Abstract
In the article, the language culture in the mass media and the established tradition of the language of the people are analyzed from a scientific point of view, the precedent units that have been formed as a science in the course of the study of the Kazakh language are analyzed in the mass media, and the linguistic and ethno-cultural aspects of the language culture are classified from a scientific and practical point of view. Precedent names and names in the media are a source of cultural information as culturally meaningful names. That's why it is important to study the linguistic nature of the expressions and transmission of precedent names in intercultural communication and interlinguistic communication from the point of view of linguistics in order to improve health. Therefore, in the course of the study, on the basis of the comparative analysis of modern theories and concepts, the use of precedent units in the regional press pages was described by specific examples, and their pragmatic functions were demonstrated. Precedent names in the mass media are mainly created for pragmatic purposes, they provide preliminary information from the story line and serve as a basis for an impressive, understandable, thorough, eventful presentation of the story to the consumer. This, in turn, gives an opportunity to clearly understand the professional skills of journalists working in the media, in addition to their thorough knowledge of national traditions, customs, cultural, social and political issues. It is known that due to the development of science and technology, using gestures and various slang words in interlanguage communication is a big danger that leads to a decrease in vocabulary. That's why understanding the meaning of speech, striving to convey more meaning with fewer words is probably a necessity of the times.