The role of mass media in preserving spiritual and cultural heritage of the people

Abstract

The aim of the article is to identify and study the potential of media culture as a source for the revival
and preservation of national traditions. The author studies the possibility of transferring to future generations
information about the cultural and historical past of the people or of humanity as a whole. On the
example of the television programs of the Kazakh television, the qualitative characteristics of television
projects designed to promote national values have been revealed. Recommendations are given for enriching
the content of television programs with a cultural and historical perspective. To illustrate, they are:
paying specific attention to the consistency of genre originality, thematic integrity, content; the selection
of consistent music and video. Today, in the era of globalization, great concern is expressed at the manifestation
of national culture on television screens in the background. Therefore, now the promotion and
preservation of cultural and historical values are the key components of the domestic television, thanks
to which young people, the younger generation will take care of the national wealth of their nation, the
history of their ancestors and the fruits of their work. The practical value and novelty of the research
results lie in its contribution to understanding the effectiveness of the reforms in the field of television
broadcasting in the Republic of Kazakhstan.
Key words: mass media, TV program, media culture, national traditions, culture, information content.