Аннотация
The songs of zhyrau form a rhetorical ideal, defining cultural, national, and rhetorical identity.Kazakh rhetoric, with its unique nature, demands examination through contemporary methodology,presenting a complex subject for ethnopoetics. This article describes cultural and national identity inzhyrau’s poetry and its impact on rhetorical identity. Research and translation approaches are basedon interpreting the worldview through reflection and pan-determinism, classifying rhetorical statusesand modalities, analyzing symbolism and allegory, and generating new meanings. The study identifiesvarieties of symbols in Asan Kaigy’s poetry and the system of culturonyms in Kaztugan and Dospambet’s poetry.The scientific significance lies in describing the worldview in zhyrau’s poetry from hermeneuticand phenomenological perspectives, substantiating “rhetorical identity,” and identifying their roles increating accurate translations. Practically, the results can be used to create new translations of zhyrau’s poetry. The implementation of the discourse approach made it possible to develop a methodology ofrhetorical identity and make recommendations for translators of zhyrau poetry.Describing the worldview in Asan, Kaztugan, and Dospambet’s poetry has outlined the role ofsymbols and allegory. The connection between rhetorical statuses and worldviews is established, substantiating the role of allegory in rhetorical argumentation and translation. The role of culturonyms as arhetorical tool influencing the addressee, providing explanatory effects, and forming translation strategies is demonstrated.The research value lies in the introduction of the concept of ‘rhetorical identity’ in domestic science.Practical significance of the paper’s outcomes is to make recommendations for translators by interpretingthe identity and conveying the ways in which zhyrau affects the listener as communication effectiveness.Key words: zhyrau, identity, worldview, communication, culturonyms.