Anglicisms as a Tool for Attracting Audiences in Kazakhstani Media Discourse.

Abstract

This article examines the use of anglicisms as a tool for attracting audiences in Kazakhstani media discourse. Based on an analysis of 2024 media texts sourced from Kazakhstani news portals on social networks, the main motives for using anglicisms are identified. The findings   demonstrate how anglicisms contribute to the popularization of materials and enhance their competitiveness in the context of globalization and the digital transformation of media. A sociological survey was also conducted among 460 respondents from Kazakhstan to explore their attitudes toward the use of anglicisms in media. The survey results revealed that most respondents view anglicisms as a sign of modernity and globalization, although some expressed concerns about their impact on linguistic culture and traditions. The study highlights the main reasons for using anglicisms, including adding modernity and relevance to texts, linguistic economy, resolving semantic ambiguity, the absence of equivalent terms in the recipient language, creating emotional expressiveness, and fulfilling social functions.The research results can be useful for journalists, editors, and media communication professionals in developing content that balances global trends with the cultural characteristics of the Kazakhstani audience.