The establishment of a new dominant technological order is caused by the growth dynamics of the digital media space – an important component of the global media space, the development of which is a natural stage in the era of electronic communications. The media space is a sophisticated self-organising system and is a part, a subsystem of the information and communication universe as a set of all systems, one way or another related to communication processes. The novelty of the study is determined by the postulate that the media space constitutes a component of the global space of social life of people, generates and organises the production and consumption of information in various forms of social communication; this is a special reality. The authors show that its development is facilitated by the growth of the variety of communication technologies that accompanied the historical and cultural development of society. The paper shows that the media space is described by several components that determine social life: the technosphere built on information and communication technology; an infosphere based on information network highways; socio-infosphere, which includes information flows and organised structures that control the processes of their creation and consumption and affect the state of social intelligence. The practical significance of the study is that the media space is not only a retransmitter of information, but also its producer, in connection with which it acts as a complex, global system that contains all socio-cultural components capable of developing information prerequisites and requests and catering to the information needs by all possible communication means.

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В статье рассматриваются вопросы проявления национального типа сознания в художественном характере главного героя романа М. Магауина «Сары қазақ». Определение новизны типа положительного героя тесно связывается с отражением в его образе философии истории казахского народа. Автор романа через характеросложение репрезентирует в реальном социальном пространстве современности процесс восстановления разорванных духовных связей казахского народа с культурно-историческими традициями прошлых веков. Национальный характер раскрывается не только в изображаемых конфликтах, но и с обязательным условием соотнесения поступков и мыслей персонажа с реалиями и феноменами национально-народного, общественного бытия в большом историческом времени. Всем строем сюжетно-композиционной организации романа писатель уверенно доказывает закономерность представленной диалектики художественного характера вымышленной исторической личности, убеждает, что изображенное возможно, могло быть, и тем самым совмещает свой эстетический идеал с историческими задачами, стоящими перед казахстанским обществом сегодня

The concept of mediatization in modern social sciences leads to a new understanding of the role of media in society and culture. Within the framework of this concept, media appears not as an intermediary between society, its culture and socially significant information, but as a structural element of society and culture itself (T. Adorno, M. Castells, N. Couldry, S. Hjarvard, F. Krotz, S. Livingstone, W. Lippmann, N. Luhmann, 1. McLuhan, P. Lazarsfeld, R. Merton, K. Popper, S. Zizek). The relevance of our study is due to the urgent need to investigate the effects of mediatization associated with its increasingly global nature. We hypothesise that in the process of mediatization of culture in the space of any national media discourse a new type of culture is created - media culture. The aim of this study is to show the formation of media culture on the example of the Russian language media discourse in Kazakhstan. The research is based on the linguistic concept of precedence (Yu.N. Karaulov, V.G. Kostomarov, D.B. Gudkov, V.V. Krasnykh) and the modern understanding of the typology of culture in Russian philosophy (N.B. Kirillova, V.V. Mironov and etc.). The study pursues the following goals: to identify precedent phenomena, which we define as minimized texts of culture, in the headers of the most widely circulated Russian language publications in Kazakhstan; to analyse precedent onyms associated with the classical (elitist) or mass culture; to consider phraseological units as markers of popular culture. On the basis of the analysis of precedents and phraseological units used in the dominant positions of the Russian language media discourse in Kazakhstan, we conclude that media culture is formed in the process of mediatization of elite, mass and folk culture through precedents and phraseological units. Media culture is a special, integral type of modern culture that combines elements of all types of cultures (elite, mass and folk) and is replicated through mass media in society. It consolidates society on the basis of general media knowledge.