CULTURAL CODE IN THE MEDIA DISCOURSE OF KAZAKHSTAN

This article substantiates the presence of informative and communicative nature of the cultural code in the media discourse of the Kazakh press. The historical experience of forming a multinational society in Kazakhstan has had a huge impact on the national code. Considering the reflection of the national code of the Kazakh people in the modern media discourse, we note that the words "consent"," tolerance", "hospitality" and "respect" are most often found in the Kazakh media space when describing various phenomena of the cultural code. The process of digitalization and convergence, which affects the media space of Kazakhstan, along with other countries, provides a technical opportunity for communication between press readers and authors. The tendency to increase feedback from readers contributes to optimizing the entire communication and activity process and obtaining higher-quality information. The presence of information and communication component helps the dialectical development of the national cultural code of the Kazakh people, the opposition against the challenges of globalization in preserving the national identity and the best traditions of the people.