Defense of the dissertation of Mamankul Akmaral Abibulakyzy for the degree of Doctor of Philosophy (PhD) in the educational program «8D03204 - Journalism»
L.N. Gumilyov Eurasian National University, a dissertation defense for the degree of Doctor of Philosophy (PhD) by Mamankul Akmaral Abibulakyzy on the topic «Typology of Kazakh-language content on YouTube channels: content, features and development trends» in the educational program «8D03204 - Journalism».
The dissertation was carried out at the «TV and Radio and Public Relations education department» of L.N. Gumilyov Eurasian National University.
The language of defense is kazakh
Official reviewers:
Ramazan Aigul Amirgaliqizy - Al-Farabi Kazakh National University, Head of the Department of Publishing, Editorial and Design Arts, Doctor of Philological Sciences, Associate Professor (Almaty, Republic of Kazakhstan);
Tolepbergen Bolatbek Korpebayuly - Director of Radio "Shalkar", Cultural Worker of the Republic of Kazakhstan, Candidate of Philosophical Sciences (Almaty, Republic of Kazakhstan).
Temporary members of the Dissertation Council:
Sharip Amantay Zharylkasynuly - L.N. Gumilyov Eurasian National University, Professor of the Department of Turkology, Doctor of Philological Sciences, Academician of the National Academy of Sciences of the Republic of Kazakhstan (Astana, Republic of Kazakhstan);
Ramazanova Zhanar Sembekovna - Associate Professor of the Department of Journalism of the Philological Faculty of the Karagandy Buketov University, Doctor of Philological Sciences (Karaganda, Republic of Kazakhstan);
Karimova Bibigul Zhumashovna - Head of the Department of Journalism of the Faculty of Humanities of Ilyas Zhansugurov Zhetysu University, Doctor of Philosophy (PhD) (Taldykorgan, Republic of Kazakhstan).
Scientific consultants:
Yesenbekova Ulbossyn Meirbekovna - Candidate of Philological Sciences, Associate Professor of the Department of Television, Radio and Public Relations of the Faculty of Journalism and Social Sciences, L.N. Gumilyov Eurasian National University (Astana, Republic of Kazakhstan);
Mehmet Toplu - Professor at the Faculty of Communications, Hacı Bayram Veli Ankara University (Ankara, Türkiye).
The defense will take place on May 31, 2025, at 02:00 PM in the Dissertation Council for the training direction «8D032 - Journalism and information» in the educational program «8D03204 - Journalism» of L.N. Gumilyov Eurasian National University. Conducting a meeting of the dissertation council in a mixed (offline and online) format.
Link: https://clck.ru/3LaNY2
Address: Astana, st. Satpayev, 2, Educational and Administrative Building № 1, auditorium № 302.
Dissertation defense cancelled
Abstract (English): Relevance of the research topic. The main relevance of the scientific work is the study of patterns in the use of the YouTube channel's capabilities and tools, formed in Kazakhstan, grouping the type and nature of concepts on YouTube channels into types, and placing types on a hierarchical typology scheme. The created typologies are a simple tool for creating Kazakh-language video content on YouTube on the preservation and dissemination of national culture and play a crucial role in how the services on the channel inculcate the national culture of youth users. Studying trends in the creation of Kazakh-language content on platforms such as YouTube will help develop recommendations for the development of Kazakh-language media production in the future and will contribute to the expansion of the media industry in Kazakhstan. Scientific work remains relevant in the context of the development of modern information technologies and the strengthening of the Kazakh language in the digital environment. The study allows us to identify the main directions for both Kazakh-speaking content creators and media users. The object of research is Kazakh-language content on YouTube channels on the topic of socio-political, cultural, educational, spiritual, and national values. The subject of the research is the typology of Kazakh-language content on YouTube channels on the topic of socio-political, cultural, cognitive, spiritual, and national values. Within the framework of this discipline, the content characteristics of video materials produced in the Kazakh language, genre types, influence on the audience, structure and style of content, as well as social, cultural and economic factors in content production are analyzed. The research is aimed at a deeper understanding of the importance of Kazakh-language content in the field of media and culture and its impact on the audience. It determines the needs, requests, and level of interest in the content of Kazakh-language content consumers. This is important for guiding content creators; to assess the impact of Kazakh-language content on the preservation of Kazakh language and culture. It also demonstrates the contribution of Kazakh-language YouTube videos to the development of the Kazakh language and culture. The purpose of the research work. Comprehensive study of various types of YouTube content in the Kazakh language, their content structure, features and dynamics of development. To achieve this goal in the dissertation, it became necessary to solve the following tasks: - definition of the typology of Kazakh-language YouTube content. Studying the diversity of Kazakh video materials by classifying types of content (educational, entertainment, news, cultural, educational, etc.); - Analysis of the substantive features of the content. To study informational, cultural, educational and other content aspects of Kazakh-language YouTube videos and determine their impact on the audience; - to study the main trends and development trends on Kazakh-language YouTube channels. Analysis of how Kazakh-language content has changed in recent years, what new directions and trends have emerged; - study of audience demand. Determining the needs, requests, and level of interest in the content of Kazakh-language content consumers. This is important for guiding content creators; - to assess the impact of Kazakh-language content on the preservation of the Kazakh language and culture. Determining the contribution of Kazakh-language YouTube videos to the development of the Kazakh language and culture. Research methods. To write a research paper, first of all, work was carried out on the generalization, systematization, analysis of theoretical literature on the topic and the works of domestic scientists published in journals indexed on world scientific databases such as Scopus, Web of Science in recent years, in scientific publications recommended by the Ministry of Science and Higher Education of the Republic of Kazakhstan for a series journalism. On the basis of such theoretical and methodological methods, the purpose and objectives, the relevance of our research work have been determined, and a theoretical and methodological framework has been developed. During studying the stages of formation and development of YouTube channels, factorial, functional, systematic, typological, historical, and analog analysis methods were used. In 2005, when YouTube channels began to appear in the global information space, and the materials of domestic YouTube channels were summarized, systematized, classified and divided into typology, works on content analysis, statistical, and similar analysis. When completing the dissertation, the Google Forms application was used as the main platform for compiling questionnaires. The results of the survey were systematically analyzed and evaluated by experts. The data was obtained by using the Google search engine on Internet resources, open statistics and survey results were processed in research using MS Excel, created and analyzed in the form of visual graphs and diagrams and used in the dissertation. In order to identify the influence of the video nature and motivation of Kazakh youth using YouTube social network, a special questionnaire method was used. A total of 120 people took part in the survey to determine the image and social mood of Kazakh youth using YouTube. Scientific novelty of the research. The dissertation research showed that there are no scientific papers covering the typology of the YouTube channel. In the dissertation, for the first time in the national science of journalism, a typology of Kazakh-language YouTube channels was developed, their content and thematic features were identified, and the directions of future development were predicted. The scientific novelty of the dissertation is manifested in the following aspects: 1. The strategic directions of the YouTube media platform's influence on domestic media and the creation of Kazakh content are determined. The research work defines the experience and creative search of domestic video hosting journalists, the typology of Kazakh-language content. Video hosting has become primarily the archive fund of the TV channel. Currently, the digital stock of all domestic TV and radio broadcasts has been accumulated. As a result, the volume of Kazakh-language content has increased. 2. YouTube media platform is primarily not a domestic platform, therefore, the development of Kaztube video hosting is currently expected. The research paper examines the ways of developing domestic video hosting. Specific conclusions related to improving the quality of Kazakh-language content will also be presented. 3. The thesis reveals the multifaceted nature of YouTube video hosting. The media platform's research tools, its features in educational, cultural, cognitive and informational activities are widely considered. The examples of the competitiveness of video hosting in mastering the algorithms of social networks are analyzed. 4. Video hosting makes a conclusion about the quality of films and TV series produced by private studios while developing Kazakh-language content. In particular, children's content is of great importance. At the same time, the content of popular YouTube channels among children is analyzed. Considering the genre of the Kazakh-language content of the YouTube platform, there is a wide variety of podcast forms based on interviews. Journalistic research and reportage were also considered as active genres. 5. The YouTube media platform has been investigated as a tool for monitoring traditional media products. Representatives of the domestic media have now opened their pages on the YouTube platform and have begun preparing podcasts and videos on various topics. A clear conclusion has been made regarding the modernization of Kazakh-language content on YouTube video hosting. The main results, provisions and conclusions of the dissertation research have been published in 21 scientific papers. Among them, 2 scientific articles have been published with the intention of revealing the main results of scientific papers and were included in databases: Scopus and the Web of Science Core Collection (Emerging Sources Citation Index). 1. The Cultural and Educational Mission of Kazakh Television // Journal of Communication Media Watch (India). -Volume 11 (4). - 2020. - pp.721-727. (CiteScore 1.9, percentile - 90). The Cultural and Educational Mission of Kazakh Television - Media Watch Journal. 2. "Media Coverage of Conflict Situations in Kazakhstan in the Early Years of Independence" // International Journal of Media and Information Literature. 2024. 9(1): 130-141 DOI: 10.13187/ijmil.2024.1.130 https://ijmil.cherkasgu.press (Q3, the percentile is 63). 6 articles have been published in journals and were included in the list of scientific publications recommended by the Committee for Quality Assurance in Education and Science of the Ministry of Science and Higher Education of the Republic of Kazakhstan: 1. The impact of media transformation in the new era on scientific journalism // Bulletin of Kokshetau State University named after Sh. Ualikhanov. Scientific journal "Philological series". - Kokshetau: KSU named after Sh. Ualikhanov. - No. 2 / 2020. - pp. 281-285. 2. Problems of classification of media resources // scientific journal "Bulletin named after L. N.Gumilev. Journalism Series. - Astana: June 2021. - № 2(135). - Pp. 49-55. 3. Problems of increasing the effectiveness of the channel of the Eurasian National University on YouTube // Joint authorship. Scientific journal "Bulletin named after L. N. Gumilyov. Journalism Series. - Astana: June 2022. - № 2(139). - Pp. 44-51. 4. The influence of social media on youth activity // scientific journal "Bulletin of the Kazakh National University named after Al-Farabi. Journalism Series. - Almaty: KazNU named after Al-Farabi, March, 2022. - № 1 (63). - Pp. 55-67. 5. Analysis of the activities of domestic TV channels in the media market // Scientific journal "Bulletin named after L. N. Gumilev. Journalism Series. - Astana: December 2022. - № 4 (141). - Pp. 8-14. 6. Media convergence in social communication and cyber culture // United authorship. Scientific journal Bulletin named after L. N. Gumilyov. Journalism Series. - Astana: September 2023. - № 3(144). - Pp. 87-102. In accordance with the topic of the dissertation, 13 articles have been published at national and international scientific and practical conferences: 1. Stages of development, thematic and substantive nature of YouTube channels // Materials of the international scientific and practical conference "Media space of the country: searches and projects" dedicated to the 70th anniversary of Namazala Omashevich Omashev (Nur - Sultan, 2020. - pp. 229-231). 2. The importance of mass media and psycholinguists research in the of of the information society // Science and society - Methods and problems of practical application: an international conference (Vancouver, 2020. - pp. 3-9). 3. Transformation of consumer models and formation of social networks on media resources // XV International Scientific Conference "GYLYM JÁNE BILIM - 2020", organized remotely on April 10, 2020 L. N. Gumilyov Eurasian National University (Nur-Sultan, 2020, pp. 55-57). 4. Disadvantages of the alphabet of the Kazakh language based on Latin graphics and the path to error-free Latin graphics, approved by Decree of the President of the Republic of Kazakhstan dated February 19, 2017 No. 637 // Europe and the Turkic World: Science, Technology and Technology: V International Scientific and Practical Conference (Ankara, 2020. - pp. 164-171). 5. Ways to create error-free words of the Kazakh language based on Latin graphics // Europe and the Turkic world: Science, Technology and technology: V International Scientific and Practical Conference (Ankara, 2020. - pp. 171-177). 6. Professionalization of scientific journalism and the competence of a scientific journalist // The International Conference "Science and Society", SCIEURO: International Conference (London, 2020. - pp. 109-115). 7. International Scientific and Practical Conference "Digital Media and Journalism: classical trends and new requirements for education", dedicated to the 70th anniversary of Klara Kabylgazina "Shortcomings of the Kazakh alphabet and the path to error-free Latin graphics " (Almaty, 2020. - pp. 182-187). 8. Changing the requirements of the television audience during the pandemic. XI International Scientific and Practical Conference "Global science and innovations 2020: Central Asia" (Nur-Sultan, 2020, pp. 6-10). 9. Features of the use of social networks in Kazakhstan. Integration of the scientific community in the face of global challenges of our time. VI International Scientific and Practical Conference (Yokohama, 2021 - February 10-12). 10. Training of extreme journalists with effective use of new media at the XVI International Scientific Conference "GYLYM JÁNE BILIM - 2021" (Nur-Sultan, 2021). 11. III International Scientific and Practical Conference "Actual problems of modern journalism and PR in Kazakhstan", dedicated to the 25th anniversary of the Department of Journalism and Communication Management of the Institute of Economics P. Chuzhinov Law Institute, Kostanay Regional University named after A. Baitursynov "Formation and transformation of social networks" (Kostanay, 2021). 12. "Features of dissemination of emergency information through digital media in Turkey" November 17, 2021 Baku State University, Azerbaijan. The International Congress of Social Sciences and Humanities (media platform of Turkish-speaking Countries) is a research forum organized by the Department of Multimedia and Electronic Communications (Ankara, 2021). 13. Trends in the development of the state language in independent Kazakhstan. International scientific and practical conference "Teaching foreign Languages in Asian countries: experience and innovations", organized by the Faculty of International Relations of the L. N.Gumilyov Eurasian National University in honor of the 30th anniversary of Independence of the Republic of Kazakhstan (Nur-Sultan, 2021). The thesis consists of an introduction, 3 chapters, 9 sections, conclusions and appendices, with a total of 265 references. The volume of the thesis is 154 pages. The internal integrity of the thesis. The main part is divided into three chapters. The first chapter examines Internet technologies in the digital era, including the emergence of YOUTUBE, and the impact on global media. The achievements in the development of YouTube and the focus on the key stages of significant changes have shown that the dynamics of YouTube development have determined its role in global media and is a platform that unites world cultures and trends. The typological model and transformation of media resources are investigated. The typological model of media resources, as a scientifically based system for classifying media resources, studying their structural, functional and substantive features, allowed us to analyze various types of media resources according to their goals, functions, audience, content structure and technological platforms. Technological parameters (criteria) and multimedia tools that affect the mood of users of social networks have been studied. As a result, it was concluded that they contribute to the perception of content, interaction and the overall user experience as the main factors contributing to the formation of the emotional user experience on the platforms. The second chapter examines the typology and content aspects of audiovisual content uploaded to YouTube channels. The typology of Kazakh-language YouTube channels is analyzed: substantive, thematic, linguistic and stylistic features. The types of YouTube video content related to their content and text interference were analyzed. The factors contributing to linguistic peculiarities on YouTube channels (audience, goals, geographical location) are considered. While considering linguistic features, special attention was paid to audience adaptation, language style and its level, slang and dialects, multilingualism or bilingualism, new terms and neologisms, and intercultural features. The imaginative nature and reasons for the motivation of Kazakh youth using the YouTube social network: during the study of the marker of social attitudes of youth, it was concluded that the YouTube platform is one of the resources influencing the behavior of young people. In the course of the study, we observe that the motivating factors for Kazakh youth using the YouTube social network are: the need for self-expression and popularity; use as an additional or main source of income; interest in trends and global news. In the course of studying the trends in the transformation of YouTube video hosting into a platform for monetization of Kazakh content, the problems of monetization of Kazakh content in YouTube Video hosting were studied by analyzing Kazakh specifics and ultimately ways to solve it were proposed. The third chapter focuses on the cultural and educational function of Kazakh-language YouTube resources, the peculiarities and development trends in the popularization of national values. In particular, you can see that the development of the Kaztube video hosting is one of the important and relevant topics in the modern Kazakh media. This is due to the fact that during the period of Kazakhstan's digital transformation, this platform plays a special role in the development of the country's culture and information space. The importance of using information and communication technologies in the media market in the promotion of education and science is analyzed. At a new stage in the development of the modern world, it can be seen that digital media has turned out to be the main tool for transferring knowledge and science. In addition, we notice that in order to promote national values at the proper level, the task is to use the capabilities of new media effectively, especially the Kazakh-language YouTube resources. The results of the study showed that, despite the fact that the number of Kazakh-language video hosting sites dedicated to the promotion of national values, in recent years there has been a growing trend in the development of channels in this direction.
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