Abstract
This chapter explores the role of contemporary media in shaping national identity, using Kazakhstan case. Drawing on theories of mediatization, agenda-setting, imagined communities, and symbolic nation-building, it demonstrates how media actively construct identity through language, framing, stereotypes, and value-based representations rather than merely reflecting social reality. The analysis highlights key ethical challenges, including hate speech, stigmatization, clickbait, and manipulative framing, which can distort public perceptions and reinforce social divisions. Particular attention is given to the growing influence of algorithmic platforms and generative AI, which increasingly function as de facto editors and interpreters of national narratives. The chapter illustrates both the constructive and manipulative potential of AI-generated content.