Аңдатпа
The aim of the study was to identify the specific features of the coverage of the Kazakh language as a factor in social consolidation in Kazakhstani media. The research methodology was based on a systematic combination of analysis of regulatory and legal documents, alongside content, discursive, framing and communicative-stylistic analyses of materials from state-run and independent media. The study found that the media representation of the Kazakh language is shaped by the interaction of normative, historical-cultural, integrationist, technological and pragmatic discourses, which ensure a comprehensive portrayal of its role in the development of contemporary Kazakhstani society. As a result of analysing materials from national television channels, news agencies, print publications, digital platforms and independent news sources, six thematic models of the state language’s representation were systematised, covering its interpretation as a symbol of statehood, a vehicle of cultural memory, a factor in civic solidarity, an instrument of technological development, a component of functional multilingualism and an object of the practical implementation of language policy. It was found that state-run media predominantly shape the institutional model of coverage, emphasising the implementation of government programmes, the digitalisation of language policy and the strengthening of social unity, whilst independent media focus on the practical aspects of using the Kazakh language, the accessibility of public services, the effectiveness of language reforms and everyday language practices. It has been settled that the promotion of the state language is performed through a system of interrelated media frames, supplemented by themes of patriotism, cultural identity, competitiveness, social success and the preservation of linguistic heritage, which adapt the provisions of state language policy to everyday information consumption. The practical relevance of the research findings are based within their potential application in polishing state language policy, developing communication strategies for the promotion of the state language, as well as in arranging information campaigns and evolving digital language projects