Қазақстанның медиадискурсындағы манипуляциялық стратегиялар мен тактикалар: формалары, әдістері, салдарлары

К.Қ. Қабылғазина; А.О. Еркімбек; А.Т. Дуйшекеева; А.Қ. Қыдырханова

doi:10.26577/aeqmz170

Authors

K.K. Kabylgazina Al-Farabi Kazakh National University, Almaty, Kazakhstan https://orcid.org/0000-0002-9170-1528 (unauthenticated)
A.O. Erkimbek Al-Farabi Kazakh National University, Almaty, Kazakhstan https://orcid.org/0009-0009-6762-6220 (unauthenticated)
A.T. Duishekeeva Kyrgyz National University named after Jusup Balasagyn, Bishkek, Kyrgyzstan https://orcid.org/0000-0001-7696-0911 (unauthenticated)
A.K. Kydyrkhanova Al-Farabi Kazakh National University, Almaty, Kazakhstan https://orcid.org/0009-0008-1409-3152 (unauthenticated)

DOI:

https://doi.org/10.26577/aeqmz170

Keywords:

media manipulation, manipulative strategies, Kazakhstan’s media discourse, traditional media, new media, public consciousness, discourse analysis.

Abstract

In the contemporary digital environment, the acceleration of information flows intensifies covert mechanisms of influencing public consciousness, making media manipulation a highly relevant subject of academic inquiry. This study provides a comparative analysis of methods used to manipulate public consciousness across traditional mass media and new media platforms in Kazakhstan.

The primary objective is to identify platform-specific characteristics of manipulative practices and determine their role in shaping public opinion. The scientific significance lies in developing an original typology of manipulation based on media platform differentiation, while its practical relevance relates to enhancing media literacy and fostering critical information consumption. The methodological framework integrates discourse analysis, comparative analysis, and an empirical sociological survey.

The findings demonstrate that traditional media predominantly employ normative-discursive and authority-based manipulation, whereas new media platforms rely on emotional-moral and mobilization-oriented strategies. This study conceptualizes manipulation within the national media space as a platform-dependent, multifaceted socio-discursive phenomenon, contributing to media studies, journalism practice, and media education.

Author Biographies

K.K. Kabylgazina, Al-Farabi Kazakh National University, Almaty, Kazakhstan

Klara Kabylgazina (corresponding author) – Candidate of Philological Sciences, Associate Professor of the Department of Press and Electronic Media, Faculty of Journalism, Al-Farabi Kazakh National University (Almaty, Kazakhstan, e-mail: kabylgazina.klara@mail.ru);
A.O. Erkimbek, Al-Farabi Kazakh National University, Almaty, Kazakhstan

Akerke Yerkimbek – 2nd-year Master's student of the Faculty of Journalism, Al-Farabi Kazakh National University (Almaty, Kazakhstan, e-mail: akerke.erkimbek@mail.ru);
A.T. Duishekeeva, Kyrgyz National University named after Jusup Balasagyn, Bishkek, Kyrgyzstan

Aina Duishekeeva – Associate Professor of the Journalism program at the Institute of Journalism and Communication, is a candidate of philological sciences, of the Kyrgyz National University named after Jusup Balasagyn (Bishkek, Kyrgyzstan, e-mail: aina.duishekeeva@knu.kg);
A.K. Kydyrkhanova, Al-Farabi Kazakh National University, Almaty, Kazakhstan

Akzharkyn Kydyrkhanova – 3rd-year PhD student of the Faculty of Journalism, Al-Farabi Kazakh National University (Almaty, Kazakhstan, e-mail: kairatbek.akzh@gmail.com).