Социальная философия.

Yerkin Massanov

University of International Business, Kazakhstan

Asset Kuranbek, Shattyk Aliyev, Samat Turganbekov

Al-Farabi Kazak National University, Kazakhstan

Media culture as an institute of cultural human socialization in modern kazakh society

Media culture is a special type of culture of informational society. In the modern cultural knowledge media culture, in the broadest sense, is defined as a set of information and communication tools, material and intellectual values produced by humanity in the cultural and historical development, contributing to the formation of public consciousness and socialization of the individual. Such extensive interpretation of the concept of media culture is based on the understanding of media, which is suggested by M. McLuhan [1].

He treated the media as a set of different external extensions of man, where he included not only the media, but also all the technical and even symbolic means of communication. In our view, associated with this treatment, the media understanding of media culture leads it to the expansion of volume up to identification with the category of culture. Definition of display culture or media culture as audiovisual culture, which is associated with modern technical ways of recording and transmission of images and sound (movie, television, video, multimedia system, Internet resources, etc.), differs with greater concretization [2].

Unique role of the media culture as an institution of cultural socialization is caused by its multifunctionality. It performs a number of functions: informative, communicative, normative (ideological), relaxation, creativity, integration, mediation. Before turning to the disclosure of the essence of media culture as an institution of cultural socialization in modern Kazakhstan, we’ll explain the meaning of the concepts of "socialization" and "cultural socialization". Socialization means learning by person “life” in modern society. It is linked with the internalization of generally accepted norms, when an individual "absorbs" a common values in the process of communicating with "significant others." Thus, socialization, along with social control, refers to the two main means of establishing social balance.

In modern knowledge of social and humanities along with the term "cultural socialization", we meet other types of socialization - political, national (ethnic, regional), family, economic, legal, occupational, psychological, educational, pedagogical, gender, which differs from them. Cultural socialization can be singled out as "integrating other types of socialization and giving basic directions of the overall process of socialization". [3] In our perspective, this is due to the fact that the category of culture expresses the world as "the second nature", characterizes human activity in general and reflects a measure of human development in man.

Cultural socialization of the young Kazakh generation in modern Kazakhstan is carried out in the space of civilizational conflict between the socio-cultural poles of East and West, eurocentrism and pan-Turkism, in the territorial vertical of "village-city". In Kazakhstan, population composes about 16.5 million people; 8 million people live in the villages, 3,000,000 people in the district centers. Village still keeps mental archetypes and cultural practices of the traditional patriarchal society worldview value of agro-nomadic civilization, a nomadic mentality of inertia with it an inherent authoritarianism, paternalism, tribalism. City characterized by urbanization and industrial way of life, the idea of Western democracy, liberalism, humanism, cultural and psychological attitudes of modern society.

Kazakhstan is actively working on the development of the national segment of the Internet. Coined the term to refer to the Internet space of Kazakhstan - "KazNET". Here on the forums discussed the most topical issues on a national scale, bloggers post their blogs and videos and share experiences on the latest developments of social and cultural life, and like-minded classmates find each other through social networks, and virtual forums talking people of all ages.

The younger generation of Kazakhstan is actively developing computer entertainment and computer services: electronic games, send and receive messages by E-Mail, communication network, the purchase and sale of goods in the shops virtual, advertising, located at various sites in the network, and more.

The computer has become a major device of information processing, receipt and storage of the data needed for research, training, monitoring, automation, to solve problems in various fields of science and technology, and become an integral part of the entertainment. Correspondingly, "user", "social network", "network literature", "network identity", "informational socialization" categories appeared, they are the characteristics of the process of cultural socialization in developing Kazakhstan's information society.

Essence of informational socialization is a two-sided process, involving, on the one hand, the absorption of the personality of the information meaningful to its experience by familiarizing with the information space (information infrastructure), information communication system. On the other hand, the process of active reproduction of individual information links at the expense of their own information activities, active involvement in the information space. In other words, a person is not simply absorb information experience, but also converts it to own values, attitudes, orientations, in the culture of its own information. Socialization model, designed for users of information and communication technologies (ICT) in the cyberspace are offered by S.V. Bondarenko. In his works, the process of socialization involves "the development of technology users interpersonal communication, navigation and rules of social behavior in computer networks, and social norms, values and role requirements that exist in the specific network virtual community and social community in cyberspace as a whole" [4].

The process of primary socialization in the social reality of cyberspaces is divided into two phases: an archetypal and instrumental cognitive. The archetypal stage involves the formation of the personality of subjective reality of cyberspace based on the perception of social myths related to its operation, where the agents of socialization are the peers, parents, teachers, relevant subjects. At this stage, there is the initial user familiarity with the social norms of cyberspace and the assimilation of the basic elements of network ethics.

The next stage of socialization - instrumental cognitive - begins after connection of member to telecommunications networks, where it encounters with alternative patterns of thinking and behavior, learning with role-specific orientation, normative model of social action, getting the skills to navigate cyberspace and interact with other users and with content, feeling himself on the mechanisms of social control.

In the process of cultural socialization within the social system of cyberspace person learns the basic structure of the roles and values of the dominant within a particular community of cyberspace. The "other than the development of norms and values of cyberspace, the user has to adjust its behavior under the influence of evolutionary changes that occur in the community in which he had previously socialized" [5].

As a result, the process of cultural socialization is undergoing active changes. With the development of global communication systems and their improvement, growing contradictions in the transmission of cultural experiences between the generations: the older generation less willing to use the opportunities of global communications systems than younger, and it means that the old generation weaker implements the functions of cultural transmission and social control.

Classification of cultural patterns of socialization of Kazakh youth, deterministic polarization social-cultural Kazakh society developed by A.N.Teslenko makes a big interest to scientists. Given with the historical development and social-cultural polarization of Kazakh society, it identifies three main models of cultural socialization of Kazakh youth: the traditional, mobilization and modernizing, each of which is characterized by specific cultural psychological, socio-cultural and ideological characteristics [6].

Cultural socialization of young Kazakhs in modern conditions is a definite struggle of intercultural contradictions associated with the ratio of traditional patterns of socialization and modernization. Youths are experiencing significant transformation processes that are expressed in self-esteem, behavior, values and attitudes of young people manifested in the crisis of moral values, decline in the prestige of honest labor, the growth of the hedonistic and consumer sentiment. The gap between the growing demands of young Kazakhs and opportunities to meet them is becoming very large. This is largely due to the commercialization and westernization of culture. Media popularizes forms of culture, moral models, and lifestyle of the consumer society. Thus, the transformation processes in the youth in personal freedom and social choice pose certain risks, including notably the erosion and the devaluation of traditional cultural values, the existing mechanism of succession of generations and, as a consequence, the gap of social and cultural ties, the process of unification of the spiritual and material culture. The characteristics of the ethnogenesis and social genesis of the Kazakh nation, urbanization and globalization leading model of socialization of young people at the present stage of historical development to become a mobilization model that fully and adequately takes into account the imperative of our time and space of a dynamic independent Kazakhstan.

At the same time, there are a number of objective and subjective factors that create real opportunities for mainstreaming in the media culture of subjectivity as a result of socially responsible behavior of the individual.

Literature:

1. McLuhan M. Understanding of media. Outward expansion of human. – M.-Zhukavskii, 2003.

2. Razlogov K.E. New audiovisual technologies. – M.&Editorial URSS, 2005. – P. 22.

3. Lukov A.V. Cultural socialization// Knowledge.Understanding. Skill. - 2009// http&//www/zpu-journal.ru.

4. Bondarenko S.V. Model of socialization of users in cyberspace/ Technologies of informational society – Internet and modern society& works of VI All-Russian Joint Conference. St.Petersburg, 3-6 November 2003. SPb., 2003. P. 5-7.

5. Bondarenko S.V. social system of cyberspace as new social community // Scientific thought of Caucasus. Application. 2002. №12 (38). – P.32-39.

6. Teslenko A.N. Cultural socialization of youth in transit society condition. - Thesis abstract of Dr. of Sociology. – 2009. – P.35.