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

Normative Principles of Journalism in the United Kingdom in the Context of Digital Transformation

А. Sailaukyzy — 2026-06-30

This study presents a qualitative analysis of the normative principles of journalism
in the United Kingdom in the context of digital transformation. Recent global technological and
geopolitical shifts have prompted a reassessment of certain standards within contemporary
journalism. However, despite these changes, there remain fundamental principles that must be
preserved. Drawing on their academic studies and internship experience in the United Kingdom,
the authors conduct a qualitative and theoretically grounded analysis aimed at identifying
key normative principles. The research design is based on an interpretative approach and is
structured as a theoretically informed comparative review. Within this framework, normative
theories conceptualise journalism through value-based criteria of what journalism “ought to
be,” while the comparative media systems approach allows the United Kingdom to be analysed
within the liberal model.
The study draws on a range of sources, including scholarly articles, normative and institutional
documents, as well as academic research focusing on the transformation of journalism in
the digital era. Particular attention is given to the arguments of leading scholars publishing
in high-impact academic journals. A partial comparison with the Kazakhstan’s context is also
incorporated to develop relevant analytical insights. The findings of this study may be useful for
journalism students, educators, and researchers interested in this field.

Legal Regulation and Ethical Responsibility in Digital Media

F.K. Kultayeva — 2026-06-30

The article examines professional ethics in digital journalism, issues of legal
responsibility, the transformation of the information environment, and the impact of
emerging technologies on journalistic practice. The author analyzes the interrelation between
ethical standards and legal regulation in digital journalism, as well as key challenges such
as disinformation, copyright, and privacy protection. In the context of rapid technological
advancement and the digitalization of the media space, the content of journalistic work,
methods, and standards of responsibility have undergone significant changes. The aim of the
study is to evaluate the effectiveness of legal norms and ethical principles in digital media and
to analyze the scope of their coherent application. The discussion section explores mechanisms
for adapting fundamental principles of journalistic ethics to the requirements of the digital
communication environment, as well as issues of countering disinformation and protecting
personal data, using a comparative-analytical approach based on international and Kazakhstani
experience, along with an assessment of their effectiveness. The results contribute to the
systematization of evidence-based recommendations aimed at strengthening professional
responsibility and institutional ethical regulation in digital journalism. The study substantiates
the need to improve legal frameworks alongside reinforcing professional ethical standards.
It contributes to the development of media law and communication studies and is oriented
toward fostering a responsible digital environment

Mobile Journalism in Kazakhstan Amid Changes in Media Production

S.А. Seidekhanov — 2026-06-30

The digital transformation of the media environment has led to the dominance
of mobile devices as the main channel of access to information, which has radically changed
approaches to the creation and dissemination of news content. The purpose, main directions
and ideas of the research. The purpose of the work is to analyze the development of mobile
journalism (MoJo) in Kazakhstan and identify key areas of media production transformation
under the influence of algorithmic platformization. The main directions include the theoretical
understanding of the MoJo phenomenon, the analysis of new role models of journalists and
the substantiation of the author's concept of “clip art”. The scientific significance lies in the
introduction and conceptualization of the concept of “clip art” into Kazakhstani scientific
discourse, which fills a terminological gap in the description of hybrid formats of mobile
journalism. The practical significance lies in the possibility of using the findings to modernize
editorial processes and develop educational programs for journalists. The methodological base
includes an analysis of scientific literature on mobile journalism and platformization, as well as a case study of Kazakhstani media implementing MoJo practices (the project “Deepening Digital”,
the TV channel “Alau”, the robot i-Sanj on the channel “Business Atameken”). Main results and
analysis, conclusions. It has been established that Kazakhstani editorial offices are switching to
the “Mobile First” strategy, a new role of “universal journalist” (orchestra journalist) is being
formed, and artificial intelligence technologies are being integrated. The proposed concept of
“clip art” describes a hybrid format that balances information and entertainment in the context
of clip consciousness and the economy of attention. The value of the conducted research. For the
first time in Russian science, the work introduces the term “clip art”, conceptually distinguishing
it from related concepts (infotainment, clip thinking, multimedia storytelling), and offers a
model for adapting traditional media to an algorithmic environment. The practical significance
of the results of the work. The results can be used in the reform of journalism education with
an emphasis on the development of “digital intelligence”, as well as in the practice of regional
editorial offices implementing mobile content production technologies.

Communication ethics in Kazakhstani podcasts on Youtube: The Dilemma between freedom and responsibility

A.M. Sarkytova — 2026-06-30

The digital media space in Kazakhstan is currently experiencing a rapid transformation. The podcasting format on YouTube especially has become a new platform for public debates, and it has opened up an informal and uncontrolled discourse that drifts the audience apart from traditional media. This study analyses the communication ethics of YouTube podcasters in Kazakhstan, how they balance between freedom of speech and social responsibility, and how the journalists meet the requirements of the code of ethics. The results of the qualitative analysis of the contents illustrate that podcasters commonly rely on manipulative strategies such as sensationalism, hate speech, boosting gender stereotypes, victim blaming, and “whataboutism” to get higher views by algorithms. The interview with the poet, playwright Bakyt Bedelkhan on YouTube channel of the journalist and writer Kanat Tileukhan, and the professional criticism on it have been chosen as the main content case. Accordingly, the study defined a gatekeeping crisis of a podcaster in digital media, a systematic avoiding of fact-checking, and the ethic dangers of causing an emotional resonance of the audience to get an economical profit. The study results reveal the institutional causes of the lacking of the code of ethics power in digital area, and promote the need of creating a new model of professional organizations, podcasts production, and platform regulations

Image of International Education Programs in Mass Media: Content Analysis of Forbes Kazakhstan and The Japan Times Articles

G.Zh. Bolatova — 2026-06-30

This article analyzes the representation of international educational programs
in the media space of Kazakhstan and Japan by comparing the content of Forbes Kazakhstan
magazine and The Japan Times newspaper. Today, these programs play a key role not only in
education, but also in the innovative development of the countries, as well as in the increase of
human capital. The mass media have a significant impact on the formation of educational policy.
The content analysis explores how international educational programs are presented in Forbes
Kazakhstan and The Japan Times, analyzing their thematic focus, tone (positive, negative),
and impact on society. The analysis covers publications related to educational opportunities,
international cooperation and study abroad programs. The results of the study make it possible
to identify the image of international educational programs in Forbes Kazakhstan magazine
and, based on the comparison with the materials of The Japan Times, to offer recommendations
for improving educational policy and improving the image of these programs.

Deepfakes in the Media Ecosystem: Synthetic Information and Its Impact on Digital Audiences

Sh. Kaliazhdarova — 2026-06-30

This article examines the deepfake phenomenon, not as an isolated technological
innovation, but as a structural element of the modern media landscape, integrated into the logic
of digital production and emotional audience engagement. The aim of the study is to analyze the
impact of AI-generated media content on information perception and the formation of trust in
media, as well as to develop a typological approach to analyzing deepfakes. The methodological
basis of the work is the concepts of media trust, digital disinformation, and synthetic media, as
well as elements of empirical analysis used to classify various forms of deepfake content. The
study demonstrates that deepfakes represent a systemic problem in the media environment,
increasing the risks of manipulation, propaganda, and disinformation, and contributing to
the erosion of digital audience trust in media content. The need to classify deepfakes not only
by technical characteristics, but primarily by their degree of impact and semantic purpose,
including manipulative, propaganda, disinformation, and ironic forms, is substantiated. The
study concludes that existing journalistic and editorial practices for countering synthetic media,
including verification tools, are limited in effectiveness without changing audience attitudes
toward the information they consume and disseminate. The sustainability of the information
environment in a digital society requires a redistribution of responsibility between media
professionals and users, as well as the development of preventive journalism and analytical
formats.

Datafication and Interactivity in Modern Journalism

K.D. Asanov — 2026-06-30

In the context of the rapid digitization of the media environment, journalism is
changing in terms of both content and the way information is transmitted. One of the main
directions of this process is datafication. Modern journalism uses interactive formats, visual
interfaces, and algorithmic tools to create new forms of storytelling in which the reader becomes
an active participant in interacting with the material rather than a passive consumer. The article
examines the theoretical foundations of datafication in media practice, analyzes examples of
successful interactive journalism projects, and discusses issues of data interpretation, information
accessibility, and the changing role of a journalist. Special attention is paid to the impact of
these trends on media consumption, the level of audience engagement and the perception of
information reliability.In the context of increasing dependence on algorithms and automated
data processing, issues related to ethical and professional standards are being considered. The
article analyzes how datafication is changing traditional genres of journalism and contributing
to the formation of new formats such as data stories, visual analytics and publications based
on big data. The emphasis is on the need to develop digital literacy among both journalists and
consumers of media content. In conclusion, the importance of an interdisciplinary approach to
the study of data journalism, combining media research, information technology and sociology,
is emphasized. Additionally, the prospects for integrating interactive data into future trends in
data processing and visualization in journalism are being considered.

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

A.R. Mukhanbetzhanova — 2026-06-30

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).

Transformation of Higher Education in Journalism in the Context of the Image of the Kyrgyz Republic

A.A. Asanova — 2026-06-30

This article examines the modernization and transformation of higher journalism education in the Kyrgyz Republic in the context of digitalization and globalization of the information space. The relevance of this work stems from the need to improve the quality of journalism training as a factor in shaping the country's national and international image. The purpose of the study is to identify key areas for reforming journalism education, determine its compliance with modern media market requirements, and substantiate the role of educational changes in strengthening the state's image. The main ideas of the study relate to the integration of digital competencies, media literacy, ethical standards, and practice-oriented learning into the educational process. The research methods used include an analysis of regulatory documents and educational standards, a comparative analysis of the Kyrgyz journalism training system with models of leading foreign universities, and a summary of existing scientific and applied approaches. The scientific significance of this study lies in its systematization of the problems and trends in the development of journalism education in Kyrgyzstan. The practical significance of the study lies in the formulation of specific recommendations for improving curricula, strengthening the material and technical infrastructure, developing international cooperation, and facilitating university engagement with the media. The study identified key issues: a discrepancy between program content and media practice requirements, insufficient technical equipment, and a shortage of qualified personnel. The findings demonstrate that the effective transformation of journalism education is a strategic factor in shaping a positive image of the Kyrgyz Republic as an open, innovative, and democratic state. The study's value lies in its comprehensive contribution to the development of the theory and practice of journalism education and the development of practical areas for its modernization, which can be used in shaping educational policy and in the activities of specialized universities.

The Spread of Fake News on Social Media: A Comparative Study of Kazakhstani and Chinese Content

A. Kairat — 2026-06-30

This study analyzes seven representative fake news incidents related to public safety rumors and crisis-related misinformation in Kazakhstan and China to examine the overall logic of how misinformation is generated and disseminated on social media. Rather than treating it as an isolated phenomenon, the study approaches fake news as a structurally embedded process shaped by information vacuums, trust within familiar networks, algorithmic amplification of emotional content, and users' instinctive responses to uncertainty. Using a qualitative research design and content analysis, this study draws on texts, screenshots, and short videos from platforms including Telegram, WhatsApp, Weibo, and Douyin to trace how fake news evolves through cross-platform transmission and reprocessing. The findings show that, despite differences in platform ecosystems, fake news follows a consistent multi-stage dissemination pattern. It originates in private spaces then gains amplification on semi public platforms, undergoes emotional rewriting within short video environments and also exploits delays in official information release to keep spreading. Through continuous reprocessing misinformation gradually gets features of authenticity, making timely correction more harder. Based on these findings this study proposes a transnational governance approach which emphasizes improving platform transparency, timely institutional communication and also users judgement under conditions of uncertainty. It argues that combating fake news requires not only limiting its spread but also stabilizing the digital environment by reducing information vacuums, improving platform alert systems and making users easier access to reliable information. This study helps better understand how misinformation works in digital media environments and also gives some practical ideas for responding to fake news across platforms institutions and user communities.

The visual-discursive representation of domestic online media publications on the Alash movement: media construction of historical memory

N.B. Samet — 2026-06-30

The article examines the multimodal representation of the Alash movement in
Kazakhstani online media and its role in constructing historical memory. The study is based on
the method of multimodal discourse analysis and systematically identifies the interrelationship
between text, visual, and media compositions. As an empirical basis, 120 journalistic materials
published between 2015 and 2025 on the websites Egemen.kz, Abai.kz, Ult.kz, Zanmedia.kz,
Anatili.kazgazeta.kz, and Qazaqadebieti.kz. The analysis showed that the Alash movement in
online journalism is constructed through four main modes of representation: state, tragic,
intellectual, and ritual-symbolic. These modes allow Alash to be presented simultaneously as
the beginning of national identity, a symbol of historical tragedy, a project of the intellectual
elite, and a spiritual and cultural heritage. The proposed multimodal map demonstrates how
journalism reconstructs the historical past through various symbolic frameworks. The analysis
of multimodal discourse will serve as the basis for a deeper study of the interrelationship of
modern media consciousness, the code of national identity, and the history of Kazakhstan.

Historical stages of development of the newspaper “Zhetysu” and its place in the modern media space

I. Albatyr — 2026-06-30

The Kazakh steppes, devastated by the First World War, found themselves trapped
in the violent turmoil of that era. The conflict between the wealthy classes and the Bolsheviks
intensified on all sides, shaping a period of profound political and social transformation. At that
critical moment, every Kazakh needed support that would foster political awareness, provide
social assistance, and inform people about the rapidly changing realities of everyday life. In
1918, a Military Revolutionary Committee was established in the city of Verny, which actively
promoted the new Bolshevik ideology through a dedicated publication. As a result, a newspaper
titled “Zhetysu Ishshi Khalyk Mukhbyry” (“Messenger of the Working People of Zhetysu”) was
founded. Today, as the official publication of the Zhetysu Regional Administration, it stands as the
historical foundation of the newspaper “Zhetysu,” continuing to provide informational support
to the Kazakh steppe. The historical significance of this long-standing publication is noteworthy,
as it became an effective instrument of communication and influence among ordinary people
and successfully fulfilled its mission over time. Therefore, this scholarly article examines both
the past and present of this media outlet and highlights its role in Kazakh society. In addition, the
study explores the newspaper’s authority and distinct identity within the political landscape.