Kazakh Leading Academy
of
Architecture and Civil Engineering
assoc. prof. Massanov Yerkin
MODERN MEDIA CULTURE OF
KAZAKHSTAN
KEYWORDS: Media, culture, Kazakhstan, TV,
newspaper.
ABSTRACT
The modern image
of media culture in Kazakhstan is defined; firstly by its involvement in globalizing
information space of the world community, secondly the state sovereignty achievement
of the republic. The media culture is a set of information-communicative means,
material and the intellectual values elaborated during cultural-historical
development of society, favoring the formation of public consciousness and
socialization of the individuality. It involves the culture
of information transfer and the culture of its perception. The media
culture of Kazakhstan is shaped, structured, changes its properties and
parameters, becomes complicated according to the changes in its carriers – the
people, the people who unite and coordinate their interests with each other –
economical, family-household, political and spiritual.
Anthropocenology
of communications spaces is shown that it does not exist outside of the human
and the problems of the person are being solved within as a center of knowledge
and the aim of all social development.
The peculiarity of the modern Kazakhstan
modernization is the strengthening the role of media culture as an integrator
of the new media environment. We consider the media environment as a set of
conditions in the context of which the media culture functions, that is an area
which through intermediary of the mass media connects the person with surrounding
world, informs, entertains, propagandizes those or other moral-aesthetic
values, renders ideological, economic or organizational influence on
assessments, opinions and behavior of the people.
The media environment of Kazakhstan is an essential
factor of the country “transit” into democracy. The creation of the single
information space of Kazakhstan, an intensive development of mass-media (both
printed and electronic: cable and satellite TV, video, digital cinema and TV,
computer channels, the Internet, CD-ROMs, DVD, cellular communications and e-mail)
became the catalyst of many social processes which had
an influence on political and
economical progress of the society.
Nominally there are more
than 10 news agencies, over 2970 registered mass media; from which more than
200 are electronic in Kazakhstan. The satellite channel "Kazpionet" is functioned
which carries out broadcasting in the Central Asia, Middle East, the Europe and
Northern Africa territories. There are more than 80 operators of cabling and air
-cable television, which supply services of the broadcasting of the domestic
and foreign electronic mass-media, the largest of them are «Alma-ÒV» (broadcasts in 13 cities of the country), «Êàzinformtelecom», «Såcàtål» and «Kazcenter-ÒV» (on 5 cities), «ÊVÊ» (4 cities) in country.
The
media environment of Kazakhstan forces us to think not only about authority of
media over society, but also about searching of a new cultural identity in the
context of culture varieties representation on screens of TV, computers and
cinema. The Kazakhstan information field can be compared as the reservoir to which
some information streams are poured in at the same time. The most powerful of
them is Russian with its highly professional broadcasts, relaying of some radio
stations, the newspapers having the stable readers, and rather developed Runet.
Nowadays with the advent of digital TV the spectators
had a possibility of formation of the individual service package, usage of a
feedback when everyone can become the participant of a telecast, to conduct
interactive dialogue with a television studio and other television audiences.
Satellite and the
cable television significantly have expanded the possibilities of an occurrence
of Kazakhstan people to global media culture. « There are on different
estimates about one million satellite dishes in Kazakhstan. They are not many
of them about in Almaty, but there are a lot of them in areas and in villages. The
person buys for $50 an unpretentious dish, and he has a set of channels. The
president of the international fund of the speech freedom protection «Adil soz»
Tamara Kaleeva has informed: “Unfortunately, there are not Kazakhstan TV
channels»[1].
The positive side of the new technologies of TV consists in expansion of
borders of the world and variety of cultures cognition. Achievements of the
human genius in the sphere of the intellectual and creative lives are being become
available to all Kazakhstan people. Possibilities to the dialogue of the Kazakh
culture and various cultures of other civilizations are being opened. At the
same time politicians, scientists and experts fairly specify the danger of
"by-products" of globalization, such as the threat of loss of
cultural originality by Kazakhs under a pressure from commercialization and the
"neutralized" mass cultures. All day long the person receives the
stream of the information which has any attitude to his native land. He lives with
events of other countries, watches their films, their cognitive, entertaining
and comic programs. As is known,
the theorist of information technologies, French philosopher Gi Debor in his
book «Performance Society» ascertains that a show, or performance, becomes the
central forming phenomenon of the modern society: «Everything, that existed
directly earlier, now passes to the area of representation» [2]. In such
society, according to the author, people lose ability to perceive a reality on
the basis of public and personal relations, knowledge and experience. Instead
of it, the reality is formed from «television pictures».
At the republican level among printed editions for a
while the leadership of Russian-speaking editions is remained, number of which
exceeds the quantity of newspapers and the magazines published in Kazakh
language. Among 2700 Kazakhstan periodical editions only 453 are published in Kazakh
language, and 2303 are in Russian. Besides, in the territory of the republic 5.2
thousand Russian newspapers and magazines are being distributed among which
only 2.7 thousand have been registered by the Ministry of Culture of Kazakhstan.
Thus, in total amount of mass-media Kazakh-speaking editions takes only 5.99 %
[3].
At the same time the
majority of experts consider, that the audience of mass-media will remain the
nearest years enough passive and will not do an inquiry about improvement of
quality of analytical information, being limited with interest to current
events. In Kazakhstan media culture an interest to daily occurrence is being
actualized: an everyday life, ordinary knowledge, ordinary consciousness, daily
speech, daily behavior of the person, culture of ordinary life. It means that now
the social reality is understood not as objectively existing structures and
processes carried out irrespective of consciousness, but as subjective
experience of these events, their daily understanding and designing. Communicative
activity of the person is seen in a plane of development, processing when it is
become as important fact itself of its movement, constant variations, and
continuous creation by new communicative communications - creations, disintegration
and recreation once again in other designs.
The literature:
1.Will access be limited to satellite TV in Kazakhstan?
//http:
//www.azion.kz/vip/1474
2. Gi Debor. Performance society / Translation from French. S.Ofertasa and
M. Yakubovich. — Ì.: LOGOS (Edition), 2000. P. 184.
3. 5.9 percent of mass-media is in a state language in Kazakhstan
// http: // www.internews.kz/newsitem/09--03-2011/14416
4. Results of research « Mass-media of Kazakhstan: key players, possibilities,
demands and risks»/ author B.Abramov. -Almaty, 2009. P.16.
SUMMARY. Modern media culture of kazakhstan. This article reveals the
influence and place traditional and innovate phenomenon in Kazakh’s media
culture. Also is given the conception
learned concerning phenomenon in
Kazakh’s media culture.
Background Information
Massanov Yerkin, assoc. prof. of Kazakh Leading Academy of
Architecture and Civil Engineering assoc. prof.. E-mail: Massanovezh@mail.ru; +7 771 445 61 47