Abstract
The article examines the journalistic heritage of the prominent thinker and critic Askar Yegeubayev within the context of journalism theory and mass communications. The aim of the study is to concep-tualize Yegeubayev’s heritage in the media communication space and to determine the specifics of the genre synthesis between literary criticism and creative non-fiction (khudozhestvennaya publitsistika) in media language and its impact on the public consciousness. The scientific hypothesis is based on the assumption that genre synthesis in Yegeubayev’s work is not merely an aesthetic device but functions as a deliberate communicative strategy. The author integrates tools of literary criticism into journalistic texts to enhance the cognitive value of the media message, thereby transforming the audience’s emo-tional perception into stable social attitudes. This synthesis is analyzed through the prism of media dis- is framed not only as a means of information transmission but as an effective mechanism for shaping public opinion, popularizing national values, and fostering dialogue with the audience. The research methodology is based on a comprehensive interdisciplinary approach. A key element is discourse analysis, which reveals hidden meanings and ideological markers in the texts. The applica-tion of genre-typological analysis facilitated the classification of synthetic elements (reviews, essays, sketches), while the communicative-pragmatic method was employed to evaluate the impact of the texts on the mass consciousness. The theoretical framework includes concepts of media hermeneutics and the theory of speech influence. The scientific novelty of the results lies in the fact that, for the first time, Yegeubayev’s heritage is systematized not as a purely literary phenomenon, but as a model of «intellectual journalism.» It was es-tablished that the synthetic nature of his texts helps overcome the fragmentation of media consumption by maintaining audience focus on profound socio-cultural issues. It was proven that the use of creative non-fiction techniques (metaphoricity, dialogism) in criticism strengthens trust in the media resources. The findings and results can be utilized in developing courses on modern journalism and media criti-cism, as well as in editorial practice to improve the quality of analytical content.