Abstract
A comprehensive examination of the use of linguistic units with national-cultural content in contemporary media and the disclosure of their pragmatic dimension are of both theoretical and practical importance. The article explores the function of language as a cultural code representing national identity, as well as the manifestation of linguo-cultural units and ethno-poetic codes in the language of the modern press. From a linguo-cultural perspective, the study analyzes the paremial repertoire, mythologemes, and the transformation of zhyr traditions (zhyrau tolgau) in contemporary discourse. Such linguo-cultural units, being core objects of national artistic creativity, today serve as key instruments in identifying ethno-poetic codes. The research employs textual analysis, comparative-historical methods, as well as linguo-cultural and cultural studies interpretation, allowing for a comprehensive investigation of their semantic, pragmatic, and stylistic functions. The collected materials reveal the ethno-poetic foundations of linguistic creativity in Kazakhstani press and highlight new dimensions in transmitting national worldview and cultural memory.