Discourse and identity in the medial space of Kazakhstan

Abstract

The article is devoted to the general and specific identity in the Kazakh discourse and on a specific psycholinguistic and medial material. Data on modern media preferences are supported by authorial statements about the specifics of Kazakhstan’s mass consciousness. Within the framework of the theory of medial analysis, the work reveals cognitive strategies of social cognition and perception, expressed in linguistic consciousness. The thesis of archaization (Sovietization) is proved by analyzing samples of mass culture and rhetorical strategies of the Kazakh discourse. These results are also confirmed by the conducted pilot associative experiment (full associative fields are given for stimulus words: Kazakhstan, power, national, Russia, Soviet and Soviet Union). The study also showed the proximity of youth linguistic consciousness to archaic linguistic concepts. The study revealed the latest trends in the Kazakh and Russian-speaking medial space: manipulation and stereotyped speech behavior.