Abstract
In the contemporary world, social media have become a key space for communication, information exchange, and self-presentation. However, communication within this environment is not uniform across all age groups; rather, it varies depending on age-related characteristics, which are reflected in language choice, forms of interaction, and communicative strategies. The article examines the communicative behavior of X, Y, Z, and Alpha age cohorts within the Kazakh-speaking social media landscape (Instagram, TikTok, Facebook). The study aims to identify differences in language choices and communicative strategies among representatives of different generations. To collect empirical data, a specially designed survey method was employed, and the results were subjected to statistical and linguistic analysis. The survey results indicate that the older generations (X, Y) primarily prioritize informational and professional content, whereas the younger generations (Z, Alpha) lean towards multimodal and expressive-emotional communication. The study describes the development of skills for concise and brief expression of thoughts under the influence of social media, as well as the transformation of linguistic norms (slang, emojis, hybrid style). The findings of the research contribute to the theory of Kazakh-language digital discourse in the fields of media linguistics and sociolinguistics.