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

Issues of Public Representation of Women’s Manipulation

Ақерке Еркімбек — 2026-06-03

Manipulation against women is a complexsocial and psychological phenomenon that arisesfrom gender inequality and stereotypes. This articleanalyzes the various forms of manipulation directedat women and the issue of its public disclosure. Through a specially conducted study, informationwas gathered about the most frequent types ofpressure women face, their responses, attitudestoward the issue, and experiences of women in theirsurroundings who have fallen victim to suchphenomena. The article also presents concreteexamples illustrating how this issue is currentlycovered and openly discussed in the media.

The main objective of the research is to promote theopen coverage of manipulation against women in themedia, to encourage unreserved discussion, and toprovide detailed, evidence-based explanations of themethods that can help women avoid becomingvictims. The study aims to emphasize that a woman'slife should not be dictated by public opinion and thatthere are ways to fight psychological manipulation.

The research concluded that women who experiencecoercion often fear speaking out and remain passive. Both overt manipulation leading to violence andcovert forms, such as flattery-based manipulation, were found to be common. These cases are openlyanalyzed in the article. Protecting women's rights andensuring their safety is a shared responsibility ofevery member of society.

Innovative approaches to formatting analytical TV programs

А.М. Zhussupova — 2026-04-28

This article explores the transformation of analytical television programs in Kazakhstan in the context of evolving information demands. Analytical programs today go beyond simple news delivery, offering in-depth analysis of significant social issues and events. The study focuses on the emergence of new formats that enhance the effectiveness of such programs and foster stronger audience engagement. It examines structural, content-related, and technical changes in analytical broadcasting, aiming to identify strategies for effective communication with viewers. The article differentiates between traditional and modern formats of Kazakhstani analytical programs and outlines key trends in their development. Case studies include the regional TV channel “Kostanay” and the national broadcasters “Khabar” and “KTK”, which serve as examples for defining and analyzing contemporary formats in the local media landscape.

The features of digital transformation in modern journalism

Менликул Шиндалиева — 2026-06-08

Abstract. XXI century-the era of Information Society and technological modernization. At this stage, the concept of digital transformation was not limited to economic or technical areas, but became the main driving force for socio-communicative systems as well. In particular, journalism is one of the areas that are most deeply influenced by digital technologies. Today, the processes of production, distribution and perception of information have radically changed, and traditional forms of journalism have been replaced by new media formats. From this point of view, the scientific analysis of the impact of digital transformation on journalism is an urgent problem of high theoretical and practical importance.

Digital technologies not only automated media production and increased the speed of news distribution, but also changed the professional role of a journalist. A modern journalist is not just a provider of information, he is a creator of multimedia content, an interactive link with the audience, and an ethical moderator of the digital space. Therefore, the relevance of the study is to comprehensively reveal the impact of new technologies on professional standards, ethics and public relations in journalism.

The main goal of the search is to identify the impact of digital transformation on development trends in modern journalism, professional standards and the formation of new media formats. Here we will analyze the theoretical foundations of the concept of digital transformation, the peculiarities of new technologies and content formats in the field of journalism (online, multimedia, mobile, podcasting and data journalism), about the change in journalistic ethics and professional standards in the digital age. One of the main tasks of the study is to provide forecasts regarding the development of digital journalism in the Kazakh media space and the development of future journalism.

The object of the study was the processes of digital journalism in modern Kazakhstan and world practice. The subject of the study is the impact of digital technologies on journalistic content, ethics and professional standards.

The article used methods of analysis, comparison, content analysis, Control, and synthesis. The author explains the main directions of transformation in journalism in theoretical and practical terms, analyzing specific examples in the media sphere (Kazakhstan internet publications, podcast platforms, multimedia projects).

As a result of the study, it is proved that digital transformation radically changes the trajectory of the development of journalism. Information speed, interactivity and Multimedia narrative approaches have become the main indicators of the professional competence of a modern journalist. At the same time, ethical responsibility, fact-checking and maintaining a trusting relationship with the audience remain the main mission of journalism in the digital age. In practical terms, this study is suitable for use as an additional educational material in the teaching of the disciplines "New Media", "Multimedia Journalism", "Media Ethics" at the faculties of journalism.

Professionnal roles of children’s tv journalists in animation production for preschoolers: the experience of Kazakhstan and Kyrgyzstan

Nurzhan Koshkenov — 2026-05-30

The article analyzes the transformation of professional roles and functions of a children’s television journalist in the context of integrating generative artificial intelligence and Lean Animation methodology. Using the experimental project “Tobetai” as a case study, the research explores the adaptation of editorial activities to new technological challenges in the media landscape of Kazakhstan and Kyrgyzstan, as well as mechanisms for preserving cultural codes in digital content. The study is based on a comparative analysis of content from national children’s channels “Balapan” and “Balastan,” along with the participant observation method within the production cycle of an animated series. Psycholinguistic methods for assessing the cognitive accessibility of text (TTR, MLU), visual-semiotic analysis, and mathematical modeling of production efficiency within the Lean concept were applied. The authors identify and theoretically substantiate a new typology of professional roles: the journalist as a software engineer, axiological curator, and ethnic editor. It is proven that the Lean Animation model allows for a 3.2-fold reduction in production costs while maintaining a high level of ethnocultural authenticity and visual safety. It is established that in modern animation, a journalist assumes the functions of a “media environment architect,” performing multi-layered validation of ethical and linguistic parameters for content targeting children aged 3–4. The conclusions and the proposed production model can be implemented into the practice of national television channels to accelerate import substitution and strengthen cultural sovereignty amidst global competition. The findings are valuable for modernizing journalism curricula and professional development programs for media managers.

Innovative approaches to formatting analytical TV programs

Алматай Жусупова — 2026-06-03

In light of the sociocultural shift, what are the career aspirations of emerging young female journalists in Uzbekistan?

Olga Vikhrova — 2026-06-03

In the context of global efforts to achieve gender equality, enshrined in the UN Sustainable Development Goals, as well as the activities of the government of Uzbekistan aimed at legal consolidation and practical provision of gender equality, the issue of professional education and career development of women is of particular importance. The authors of the article analyze how future journalists (both women and men) perceive the problems and prospects of professional development of women in the media industry. The researchers also focus on the career expectations of bachelors of the "Journalism" program at universities in Uzbekistan in the context of socio-cultural transition. The main research methods used are "snowball" to form a sample of respondents, as well as semi-structured interviews. The results of the study illustrate the still persistent, but weakening in the context of socio-cultural transformation, influence of values typical of the traditional way of life and gender stereotypes on the career expectations of young women who have chosen journalism as a field of professional activity, as well as the assessment of their career prospects by men. The study was conducted within the framework of the "Collaborative Research Projects" initiative of the ORBICOM-UNESCO.

Media space: museum practices for preserving historical and cultural heritage

Nazym Abileva — 2026-06-03

The article deals with the issue of museum practice of preservation and popularization of historical and cultural heritage through media space. The purpose of this research is to study and analyze the current state of the media space of museum activities in the issue of preservation and broadcasting of cultural heritage. Scientific ideas of the research - with the development of information technology museum activities acquire a new format of presentation and preservation of historical and cultural heritage. In this regard, there is a tendency to create a digital base of historical and cultural heritage in the media space. Research methods: discourse analysis, interdisciplinary approach, non-communicative methods, and the principle of historicism were used in the process of working on empirical materials. It is worth noting in particular the interdisciplinary approach, on the basis of which the activities of various disciplines in the issue of digital content creation were analyzed. On the basis of non-communicative methods, fundamental works, official documents of UNESCO, laws of the Republic of Kazakhstan on the topic of the study were studied. The results of the study are that the placement of historical and cultural heritage in the media space is a more accessible format of communication with the audience, where a layer of scientific research is formed and a database of cultural heritage is created. It can be stated that thanks to the media space museum activity is no longer one-sided, as it enters into a discussion with the audience. The value of the study lies in the fact that the article generalizes the practice of placing historical and cultural heritage in the media space, in particular the museum experience of using media technology in the preservation of cultural heritage.

The transformative role of artificial intelligence technologies in modern journalism

A. Alkozhayeva — 2026-06-03

Abstract. Annotation. Journalism is the optimal way to convey a stream of complex information to the audience. Advances in artificial intelligence have contributed to the emergence of a new branch of Journalism called "robotic journalism". Artificial intelligence affects the rapid spread of news and accelerates data analysis. But there are concerns about ethics and faith. This study aims to discuss the use of artificial intelligence in the field of journalism. In addition, technological developments are the basis for offering solutions to preserve the integrity of innovations. This study is a characteristic form of qualitative research. Accordingly, the existing phenomena related to the technique are systematically analyzed. It also analyzes the influence of artificial intelect on journalism through the presentation of facts. As a result, artificial intelligence shows that it does a good job in interview transcription, data analysis, large-scale content production, and significantly improves operational efficiency. This technology makes it possible to disseminate information at a high rate, which is a very important phenomenon in the modern digital age. However, there is a decrease in the quality of news due to the risk of algorithmic bias and excessive dependence on artificial intelligence on key issues. At the same time, established ethical standards for the use of artificial intelligence in journalism have not yet been developed. For this reason, cooperation between the media, politicians and technology developers is very important. AI offers great opportunities for transforming journalism. But it requires responsibility in its implementation. Undoubtedly, only with proper human supervision, constant regulation, artificial intelligence will be able to manage journalism without prejudice to the basic principles of the profession.

Aestheticization of media communication – a tool and an element of the macro-process of social reality aestheticization

Aksana Ulanovich — 2026-05-30

Aestheticization of media communication is examined in the article as an embodiment of a macro-process of social reality aestheticization. Aestheticization is defined as a socio-cultural transformation that involves engineering and dissemination in society of aesthetic, sensory-driven, sensually expressive and attractive forms of social beingness (social practices, social relations and social knowledge), which fosters some meaning and values in the society, thereby shaping the relevant worldview. As a multidimensional transformation, aestheticization is realized in a wide range of particular processes and practices in various social areas; media communication becoming the most critical sphere of its manifestation. In studying the process of aestheticization of media communication, we proceed from the semiotic multimodality of the media communication in the digital age, which means active use of codes of verbal (natural) and nonverbal (symbolic) languages in modern media messaging. With regard to non-verbal semiotics of the media, aestheticization evolves as perfecting the sensory imagery and graphicness in messaging to evoke sensations, emotions and to create sensory-driven impressions. Aestheticization of media rhetoric (the verbal component of modern media semiotics) is considered in the article as amplification of speech expressiveness and its different aspects. This is manifested in intensive use of rhetorical imagery and verbal humour, in emotional and stylistic coloring of the speech, and in the liberalization of the media language towards “freedom from” rhetoric – freedom from language decorum, speech culture and the conventions of the institutional discourse.

THE ROLE OF KAZAKH-SPEAKING GROUPS ON FACEBOOK IN THE FORMATION OF PUBLIC OPINION: ASPECTS OF COMMUNICATION, CULTURE AND POLITICAL ACTIVITY

Kenzhegul Tergembay — 2026-06-03

In this scientific work, the influence of social networks, including Kazakh-speaking groups on Facebook, on the public consciousness is studied. Kazakh-speaking groups in the information space of Kazakhstan form public opinion on social and political issues. These groups play an important role in promoting national culture, increasing the status of the language, and demonstrating political activism. The purpose of the article is to identify the role of Kazakh – speaking groups in changing public consciousness and increasing social activity. The study presents clearly compelling facts on the influence of these social networks. In addition, during the study of the topic, three main aspects are considered:

Features of information exchange in Kazakh-language groups;
The role of Kazakh-speaking groups in improving the status of the language in social networks;
Social movements and social justice. The results of the study allow us to clearly understand the influence of Kazakh-speaking groups that affect public consciousness.

The impact of the Alash movement on the press

Бибигуль Каримова — 2026-06-03

The article describes the Alash movement, which was the beginning of a great change for Kazakh society. The beginning of the 20th century was a period of great change. It was natural for the Alash people to rise up for the freedom of their difficult country, united and with their national spirit, patriotism, courage, and pen to fight against inequality.

During this great change in the fate of the Kazakh people, during the time of great revolutions, a group of educated intellectuals like Urker stepped forward and mounted the horse.

During the period of the Alash era, the citizen of Alash called the Kazakh people to the spirit of freedom, united the Kazakh people, put his head on the line, and worked for his people.

The Alash movement is a conscious, qualitative phenomenon that stands out for its innovation in Kazakh society, giving direction to the future. One of the innovations that contributed to raising the national literature, culture, and science to a higher level was the birth of the Alash press. In the difficult period of the country's development, the national intellectuals rushed to do their utmost to benefit their people.

Until 1905, not a single national newspaper or magazine in the Kazakh language had its own printing house. The initiative of the Alash people to solve this problem was the beginning of a great movement in the Kazakh nation.

The leader of the Kazakh elite, Alikhan Bokeikhan, Akhmet Baitursynuly, Mirzhakyp Dulatuly, Zhakyp Akpayuly, Raiymzhan Marsekuly, and other like-minded partners, published a nationwide newspaper from 1905 to the first half of 1906, that is, until the dissolution of the First State Duma.

The democratic culture of the Kazakh people originates from the deep knowledge and appreciation of this nation's history. Countries with high culture dominate the world.

The article studies the fact that only a nation that knows its own history, appreciates its national values, and has absorbed its culture and literature can take its place on the world stage.

Public Relations in the Digital Age: Immersive Models

Назым Озенбаева — 2026-06-05

The article presents current foundations for the scientific and theoretical systematization of parameters of digital immersive Public Relations. In an era of extreme saturation with digital technologies (primarily artificial intelligence) the basic research optics of PR is communicative, focused on human-centered communication. For the first time, the article introduces an approach to solving the scientific problem of conceptualizing relevant human-centered immersive characteristics of digital technologies in PR, with the aim of defining their relevant model. Based on a desk study of digital communication models in PR (Internet, VR), the features of their immersiveness are presented. The specifics of the format for involving the target audience in a virtual environment for the experimental acquisition of real experience necessitate the identification of a special subtype in the classification of technology-mediated public relations communication: immersive PR. The study identifies two levels of digital immersiveness in PR: the immersiveness of the Internet as primary, and the immersiveness of virtual reality technologies as mediated. It defines the multi-level and polysemantic nature of content and its consumption, and highlights the characteristics of the target audience as an actor-prosumer of immersive digital experience. For the first time, working definitions of basic concepts in this field are introduced, in particular: immersiveness in PR, augmented and virtual reality as a PR tool, and models of digital immersive communication in PR. Immersive PR projects demonstrate trends in PR shifting from rational to emotional formats, as immersive technologies are visual. Immersive PR projects, for the first time, provide a high level of simulation technologies for communication aimed at the experimental creation of new user experiences, which brings about new technological and ethical risks, and determines the need for new parameters for building trust in PR, etc., as well as vectors for further research. An expert survey confirms the authors’ proposed theses.

A multi-agent approach to recognizing manipulation in media content in higher education

Улжан — 2026-06-03

The article discusses the problems of recognizing manipulative strategies in media content by students and their impact on the formation of critical thinking. The main purpose of the study is to identify ways of manipulation in media content that affects students, as well as to develop methods and approaches for their recognition. This may include analyzing various types of media that influence students' perceptions and opinions, and evaluating their ability to critically perceive information. The main research areas are media content analysis, manipulation methods, the impact of manipulation on perception, psychological aspects of perception, and educational strategies. Key ideas: critical thinking as the key to protection from manipulation; media literacy (the need to integrate educational programs aimed at teaching students how to analyze and verify media information); social networks as the main manipulation platform, and the importance of teaching users information filtering skills; the role of educational institutions in forming a critical attitude to information and strengthening students' resistance to manipulative techniques. The main focus is on modern methods of media education and how educational institutions can help students develop the ability to critically analyze information. The article presents the results of empirical research conducted among students, which reveal the level of students' awareness of manipulative techniques such as propaganda, hidden advertising, manipulation of facts and emotional impact. Recommendations are also proposed for improving educational programs in order to develop skills in recognizing manipulations in the media space.

The transformative role of artificial intelligence technologies in modern journalism

G. Akseit — 2026-04-28

Journalism constitutes a complex communicative system that facilitates the effective dissemination of multilayered and dynamic information flows to audiences. The rapid advancement of artificial intelligence technologies has led to the emergence of a new domain commonly referred to as “robot journalism.” Artificial intelligence not only accelerates the distribution of news but also significantly enhances the efficiency of large-scale data processing and analysis. However, these developments raise critical ethical concerns and challenges related to public trust. This study aims to provide a comprehensive examination of both theoretical and practical aspects of artificial intelligence applications in journalism. Furthermore, contemporary technological innovations are analyzed as foundational mechanisms for ensuring the integrity of news content. The research adopts a qualitative descriptive methodology, enabling a systematic analysis of relevant technological phenomena. The findings indicate that artificial intelligence demonstrates substantial effectiveness in tasks such as automated interview transcription, advanced data analytics, and large-scale content generation, thereby significantly improving operational efficiency within editorial workflows. Additionally, it facilitates high-speed information dissemination, which is essential in the digital age. Nevertheless, the study identifies potential risks associated with algorithmic bias and the overreliance on artificial intelligence, which may lead to a decline in news quality. Moreover, the absence of well-established ethical standards governing AI usage in journalism remains a pressing issue. Therefore, enhanced collaboration among media organizations, policymakers, and technology developers is crucial. While artificial intelligence offers transformative potential for journalism, its implementation necessitates accountability, continuous human oversight, and robust regulatory frameworks to ensure alignment with core journalistic principles.

Trends and features of digital transformation development in the media of Kazakhstan

M.B. Shindalieva — 2026-04-28

XXI century-the era of Information Society and technological modernization. At this stage, the concept of digital transformation was not limited to economic or technical areas, but became the main driving force for socio-communicative systems as well. In particular, journalism is one of the areas that is most deeply influenced by digital technologies. Today, the processes of production, distribution, and perception of information have radically changed, and traditional forms of journalism have been replaced by new media formats. From this point of view, the scientific analysis of the impact of digital transformation on journalism is an urgent problem of high theoretical and practical importance. As a result of the study, it has been proven that digital transformation radically changes the trajectory of the development of journalism. Information speed, interactivity, and Multimedia narrative approaches have become the main indicators of the professional competence of a modern journalist. At the same time, ethical responsibility, fact-checking, and maintaining a trusting relationship with the audience remain the main mission of journalism in the digital age. The article reveals the essence of the concept of digital transformation, analyzes its manifestations in modern journalism, mechanisms of influence, and features of development in the national media space.

A multi-agent approach to recognizing manipulation in media content in higher education

U.A. Ospanova — 2026-04-28

The article discusses the problems of recognizing manipulative strategies in media content by students and their impact on the formation of critical thinking. The main purpose of the study is to identify ways of manipulation in media content that affect students, as well as to develop methods and approaches for their recognition. This may include analyzing various types of media that influence students' perceptions and opinions, and evaluating their ability to critically perceive information. The main research areas are media content analysis, manipulation methods, the impact of manipulation on perception, psychological aspects of perception, and educational strategies. Key ideas: critical thinking as the key to protection from manipulation; media literacy (the need to integrate educational programs aimed at teaching students how to analyze and verify media information); social networks as the main manipulation platform, and the importance of teaching users information filtering skills; the role of educational institutions in forming a critical attitude to information and strengthening students' resistance to manipulative techniques. The main focus is on modern methods of media education and how educational institutions can help students develop the ability to analyze information critically. The article presents the results of empirical research conducted among students, which reveal the level of students' awareness of manipulative techniques such as propaganda, hidden advertising, manipulation of facts, and emotional impact. Recommendations are also proposed for improving educational programs in order to develop skills in recognizing manipulations in the media space.

The Role of Professional Child TV Journalists in the Production of Animated Programs for Preschoolers: Experiences from Kazakhstan and Kyrgyzstan

A. Sabyr — 2026-04-28

Career aspirations of emerging young female journalists in Uzbekistan in light of the sociocultural shift

O. Vikhrova — 2026-04-28

In the context of global efforts to achieve gender equality, enshrined in the UN Sustainable Development Goals, as well as the activities of the government of Uzbekistan aimed at legal consolidation and practical provision of gender equality, the issue of professional education and career development of women is of particular importance. The authors of the article analyze how future journalists (both women and men) perceive the problems and prospects of professional development of women in the media industry. The researchers of this article also focus on the career expectations of bachelors of the "Journalism" program at universities in Uzbekistan in the context of socio-cultural transition. The main research methods used are "snowball" to form a sample of respondents, as well as semi-structured interviews. The findings of the study demonstrate that values inherent to the traditional way of life and gender stereotypes continue to exert an influence on the career expectations of young women who have chosen journalism as their profession, as well as on men's assessments of their professional prospects. At the same time, the study notes a weakening of this influence within the context of ongoing socio-cultural transformation. The study was conducted within the framework of the "Collaborative Research Projects" initiative of the ORBICOM-UNESCO.

Aestheticization of media communication – a tool and an element of the macro-process of social reality aestheticization

О.И. Ulanovich — 2026-03-31

Aestheticization of media communication is examined in the article as an embodiment of a macro-process of social reality aestheticization. Aestheticization is defined as a socio-cultural transformation that involves engineering and dissemination in society of aesthetic, sensory-driven, sensually expressive, and attractive forms of social beingness (social practices, social relations, and social knowledge), which fosters some meaning and values in society, thereby shaping the relevant worldview. As a multidimensional transformation, aestheticization is realized in a wide range of particular processes and practices in various social areas; media communication becomes the most critical sphere of its manifestation. In studying the process of aestheticization of media communication, we proceed from the semiotic multimodality of media communication in the digital age, which means active use of codes of verbal (natural) and nonverbal (symbolic) languages in modern media messaging. Concerning non-verbal semiotics of the media, aestheticization evolves as perfecting the sensory imagery and graphicness in messaging to evoke sensations, emotions, and to create sensory-driven impressions. Aestheticization of media rhetoric (the verbal component of modern media semiotics) is considered in the article as amplification of speech expressiveness and its different aspects. This is manifested in intensive use of rhetorical imagery and verbal humour, in emotional and stylistic coloring of the speech, and in the liberalization of the media language towards “freedom from” rhetoric – freedom from language decorum, speech culture, and the conventions of the institutional discourse.

Media space: museum practices for preserving historical and cultural heritage

N Abileva — 2026-04-28

This article examines the role of museums in preserving and promoting historical and cultural heritage through digital platforms (media spaces) designed to facilitate human interaction, content sharing, and the formation of public opinion in real time. This study examines the transformation of museum activities in the context of the digitalization of culture and the evolution of the media landscape. The relevance of this research stems from the need to understand the media landscape not only as a medium for the dissemination but also for the interpretation of historical and cultural heritage in an era of globalization and increasing cultural homogenization. This study aims to analyze the media landscape of museum activities through the lens of the transformation of its key functions in the digital environment. The object of this study is the media landscape as a form of cultural heritage representation (as a set of digital channels and platforms that facilitate the production, distribution, and interpretation of cultural content); the subject is the transformation of the museum’s functional structure in the context of digitalization. The methodological framework consists of discourse analysis, an interdisciplinary approach within the Digital Humanities, and content analysis. The application of these methods has made it possible to identify the characteristics of cultural heritage representation in the media environment, as well as to analyze the digital forms of its preservation and dissemination. The scientific novelty of this study lies in its examination of museum activities through a system of interrelated functions (preservation, dissemination, education, integration, and adaptation), each of which is undergoing qualitative changes under the influence of digital technologies. As a result, it has been established that digitization is transforming museums from traditional repositories into media platforms that contribute to the creation of cultural meaning. The preservation function takes the form of digital archiving and simulation; the dissemination function, that of media production; the educational function, that of interactive learning; the integrative function, that of building online communities; and the adaptive function, that of transforming the ways in which cultural heritage is presented. Digitization not only broadens access but also transforms the way cultural heritage is perceived, turning it from a static object into a dynamic media product. The practical significance of this study lies in the potential to apply the findings to the development of strategies for the digitalization of museum activities and the preservation of historical and cultural heritage in the digital sphere.

Issues of Public Disclosure of Manipulation Against Women

K.K. Kabylgazina — 2026-04-28

Manipulation against women is a complex socio-psychological phenomenon that arises from gender inequality and entrenched stereotypes. This article analyzes the types of manipulation directed at women and the issues related to its public disclosure. Based on a specially conducted study, the most common forms of pressure experienced by women, their subsequent responses, attitudes toward such situations, and information about women in their social environment who have been victims of similar phenomena were identified. The study also demonstrates how this issue is covered in modern mass media, supported by specific examples. The aim of the research is to promote open discussion of manipulation against women in the media, to encourage unrestrained discourse on the issue, and to provide comprehensive, evidence-based explanations of methods to prevent victimization. The article offers a scientific analysis of manipulation against women and substantiates ways to overcome it. The findings indicate that women who have experienced coercion are often afraid to speak openly about their experiences and tend to remain inactive. Both coercive forms of manipulation that may lead to violence and manipulative practices based on false praise are found to be widespread. These aspects are also thoroughly examined in the article. Ensuring women’s rights and safety is an essential component of societal development.

The role of Kazakh-speaking groups on Facebook in the formation of public opinion: aspects of communication, culture, and political activity

K. Tergembay — 2026-04-28

This article examines the influence of social networks, particularly Kazakh-speaking groups on Facebook, on public consciousness. Within the information space of Kazakhstan, these groups shape public opinion on social and political issues and play an important role in promoting national culture, enhancing the status of the Kazakh language, and fostering political engagement. The purpose of the article is to identify the role of Kazakh-speaking groups in transforming public consciousness and increasing social activity. In addition, the study comprehensively examines the characteristics of information exchange in Kazakh-speaking groups, their role in enhancing the status of the Kazakh language in social networks, as well as their involvement in social movements and issues of social justice. The results of the study provide a clearer understanding of the influence of Kazakh-speaking groups on public consciousness. The research is based on content analysis and comparative analysis of publications and discussions in Kazakh-speaking Facebook groups. The practical significance of the study lies in identifying the role of these online communities in shaping public discourse and strengthening the position of the Kazakh language in the digital communication environment.

The influence of the Alash movement and the "Meiji Isin" program on the press

B.Zh. Karimova — 2026-03-31

This research article is about the program «Meiji ISIN», which was the beginning of great changes in Kazakh society, and the Alash press, which became the basis for the beginning of national journalism. The beginning of the twentieth century was a time of great changes for Kazakh society. This change led to the fact that the educated citizens of Alash came forward and rode horses. The period of the emergence of the program «Meiji ISIN», which became the core of the article, has been scientifically analyzed and studied. Considering the Japanese program from a modern point of view, drawing scientific conclusions and presenting it for the benefit of society was identified as the main task of the authors. The influence of the Alash movement on the press as a conscious and qualitative phenomenon in Kazakh society, which was distinguished by its innovation and guidance for the future, was studied, and a review of the works of scientists in this direction was made. The role of the Alash Press in the formation of public consciousness, which has contributed to raising the literature, culture, and science of the nation to a high level, is special. The purpose of the research article is to analyze the historical significance and necessity of the Meiji ISIN program, which influenced the formation and development of the Alash movement, and to consider in detail the impact of its ideological positions on the socio–political views of the Kazakh intelligentsia and on the development of the National Press. The article uses historical and comparative methods. The research work was written on the basis that only a nation that knows its own history, values national values, and has absorbed culture and literature can find its place on the world stage. Based on the results of the research, the influence of the Alash movement and the Meiji ISIN program on Kazakh journalism was scientifically analyzed.

Public Relations in the Digital Age: Immersive Models

M.G. Shilina — 2026-04-28

The article presents, for the first time, the foundations for the development of public relations theoretical concepts in the era of digitalization and the growth of immersive digital technologies. In the period of extreme technological digital saturation, the paradoxical essence of the transformation of public relations is revealed: there is a change in the research paradigm from digital technological (communication) to a communicative one. The article presents for the first time an approach to solving scientific problems, conceptualizing current human-centric immersive characteristics of digital public relations in order to determine their relevant model of immersive communication. Based on studies of digital public relations models (Internet, AR, VR), it presents the features of their immersive transformation. The specificity of the actor-as-object form of inclusion in the virtual environment for the experimental acquisition of real experience necessitates the allocation of a special immersive subspecies within the category of communication mediated by technologies. The authors determine digital immersiveness at two levels: Internet immersion as basic, and immersion in AR, VR, and MR technologies as mediated; the multi-level, polysemantic nature of content and its consumption, etc. Developing immersive PR projects is grounded in visualization, which leads to a transition from conservative to an emotional influence paradigm. Immersive projects for the first time provide a high level of simulation technologies in the conditions of experimental creation of a new user experience, which determines the need for new parameters for the formation of trust in PR, defines the scope of new risks, and research. A survey of experts confirms the provisions put forward by the authors.