Intercultural communication in media discourse: How precedent phenomena affect audience perception

Abstract

The study identified national and cultural peculiarities in the use of precedent phenomena to analyse their role in shaping public opinion and social perception. Through comparative analysis of English-language and Kazakhstani publications, the research examined how allusions, metaphors and cultural symbols influence audience perception. The methodology focused on texts saturated with cultural, historical and social codes that create multi-layered, emotionally affecting media discourse. Results revealed that English-language publications predominantly employ universal symbols and historical allusions to elicit quick emotional responses from international audiences, enabling journalists to convey global associations through culturally significant images. Conversely, Kazakhstani publications favoured localized cultural codes reflecting national values and history, such as symbols associated with the Silk Road and nomadic culture, which reinforced readers' cultural identity and sense of belonging. While both English and Kazakhstani media discourses serve similar functions in attracting attention and establishing emotional connections with audiences, the comparative analysis confirmed that differences in the selection and presentation of precedent phenomena underscore the distinct cultural and social specificities of each media space, demonstrating how cultural context fundamentally shapes journalistic approaches to audience engagement.