Иммерсивная книга как новый формат в современном книгоиздании Казахстана

G.Zh.  Ibrayeva; M. H. Argynbayeva; G. E.  Berkenova; D. A.  Avelbekov; A. Zh.  Ibrayev; A.  Bauyrzhan

doi:10.26577/HJ79120263

Authors

G.Zh. Ibrayeva Al-Farabi Kazakh National University, Almaty, Kazakhstan https://orcid.org/0009-0001-7747-0671
M. H. Argynbayeva Al-Farabi Kazakh National University, Almaty, Kazakhstan https://orcid.org/0000-0002-5529-7660
G. E. Berkenova Al-Farabi Kazakh National University, Almaty, Kazakhstan https://orcid.org/0000-0002-2114-4359
D. A. Avelbekov Al-Farabi Kazakh National University, Almaty, Kazakhstan https://orcid.org/0009-0002-9301-848X
A. Zh. Ibrayev Turan University, Almaty, Kazakhstan https://orcid.org/0009-0004-8126-0409
A. Bauyrzhan Al-Farabi Kazakh National University, Almaty, Kazakhstan https://orcid.org/0000-0003-2876-1808

DOI:

https://doi.org/10.26577/HJ79120263

Keywords:

immersiveness, augmented reality (AR), virtual reality (VR), book publishing, storytelling, Kazakhstan.

Abstract

The article analyzes the integration of augmented reality (AR) and virtual reality (VR) technologies into Kazakhstani book publishing as a prime example of the profound digital transformation within the national media system.

The relevance of the study is driven by the rapid transition from traditional printed forms to hybrid media products, necessitating a theoretical understanding of new narrative, production, and consumer practices in the context of media convergence.

The purpose of the work is to identify the specifics, potential, and systemic limitations of immersive formats in the domestic publishing sector based on a synthesis of modern media theories and current empirical data.

The research methodology is based on systems analysis and a qualitative approach, implemented through a series of semi-structured interviews with leading developers, AR designers, and content managers of immersive book projects in Kazakhstan for the period 2025–2026. The study established that hybrid formats with augmented reality (AR) possess the greatest market and educational potential, particularly in demand in the segments of non-fiction, children's, historical, local lore, and music literature. It was revealed that immersiveness in book publishing transforms the reader's role from a passive consumer into an active participant in the media environment, ensuring a higher level of engagement and information retention.

The paper concludes with the necessity of developing interdisciplinary cooperation between publishing houses and the IT sector. It justifies the need for a large-scale revision of professional publishing competencies and the institutionalization of new ethical standards regarding the verification of visual content, cognitive load management, and the protection of personal data in digital applications.

Author Biographies

G.Zh. Ibrayeva, Al-Farabi Kazakh National University, Almaty, Kazakhstan

Ibrayeva Galiya Zhunusovna – (corresponding author), Doctor of Political Science, Professor in the Department of Publishing, Editorial, and Design Arts, Faculty of Journalism, Al-Farabi Kazakh National University (Almaty, Kazakhstan, e-mail: galiya.ibrayeva@gmail.com, Galiya.Ibrayeva@kaznu.edu.kz);

M. H. Argynbayeva , Al-Farabi Kazakh National University, Almaty, Kazakhstan

Argynbaeva Makpal Khalelovna – Candidate of Philological Sciences, Assistant Professor in the Department of Publishing, Editorial, and Design Arts, Faculty of Journalism, Al-Farabi Kazakh National University (Almaty, Kazakhstan, e-mail: m.duarg@gmail.com);

G. E. Berkenova, Al-Farabi Kazakh National University, Almaty, Kazakhstan

Berkenova Gulnur Erlankyzy – Doctoral Candidate in the Department of Political Science and Political Technologies, Faculty of Philosophy and Political Science, Al-Farabi Kazakh National University (Almaty, Kazakhstan, e-mail: gulnura0710mail.ru@gmail.com);

D. A. Avelbekov, Al-Farabi Kazakh National University, Almaty, Kazakhstan

Avelbekov Dias Adiluly – 2nd-year Master's student of the Educational Program “Publishing Management and Typography,” Department of Publishing, Editing and Design Arts, Faculty of Journalism, Al-Farabi Kazakh National University (Almaty, Kazakhstan, e-mail: diasavel66@gmail.com,);

A. Zh. Ibrayev, Turan University, Almaty, Kazakhstan

Adil Zhunisuly Ibrayev – Associate Professor, Turan University (Almaty, Kazakhstan, e-mail: altai.ibray@gmail.com);

A. Bauyrzhan, Al-Farabi Kazakh National University, Almaty, Kazakhstan

Ayazhan Bauyrzhan – PhD student, UNESCO Department of Journalism and communication, Al-Farabi Kazakh National University, (Almaty, Kazakhstan, e-mail: ayazhan.news@gmail.com).