The discourse of the language and cultural identity in the post-soviet medial space (Kazakhstan)

Abstract

The article outlines the rhetorical strategies of social cognition and perception, express edinmass
consciousness. In the article an attempt is made to compare the newest cognitive studies of the language
in American practice with the leading European discourse studies. On the basis of the selected correlation of cognitive theory and the theory of medial analysis, the author’s model of analysis of the conceptual space of the media discourse is developed. The thesis of Sovietization of Kazakhstan’s medial space is confirmed by the analysis of samples of mass culture and rhetorical features of Kazakhstan’s discourse.
The article reveals the trends and examples of official and mass discourse – the ideological «products»
of time: from the surviving Soviet cliches to the created national identity. The revealed features of the
Kazakhstan media discourse have specific character of the manifestation of post­Soviet culture.