New Strategies of Omni-Mediatization of the Public Policy in Kazakhstan

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In the context of the accelerated development of new media and the growth of e-democracy, the mediatization of Kazakhstani politics is entering a new digital-driven stage of development. The author’s approach relevance lies in studying the modern digital-driven strategy of Kazakhstani political communication and identifying methods of influence of political parties on the electorate, manipulative media forms on certain segments of the electorate from the opposition. The article presents an analysis of the main strategic resources of the politics mediatization and of their impact. Moreover, it reveals the influence tendencies of the political mediatization, the political communication in society and with party stakeholders. The author attempts to analyze the methods and formats of transmedia storytelling in the social networks on the Internet for the political leaders communication shaping, social and political dialogue building. The research material included the election campaigns of parliamentary and unregistered parties texts in Kazakhstani social media, the posts / publications on social networks during the first ever primaries in the country’s history and the parliamentary elections of 2019 and 2021.

About the authors

Mariyamgul M. Kussainova

Institute of Public Policy of Nur Otan party

Author for correspondence.
ORCID iD: 0000-0002-9082-1528

PhD, Chief Expert

12/1 Dinmukhamed Kunaev St, Nur-Sultan, 010000, Republic of Kazakhstan


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Copyright (c) 2021 Kussainova M.M.

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