Abstract
The article is devoted to a linguocognitive analysis of the evolution of ideologues in the political media discourse of Great Britain and Kazakhstan in the period 2020-2024. The purpose of the study is to identify key ideologemes, their conceptual and evaluative characteristics, as well as to analyze their role in shaping the national political picture of the world. The empirical basis of the work was a corpus of texts from leading media outlets (The Guardian, BBC News, The Times; Kazakhstanskaya Pravda, Lit, Tengrinews), selected according to the criteria of political orientation and the presence of ideologues under study. The research uses methods of content analysis, lexico-semantic and cognitive-metaphorical analysis, as well as frame modeling. The results show that the British media discourse is focused on crisis-conflict narratives, where ideologems acquire a negative value and are accompanied by metaphors of struggle and threats. The Kazakh media space is dominated by ideologies of stability, modernization and unity, creating a positive image of the state as a guarantor of sustainable development. The revealed features indicate that the language in politics not only reflects reality, but also structures its perception, setting the audience certain scenarios for interpreting social changes. The results of the study may be useful for further work in the field of political linguistics, media communications and comparative analysis of discursive practices from different countries.