Abstract
The article is devoted to the language representation of the linguistic and cultural concept of «Mangіlіk El» and its influence on the modernization of public consciousness in the Russian-language discourse of the mass media of Kazakhstan. Modern mass media of Kazakhstan are focused on the introduction of a system of new political concepts, one of which is «Mangіlik El». The material of the representation of this concept considers the methods and techniques of verbal impact, in particular, such as: «material trend», «creating resonance», «imaginary choice», simplification, semantic manipulation, «reference to historical facts», «expert opinion» and other. The authors of the article highlight the new methods of language manipulative influence, which include the rhetorical device «Strengthening the sense of one’s own responsibility» or (figuratively): «Who, if not us?» And the method «Bilingual repeat effect». The range of language tools of manipulative influence is various, from lexical units to syntactic ones. On the basis of the conducted linguistic and cognitive analysis of the representation of the concept «Mangіlіk El» in the discourse of the mass media of Kazakhstan in the work, it is concluded that it is fundamental in terms of an influencing force capable of modernizing the public consciousness.