Аннотация
The article is devoted to the ideological concepts of "New" and "Unity", which represent the modernization processes in the country in the kazakh media and are focused on the transformation of public consciousness. The impact of these concepts, according to the authors of the article, is based on their value component,linguistic and cognitivemechanisms of verbalization of concepts are based on techniques that emphasize their axiological character. Methods of persuasion and emotional influence are used, such as: gradation use of the key lexeme; metaphorization; emphasis on the word (repeated use of it); designation of time as a value argument, etc. It is revealed that the concept "New" represents such positive value settings in the media as: new opportunities, new knowledge, spiritual development, competitiveness, openness, new technologies, and innovations. The concept of "unity" is verbalized by the axiological guidelines consolidation, tolerance, interethnic harmony, and a unified future. It is determined that the key axiological attitude, represented in the kazakh media using various explicit and implicit linguistic and cognitivemeans, is "New and unity is the way to success in the future".