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, 28 Apr 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. Akseit, S. Alimbekova, A. Alkozhayeva — Tue, 28 Apr 2026 00:00:00 +0000

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, A.P. Zhanysbayeva, S.K. Tulebaуeva — Tue, 28 Apr 2026 00:00:00 +0000

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, M.T. Shakenova — Tue, 28 Apr 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 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, N. Koshkenov, S. Ryskeldinova — Tue, 28 Apr 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. Agustina, M. Demeshova — Tue, 28 Apr 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 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 — 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 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 — Tue, 28 Apr 2026 00:00:00 +0000

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, G.U. Duskeeva, А.О. Erkimbek — Tue, 28 Apr 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, K. Moldabayev, A. Abdrakhmanova — Tue, 28 Apr 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 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, Z.Zh. Koigeldieva, L. Nabieva — 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, A.K. Ishanova — Tue, 28 Apr 2026 00:00:00 +0000

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.