasian National University. JOURNALISM Series

The effectiveness of Chinese films in international communication in the context of the Belt and Road Initiative

Y. Yang — 2025-09-30

The relevance of this study lies in the growing importance of cultural exchange and soft power projection through film, especially within the framework of the Belt and Road Initiative (BRI). This article aims to explore the international dissemination of Chinese cinema, focusing on how cultural narratives are adapted and received in global markets. The study is significant in demonstrating the strategies used by Chinese filmmakers and government bodies to enhance cultural visibility and influence abroad, using “The Wandering Earth” and “Ne Zha” as key examples. The theoretical contribution of the research is the integration of cultural globalization theories with soft power and transnational cinema studies, offering a comprehensive framework for understanding film as a tool of international communication. Practically, the article offers insights for policymakers, filmmakers, and distributors seeking to improve the global reach of non-Western media content. Methodologically, the study employs comparative case analysis, discourse analysis, and secondary data from industry reports and audience reception studies. The findings suggest that while Chinese films have made notable progress in global visibility, challenges remain in localization, narrative accessibility, and audience engagement across diverse cultural contexts. The study’s broader significance lies in its potential to inform future strategies for internationalizing national cinema industries, particularly in emerging markets.

Gender stereotypes in US media narratives: a thematic review

A.K. Ayapbergenova — 2025-09-30

In the context of global challenges and the pursuit of sustainable, equitable societies, the media play a vital role in shaping perceptions and promoting awareness. Gender Equality, as one of the UN Sustainable Development Goals (SDG 5), is central to advancing social sustainability. While studies suggest that women are often more aware of sustainability issues than men, gaps remain in understanding why women’s full potential in addressing these challenges is underutilized. This study examines how mass media globally portrays gender in the context of sustainability by analyzing representations of men, women, femininity, and masculinity. Drawing on previous research by Mendes and Carter (2008), which highlighted gender disparities and media stereotyping, this article updates the discussion with data from the last five years. The research employs qualitative content analysis to assess media narratives across diverse regions. Findings reveal a persistent portrayal of women in traditional roles - education, nursing, social work - while underrepresenting them in leadership roles in business, entrepreneurship, and politics. This imbalance contributes to undermining women’s perceived legitimacy and perpetuating inequality. The study underscores the media’s role in either reinforcing or challenging gender norms and stresses its practical importance in advancing SDG 5 and broader sustainability objectives.

Forecasting the prospects for the use of the Kazakh language by young people in the new media environment

U.M. Yessenbekova — 2025-09-30

This article presents the results of a sociological study focused on the prospects of using the Kazakh language in the new media environment. The main goal of the research was to identify how actively young people aged 14 to 35 use the Kazakh language in everyday and digital communication, to determine their future language preferences, and to understand their civic attitude toward the native language. A survey of 1000 respondents was conducted as part of the study. The methodology included questionnaire-based surveys, quantitative-statistical analysis, and content analysis of Kazakh-language accounts. The findings show that the majority of young people consider the preservation and development of the Kazakh language to be important. However, in the digital space, Kazakh sometimes struggles to compete with foreign languages. The study revealed the interconnection between language choice, intergenerational continuity, cultural identity, and digital literacy. The results confirm that youth are motivated to promote the Kazakh language, especially when supported by appropriate infrastructure and relevant content. This research contributes valuable insights to language policy, education, and media development strategies.

Ways to develop media in the digital age

А.К. Umbetova — 2025-09-30

Thіs cеntury is a globalized century of new technologies and national mentality. Every year, social networks and mass media are developing in parallel in the country. The impact of social networks on the country's politics is high and promising. Even when we don't want it to be so, the flow of time comes down to it.We must follow the scientific and modern trends of today The article was devoted to the creation of a page in social networks of the national channel among the Kazakh mass media, the development of this format, why this trend began and the reasons for its rapid pace. During the preparation of the article, various opinions were heard. The first party recognized social networks as a new type of media, while the second party considered them auxiliary tools. This is how, against the background of such contradictory opinions, thoughts from different positions moved, which became the subject of research. The article analyzed the transition of general media to a digital platform, the current state and digital capabilities of the internet editorial office of the national channel, and reviewed social networks. How does Qazaqstan TV work as an invariable part of the media? Has the internet managed to determine its place in space? An analysis of these issues was carried out. The opinion of media experts about the possibilities of Qazaqstan TV was analyzed. In order to expand the range of digital capabilities of Qazaqstan TV with the management of the channel, specialists working on this channel, a discussion was created. The place and importance of the social network as one of the media was analyzed.

Media consumption and identity formation among young leaders in Kazakhstan in the digital age (review of publications by Galia Ibraeva and Helen Mickiewicz)

A.E. Suleimenova — 2025-09-30

The article reviews studies by Galiya Ibraeva and Ellen Mickevich on media consumption and identity formation of Kazakhstan’s young elites in the digital age. The purpose is to compare the methodological approaches and findings of these studies with Mickevich’s earlier research, and to identify challenges and future directions in studying media behaviors of Kazakhstani youth. The research is significant due to the rapid transformation of the media environment and the impact of digital technologies on socio-cultural processes in the post-Soviet space. The methodology relies on qualitative analysis of focus group data from students at leading Kazakhstani universities and comparisons with Russian and American studies previously conducted by Mickevich. Results show that young leaders in Kazakhstan use diverse internet sources, critically evaluate state and foreign media, and develop a hybrid identity combining national traditions with global influences. The work highlights issues of media literacy, heterogeneous media preferences, and the role of linguistic and socio-cultural context. The practical significance lies in applying these findings to develop effective communication strategies and educational programs aimed at enhancing media literacy and strengthening national identity in the digital era.

Features of media text in the era of artificial intelligence

N.I. Klushina — 2025-09-30

In the field of text linguistics, which developed primarily in the second half of the twentieth century, a coherent concept was formed that views a literary text as an integral work characterized by such categories as cohesion, coherence, and the linear sequence of meaning verbalization. This theory laid the foundation for an independent area of study – media text analysis – which focuses on specific characteristics determined by the channels through which information is transmitted to a mass audience. A newspaper text is predominantly verbal; radio adds an auditory component, while television is marked by the syncretism of verbal, auditory, and visual elements. Nevertheless, all publications of traditional media are, in terms of structure, classical linear texts. The digital revolution in media has fostered the emergence of a fundamentally new type of text – nonlinear text, which dominates Internet communication. The network text functions as a hypertext with fluid boundaries and nonlinear transmission of meaning due to active hyperlinks that enable readers to navigate and structure content at their discretion. The virtual revolution, in turn, has led to the rise of generative text, created by artificial intelligence and likewise departing from the classical linear model. Consequently, there arises a need for a new typology of media texts. The author distinguishes between the classical text and the post-classical text of the digital era, identifying their differentiating features that form the basis of the proposed typology of texts in contemporary media communication.

The influence of video content on TikTok on young people: national identity and cultural communication

N. Zhanserikova — 2025-09-30

This article explores the phenomenon of video content distributed through social networks and examines its popularity among contemporary youth. Special attention is devoted to the circulation of national content and the ways in which it is perceived and appropriated by young audiences, highlighting how Kazakh identity is both represented and transformed through digital media practices. The theoretical foundation of the study is the TikTok platform, which in recent years has become one of the most influential environments for the production and consumption of short-form video content. The article analyses existing scholarly perspectives on TikTok and identifies the distinctive patterns of content dissemination among young people. Particular emphasis is placed on the role of digital tools in shaping and reshaping traditional forms of Kazakh worldview within the broader processes of globalization and digitalization. Empirical evidence is provided through statistical data on the digital behaviour of youth in Kazakhstan, further illustrated with concrete examples. The study also examines the phenomenon of aitys (oral improvisational poetry) actively circulating in social media, which reveals the specificity of audiences, feedback mechanisms, and user interaction. Furthermore, the possibility of reproducing identical content across multiple accounts is discussed as a factor that expands reach and alters reception. The article concludes by analysing similarities and divergences in published video materials, the number of views and comments, identifying the main challenges, and proposing possible solutions.

The impact of new technologies on journalism in the age of digital media

K.D. Asanov — 2025-09-30

Journalism is a social institution that plays a vital role in the development of society. Today, the rapid development and improvement of digital technologies has transformed the field significantly. Over the past decade, traditional journalism, including methods and formats of information dissemination, has undergone radical changes. Modern technologies, including artificial intelligence (AI) and social networks, have brought new momentum to the media sector. Today, journalism’s role goes beyond merely delivering information to the audience — it includes presenting visual content in multimedia formats. Every newspaper, TV channel, and radio station actively manages its social media pages to connect with the audience. This trend has significantly simplified public engagement. Not only journalists but also institutions involved in public communication use these methods. Digital journalism has transformed the logic, content, format, and structure of traditional media. It is now essential for journalists not only to write texts but also to create multimedia content, edit videos, publish brief and instant updates on social platforms, and establish direct interaction with the audience. Platforms such as TikTok, Instagram, Telegram, and LinkedIn play an important role in news dissemination today. Additionally, mobile journalism (MOJO) has become a relevant trend in the media industry. Journalists can produce, edit, and tailor the news content. However, this also raises new questions regarding ethics and the authenticity of information. The integration of AI into media activities and the changing methods of audience interaction have introduced new reforms into the media sphere. Today, the influence of modern technologies on journalism is being actively studied. This article also analyzes the future directions of journalism development in the era of new trends.

Social media as a tool for interaction between brands and consumers

A.B. Kozhassova — 2025-09-30

The role of social networks in the modern media system has significantly increased, becoming an important mechanism for establishing prompt and personalized interaction between brands and consumers. This development has laid the foundation for brands to reconsider their strategies and implement new approaches. This study examines the official Instagram and YouTube pages of Apple, Samsung, and Xiaomi. The aim is to conduct a comparative analysis of these brands' communication strategies on social media and to identify the most effective approaches. Content analysis was conducted based on the AIDA model and the Lasswell model, using content published in September, October, and November 2024. The comparison of quantitative and qualitative indicators revealed that successful communication depends on content quality, publication frequency, visual and conceptual consistency, and the ability to establish an emotional connection with the audience. The results emphasize the importance of content diversification, consideration of the target audience's characteristics, and the timely and systematic use of relevant trends to ensure effective interaction between brands and their consumers on social media. Thus, the research findings can serve as a foundation for developing practical recommendations aimed at fostering sustained consumer interest and loyalty in a highly competitive digital environment.

Issues of journalists' responsibility in the information society based on the teachings of Khoja Ahmed Yasawi

А.Т. Beldibekova — 2025-09-30

The article considers the issue of journalistic ethics and spiritual integrity in the digital information space. The rapid development of new media has transformed spiritual and moral values. From this perspective, the content of digital ethics and its connection with spiritual integrity are analyzed. The concept of achieving perfection in the teachings of Khoja Akhmet Yassawi is presented as a relevant model for responsibility and moral orientation in today's media activity. The task of journalism today is to simultaneously maintain informational honesty and spiritual integrity. This article considers new approaches to journalistic practice, combining digital ethics and spiritual integrity based on Sufi teachings. 21st-century journalism acts not only as a means of disseminating information, but also as a force for disseminating values. In the information society, the media are a direct shaper of public consciousness and the spiritual climate. However, along with the opportunities of the digital space, there is also a danger that it will exacerbate spiritual and moral turmoil. Harmony between man and society is considered the main principle in Kazakh spirituality. This concept is also widespread in Sufi teachings. The idea of striving for the inner perfection of a person in the legacy of Khoja Akhmet Yassawi plays an important role in shaping the personality of a modern journalist. The media space is dominated by infotainment (information + entertainment) content. Although it attracts the attention of the consumer, it distracts from spiritual content and destroys personal integrity. Manipulative content, hate speech, fake news on social networks affect not only public opinion, but also the worldview of an individual. To get out of this situation, the ethical responsibility of the media must increase. Yassawi's principles of purity of intentions, responsibility for actions, and prudence are in line with the requirements of today's digital ethics. The article also presents ways to form spiritual content in domestic media and ethical aspects of journalistic practice.

Monitoring of Kazakhstani media coverage of the victory in World War II

S.S. Akhmetov — 2025-09-30

The article contains the analysis of media practices for the formation of collective historical memory of the Great Patriotic War in modern Kazakhstani media. Based on the study of special sections and projects dedicated to the anniversary of Victory, authors identified collective memory formation and maintenance mechanisms in four major media platforms. The study employed both quantitative and qualitative content analysis methods within the monitoring the special sections materials. Special emphasis was placed on identifying distinctive and original approaches in the materials typology (news, interviews, documentary mini-films), presentation formats, and dominant techniques used in the commemorative coverage. The analysis revealed key similarities and differences in media strategies, the main motives in the line of materials and limitations in content creation and presentation. Among the most clearly traced correspondences, particular attention was paid to communicative engagement of veterans, which is presented in all the considered media from the earliest periods. At the same time, authors traced differences in editorial policies: from predominantly symbolic and educational directions to the presentation of relevant research. The study demonstrates how modern media reproduce, duplicate and create new content aimed at understanding and covering the historical heritage of Kazakhstan as agents of collective memory formation. The analysis resulted in two main categories of practical recommendations for the technological actualization of content-making processes and involving previously unreached audiences.

The influence of television and gadgets on children's speech development: a social study

L.A. Ibraimova — 2025-09-30

This article explores the impact of television on children's language development and analyzes linguistic shortcomings observed in television programs. To identify the main issues, the authors conducted a large-scale survey covering all regions of the Republic of Kazakhstan and analyzed the results comprehensively. Based on the respondents' answers, the study identified the main challenges in language development and drew conclusions based on scientific approaches. The survey addressed several aspects: the influence of the language used in children's television programs on their speech development, the level of children's proficiency in the Kazakh language, the conformity of media language with linguistic norms, common language deviations in children's speech, and the amount of screen time. The findings demonstrate the need to enhance mechanisms aimed at preserving linguistic norms and fostering a generation fluent in the Kazakh language, especially in the context of growing influence from television and internet media. A total of 622 individuals participated in the survey. The sociolinguistic analysis of the collected data made it possible to track the dynamics of lexical deviations in children's language use. The study, which covered various demographic and geographical groups, revealed how social factors – particularly television dependence – affect lexical changes in children's speech. The research confirms the critical role of parents in laying the foundation of the native (Kazakh) language and highlights the significant influence of the surrounding environment, especially television, on children’s adherence to linguistic norms. The survey was conducted in Kazakh using open-ended questions, and data collection spanned three months. The article analyzes the impact of television and gadgets on children's language development and provides recommendations for implementing public initiatives in the cultural and linguistic direction.