Аңдатпа
The relevance of the research is due to the rapid development of the genre of visual novels and their importance in the formation of cultural self-determination in digital format in countries with a promising new media industry. The article analyzes the characteristic features of dialogues and communication in the genre of romantic visual novels. One such example in Kazakhstan is the novel TUZAQ, released on July 11, 2024. The study examines media coverage of the game, its perception by players in the country, and the role of communities in the process of cultural transformation of the genre. The scientific significance of the work is due to a comprehensive analysis that combines content analysis, a combination of various communication methods, and media-representative practices. This approach allows us to determine the level of importance of dialogues in people's perception of experience and the reconstruction of collective memory. The study demonstrates how visual novels integrate games, literature, and mass communication, including features of local culture, and use combined forms of storytelling. The research methodology is based on the use of the TUZAQ case in comparison with global examples, including the online audience and online communities. The practical significance of the research lies in the argumentation of the further development of the Kazakh genre through the development of educational programs, the promotion of student projects and development groups to create visual novels. Special attention is paid to the qualitative adaptation of literature and the writing of content that meets the expectations of the audience in a cultural context. In conclusion, the author concludes that visual novels have a high potential for maintaining and transmitting cultural and historical heritage in the modern digital media environment.