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

Innovative approaches to formatting analytical TV programs

А.М. Zhussupova, G.T. Markabaeva, Zh.A. Erzhanova — Tue, 31 Mar 2026 00:00:00 +0000

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 transformative role of artificial intelligence technologies in modern journalism

G.M Akseit, S.K. Alimbekova , A. Alkozhayeva — Tue, 31 Mar 2026 00:00:00 +0000

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.

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

M.B. Shindalieva, A.P. Zhanysbayeva, S.K. Tulebaуeva — Tue, 31 Mar 2026 00:00:00 +0000

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.

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

U.A. Ospanova, М.Т. Shakenova — Tue, 31 Mar 2026 00:00:00 +0000

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

A. Sabyr, N. Koshkenov, S. Ryskeldinova — Tue, 31 Mar 2026 00:00:00 +0000

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.

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

O. Vikhrova, A. Augustina, M. Demeshova — Tue, 31 Mar 2026 00:00:00 +0000

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 sociocultural
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 sociocultural
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

A. Ulanovich — Tue, 31 Mar 2026 00:00:00 +0000

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.

Media space: museum practices for preserving historical and cultural heritage

N. Abileva — Tue, 31 Mar 2026 00:00:00 +0000

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.

Issues of Public Disclosure of Manipulation Against Women

К.К. Kabylgazina, G.U. Duskeeva, А.О. Erkimbek — Tue, 31 Mar 2026 00:00:00 +0000

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, Kh. Moldabayev, A. Abdrakhmanova — Tue, 31 Mar 2026 00:00:00 +0000

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 Kazakhspeaking
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, Z.Zh. Koigeldieva, L. Nabiyeva — Tue, 31 Mar 2026 00:00:00 +0000

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, А.К. Ishanova — Tue, 31 Mar 2026 00:00:00 +0000

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.