Communication strategies of the media discourse of the Kazakhstan blogosphere: dialogue between society and authorities

Abstract

The article is devoted to the phenomenon of the generation of communication strategies in the Kazakhstani blogosphere. The structured process of communication in social networks, including semiotic meanings and cognitive plans, in a special way optimizes the process of information exchange between the authorities and society. The aim of the study is to identify and describe the strategies and social contexts used in the communicative media discourse of digital conversation.

Based on the analysis of texts from the social network Facebook, linguistics and the style of author blogs, key characteristics of the speech behavior of government officials (officials, heads of press services, etc.) using official accounts on social networks to create positive communication with the audience were formulated. The study of the algorithm and qualitative characteristics of communication tactics formed by the tasks and intentions of communicators allows us to isolate the systemic characteristics of the control mechanisms of communication. The effectiveness and controllability of tactical decisions can also be considered an important component of choosing a specific plan of communication tactics. The author focused on the tools that influence the implementation of communication strategies: text files, photographs, audio and video recordings, semantic and linguistic-stylistic analysis of media texts.

The scientific significance of the study lies in the possibility of identifying and describing new strategies, motives, and characters of social roles in digital conversation. The article examines cases of public communications in the system of interaction between the state and society. The practical significance is manifested in the description of new methods of digital communication of representatives of government agencies in politically relevant periods of building effective relationships with society, identifying the effects of moderating public opinion and interacting with it. The author also comes to the conclusion about the multichannel nature of the digital conversation system as a form of virtual communication; about the presence of signs of democracy in the discourse of digital communication between the state and society.