Environmental discourse in the social networks of Kazakhstan: the construction of an imperative
DOI:
https://doi.org/10.26577/HJ.2020.v56.i2.05Keywords:
ecology, social networks, youth, environmental awareness, sustainable development, audience.Abstract
Constructive changes in the media landscape due to the intensification of social networks launch new modules of social discourse. Nowadays environmental theme getting particular interest, the popu-larity of which is related to a number of factors, including the growth of environmental awareness caused by open access to information on social networks. This includes developing literacy in environmental management and environmental conservation, as well as quick notification of environmental incidents.
The purpose of the study is to analyze the impact of the environmental content of social networks on the construction of the environmental imperative in the minds of young people in Kazakhstan. In this regard, the most popular social networks were studied, audience segmentation by age and level of education was performed, and also authors analyzed social media content in the ecology field. Using the methods of comparison, review, content analysis and survey, the authors identified the most sustainable signs of constructing environmental awareness of the youth audience in social networks.
The authors came to the conclusion that nowadays the tendency of including environmental topics in the array of the concept of sustainable development is becoming more and more persistent in the minds of young Kazakhstanis, and as a result, there are forming a number of factors of low tolerance for imbalance in this area, including politics and economy. The authors also note an increase of interest in the categories of social responsibility and ethics, which leads to a conscious understanding of universal values, the rule of law, social activity and the desire for social integration. At a higher level of develop-ment of environmental awareness, the young generation of Kazakhstanis is able to form economic and political discourse, as well as accumulate a mental appeal to the state on the issue of balance and coher-ence in various fields.
The presented study involves the integration of several areas at once, which makes its results in-teresting for understanding the variability of modern forms of environmental discourse, the specifics of changes in audience’s behavior, its transformation into an active direction, audience agent which is capable to generate its own content and media communication, excluding traditional media.
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