Manifestation Peculiarities of the Identity and Electronic Self-Presentation Language of Kazakhstani Bloggers
Department of Foreign Philology and Translation, K. Zhubanov Aktobe Regional University, 34 A. Moldagulova Ave., Aktobe 030000, Republic of Kazakhstan
Department of Foreign Philology and Translation, K. Zhubanov Aktobe Regional University, 34 A. Moldagulova Ave., Aktobe 030000, Republic of Kazakhstan
Department of English and German Languages, K. Zhubanov Aktobe Regional University, 34 A. Moldagulova Ave., Aktobe 030000, Republic of Kazakhstan
Department of General Educational Disciplines, West Kazakhstan Innovation and Technological University, 44 Ikhsanov Street, Uralsk 090000, Republic of Kazakhstan.
Department of General Educational Disciplines, West Kazakhstan Innovation and Technological University, 44 Ikhsanov Street, Uralsk 090000, Republic of Kazakhstan.
Abstract
Linguistic and media discursive analysis of self-presentation of Kazakhstani bloggers on Instagram forms a kind of digital identity in a trilingual space. The aim of the study was to identify the linguistic, visual and pragmatic mechanisms by which blog authors construct an individual image, influence the audience and participate in the transformation of linguistic norms. As an empirical base, 160 posts from the Instagram pages of three Kazakhstani bloggers (@madinamegastars, @super.mamasita and @gulsezim_amin) published between March 2022 and March 2024 were selected. The selection of publications was carried out manually according to the criteria of lexical and stylistic diversity, multimodal saturation and thematic representativeness. This study adopted a research methodology based on an interdisciplinary approach and included content analysis, component and conceptual analysis, multimodal analysis based on the Kress and van Leeuwen model, as well as a pragma linguistic description of speech strategies. The analysis showed that trilingual code-switching, neologisms, emotionally labeled vocabulary and visual elements function as cognitive-pragmatic tools of self-presentation. Differences in bloggers' strategies have also been established: from motivational and religious-family discourse to ironic and missionary-educational style. Among the key results is the confirmation of the hypothesis about the formation of a new adaptive language norm based on hybrid codes and visual—verbal expressiveness. The influence of blogger's discourse on the speech practices of Kazakhstani youth has also been established. The practical significance of the work lies in the possibility of applying its results in the development of media literacy programs, language teaching in a multicultural environment, as well as in the linguistic expertise of digital content. The work contributes to the development of digital sociolinguistics and media linguistics, demonstrating the importance of blog discourse as a space for the formation of new linguistic and cultural norms.