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

Digital Mediation of Cultural Traditions: A Comparative Analysis of Chinese and Kazakhstani Online Media

A.Y Aiyanan — 2026-09-30

This paper examines how cultural traditions are presented and how they evolve under the influence of digital technology, with a focus on mainstream online media in China and Kazakhstan. The content challenges the view that cultural traditions are static cultural entities, emphasizing their fluidity and transmission across different media, as well as their constant reinterpretation in the process. The text data is drawn from representative media reports in China and Kazakhstan from 2022 to 2025. The research employs qualitative analysis, including discourse analysis and framing analysis, to identify recurring patterns in the reports. Through comparative analysis, the study examines in detail how digital practices, including virtual exhibitions, digital preservation projects, and the development of online cultural products, are integrated into broader narrative frameworks.

The results indicate that approaches to cultural traditions are no longer confined to the realm of preservation, with significant differences in emphasis across different media environments. Chinese media often link cultural traditions to historical narratives, embedding them in new visual forms and interactive expressions while utilizing digital technologies for exhibition or entertainment purposes. In contrast, Kazakhstani media place greater emphasis on the visibility of cultural traditions and the efficiency of platform-based dissemination, focusing on the organization and dissemination of cultural heritage materials rather than profound cultural innovation.

Therefore, digital technology is not the sole driver of cultural transformation; it is influenced by multiple factors. The preservation and reshaping of cultural traditions require consideration of various factors and the employment of diversified strategies. Through a multi-perspective analysis, digital media facilitates an understanding of platform-mediated cultural exchange and offers a more nuanced perspective on the evolution of cultural traditions in contemporary media environments. The contribution of this article lies in its adoption of a cross-cultural comparative perspective, which elucidates the diverse pathways through which cultural traditions are presented and transformed in the digital media environment. The findings also provide media practitioners and cultural institutions with an objective reference for formulating digital strategies for cultural expression and dissemination, and offer new evidential support for analyzing the construction of cultural meaning in platform-based contexts.

Adaptation of Educational Programs in Media Communications under AI Transformation

E.Yu. Karmalova — 2026-09-30

The digital transformation of the communications industry is accompanied by the rapid adoption of artificial intelligence technologies, which is reshaping the scope and content of professional activities in advertising, public relations, marketing, and branding. The relevance of this study stems from the growing gap between the pace of AI adoption in professional practice and the rate at which educational programs are adapting to these changes. The aim of the study is to identify the directions of transformation of professional competencies among communication specialists and to develop approaches to integrating AI into educational programs. The methodological framework comprises scenario analysis, the systematization of AI tools according to the stages of the communication process, an analysis of academic publications and educational practices, as well as a comparative analysis of professional requirements. A three-dimensional theoretical and conceptual model of professional competence has been developed, integrating technological, analytical-strategic, and creative-ethical competencies. The study demonstrates that the resilience of professional training depends on a specialist’s ability to interact effectively with AI and critically evaluate its outputs. An educational framework is proposed to ensure the systematic development of AI literacy, applied, analytical, strategic, and ethical competencies. The practical significance of the study lies in the potential application of the proposed model to the design and updating of educational programs in the field of communications.

Representation of Kazakh Party Traditions in Mass Media and Digital Media

Е. Zhumabekov — 2026-09-30

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.

The Kazakh Language in Artificial Intelligence Systems: Linguistic Quality, Cultural Context, and Challenges of Digital Development

U.M. Yessenbekova — 2026-09-30

This research article analyzes the impact of artificial intelligence (AI) systems on the development of the Kazakh language and national culture. The study evaluates the grammatical, semantic, and cultural quality of Kazakh-language AI systems. The findings from the survey, comparative translation analysis, and textual analysis revealed insufficient Kazakh-language data in artificial intelligence systems. Linguistic inconsistencies and a partial loss of cultural context were observed in the translations examined. Methodologically, the research draws on the mediatization theories of Stig Hjarvard and Andreas Hepp, as well as the uses and gratifications approach associated with Elihu Katz and Jay G. Blumler. These frameworks conceptualize AI systems as an important component of today’s media-cultural environment and help explain the role of language in digital settings. The uses and gratifications perspective highlights how AI technologies contribute to meeting society’s information needs. Based on the results, the authors recommend expanding national language corpora to support the development of Kazakh in the digital environment, strengthening collaboration between information technology and linguistics, and introducing courses on digital language culture within the education system. The article concludes that, if these measures are implemented, Kazakh will become not only a national heritage language but also a competitive language that can evolve alongside modern technologies.

The framing of scientific content and issues of science popularization in Kazakhstani media

K. Kabylgazina — 2026-09-30

The aim of this article was to determine how the topic of science is presented in the Kazakhstani media, how scientific news is covered by the media, and how this influences public scientific literacy. The study employed critical discourse analysis, framing, and content analysis. The empirical data consisted of 72 media items published in independent and state-owned online outlets between 2020 and 2025. The study also examined the linguistic devices and narratives used in science news, the scientific depth of the texts, and the balance of perspectives presented.

The analysis revealed that state bodies are the primary source of science-related content. More than 75% of the media texts convey a positive tone. Explanations from the scientists conducting the research or assessments from the broader scientific community appear rarely in the coverage. Information regarding alternative viewpoints and potential risks associated with scientific developments is seldom included. This fosters a one-sided perception of science in Kazakhstan, often confined to narratives of "national pride" and "success."

The study highlights the importance of revising science communication policies within Kazakhstani media. It also underscores the need to strengthen ties between newsrooms and the scientific community and to establish a professional approach to explaining science.

Algorithmic Management and "Filter Bubbles": A Comparative Analysis of Regulatory Approaches in the European Union, the USA, Kazakhstan, and Russia

X. Wang — 2026-09-30

The “filter bubble”— a phenomenon driven by algorithmic recommendation systems — is reshaping the information ecosystem in the intelligent media era and has emerged as a critical governance challenge across jurisdictions.

This study compares algorithmic governance models in the European Union, the United States, Kazakhstan, and Russia across four analytical dimensions: normative values, regulatory instruments, effectiveness in mitigating filter bubble effects, and structural contextual constraints. Drawing on a qualitative, multi-source methodology that integrates comparative legal analysis, normative interpretation, and a systematic review of legislation, policy documents, and peer-reviewed scholarship, the research develops a multidimensional analytical framework.

Findings reveal distinct institutional logics and trade-offs. The EU prioritizes rights-based regulation anchored in fundamental freedoms and data protection; the United States emphasizes market-led self-regulation; Kazakhstan pursues a phased, sovereignty-oriented strategy; and Russia adopts a state-centric model grounded in digital sovereignty and centralized algorithmic control.

None of these models fully addresses the systemic nature of algorithmic risks. Rights-based frameworks may constrain innovation, market-driven approaches often lack accountability, and highly centralized control may undermine transparency and pluralism. Accordingly, this study advances the concept of “balanced collaborative governance”, promoting algorithmic transparency, institutional accountability, and cross-jurisdictional cooperation as a pathway toward sustainable algorithmic governance.

The symbolic significance of memetics and its role in digital communication

O. Turzhan — 2026-09-30

The article examines the principal contemporary issues in the field of memetics, including the symbolic significance of memes and their role in digital communication. The study aims to identify the genre-specific characteristics of internet memes by analysing their use as an effective means of disseminating information and establishing communication. Particular attention is paid to the influence of the immediacy function of memes on the formation of public opinion. Another important objective is to determine the patterns of dissemination, replication, transformation, and reception of memes as units of a digital model, drawing on previous research. The analysis of the fields in which memes are most applicable, as well as the reasons for their effectiveness, is expected to have practical value. The study reveals the essence of the process through which memes acquire symbolic meaning and demonstrates their effectiveness as an image-building technology through specific examples and theoretical propositions. An empirical analysis of the communicative functions of memes is also conducted. A relevant aspect of the research is the assessment of the effectiveness of using memes as a visual genre by public relations professionals. By identifying underexplored areas of memetics and proposing directions for future research, the study seeks to contribute to the further development of this field.

The impact of clickbait headlines in modern media on audiences

М.B. Shyndaliyeva — 2026-09-30

This research article examines the characteristics, audience impact, and informational value of clickbait topics on social media in Kazakhstan. The main goal is to comprehensively study methods for creating clickbait headlines, their impact on audiences, their influence on the culture of information perception, and aspects requiring media literacy. The study used content analysis, comparative analysis, a review of existing literature, and analysis and evaluation of materials published on social media based on specific examples. An analysis was conducted using specific examples of clickbait topics on social networks such as Facebook, Instagram, YouTube, TikTok, and Telegram, as well as on websites and content in the Kazakh language. Clickbait headlines have been proven to not only attract audience attention but also influence the number of reviews and views. Clickbait headlines are designed to mislead the audience about the true content of the text or video, creating a certain psychological state that makes the target audience deliberately switch their attention to viewing the material. This phenomenon is called "clickbait," or a clickbait headline that tricks readers into clicking on a link by intentionally misleading them with sensational or incomplete information. This article can serve as a theoretical and practical basis for Kazakhstani researchers to study clickbait schemes in the media space.

Podcasting in Digital Media: Global Context and Trends in Kazakhstan

S.Y. Issa — 2026-09-30

The rapid development of digital media has transformed the ways in which information is produced, distributed, and consumed, contributing to the emergence of podcasting as an independent media format within journalism. While podcasting in the global media environment has developed sustainable mechanisms of professionalization, monetization, and audience engagement, its institutional, technological, and content-related characteristics in Kazakhstan still require systematic investigation. Accordingly, the aim of this study is to analyze the development of podcasting in digital media based on international experience and to identify the specific features of its formation and key trends in Kazakhstan.

The study employed descriptive, comparative-analytical, and systematization methods. The historical development of podcasting, as well as its functional and genre-specific characteristics, was examined on the basis of scholarly literature. International and Kazakhstani podcast projects were compared in terms of content, audience, distribution channels, monetization mechanisms, and level of professionalization. In addition, statistical data from open sources and indicators from digital platforms were used to identify the socio-cultural, technological, and legal factors influencing the development of podcasting in Kazakhstan.

The findings show that, in international practice, podcasting has become established as an independent media product, with developed models of professional production, monetization, and sustained audience engagement. In Kazakhstan, the development of podcasting is facilitated by the accessibility of the internet and mobile technologies, the activity of younger audiences, and the growth of Kazakh-language digital content. At the same time, domestic podcasting is characterized by insufficiently developed sustainable monetization mechanisms, uneven levels of professional production, as well as limited institutional support and weak legal regulation. The findings make it possible to systematize the current directions of podcasting development in Kazakhstan and to assess its potential within the country’s digital journalism.

Opportunities and Prospects for the Development of Immersive Journalism in Kazakhstan

А.К. Umbetova — 2026-09-30

The interconnection between the information environment and media technologies has formed one of the most rapidly developing branches of contemporary journalism science. Over the past decade, the expansion of digital infrastructure and a fundamental shift in audience behavior have directly influenced the ways information is conveyed: traditional text- or audio-based material has gradually given way to interactive, multi-layered formats. Immersive journalism lies at the core of this shift. The essence of this direction is to move the reader or viewer beyond the role of a mere recipient of information and to “place” them inside the event itself. When acoustic space, visual depth and interactive elements are combined into a single system, the audience perceives the story not as something mediated, but as an authentic experience. Researchers Nonny de la Peña and Pete Ward described this phenomenon as “narrative empathy technology”: a person does not merely read or listen, but is present within the event with their consciousness. This distinctive feature sets immersive journalism apart from other media formats altogether. Interest in this direction is also growing in the Kazakh media space. A comparison of the 2024 monitoring data of the Ministry of Information and Social Development of the Republic of Kazakhstan with the archives of three platforms shows that the number of multimedia projects produced by domestic internet portals and television channels increased by approximately 40% between 2019 and 2024 (from 5 projects in 2019 to 7 in 2024). However, the number of media outlets that use immersive formats systematically, as part of a dedicated editorial strategy, remains limited – a reality clearly confirmed by the market. This is due partly to the unreadiness of the technological infrastructure and partly to a shortage of qualified personnel. The importance of studying immersive journalism is not limited to assessing technological capabilities. It also opens up new ethical and psychological dimensions of information communication. From J. Dewey’s reflections on the close connection between the media and a democratic society to W. Lippmann’s concept of the “pseudo-environment,” ideas about the mechanisms through which journalism influences its audience continue to acquire new meaning over time. The immersive format raises this influence to a qualitatively new level. Accordingly, the aim of the study was to systematize the theoretical foundations of immersive journalism, to analyze the specifics of its dissemination in the domestic media through concrete examples, and to assess the constraints on and prospects for its development. A comparative review of the editorial practices of leading media organizations served as the principal means of achieving this aim.

Synthetic Media Forensics and Directions for Development (The Case of Kazakhstan)

N. Koshkenov — 2026-09-30

This article reviews the new information challenges arising from the rapid development of generative artificial intelligence (AI) technologies and the modern forensic methods used to detect them. The current evolution of machine learning algorithms has begun to reduce the distinction between authentic content and synthetic media to a level imperceptible to the human eye. Specifically, the article analyzes the malicious potential of deepfakes in financial fraud schemes—such as bypassing banks’ KYC (Know Your Customer) protocols—and in political manipulations. The research also examines the experience of applying international benchmarks like FaceForensics++, exploring advanced verification approaches ranging from spatial analysis using convolutional neural networks (CNNs) and frequency analytics based on the discrete cosine transform (DCT), to physiological biometrics (rPPG) and innovative methods for evaluating audiovisual phonetic discrepancies. The paper investigates the proliferation of synthetic media in Kazakhstan’s information space, phonetic artifacts emerging in a bilingual Kazakh-Russian environment (temporal lip jitter in the articulation of uvular and velar consonants), and legal gaps in the new Law “On Artificial Intelligence”. In conclusion, the study substantiates the strategic necessity of transitioning away from the passive importation of foreign detectors toward creating localized national datasets, establishing an independent institute for algorithmic media audit, and integrating modern forensic tools into the fact-checking process.

The Journal Milli Adabijat (Adabiat): A Literary and Publicistic Platform of the Kazakh Émigré Press during the Second World War

U. Saidirakhman — 2026-09-30

This article examines Milli Adabiyat, a journal published in Berlin during the Second World War, and its place in the history of the Kazakh émigré press. The study considers the journal as a literary-publicistic platform that developed outside the Soviet frontline press and explores its thematic focus, ideological direction, genre structure, and role in sustaining national memory. Its scholarly value lies in interpreting Milli Adabiyat as a distinct form of Kazakh publicistic writing shaped by the wartime émigré-legionary milieu. The study is based on the available issues of the journal, Nos. 1–8, and employs source-study, historical-contextual, content, genre-structural, and comparative-historical methods. The findings show that although Milli Adabiyat was formally presented as a literary journal, its content served a broader national-publicistic purpose. Through literary works, essays, notated songs, translations, and educational materials, the journal addressed themes of homeland, nation, land, historical memory, Turkic unity, spiritual heritage, and liberation. It is therefore viewed both as a product of a contradictory wartime context and as an important cultural source that helped preserve national memory in exile.