Abstract
The article deals with a topical problem - the study of cultural and national identity of Zhyrau poetry. The object of review is the techniques of creating the world picture. Attention is paid to the concepts of the rhetorical ideal and the rhetorical identity. The structure of the rhetorical ideal is analysed in its relation to the author's and national concept sphere. The national world picture is being studied from the position of cognitive methods of the poet's influence on the addressee. The systematisation of rhetorical arguments, strategies and techniques, rhetorical argumentative models is shown in the songs of Zhyrau - Shalkiyiz, Zhiyembet, Aktamberdy, Umbetey, Kaztugan, and Bukhar. Rhetorical word forms and statements have been analysed and their use in communication has been carried out. The scientific ideas of cultural memory have been developed to present a wide range of interpretations of the world in Zhyrau's poetry. The undertaken approach contributes to the understanding of the forms and ways of constructing cultural and national identity. By analysing the world picture in Zhyrau's poetry, it has been shown that the rhetorical ideal is built on the value ideas of the people about family, friendship and unity. The images of nature and the surrounding world explain the wide presence of antithesis, parallelism, and such units of rhetorical style as comparison, hyperbole, and epithets in the system of tropes. The presented experience contributes to the understanding of rhetorical identity and to the description of medieval Kazakh poetry in the aspect of identity.