Abstract:
Mass media have become a socio-cultural phenomenon as they have a strong
influence on public consciousness. Television is an ambitious actor in mass
media. Using the case of Kazakhstan, we discuss the impact that television
makes on developing the population’s cultural and spiritual values. The study
research method includes the comparative analysis and dialectical approach.
We explored the need that society has in social information to influence
personality development through various social communication channels. The
carried out analysis makes it possible to summarize that Kazakhstan television
has not yet established the system to perform cultural, educational, and social
functions. TV channels fill more than 80% of their airtime with entertainment
programs. Television programs hardly touch upon relevant public issues. They
are monotonous in genre and presentation style. The findings point out the fact
that airtime scheduling is not efficient. Only entertainment programs and light
show projects are prime, which does not correspond to the public demand. The
study proposes revising mass media’s editorial policies and absorbing
entertainment contents, focusing on the socially relevant and culturally cognitive
broadcasting format.
