Kazakh gemeronyms: onomasiological analysis of television program titles

Abstract

One of the underexplored objects in the Kazakh onomastic space is gemeronyms. This article examines the titles of television programs from an onomasiological perspective as a peripheral category of onomastics. The subject of the study consists of the program titles of Kazakhstani television channels: "Khabar," "El Arna," and "Qazaqstan." The aim of this research is to provide an onomasiological analysis of television program titles in order to demonstrate their role as systemic linguistic structures that perform important cultural, cognitive, and advertising functions, as well as contribute to enhancing the competitive advantages of television programs. In analyzing the titles of informational-analytical, documentary, educational, cultural-educational, sports, and entertainment programs, general scientific descriptive methods were used, including observation, classification, quantitative measurement, and generalization, as well as onomasiological and quantitative analysis methods. The titles of television programs should be clear and effective, taking into account the program's content, genre, purpose, as well as its informational and emotional impact on viewers. The titles of television programs are significant not only for reflecting the theme or content of the program but also for increasing its competitiveness in the market. The paper discusses general theoretical issues of onomastics, the onomastic periphery, and the role and place of television program titles within the corresponding system of names, which allows for the application of the results and conclusions in the fields of onomastics, media linguistics, and television journalism.