Scientific journal
European Journal of Natural History
ISSN 2073-4972

MODERN KAZAKHSTAN: THE DEVELOPMENT OF POLITICAL COMMUNICATION IN MASS-MEDIA

Sultanbayeva G.S.

In the last decades in Kazakhstan, Russia and the other countries of the CIS actively have been surveyed researches of the political communication in information-oriented society and have been forming scientific schools in this direction. The study Eurasian countries´ political communication´s theoretical-methodological and practical bases, including consideration Kazakhstan´s political system´s political particularities, is materially vital and timely step for designing and prediction of the region´s further development. Changes in the society which occur in the last decade demand rearrangement of incidences which are inseparably linked with social consciousness.

Today there are outlined two tendencies in mass political information. One of them appears in transformation of different messages, without any monitoring system, in huge quantity. Humanity lost his social orientation which turns, in conclusion, to indifference toward politics of the society´s main part. Huge number of messages is being published in the newspapers, coverage of facts happens in common stream system. The splitting up method pursues quite definite political aims. It helps to form man´s consciousness, the man´s consciousness that seems to be well-informed, but in reality the person who doesn´t have clear ideas in politics.

The other political information tendency consists informational stream´s cruel submission to ideological propagandistic purposes. This approach is typical for those printings which are the properties of political parties and movements. For party prints in Kazakhstan are typical periodicals like ‘Ak zhol´, ‘Kazakhstan´, ‘Zhas alash´, ‘Megapolis´ ‘Kala men Dala´, ‘Strana I Mir´, ‘Express K´, ‘Subbota´, ‘Azamat Times´ etc. The activity of such periodicals is especially

become apart during the pre-electional agitational period. In 2004 in pre-electional period for Parliament Mazhilis of RK the newspaper ‘Zhas Alash´ published series of materials about leaders and strategically platform of ‘Ak zhol´ party.

The occurrence of yellow press is natural process in the information market in Kazakhstan and others the exsoviet countries. The mass editions ‘of yellow press´ and occurrence ‘of the electronic yellow newspapers´ define (determine) differentiation of MASS-MEDIA in political life. "Navigator" - among the web-editions differs by the boldness and criticism of a different sort of "unreasonable" and "biassed" materials in relation to authority. The republican newspaper "Caravan" (in Russian) and regional newspaper "Zamana" (in the Kazakh language) and many other appendices of this periodic edition is limited to secular news, materials and stories of entertaining character, do not cause serious fear of государственно-governmental bodies. On the contrary increases of quantities(amounts) and increase of circulation ‘of yellow press´ in the market of MASS-MEDIA just testifies of viability of a method ‘splittings of the information´. The periodic editions opposition of character ‘Epoch´, newspaper of a party(set) ‘Akh zhol-Kazakhstan´ and close to them ‘Vremia´, Zhas alash´, ‘Azamat Times´ , ‘Sоz´, ‘Subbota´, ‘Kazakhstan´ in modern information space have the certain audience, is especial in the large cities of republic. Among the periodic editions of the country ‘Exclusive´, ‘Mir Eurasia´, ‘Kazakhstan´ etc. is the well illustrated republican and corporate editions. They concerns to a category ‘of the qualitative editions´.

Having summarized a role of the Kazakhstan MASS-MEDIAS on development of the political communications, the political technologies and formation of public consciousness can allocate the following tendencies: increase of the editions of an analytical periodic seal and organizations of analytical interactive transfers; occurrence party and opposition of the editions; increase of professionalism of the international journalism illuminating political news, use of dirty PR-technologies in pre-election information campaigns, increase of the political electronic editions etc.

As the negative tendencies of development of the Kazakhstan MASS-MEDIAS it is possible to define(determine): monopolizing MASS-MEDIA; practice of the custom-made publications; weak understanding of modern PR-technologies by all participants of the market; backward economic model of activity of MASS-MEDIA; corruption; high enough politicians of business.

The modern condition of the market of MASS-MEDIA in Kazakhstan is characterized: by occurrence large of mass media by practice of clauses; by self-censorship; by the state orders for accommodation in MASS-MEDIA of paid materials.

In the future the development of the political communications in Kazakhstan is connected to competent realization of process of political choices, political activity of the citizens, use of new models of information technologies in political process, civilized observance of norms of behaviour and ethical morals, professional belief of the political players.

The work was submitted to international scientific conference «The introduction of integrated models of educational institutions, implementing educational programs at various levels of education», Singapore, December, 10-17, 2008. Came to the editorial office 11.11.2008.