Abstract:
The concept of mediatization in modern social sciences leads to a new understanding of the role of media
in society and culture. Within the framework of this concept, media appears not as an intermediary between
society, its culture and socially significant information, but as a structural element of society and culture
itself (T. Adorno, M. Castells, N. Couldry, S. Hjarvard, F. Krotz, S. Livingstone, W. Lippmann, N. Luhmann,
M. McLuhan, P. Lazarsfeld, R. Merton, K. Popper, S. Zizek). The relevance of our study is due to the urgent
need to investigate the effects of mediatization associated with its increasingly global nature. We hypothesise
that in the process of mediatization of culture in the space of any national media discourse a new type
of culture is created — media culture. The aim of this study is to show the formation of media culture
on the example of the Russian language media discourse in Kazakhstan. The research is based on the linguistic concept of precedence (Yu.N. Karaulov, V.G. Kostomarov, D.B. Gudkov, V.V. Krasnykh)
and the modern understanding of the typology of culture in Russian philosophy (N.B. Kirillova,
V.V. Mironov and etc.). The study pursues the following goals: to identify precedent phenomena, which
we define as minimized texts of culture, in the headers of the most widely circulated Russian language
publications in Kazakhstan; to analyse precedent onyms associated with the classical (elitist) or mass culture;
to consider phraseological units as markers of popular culture. On the basis of the analysis of precedents and
phraseological units used in the dominant positions of the Russian language media discourse in Kazakhstan,
we conclude that media culture is formed in the process of mediatization of elite, mass and folk culture
through precedents and phraseological units. Media culture is a special, integral type of modern culture
that combines elements of all types of cultures (elite, mass and folk) and is replicated through mass media
in society. It consolidates society on the basis of general media knowledge.
