Pragmatic and Functional Characteristics of Anglicisms in Kazakh-Language Media Texts (A Comparative Analysis of Media Materials)

Abstract

This article examines the use of anglicisms in Kazakh-language media texts as the object of research, while their pragmatic and functional characteristics are analyzed as the subject of the study based on materials from print and digital media. The aim of the study is to identify the semantic, pragmatic, and normative characteristics of anglicisms used in the Kazakh-language media discourse, as well as to determine their functional role and level of activity in the print and online media environment through a comparative analysis. The main stages of the research included the selection of materials from mass media sources (print and online publications), determining the frequency of anglicism usage, analyzing their thematic distribution, and examining their functional role within the structure of media texts. The study also considered the graphic forms of anglicism representation, the features of their morphological adaptation, and their correlation with Kazakh-language equivalents. Particular attention was paid to identifying the influence potential of anglicisms in media discourse, especially their role in enhancing expressiveness and adding additional semantic nuances to media texts. The research objectives were implemented through the methods of content analysis, semantic analysis, pragmatic analysis, and normative analysis. The comparative analysis revealed differences in the intensity of anglicism usage and their functional load between print media and digital media. It was demonstrated that in digital media, anglicisms predominantly perform expressive, image-building, and modernity-marking functions. The scientific significance of the study lies in the comprehensive description of the pragmatic and functional nature of anglicisms in Kazakh-language media texts, as well as in determining their place within the language system, their normative status, and the specific features of their usage depending on the type of media. The practical significance of the study is related to the possibility of applying the obtained results in the editing of journalistic texts, the improvement of language policy, and the enhancement of media content quality. The article systematizes the terminological status of anglicisms, the level of their linguistic adaptation, and their discursive functions, and presents conclusions regarding their influence on the development trends of the Kazakh-language information space (print and digital media).