Audiovisual and digital media: educational manual − 9786010443952

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AL-FARABI KAZAKH NATIONAL UNIVERSITY

S. Barlybayeva

AUDIOVISUAL AND DIGITAL MEDIA Educational manual

Almaty “Qazaq University” 2019

UDC 070 LBC 76.01 B 24 Recommended for publication by the Educational and Methodological Association in the direction of the personnel training “Journalism and Information” of the Educational and Methodological Board of higher and post-graduate education of the MES of the RK on the basis of RSE on the REM “L.N. Gumilyov Eurasian University” (Protocol №2 dated 31.05.2019); by the Academic Council of the Faculty of Journalism and editorial-review board of Al-Farabi KazNU (Protocol №2 dated 31.05.2019)

Barlybayeva S. Audiovisual and digital media: educational manual / S. Bar­ B 24 ly­bayeva. − Almaty: Qazaq University, 2019. − 162 p. ISBN 978-601-04-4395-2 The development of audiovisual media is carried out in the era of the global digital revolution. Innovative technologies and globalization mutually reinforce each other, giving acceleration and scope. Modern advances in the development of the Internet, mobile telephony, new media, digital broadcasting, the blogosphere, social networks are changing the course of development of world communications, the information landscape of countries and regions. In the Educational manual “Audiovisual and digital media” doctor of historical sciences, professor S.Kh. Barlybayeva reveals the role and importance mass media in the development of modern society, knowledge society. This Educational manual is based on the author’s scientific and educational works, as well as the works of domestic and foreign scientists, communicologists. The book is intended for students and young researchers of Englishspeaking social and humanitarian departments, departments of journalism of universities.

UDC 070 LBC 76.01 ISBN 978-601-04-4395-2­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­©­Barlybayeva­S.,­2019 ­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­©­Al-Farabi­KazNU,­2019

TABLE OF CONTENTS Introduction................................................................................................................4 Chapter 1. The Role of Information and Communication in Society.....................10 Chapter 2. The process of globalization in communication development..............20 Chapter 3. The Role and Importance of Information Globalization.......................32 Chapter 4. Information and communication technologies, their role in audiovisual and digital media development...........................................47 Chapter 5. Modern trends in audiovisual and digital media...................................53 Chapter 6. Mass Communication and Convergence...............................................69 Chapter 7. New media in the world and in Kazakhstan..........................................79 Chapter 8. Digitalization and Media.......................................................................93 Chapter 9. Modern forms of Journalism...............................................................107 Chapter 10. The influence of the media on the development of society............... 119 Chapter 11. Media Development in Kazakhstan...................................................142 Conclusion.............................................................................................................150 Annexes..................................................................................................................153

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INTRODUCTION We are in the ХХI information age, when the free flow of ideas, attitudes more and more actively crosses vast distances, geographical boundaries. Currently, national borders are not determined by border posts, but by the information space. Mass information, mass communication today are becoming global, their development, improvement is becoming an important element of international relations. Changes in the role and importance of information in human life, as well as the rapid development of new information technologies (IT) in society, suggest that modern civilization not only changes its appearance, but also enters a new era, the era of information and digital civilization. The state of affairs in the information industry is considered decisive for economic development; therefore, many countries make great efforts to gain experience in making wide use of all types of information and communication. Modern market communication implies an intensive exchange of information, and information communication precedes commoditymoney, market communication and completes it. In the communication space, there are currently three main participants in the information market: the state, the private sector and the population. Three main factors which affect the media: –– information and communication technologies (ICT) (digital, interactive, cellular, fiber-optic, cable-satellite, Internet, etc.); –– the state. Its role is growing in the development of the media, the state pursues a policy of deregulation, where the emphasis from the traditional regulation (technical: frequency, license) is translated into the ethical, socio-cultural sphere; –– users. New structures of interpersonal and individual communication appear (cellular, mobile telephony, video on demand, etc.). According to researchers, communicologists, the new communication medium will look like television (TV), but will function like the Internet. 4

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Modern trends in audiovisual and digital media lead to great social changes, strengthening civil society, accelerating democratic transformations in the country. At present, in mass media, great changes are taking place, changes in the communication sphere: in the forms of ownership of the media, in the forms of manifestation, in new functions, in new trends, in new media professions, new disciplines. The modern world has highlighted the field of electronic communications. In the near future, approximately three quarters of the population will be employed in the field of information and in areas related to communication. Increasingly, various information is being sent to the multimedia message: audiovisual, acoustic, computational, optical, pictorial, artistic, stage, etc. At the turn of the century in Kazakhstan, a new scientific direction was formed, which has its own research subject, scientific categories, concepts, units, means and methods. It is a systemic education that unites various scientific fields: sociology and psychology of communication, sociolinguistic communication, which is based primarily on the theory and practice of communication. Nowadays, there is a tendency to divide scientific spheres: communicology – as a fundamental theoretical discipline about mass communication and within its framework – communicationism, as a pragmatic discipline, exploring the functions and means of mass information processes in society. The substantiation of a new scientific branch provides a deep theoretical base for many modern types of communicative practical activities, such as: public relations (PR), advertising communication, media planning, image-making, sociocultural, interpersonal communication, verbal and non-verbal communication, communication in crisis and conflict situations, diplomatic communication, broadcasting-audiovisual, etc. Communication is considered in three dimensions: –– as a means of connection; –– as a communication tool; –– as a means of creating, storing and transmitting information. Creating a variety of media information contexts requires special skills and professional skills, so a separate specialization is needed.

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At the turn of the 20 and 21 centuries, new communication professions, specialties, such as newsmakers, image makers, copywriters, moderators, stringers, speechwriters, PR specialists, spin doctors, etc., appeared. In the American communicative space there is a profession of a spin doctor, one of whose tasks is to correct the situation that develops in an undesirable direction. For example, spin doctors prepared an “atonement” of the former US President B. Clinton about his affair with Monica Lewinsky. As a result, the attitude of Americans towards the president has changed for the better. The active introduction of new information and communication technologies expands the field of mass means of communication activity. Today, the level of information technology development of any state determines its position in the international arena, the nature of the socio-economic and cultural processes occurring in it. Mobile telephony, satellite, cable television provide more comfort, television diversity, personal communication. Cheaper computer technology, the introduction of digital communications, the construction of fiber-optic highways – all this opens up new opportunities for communication. The development of network technologies and mass media increases the information flow, improves the quality of socioeconomic processes. The current level of state development is largely shaped by the use of information and communication technologies, through active production and the use of information. Not only natural resources and material wealth, but also telecommunications infrastructure and information resources constitute national wealth. The scope of information is assessed by a set of parameters that include public access to the “old” media and communications – newspapers, televisions, telephones, and new media – telecommunications infrastructure, cable systems, computers, mobile phones. In many countries, the state of affairs in the information sphere is considered crucial for economic development. According to the concept of “information economy”, the distribution of social power in society is increasingly closely linked to control over information and information resources. The rapid development of information technology over the past decade has been reflected in the reassessment of the

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role and place of information in the value system of human scale. IT requirements in the 60-70s were technical, in the 80-90s the requirements became social and political. At present, the media influence our life much more than anything else, hence the rapidly changing value orientations, consumer inquiries appear. Many countries note the importance of developing information and communication technologies, the need to invest in the information industry, and attract the private business sector to it. The global information process has greatly influenced the development of national media. All over the world, liberalization and globalization of information markets is taking place. Simultaneously with these processes, computer, telecommunication and broadcasting technologies are merging (convergence). Such integration leads to the fact that the information industry is expanding, erasing the rigid boundaries between the sectors of traditional mass communication systems and creating new open media systems. In order to create a new global information infrastructure, many countries develop strategy for standardizing technologies that will create a worldwide widespread compatibility between national communication systems. We observe the process of computer, broadcast and telecommunication technologies merger. This convergence and interaction will change the communication system and media landscape. The use of cable by telephone companies already has the effect of creating information super highways. In the expanding media space, print, analogue radio and television are perceived as “old”, traditional media, new channels of information delivery and information itself, based on digitalization, is defined as “new media”. Another definition offered on the Internet describes new media as channels of digital communication where the text, graphic and moving images and sound are presented in a single “package” and which have various forms of production, distribution, reception and storage of the final product. The changing nature of communication became a special feature of the new media. It is difficult to distinguish between mass and per-

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sonal form of communication, mass and non-mass media. The consumption of new media has and will have more individual nature. The process of “de-massification” takes place, i.e. there is an expansion of the information menu, mass channels that reach individual, personal consumers. New media increase communication opportunities. Electronic new media offer a variety of interactive relations between the user and the manufacturer, as well as the content distributor. New means of mass communication (MMS) make it possible to carry out interpersonal communication. A vivid proof of this is the development of the Internet. Interpersonal communication is possible through email or the Internet phone. The Internet, satellite (space) television are one of the main components of the globalization process. They are global in nature. The global consequences of the evolution of new means of communications are also global, their introduction and development are already changing the forms of information consumption. The information industry is expanding, blurring the boundaries between traditional media systems and creating new MMC and information. The qualitatively new level of functioning of the mass media entails a rethinking of communication theories. In the 1970s-1980s of the twentieth century, researchers predicted that using new technologies would raise the standard of living and reduce inequality between countries. In the 1990s, a number of scientists expressed concern that new communication technologies created a new kind of social classes – “info-rich” and “info-poor”. In the twenty-first century, a new democratic understanding of freedom of information is being developed in the spirit of the priority of universal human values, laws and norms of international law in the information relations of countries. From extremely broad understanding of the method of reporting as a message about progress (M. McLuhan), theorists increasingly turn to the discussion of specific questions about national priorities, cultural traditions and even mentality of perception. The development of global communication highways is a pressing issue at present. Many international organizations stress the im-

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portance of the information technology sector for building a global information infrastructure. Revolutions in the field of human culture were largely the result of changes in the way of information transfer and dissemination. They radically changed social organization, production and distribution of material benefits in societies, became harbingers of social and economic transformations. Discussions of scientists of the role of audiovisual and digital media, the importance of communication processes in the history of civilization still continue.

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Chapter 1 THE ROLE OF INFORMATION AND COMMUNICATION IN SOCIETY The formation of the information society increasingly defines information as one of the factors for the development of society. Information has become a global inexhaustible resource of humanity, which has entered a new era of civilization development – an era of intensive development of an information resource. Knowledge and information are transformed into a basic production resource. Researcher V.S. Egorov notes that information as a content coming to us from the outside and not being the matter, energy or idea, is also a fundamentally new object of knowledge, characterized by universality and accessibility. Moreover, the processing and use of information implies a fundamentally new quality of cognitive activity, not confined to a rational and figurative perception of reality. Transformation of information into the main strategic resource of a society means its transition to a qualitatively new state. Information is characterized by the following properties: to repeat, copy, save, spread, accumulate, concentrate, grow, process. There are the following types of information: audio, visual, artistic, musical, literary, pictorial, sculptural, architectural, etc. G.A. Yugay, professor, philosopher, considers the Information as the most universal self-determined attribute of substance. Hence the possibility and necessity of an informational approach not only to natural phenomena, but also to the historical process in general and, in particular, to civilizational phenomena arises. Researcher G.A. Yugay notes that there are various civilization regions, the cumulative and convergent unity of which constitutes a global civilization, emerging through dialogue and interaction between regional civilizations that have historically appeared locally and had been developing independently until a certain period. But at the origins of all locally emerging civilizations, there was one fundamental and, in this sense, global pattern – information (1). 10

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Researcher I. Yuzvishin also approached the philosophical understanding of information: “Information is a universal infinite unified regular process of fundamental relations, connections, interactions and interdependencies of energy, motion, mass and anti-mass of the micro and macrostructures of the Universe. The world is informational, the Universe is informational; the information is primary, the substance – secondary. Not existence determines consciousness, but information (consciousness) determines existence” (2). As G.A. Yugay notes in his work “The Holography of the Universe and the New Universal Philosophy. The revival of metaphysics and the revolution in philosophy. General metaphysics”, that until recently only one universal attribute of matter – motion was recognized, but another universal attribute of substance, information is being established now. If energy acts as a measure of motion, then information is a measure of the organization of substance itself, and of motion itself. Ideal information organizes and activates the material itself. This is especially noticeable in biological evolution, not to mention the social form of the movement (3). The more information helps to achieve the goal, the more valuable it is. Shared values ​​reinforce the social community. They are rooted in culture, religion, history, traditions, but as the human community develops, they are supplemented or updated, included in the process of penetrating the future into the present. In the process of modern historical changes, not only the transformation of time takes place, but the transformation of space under the joint influence of information technology processes as well. In modern conditions of acceleration of all social processes, a person increasingly has to make a new choice of the direction of the development of the social system. In connection with the globalization of social processes, diversity begins to be recognized as a socially significant problem. As society becomes more complex, information and cultural diversity is becoming an increasingly important factor in the development, a criterion for assessing both individuals and society. Currently, about 7 billion people live on our planet, in the next 25 years, the world’s population will increase by about 2 billion people and 97% of this increase will be at the expense of developing

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countries. The modern industrial and information society is a society of unlimited possibilities. It provides the highest labor productivity, creates the conditions for technological re-equipment of production based on the latest technologies. It develops on the basis of modern high-speed communication systems and communications, it is able to accumulate and disseminate scientific, technical and other information important for human life. These achievements bring countries closer together and create the necessary prerequisites for ensuring the stable functioning of information networks and integration into the world market system. In the course of such a process, the evolution of personal modernization takes place. In other words, human qualities should be gradually formed and developed as a response to the challenges caused by the socio-historical situation. In the book of the famous philosopher, researcher, science fiction writer Paul Kurzwein “Technological singularity” Moore’s well-known law is generalized, it states that the speed of increase in the speed of computers, the drop in their value and the increase in the amount of information grow exponentially. In the 2020-2030s, the information will swell in half not in 5-6 years, as it is now, but in 2-3 years. And in the middle of the century, this term will be compressed to a week, then – to days, hours, minutes, and so on to the point of singularity, i.e. it will go to infinity. A scientist, a thinker and writer Kirill Yeskov in his work “Our Answer to Fukuyama” drew attention to the effect of “technological singularity”. He singled out several main technological epochs in the history of mankind: the Neolithic – matter, the new time – energy, the present period – information. The concept of “communication” (from the Latin “communicatio”) originated in the early twentieth century. The founder of American sociology, Charles Cooley, understood communication as the mechanism by which the development of human relations became possible. It included words, writing, printing, telegraph, railways, telephone, communication, facial expressions, gestures, tone of voice, etc. Communication is a contact, a transfer of information from person to person. It means contacts, news, interaction, information sharing in society, as well as a means of communication.

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In the 1940-1950s of the twentieth century there were two approaches to communication: –– rationalistic (based on the concept of technological determinism); –– irrationalistic (based on the concept of mutual understanding of man by man). Currently, the concept of “communication” has three main interpretations: –– communication as a means of communication (ie, a certain structure); –– communication as contacts (in the process of which people interact with each other, exchange information); –– communication as the transfer and exchange of information (in order to impact on society, on public consciousness). The history of communication development has gone through 4 communication revolutions: 1) the appearance of speech; 2) the invention of writing; 3) the appearance of the printing press; 4) the introduction of electronic media. The subhuman stage of development is about 2 million 800 thousand years old. Many scientists believe that modern man arose when speech was formed, and on this basis a truly human communication took shape. Communication is the first condition for the formation of the human person. Psychologists believe that communication is the basis of the mental stability of the individual. The human psyche is largely determined by communication. There are three main levels of social communication norms: –– the level of the people’s attitude as citizens of a state; –– the level of norms of social culture as the sphere of business communication; –– the level of interpersonal relationships. In communication, not only verbal speech, but also in other signsymbolic means are used. They include: signs of politeness, rituals, ceremonies. The communicator, who possesses the system of signs, is

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in control of the situation, communicates well with people of different categories and professions. Signs contain social and psychological codes. They are possessed by various social, professional and ethnic groups. The task of the communicator is to decode them adequately. In psychology, there is such a thing as “empathy” – a person’s ability to respond to the experiences of other people. Great importance in empathic reactions is facial expression (science, which studies the human face is called “physiognomy”). Non-verbal aspects of communication have been actively studied only since the end of the 1960s. In 1970, Julius Fast made the first review of the work of non-verbal communication specialists. The nature of non-verbal signals is unclear, it is not known, whether they are congenital or acquired, whether they are transmitted with genes or accumulated with life experience. According to experts, there is a direct relationship between social status, power, prestige of a person and his vocabulary and gestures. A person who is at the top of his professional career, social ladder, uses the wealth of his vocabulary and emphatic facial expressions. A person less educated or less professional will more often rely on gestures, rather than words in the process of communication. American psychologist M. Ogil proposed the classification of non-verbal means of communication: 1. Orientation – the angle at which people sit or stand relative to each other. The distance varies depending on the situation. 2. Appearance is a person’s business card (informs about a person’s mood). 3. Pose, position. In contrast, facial expression is also determined by culture. 4. Facial expression is a “mimic passport” of a person. 5. A nod of the head (as support). 6. Gestures. There are more than 1 million bodily signs and signals, there are more than words. Psychologically, the gesture is not consistent with the word, but with the thought. The type of nervous system can be judged not only by the constitution and mobility of the face, but also by gestures.

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7. Looking plays an important role in interpersonal relationships. The expression of eyes is used in close connection with verbal communication. 8. Non-verbal aspects of speech: voice, intonation, pause, stress. 9. A gait gives out mental features of a person. Balzac said that “walking is an expression of a character.” Swiss scientist Garre opened a new science – “scarpology”, which studies the impact of a person’s character and his physical condition on the way to wipe the soles. Communicator’s knowledge of social codes allows him to navigate well in the environment and to communicate well. Understanding the content of the conversation depends on the social environment, the physical environment, the attributes in which the communication takes place. Confidential and chamber communication requires a closed space. The process of people’s communication can be characterized by varying completeness of understanding and level of contact. The nature of communication is influenced by: national, social, professional and cultural environment. Let’s see the elements of communication (emotional) by Jacobson: 1. Words. In Russian, about 5-6 thousand words convey certain shades of different experiences. 2. The way to build a phrase is stylistics. 3. The character of intonation of words, voice timbre, rhythm, etc. 4. Facial expression – a change in facial expression. 5. Eyes expression. 6. A human smile. 7. The nature of gestures, gait. Communication is a social and individual phenomenon. The psychologist B. D. Parygin gave a multilateral description of the concept of “communication”: “Communication is a complex and multifaceted process, a process of interaction between people, mutual influences, an information process, a process of mutual understanding of each other.” This characteristic allows you to talk about communication as a multifaceted social phenomenon.

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The nature of communication is determined by tasks and goals pursued by this type of communication: –– business; –– the form of communication is “influential”. Such communication is caused by “business” goals, but the motive of communication is quite different here; –– the form of communication is “emotional.” The purpose of this type of communication is the need for communication. We spend one third of our life talking: that means that the average citizen 10-11 hours a day is involved in speech interaction, with 75% of this time he speaks and listens, 25% – he reads and writes. A creative activity of a communicator or a journalist at any moment is connected with communication of various kinds, almost all information comes to the journalist as a result of his direct contacts: –– with a source of information; –– with the hero; –– witnesses of various events and phenomena. Communicator, moderator should know about all non-verbal means of communication: –– spatial interaction; –– eye contact; –– the distance of communication, and, in particular, a personal distance of communication; –– the “arc of comfortable conversation”; –– the “fulcrum” at the interlocutors; –– take into account the influence of his own presence. The ability to communicate is not only the ability to ask interesting questions, but also the ability to build the situation of the communication itself. Since the 1950s of the twentieth century, the subject of nonverbal communication has been studied by a new science – “paralinguistics”. Communication, as the advocates of the paralinguistic approach point out, consists of words by no more than a half. The second half is non-verbal communication. The words that we trust most of all carry the least of information – 7%; 38% of informa-

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tion is transferred by intonation, voice, and 55% of information are enclosed in gestures, facial expressions, and gaze. The concept of “eye contact” is a component of live communication, no less significant than the exchange of cues. Such a contact takes from 20-40% of the total communication time. The nature of communication is determined by the nature of the scene. An important concept applicable to communication is the “arc of comfortable conversation.” Sociologists have found that its distance is approximately from 1.5 to 2 meters. Each person has his own “personal space”, which was first studied by the American ethnopsychologist Evard Hall. The concept of “personal distance” echoes the idea of ​​“personal space”. There are four communication distances: –– intimate distance of communication – 0-45 cm (communication of close people); –– personal (private) – 45-120 cm (communication with friends); –– social – 120-400 cm (the situation of business communication); –– public – 400-750 cm (speech in front of a mass audience). Each type of communication corresponds not only to its own distance between interlocutors, but also to its own level of trust, intonation, and lexicon. Here human, professional qualities are inseparable from each other. Sociologists distinguish four phases in any conversation: 1. The initial stage – adaptation, “prelude” to the conversation. 2. The conversation itself. 3. Psychological isolation of emotional stress. 4. The internal state that remains after the conversation. As for the nature of communication, ethical responsibility lies with the journalist, moderator, communicator. A qualitatively new level of the mass media functioning entails a rethinking of communication theories. In the 1970s and 1980s of the twentieth century researchers predicted that the use of new technologies would raise the standard of living and reduce inequality between countries. In the 1990s, a number of scientists expressed concern that

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the new communication technology creates a new kind of social classes – “information rich” and “information poor”. A wide wave of private, commercial information channels is drastically changing the situation with global mass means of communication. Thus, the advent of cable satellite television has increased the number of channels available for most countries. According to Goldman Sachs, the number of “television families” increased by the beginning of the XXI century to 40%. In the twenty-first century, a new democratic understanding of freedom of information was developed in the spirit of the priority of universal human values, laws, and norms of international law in information relations of countries. From extremely broad understanding of the method of reporting as a message about progress (M. McLuhan), theorists are increasingly turning to the discussion of specific questions about national priorities, cultural traditions and even mentality of perception. These discussions have become particularly acute with the advent of new ICT, in particular, satellite television and the Internet. “Popular (mass) culture” regulates social behavior on an emotional level. Social and individual ethics, preached in the products of “mass culture”, passes through audiovisual channels into the practical ethics of the audience. A significant part of it (up to 40%, according to mass polls) identifies themselves with the heroes of television and radio programs, checks its own life and problems with screen samples. The Internet is a conductor of cultural influence, a catalyst for uniting people according to their interests. It creates a qualitatively new artificial information environment, which can not only provide an adequate reflection of the current state of society, but also its self-regulation, although it is likely that development will follow a different scenario. The network, making information publicly available, forms new types of human communication, transforms old values ​​ (individualism, isolation, appropriation, property, market, capital, consumer values) and assumes new values ​​ (openness of society and man, direct connection between people in society, priority development cognitive ability of people and their spirituality). With the use of the Internet, knowledge about other cultures, their ideas, worldview, and values ​​are now spreading rapidly around the world.

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The Internet information market is huge; its effectiveness is due to low operating costs, despite the high cost of network equipment. Users demanding improved and expanded software also contribute to the growth of communication economics. The latter is linked to the coordinated functioning of various industries, transport, finance, as well as diverse types of entertainment, recreation, tourism, education, etc. The boundaries between industries become relative, virtual reality replaces real, changing and transforming the lives of billions of people. The impact of the globalization process affects the development of the world community, the fate of individual states, the prospects for the preservation of ethnic diversity, and the state of culture in general. Ultimately, as noted by O.N. Astafieva in the network article “Globalization as a socio-cultural process,” all changes are projected onto the life of each person. The person turns out to be the most open and sensitive to all sorts of socio-cultural transformations that accompany globalization. Practical tasks 1. Prepare a report on the topic “The Role of Information and Communication in the Development of Society” 2. Prepare a presentation on the topic “The history of the development of communication in the world” 3. The specificity of communication development in Kazakhstan Control questions 1. History of communication development 1. The role and importance of information and communication in the era of globalization 2. Types of communication. 3. Kinds of information. 4. Communication specialties of the modern world. References 1. Yugay, GA, Holography of the Universe and a New Universal Philosophy. The revival of metaphysics and the revolution in philosophy. General metaphysics: A textbook with textbooks. – M.: Kraft +, 2007. – P.176. 2. Yuzvishin I.I. Informatology. – M., 1996 – P. 15. 3. Yugay, GA, Holography of the Universe and a New Universal Philosophy. The revival of metaphysics and the revolution in philosophy. General metaphysics: A textbook with textbooks. – M.: Kraft +, 2007. – P. 180-181

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Chapter 2 THE PROCESS OF GLOBALIZATION IN COMMUNICATION DEVELOPMENT Currently, researchers note one of the main trends in the modern social development – globalization. A number of specialists define the content and essence of globalization as follows: the term “globalization” emerged to characterize the transnational functioning of the economy and information, which, having increased dramatically in the last decade, made national-state borders transparent for financial information systems and provided an advantage to those who joined technologically the information revolution. Globalization is an attribute of our time. There are many definitions of the concept of “globalization”. The global economy is a holistic, unified, open international system. It is characterized by the trend of integrating national economies, creating a single world economy, a world market, and ultimately a world community, which determines the processes of corresponding political integration and further enhances the interdependence of the countries of the world. Globalization is largely due to the development of the information economy, in which industry, in terms of employment and share in the national product, gives way to the service sector, which is mainly information processing. Technological changes have become the most important sources of technological progress. Globalization is the process of an avalanche-like formation of a single global financial and information space based on new, mostly computer technologies. And one more definition: Globalization is the merge of national economies into a single global system. It is based on the facility of the capital moving owing in the recent decade of the twentieth century, on the new information openness of the world, the technological revolution, the commitment of developed industrial countries to liberalize the movement of goods and capital. As Professor E.L. Vartanova noted, Globalization, is a multidimensional process that takes place simultaneously on several levels. 20

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That is globalization itself, the market and production, finance and communications – a process based on global infrastructure. It provides smooth round-the-clock movement not only of financial flows, but also of information flows, including global advertising. The global communication space formed by the networks of modern information and communication technologies (ICT) – satellites, the Internet, mobile telephony – runs across borders and national legislation, and therefore, losing absolute control over the flow of media content, the state weakens it for both ideological and cultural reasons. There are positive and negative points [1]. Globalization, in the opinion of researcher L. Kozlov, means the unification of national cultures, the unification of national economies into a single global structure, and the increased dependence of national states on global processes. Modern globalization is neoliberal. Professor K. Hajiyev believes that globalization is a visible manifestation and indicator of mentioned processes and phenomena. Globalization is understood as the expansion and deepening of social ties and institutions in space and time in such a way that, on the one hand, the daily activities of people are increasingly influenced by events in other parts of the world, and on the other hand, the actions of local communities can have important global implications. According to Professor G. Yugay, in the era of the information society, globalization is a category not so much of economic integration, as of the formation of a single information and intellectual space based on new, mostly computer, technologies [2]. George Soros, speaking of globalization, says that it has brought tremendous benefits. Globalization has opened new opportunities for people in the area of innovations and entrepreneurship and has accelerated global economic growth. But globalization also has negative aspects. First, it is prone to crises, secondly, it exacerbates inequality between the rich and the poor, both within and between countries, and thirdly, it causes an inappropriate distribution of resources between private and public interests. Speaking about state interests, he means effective government. Professor A. Hudashtian highlights two trends, one of which is related to the work of Francis Fukuyama, who describes globaliza-

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tion mainly as “homogenization” (ensuring homogeneity) of different parts of the world, contributing to the rapprochement of different countries. The contrary theory belongs to Samuel Hattengton, who emphasizes the idea that globalization creates a fairly “heterogeneous” cultural and political world system. Professor M. Cheshkov stresses that globalization is a process of articulation of various components of humanity in the course of its evolution as opposed to the process of differentiation of humanity. Globalization is the process of forming a global human community. Globality is an interdependent diversity without unity. The concept of globalization, according to W. Beck, is defined as processes that interweave national states into the activities of transnational actors and subordinate them to the power capabilities, orientation and identity of the latter [3]. Researcher F.Webster in his book “Theories of the Information Society” gives his interpretation of globalization, defining it as a process, signifying the growth of interdependence and interpenetration of human relations along with the growth of integration of socio-economic life. Anthony Giddens notes that globalization increases the interconnection between people, regions and countries in the world, at the same time shortening the distance [4]. Another researcher, Terhi Rantanen, believes that “globalization means both presence and absence, the interweaving of the social, having a global scale, with the personal” [5]. Global distribution of media products is impossible without global networks built on the use of modern ICT, without which the globalization process cannot exist and develop. In all these approaches, there is something common and important, namely, the underlining of a sufficiently high level of technological and informational development of society and the possibility of moving information, capital, and goods freely along national-state borders. Therefore, apparently, such a position deserves attention: “The desirability or undesirability of globalization is thus not negotiable today. It exists. Its perspectives and threats are certainly important to explore. But first of all, it is necessary to say about its essence:

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globalization means the victory of capital and information freedom over national interests. The key factors of globalization are informational, economic and technological, the human factor is the carrier and subject of the transformation of all these processes. Therefore, as the researcher Ye.A.Semak notes, the following questions become crucial for the problem of globalization and personal modernization: –– identification and study of the stages of personal modernization, adequate to the challenges of globalization and the sociocultural process preceding its transformations; –– building a personality model adequate to the challenges of globalization; –– analysis of the real state in the world, representing today the situation associated with human development. Information and communication technologies are often synonymous with globality. The term “global” itself appears simultaneously in the sense accessible to practically the whole world. Communication models of media systems in Kazakhstan and abroad are becoming similar and the process of globalization plays an important role there. A new era is creating a new global media sphere. The globalization of mass media and ICT means: –– globalization of markets, i.e. the emergence of a universal demand for media products and new technologies from consumers in different countries; –– globalization of production organization, when the same media business organization models are used in different countries, including production methods, application of technologies; –– globalization of the financing model [6]. At the present time, the integration process covers the whole world and all countries. Transnational financial, industrial and informational monopolies play a leading role in global processes. They have become a kind of virtual empire that determines the development of the global world. The capital of the most powerful TNCs is comparable to the GNP of national economies. They own the lion’s share of productive assets, produce more than 40% of the total gross product, carry out more than

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half of foreign trade turnover and over 80% of trade in new technologies, control 90% of the export of capital. The modern base of such integration is integrated information and telecommunication systems. Such cooperation required the pooling of the intellectual and financial efforts of many companies and countries. Formed common commodity markets, global information resources created interstate organizations and corporations. Large multinational companies are gaining more and more power in the markets, they control the flow of money, information and labor. In 2005, economic activities in the field of information technology (IT) created 7.9 million jobs and $ 179 billion in tax revenues in the region of Europe, the Middle East and Africa. Almost 2.7 million jobs out of these 7.9 million are created by companies and professionals working with Microsoft products. These 7.9 million people are the employees of companies selling hardware and software, providing IT services, or are specialists from IT departments in business organizations [7]. In 28 countries, more than half of the jobs in the IT industry is associated with the development, sale or technical support of software. More than half of all tax deductions from the IT industry fall on the software market. There was a need for a new organization of production, division of labor, labor resources, sales of products. This led to the creation of an open economic system. The movement of information flows is no longer significantly affected by state borders. The speed of information delivery has changed, the process of forming new labor resources is going on by increasing the number of people employed in the information industry. The new “informational imperialism” is based on growing productivity, thanks to the effectiveness of innovation, and competitiveness in a global world. Researchers L.A. Vasilenko and I.N. Rybakova in the report “Information Culture in the Context of Global Changes” say that incomes in the real sector of the economy, cash flows broke away from production and formed their so-called virtual economy. The world has faced a problem when a faster information and cultural development of the American community leads to a wide spreading of not the best American socio-cultural norms. This leads

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to the decrease in information and cultural diversity in the world and becomes dangerous for the world, humanity as a whole, including the United States. According to the UN, the welfare gap between 20% of developed and 80% of backward countries has increased 150 times by the beginning of the 1990s. According to experts, the states, although they remain the dominant of the international system, will be increasingly influenced by the growing power of TNCs and international organizations. Effective management will be determined by the ability and speed of building partnerships for mutually beneficial exploitation of information flows, new technologies, as well as for the limitation of the influence of TNCs. Of particular importance is the transformation of information and communication management systems in line with the requirements of the new global world order. Thus, globalization has qualitatively changed the prospects for the development of the global social system. There is a slowdown in economic integration amid growing technological integration. The globalization of the information market in turn stimulated an increased competition with transnational corporations, which also contributed to the growth and improvement of national production, and specifically in the field of communications. The information industry is considered to be the leading sector of the economy. Dutch researcher Seesa Hamelink identifies five sectors in the information industry: –– telecommunications; –– data processing; –– publishing, film production, advertising, news agencies; –– consumer electronics; –– various technological equipment. According to the degree of development of the three spheres – computerization, telecommunications, electronic means of communication – you can generally determine the level of economic success of the country, since mass communication, digital information transfer systems are the blood arteries of functioning of society.

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The information and communication sector doubled in the balance of the world economy in the 1990s. As the International Telecommunications Union, this sector (as part of the global economy) was estimated at 1.5 trillion US dollars. Moreover, the telecommunications sector accounts for 46%, computers – for 33% and mass means of communication – for 21%. The concept of borders in the information world becomes more virtual. It is important to understand the consequences of the telecommunications and information boom in preserving or destroying the uniqueness of national cultures, in the ever-increasing openness of society or, on the contrary, in isolationism. The control of the state administration weakens as the number of private corporations grows. For example, in some countries the government, the administration supports local and foreign investors in creating a favorable environment for the development of telecommunications. But there is another tendency: state policy does not exclude methods of regulating the impact of the mass means of communication on the public sphere, trying to preserve national sovereignty and protect the mass media from private ownership. It is becoming increasingly difficult to counter the rapid growth of private corporations and the global processes of liberalization and privatization in the field of MMC. Increasingly, when creating large communication projects, the state relies on private television and radio companies and agencies. At the same time, it takes into account not only technological, economic prospects, but also the political, cultural and spiritual influence of this process. State interest and private business initiative in the last decade have played a significant role in the implementation of the tasks set by a number of national projects of countries. There is a noticeable tendency to prepare national broadcasting programs that can compete with international ones, launching their own communication satellites, providing direct television broadcasting throughout the region, specialized cable television services are being created, and digital, interactive broadcasting and the Internet are gradually being introduced. The politically strong trend towards deregulation, the openness of countries to expanding the reception of global broadcasting, as well as the commercialization of national television systems accelerate the

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integration processes in the region, that in turn increases the competitiveness of new participants in the audiovisual market at the national and regional levels. The end of the 20th century was marked by new information and communication technologies. K.K. Tokayev in his book “Kazakhstani foreign policy in the context of globalization” emphasizes that “the successful development of the globalization process was made possible thanks to the progress in modern technology and means of communication accompanied by free information flow, movement of capital, goods and people” [8]. In the Theses “The Doctrine of Integration and Globalization” by Professor J. U. Ibrashev we can see that “countries having a common civilization, similar in spirit to national cultures, are integrational ones” [9]. At the same time, modernization of a number of countries and regions can be successful if society maintains its identity in the context of globalization, what is achieved through a certain balance between external and internal circumstances, between external impulses and the internal potential of society to improve. According to O. Astafyeva, globalization tendencies as strengthening of the integration principle in social and cultural processes were developing with a particular force in the last quarter of the twentieth century, however, humankind encountered their manifestation more than two centuries ago: in one form or another, humanity sought to establish contacts and enhancement of interaction processes. A contradictory nature of the globalization process, consisting in the coexistence of multidirectional trends of integration and differentiation, manifests itself at different levels – global and local. Cultural uniqueness, country values ​​were realized precisely in the era of the spread of global communication systems and the latest communications. The significance of the social role of the mass media varies depending on the political life and cultural traditions of the country. Each culture and each ethnos develops its own ways and its own rhythm of entering into global processes while preserving both general social and specifically local cultural identity. An important task is solving the problem of adaptation to the situation of openness and innovation activity.

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As the researcher Olga N. Astafieva notes, originality as a universal property of culture presupposes not conservation of traditions, simplification and primitivization of cultural forms, but constant complication, strengthening of the core of culture, around which innovations are increasing. The assimilation of new forms is a moment of culture self-development, therefore even modern ethnic (traditional) cultures are subject to borrowings, since the processes of globalization create in many ways a new environment in which modern cultures develop. The stability of the structures is provided by the balance between external and internal effects. Globalization processes, integrating the external cultural space, reinforce the internal transformation. American culture anthropologist Clifford Geertz describes such situation in this way: “Instead of sorting by clearly defined cells (i.e., in social spaces with defined boundaries), completely different approaches to life begin to mix in unclearly defined open spaces (i.e., in social spaces, where the boundaries are mobile, blurred and difficult to determine) “. On the one hand, the world market is being strengthened with the deepening of specialization and the international division of labor accompanying this process, leveling the needs; the influence of democratic views is expanding; wide access to information opens, new forms of communication are fixed; social indicators are being improved in many regions of the world (life expectancy is growing, the level of literacy is increasing; mutual understanding between different cultures is being perfected; the level of freedom of a person from a certain environment is rising, and enormous opportunities are available for choosing life strategies. On the other hand, the world economy is becoming more unstable, interdependent and vulnerable; the gap in economic and social development between the North and the South is widening; there are difficulties in transferring knowledge and technologies from the center to the periphery, migration flows are increasing, the difference between the standards of living and well-being of the rich and the poor is increasing; transnational corporations increase their not only economic,

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but also political influence on different states; problems of interaction between the state and civil society institutions are aggravated; we observe the growing influence of mass culture, threatening cultural diversity. All this is happening against the background of the growing environmental crisis. Thus, on the one hand, there is an obvious desire for technological progress, on the other hand – an orientation towards accelerating the process of de-massification and dematerialization of production, and increasing the value of the human resource. Accordingly, globalization understood from positive positions as the desire of mankind to achieve civilization synthesis while preserving many peoples and cultures is unrealizable without changing the general paradigm of human development, without a qualitative transformation of the system of values ​​and cultural practices. As the researcher O.N. Astafieva notes, globalization is like a cycle of increasing intensity of integration processes of world civilization, due to a new round of technological development, being eroded from within by the self-preservation processes of different cultures, that corresponds to the nonlinearity of evolutionary processes. In the process of historical development, not only the trends of increasing diversity may equally occur, but also the curtailment of this diversity and the erasure of differences. The process of globalization is spreading by information technologies throughout the world, globalization has its own subtypes: socio-economic, political, ideological (mental), cultural, market, informational. Information or communication globalization permeates all its other forms. Its driving forces are communication technologies, the main effects are the increase in well-being, the interdependence of cultures, comparison of the external world with the existing national life, the main challenge is the preservation of national identity. Transformation of information and communication processes and the emergence of a new type of culture. In the context of globalization, the information society has been formed, the characteristic features of which are the formation of a developed system of distribution, storage and processing of information, new principles of communicative information interaction. But the informatization of the socio-cultural space is not only an indicator of the level of scientific and techno-

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logical development of society. The intensity of this process opens up unprecedented opportunities in the transfer of knowledge, broad prospects for human development. Moreover, informatization acts as a context actively shaping a new type of culture, which is manifested in a change of information and communication processes at its specialized and everyday levels. The positive side of cultural globalization is the growing diversity of cultural products of other countries available to interested people. The growing diversity of cultural products of other countries, accessible to ordinary people, means expanding the possibilities of individual choice, satisfying the cultural needs of various social groups, helps to overcome cultural national isolation and limited worldview caused by language barriers. Diversity is the factor that influences the increase in the efficiency of the process of human cognition of the reality surrounding him. The new means of mass communication of the twentieth century, such as television, radio, personal computers and computer networks, satellite broadcasting, online communication and the Internet, significantly transform the internal fabric of culture – the spiritual and mental structures of society. According to the researcher O.N. Astafieva, types of interpersonal communications also change. On the one hand, a “modular person” is formed, not interested in establishing long-term interpersonal relations, a characteristic feature of whose communicative activity becomes “transience” (E. Toffler). On the other hand, the number of users of the global information and communication network, who do not need traditional forms of interaction, is growing. Various kinds of information and communication environment are being formed, which pretend for a partial replacement of the socio-cultural space. A new cultural paradigm in society is forming under the influence of globalization.  As a result of complex planetary interactions, the integrity of regional cultures is transformed, and the accelerated development of some societies and the slowed-down course of other ones is the reason for the emergence of formidable cultural contradictions. Therefore, the preservation of the diversity of local cultures is a prerequisite for cultural integration.

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According to the researcher G.Avanesov, the society of global interaction will emerge through the above mentioned vectors of living civilizations development, giving rise to a new state of humanity. There is a high probability that it will be formed on the basis of the most promising and viable trends of each civilization, eventually giving rise to a synthesis of human culture, a set of general civilizational norms and values. Practical tasks 1. Prepare for the written work on the topic “The Role and Importance of the Globalization Process in the Modern World” 2. Prepare presentations on the topic “Varieties of the Globalization Process” 3. The role and importance of the process of globalization in the media development. Control questions 1. Theories and concepts of the globalization process. 2. Globalization through the eyes of scientists, researchers. 3. The process of globalization and the media 4. Communicative globalization: its pros and cons 5. Varieties of globalization: political, economic, cultural, market globalization. 6. The impact of globalization on the development of modern society. References 1. Vartanova E.L. Globalization of mass media and mass media of Russia // Moscow State University Bulletin. Series 10. Journalism. – 2005. – №4. – P. 13. 2. Yugay, GA, Holography of the Universe and New Universal Philosophy. The revival of metaphysics and the revolution in philosophy. General metaphysics: Textbook with textbooks. – M.: Kraft +, 2007. – P. 356. 3. Beck U. What is globalization? Errors of globalism – responses to globalization. – M.: Progress-Tradition, 2001. – P. 23. 4. Giddensense E.Sociology. – M.: Edited URSS, 1999. – P. 665. 5. Rantanen T.National and global. Mass media and communications in postcommunist Russia. – M.: Moscow State University, 2004. – C. 10. 6. Kiriya I.V. “Digital divide” and globalization of mass media and ICT // Moscow State University Bulletin. Series 10. Journalism. – 2005. – №4. – С. 49. 7. Akulova N. The boiler of boiling IT ideas // Digital Kazakhstan. – 2007. – No. 1. – P. 21. 8. Tokayev K.K. Kazakhstan’s foreign policy in the context of globalization. – Almaty, 2001. 9. Ibrashev J.U. Doctrine of integration and globalization – Almaty, 2000.

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Chapter 3 THE ROLE AND IMPORTANCE OF INFORMATION GLOBALIZATION The main trend of the modern period is the transformation of traditional society into a digital one. Digital society is a global project which aims to build a new post-industrial society, managed through the use of information and communication technologies based on the use of microelectronics, local and global computer networks that collect, process, generate and distribute information through the systems of global telecommunications networks. In the pursuit of time, mobility and comfortable conditions, it is very important not to lose the originality, national identity, cultural identity, traditions, and the spirit of the people during the period of standardization of thinking and lifestyle in the era of communication globalization. “The new hyper technological environment, the deepening of communicative globalization, not only changed our perception and use of time and space, they also changed the essence of our daily life and our culture, gave rise to multiple chain reactions, created huge conglomerates of people connected to mobile networks, which became more sophisticated and active. We may not be ready to fully explain these changes, but we should investigate them, because it affects our whole existence: unprecedented mutations not only have a destructive effect on our environment, but also on our psyche and our character” [1]. Cheaper computer technology, the introduction of digital communications, the construction of fiber-optic highways – all this opens up new opportunities for electronic media. Electronic media offer a variety of interactive actions between the user and the manufacturer, as well as the content distributor. All over the world, liberalization and globalization of information markets is taking place. Simultaneously with these processes, computer, telecommunication and broadcasting technologies are merging, i.e. the process of convergence is going on. 32

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Such integration leads to the fact that the information industry is expanding, blurring the boundaries between the traditional media sectors and creating new media. Integration expresses objective social needs and is manifested in the division of labor, in the general use of resources, in the recognition of uniform standards in education, science, technology, cooperation, preservation of independence of all participating actors (social, economic structures, states). The term “globalization” was introduced into scientific circulation by a sociologist, professor at the universities of Leeds and Warsaw – Sigmund Baumann. Z. Bauman considers the elucidation of the boundaries of globalization on the basis of its following main characteristics to be a pressing issue of our time: 1. All-inclusiveness and complexity of changes during the transition to the global stage (variability itself becomes the main positive value). 2. Domination of global values ​​and landmarks in relation to local values, including the ethnic factor; hybridization of culture, i.e. the process of the rapid formation of (often artificial) cultural phenomena from previously incompatible components, especially in the field of pop culture. 3. Accentuation of “deep” phenomena (pre-cultural, pre-civilization, archaic), which receive emancipation. 4. A decisive change in the orientation of rationality from modern to postmodern with its emphasis on mosaic and internal disconnectedness of perception and the construction of a new social reality. 5. Recognition of civil society as the only form of social orderliness of global society; the mosaic set of social types and models, the lack of unified principles of rationalization create a globalist-postmodern picture of the social world [2]. “The new hyper technological environment, the deepening of communicative globalization, not only changed our perception and use of time and space, they also changed the essence of our daily life and our culture, activated multiple chain reactions, created huge conglomerates of people connected to mobile networks, which became more sophisticated and active. Perhaps we are not ready to explain these changes

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completely, but we should research them, because this affects our whole existence: unprecedented mutations not only have a destructive effect on our environment, but also on our psyche and our character” [1]. Cheaper computer technology, the introduction of digital communications, the construction of fiber-optic highways – all this opens up new opportunities for electronic media. Electronic media offer a variety of interactive relations between the user and the manufacturer, as well as the content distributor. All over the world, liberalization and globalization of information markets is taking place. Simultaneously with these processes, computer, telecommunication and broadcasting technologies are merging, i.e. convergence is in process. Such integration leads to the fact that the information industry is expanding, blurring the boundaries between the traditional media sectors and creating new media. Integration expresses objective social needs and is manifested in the division of labor, in the general use of resources, in the recognition of uniform standards in education, science, technology, cooperation, preservation of one’s own independence and independence of all participating actors (social, economic structures, states). Into scientific circulation the term “globalization” was introduced by a sociologist, professor at the universities of Leeds and Warsaw – Sigmund Baumann. Z. Bauman considers the elucidation of boundaries of globalization on the basis of its following main characteristics to be a pressing issue of our time: 1. All-inclusiveness and complexity of changes during the transition to the global stage (variability itself becomes the main positive value). 2. Domination of global values ​​and landmarks in relation to local (domestic) values, including the ethnic factor; hybridization of culture, i.e. the process of the rapid formation of (often artificial) cultural phenomena from previously incompatible components, especially in the field of pop culture. 3. Accentuation of “deep” phenomena (pre-cultural, pre-civilization, archaic), that receive emancipation. 4. A decisive change in the orientation of rationality from modern to postmodern with its emphasis on mosaic and internal disconnectedness of perception and the construction of a new social reality.

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5. Recognition of civil society as the only form of social orderliness of global society; the mosaic set of social types and models, the lack of unified principles of rationalization create a globalist-postmodern picture of the social world [2]. The process of globalization is spreading by information technologies all over the world, globalization has its own subtypes: socioeconomic, political, ideological (mental), cultural, market, informational. Information or communication globalization permeates all its other forms. Its driving forces are communication technologies, the main effects are the increase in well-being, the mutual influence of cultures, the comparison of the external world with the existing national life, the main challenge is the preservation of national identity. Informatization of society at the national and international scales is closely related to globalization. Globalization is a common background against which all other transformations are unfolding: sociopolitical, economic, technological, cultural. The main elements of globalization are telecommunications, computer technologies, multinational companies (TNCs), the Internet, cable and satellite broadcasting, as well as mobile telephony. Modern information technologies began to develop rapidly in the Soviet Union after World War II. However, due to the erroneous decisions of the country’s leadership, this process was slowed down and really, consistently began to develop in the late 1980s and early 1990s, when ideological attitudes were overcome. At that time, foreign technology and equipment were imported: computers, consumer electronics, software, telephones, so the country’s scientific potential collapsed, personnel were lost. Only at the beginning of the 21st century, the situation began to take shape that made it possible to focus political and economic strategies on the path of informatization and post-industrial society development. The economy of the information society is innovative in nature, and innovation takes the form of cascades, and their diffusion and dissemination in society advance more quickly than before. For example, one-fourth of the US population owned a car after 35 years after its invention, a telephone – 39 years after its invention, a personal computer – for 18 years, a cellular telephone and mobile phone – after

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13 years, the Internet – after 7 years. In such a society, the system of economic management is changing, a “management revolution” is taking place, the essence of which is to replace rigid hierarchical structures with new flexible, networked, horizontal structures that are sensitive to external circumstances. Such an organizational structure is capable of changing annually, monthly, daily with respect to new conditions. Such an information society has a highly developed information infrastructure. Information technology can be divided into three main groups: 1. Basic (production of element base – integrated circuits, memory circuits, processors, etc.). 2. Primary (devices and systems where information is both the source and the final product: computers, televisions, telephones). 3. Secondary (information devices play a supporting role: machines, ATMs, automatic systems, etc.). This triad is constantly evolving, improving and forms the technological basis of the information society. Informatization acts as an effective means of scientific, technical and socio-economic progress. However, information technology is not the only a feature of a postindustrial society. Information technologies do not define the fundamental economic, socio-political and cultural characteristics, among which the main ones are as follows: –– scientific and technical potential, –– powerful economy, –– innovative economy, –– significant role of high-tech, information industries, –– changes in management system, “management revolution”, –– quality of labor, high qualification, –– the role and responsibility of the education system, –– developed information infrastructure. According to modern philosophers, the following features are characteristic of the new millennium culture: “global polylogue covering the whole humanity in perspective”, “the dialogue of a viewer with a soft text of a computer screen”, “screen-dynamic dialog modeling”, “building complex to integrate, but easily visible dialog windows ”,“ three-dimensional thinking of the“ final screen ”,“ fundamen-

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tally different poetics ”, “not a narration on which almost the entire traditional written culture rests, but a dialogue turning into a polylogue,” set of communication between all people and cultures “(past, present and future)”, “new languages ​​of dialogue”, “problems of the emerging philosophy of dialogue, intertext and polylogue”, etc. [3]. Globalization, Internetization, supply of absolute accessibility (to everyone, everywhere and at any time) of information networks is a sign that characterizes a new, information society. Researcher R. Stihwe names three institutional inventions or innovations that play an important role in the emergence of the world society: –– functional systems, –– organizations, –– telecommunications. In his opinion, that to “explain the dynamics of the world society, it is necessary to note the global production of networks. The globalization is carried out by means of linking communicative events into a network or linking “ties” ... The phenomenon of global production of networks comes to the forefront” [4]. Some researchers of mass communications began to talk about the new era of “mediacracy” – the power of the mass means of communication, that not only reflects and interprets reality, but also constructs it according to its own rules. According to researcher O.G. Filatov, “there is a globalization of media and communication, the whole structure of human communication experience is being transformed. Mass communication becomes not only a “magic window” through which we look at the world, but also a “door” through which ideas penetrate our consciousness. This applies to all MMC and, above all, to the World Wide Web” [5]. Information globalization spreads through information agencies, and its key features are: –– it is determined by the common “agenda” of international events, –– penetration of global market logic into the process of forming an informational “agenda”, –– loss of national information independence by states or other local structures [6].

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As Professor E.L.Vartanova notes, “the global distribution of media products is impossible without global networks built on the use of modern ICT, without which the globalization process cannot exist and develop. Information globalization has three key features: 1. The first feature is determined by the common “agenda” of international events. 2. The second feature is the penetration of global market logic into the formation of an informational “agenda”. The transformation of certain events into media events occurs according to the laws of the market. A global “agenda” built by news sources with global reach obeys the logic of the global market. 3. The third feature of informational globalization is the loss by states or other local structures of national information independence, which in traditional national states was part of political sovereignty [7]. Currently, there is a globalization of the information sphere and global information space. Information and communication technologies provide new opportunities for people, but they change their lifestyles and traditional patterns of behavior, they also create new problems by their influence. These problems are of psychological, biogenic, neurophysiological, environmental character. ICT can also be a danger to man as a biological species. The most vulnerable to environmental threats is the intellectual part of humanity. In the article “Wave genetics as reality,” academician P.P. Garyaev spoke about electromagnetic smog. Audiovisual effects, music strongly affect our feelings, perceptions, and psyche. Back in 1999, international organization Doctors Without Borders held a conference on the theme of “Zombing viewers as an integral part of the current election campaign,” where they spoke about the harm of the 25th frame, the hidden inserts, the harmful effects of manipulative psychotechnology, and the effect of provoking psychosomatic phenomena by which adolescents, students and younger generation are particularly affected, because they are the most active consumers of ICT products. So, after the demonstration of animated film Pokémon, the epidemic impact of the TV show was recorded. This phenomenon was studied in Italy, Britain and Japan. In

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2001, the regulatory authority of the Independent Television Commission (ITC) was changed in the UK. Let’s give another example when the harmfulness of hidden television inserts was revealed at the IX international conference “Organizational, financial, scientific and technical aspects of modern TV” in 2001. Scientists conducted researches, experiments on the power of informational effects on biological objects, on the living cell, and a man as a natural object, that constantly participates in energy-information exchange with the environment, where all the senses are involved, therefore, he is primarily affected by the influence of new information technologies. In this regard, international cooperation is being enhanced to eliminate and reduce the risk of ICT threats in the context of the globalization process. The personality is socialized due to upbringing in the family, at school, during the educational process at colleges, universities, in society, thanks to the mass media through new ICTs. Increasingly, we communicate through new media channels, and virtual communication sometimes replaces real communication. The human psyche has a social nature. A person needs live communication with other people, its absence cannot be replaced by any material benefits. In the rapidly changing modern world mass media become an increasingly important factor in the existence of society and influence on people, countries, continents, and firstly, on the younger generation. In addition, many researchers also draw attention to the communication gap between the information rich and information poor countries. The main fillers of the Internet, international media, television in general, are English-speaking countries, that is, there is the danger of losing different languages, especially small ones, on the Internet, in the mass media. According to researchers in international linguistics, nowadays one of the languages ​​of our planet disappears every two weeks. More than 2,000 of such languages, as it is predicted, may be lost by the end of the XXI century, many of them (80-90%) can disappear forever. The internationalization of information is mainly a process of “westernization” of the cultural, spiritual life of society. Under the influence of the process of informational globalization, leveling of national cultures, standardization of lifestyle, thinking, erasing of na-

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tional specificity and identity occur. The free distribution of unverified, harmful, “fake” information, the cult of money, cruelty and violence, criminal manifestations litter the Network, hinder the objective dissemination of information. The global communication infrastructure can be easily used to distribute any type of content: visual, audiovisual, graphic, test, animation, phonetic. For mass communication, this situation has a new character: the list of communicators, consumers, recipients, broadcasters, intermediaries has increased many times, it opens up with a global market and transnational corporations, and their information needs, requests are expanding every day. A new media content appears, in which the national component sometimes fades into the background facing supranational, because big science and culture are universal phenomena in the modern world. The 21st century is the century of globalization: economic, technical, political, cultural, communication. Information and communication technologies, information revolution are the most important components of this process, the engine of development of modern society. Malcolm Johnson, Deputy Secretary General of the International Telecommunication Union (ITU), noted that the global changes are expected with the introduction of the fifth generation – 5G communications. ITU is developing standards for this promising technology. 5G will radically change the landscape. It is estimated that 50 billion devices will be connected to the Internet by 2020 – cameras, sensors, anything that can benefit from the Internet connection. According to the expert, the participation of the international professional community in the development of new generation communication standards is very important, since devices that may be connected to 5G will move from country to country, they must be interconnected in order to work in a global environment [8]. According to Liam Maxwell, a technology adviser to the UK government, “the impetus to the development of the market was given by the opening of access to common services to the private market, such as, for example, the use of a common cloud for data storage. In the last 4-5 years, the UK government has spent £ 2 billion on digital

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technologies, half of which went to companies from the small business sector” [8]. David Yang, the creator of ABBYY, the Lingvo dictionary and the FineReader program, one of the main specialists in artificial intelligence, shared his vision of the future in the article “The Next Ten Years Will Be Very Fun”: “The fourth industrial revolution is happening now. They say that artificial intelligence is new electricity. As a hundred years ago, electrification affected all spheres of life, providing energy faster, cheaper, stronger, and the introduction of artificial intelligence will radically change our lives. Intellectual technologies help with it. Artificial intelligence transforms information, which we have already accumulated, into useful knowledge. It works in all areas: architecture, urban landscape, medicine, finance, energy, art. This is a fundamental turning point in history. More than 50 million users and tens of thousands of organizations in more than 200 countries use ABBYY intelligent solutions to automate time-consuming tasks related to processing and extracting information from various sources for business. Artificial intelligence will save us from a huge amount of routine work and allow us to be more engaged in really interesting tasks, creativity, favorite things ... In developed countries there is an increase in labor productivity and the widespread introduction of robots and neural networks will lead to the fact that our working week will be reduced to four days, and then, maybe up to three.” As the specialist and technological futurologist predicts: “Something will appear in every person: organs, implants. Conversely, more complex technical devices are likely to have modules based on biological structures. They talk a lot about emotional intelligence. It is believed that the so-called “soft skills” (flexible, super professional skills for effective interaction) will be the most important. And it is necessary to teach these skills of team and project work even at school – this is a trend all over the world. “Hard skills” (professional skills), first of all, will be replaced by automatic systems. Soft skills will eventually be divided between cars and people, but people will always have their own point of view on what is happening, their emotional opinion. It is believed that in the future a person will change several professions in his life, he will need to constantly learn new things ... Life will change

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faster and faster, and a person will have to constantly adapt to it. For example, hard skills will be accumulated during life, but soft skills must be acquired in childhood: teamwork, empathy, friendship, dedication, understanding of the other party in a dispute” [9]. In order to reduce the economic and communication imbalance between countries, the way lies through the development of national information infrastructure with the access to world information resources, scientific and technical information that can turn the supply of information of local origin to the global market. The information age means the expansion of human contacts, the exchange of cultural values, the synthesis of Asian and Western styles of attitudes towards people, society, where the importance of social institutions and the principles of an open civil society is increasing. Engagement of Kazakhstan in the global communication processes will allow attracting information and technological resources from different countries to the Republic. Modernization of a number of countries and regions of modern civilization can be successful if society preserves its identity in the context of communication and economic globalization with the active development of new information technologies. Kazakhstan successfully hosted the international specialized exhibition EXPO-2017 in Astana. According to the experience of the Indian city of Bangalore, which, after holding EXPO-2001, organized a Silicon Valley, becoming the Asian Silicon Valley, where the leading communication companies Microsoft, Google are located. Astana can also become a center of IT technology, Central Asian Silicon Valley. The President of the Internet Association of Kazakhstan, Shavkat Sabirov, noted a good level of implementation of the “e-government” project, born from the experience of Singapore. “The EXPO site is perfect for creating an information technology center, the services of which can be provided in the Eurasian space. On the basis of EXPO it is possible to create large infrastructure IT projects and offer them to the whole Eurasian community” [10]. The telecommunication industry is regulated by international market forces, while regional broadcasting, national policies are aimed at preserving the identity of cultural values. Here the principles

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of a non-economic, but rather of a political and cultural nature prevail. The process of internationalization, representing to some extent a threat to the national specifics of a particular state, nevertheless contributes to the active integration of individual regions, their unification into a single cultural and civilization complex capable of withstanding the onslaught of internationalization, preserving the cultural identity of entire regions together with individual nations. In this regard, countries have an urgent need to create a certain environment, based on a common historical and cultural development, for the preservation and dissemination of the cultural values ​​of their people. Facing the problems of “Westernization,” scientists are increasingly mentioning the Eurasian principle of civilization of cultural openness, constructive interaction between the countries of the East and the West. As the President of Kazakhstan N. Nazarbayev noted, “The future of Kazakhstan is in Asia and in Europe, and in the East, and in the West. Mutual understanding between the East and the West is based on the knowledge of the features of each other and contains tremendous opportunities that must be turned to the benefit of our countries and peoples.” Of particular importance is the study of patterns of development of communication infrastructure and digital broadcasting in the period of economic growth in Kazakhstan, when the material and technical base of the information society develops. The priorities in the development of the knowledge society in Kazakhstan have changed against the background of the rapid introduction of new information technologies. And it is important here to take into account the national specifics, cultural identity of the society, the specifics of communication development in the Republic in the period of globalization. In communication between civilizations, as it is known, significant results are gained in the exchange of spiritual, scientific achievements. In the modern world, there is an intensification of information communication, requiring knowledge of the communication specifics of each country, the development of principles of interaction on a national, regional and global scale, where intellectual potential and human capital play an important role. Experts predict that the shortage of specialists by 2030 will exceed

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85.2 million people, and therefore the world economy will lose about 8.5 trillion dollars. In the technology sector, the staff shortage is already over 4.3 million people. The situation with the lack of qualified personnel will bring losses to the business. It will be aggravated by the fact that the increasingly intensive digitalization and complexity of business processes require higher qualifications, technical knowledge and skills, as well as managerial skills [11]. The way out is to invest in education, in science, in digitalization, which will enable the country to compete internationally. Changes occurring in the modern social space have a significant impact on the nature, content, trends and direction of communication processes. The multi polarity of the modern world has revealed new problems aimed primarily at the cultural and communication sphere of the social life of society. It should be said about the topics covered by media issues and problems, forming the agenda of the news day, generating media discourse and creating the entire socio-cultural information background.  Information redundancy, communication saturation has led to the fact that the significance of the impact of various communications on a person allows implementing all forms of information and psychological impact, manifested in events and phenomena of the politicaleconomic, social and cultural life of modern society. The power of modern media is in their complexity, consistency, scope and focus, due to the following reasons: 1. Their content is a product of the work of professional journalists who have undergone appropriate training. 2. The channel and time of distribution, as well as other features of the “delivery” to the addressee are not “random”, they are carefully thought out and calculated. 3. The communicator, who has the goal to get the desired result, is preparing to communicate in order to enhance the audience sympathy, desire to listen, watch, read exactly his speech, and not that of another person. 4. There are a lot of techniques, the use of which actually “attracts” a person to the communicator, makes him embrace the proposed information [12].

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The modern development of civilization has changed communication between people, the nature and content of information development. There was a change in public consciousness under the influence of the global information system. A new type of communicative interaction is being formed, the way of life of people has changed. At the heart of social communication is the question of social needs, which is inextricably linked with moral goods and values. One of the main benefits and values ​​in the context of social communication is peaceful coexistence and mutual trust. The upheaval in the thinking of modern man occurred in a short time, this was most clearly manifested in the XXIst century under the influence of information technology, the process of globalization, convergence and digitalization of the media. Adoption of new thinking as one of the conditions for solving global problems of modern society is associated primarily with the overestimation of values, changes in existing spiritual landmarks and established social attitudes. And, above all, globalization requires significant changes in social thinking, its internationalization and awareness of responsibility for the fate of an individual, for the fate of the world [13]. Some researchers of mass communications began to talk about the new era of “mediacracy” – the power of the means of mass communication, which not only reflect and interpret reality, but also construct it according to their own rules. According to researcher O.G. Filatov, “there is a globalization of media and communication, and the whole structure of human communication experience is being transformed. Mass communication becomes not only a “magic window” through which we look at the world, but also a “door” through which ideas penetrate our consciousness. This applies to all MMC and, above all, to the World Wide Web” [14]. Practical tasks 1. Prepare presentations on the topics: “The Impact of Information Globalization on the Development of Modern Society”, “The Impact of Information Globalization on the Audiovisual and Digital Media”. 2. Write an essay on the topic “Media and Information Globalization”. 3. Prepare the round table on the topic “Information Globalization: Pros and Cons”

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Audiovisual and digital media Control questions 1. Media researchers on information globalization 2. Analyze the main elements of information globalization 3. The role of the Internet, mobile communication, cable satellite TV in the development of information globalization. 4. The role of audiovisual and digital media in dissemination of information globalization References 1. Perez Tornero J.M., Varis T. Media Literacy and New Humanism. – Moscow: UNESCO Institute for Information Technologies, 2010. – P. 136. 2. Misonzhnikov B., Teplyashin A. Journalism. Introduction to the profession: textbook. 2 ed. – SPb.: Peter, 2018. – P. 208-209. 3. Prokhorov A.V., Razlogov K.E., Ruzin V.D. Culture of the coming millennium // Questions of Philosophy. – 1989. – №6. – P. 30. 4. R. Shtikhve. To the Genesis of the World Society – Innovations and Mechanisms // Journal of Sociology and Social Anthropology. – 1999. – Tom. 2. – Iss. 3. – C. 3. 5. Filatova OG The Internet as Mass Media // Actual Problems of Communication Theory – St. Petersburg., 2004. – P. 232. 6. UebsterF. Information Society Theory. – M.: The Aspect of Press, 2004. – C. 11. 7. Vartanova E.L. Globalization of mass media and mass media of Russia // Moscow State University Bulletin. Series 10. Journalism. – 2005. – №4. – C. 12. 8. Digital priorities // Kazakhstanskaya Pravda. – 2018. – February 5. – C. 2. 9. The next ten years will be very fun // Time. – 2018. – August 16. – C. 32. 10. Tastanova L. Silicon Valley in Kazakhstan: Expectations and Reality // Time. – 2017. – April 20. – C. 13. 11. Korolev A. In Kazakhstan, problems with specialists // Liter. – 2018. – May 18. – C. 4. 12. Kutpanbaeva Zh.B. Mass culture in the public consciousness // PR and media in Kazakhstan. – Almaty: KazNU, 2016. – Issue 11. – S. 60. 13. Nysanbayev A.N. The heritage of al-Farabi and the problems of modern international dialogue. – Almaty: Institute of Philosophy and Political Science Committee of Science MES RK, 2009. – P. 20. 14. Filatova O.G. The Internet as Mass Media // Actual Problems of Communication Theory. – St. Petersburg, 2004. – P. 232.

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Chapter 4 INFORMATION AND COMMUNICATION TECHNOLOGIES, THEIR ROLE IN THE AUDIOVISUAL AND DIGITAL MEDIA DEVELOPMENT New information and communication technologies, breaking the boundaries of time and space, become the main “assistants” of the globalization process. And this process, in turn, changes the traditional economy, and the forms of social activity, mentality, lifestyle, and habits of people. The process of convergence of various areas of communications and information reinforces the states transition to a new level of development, even in those countries that are considered traditionally to be stable. In many countries, the state of affairs in the information sphere is considered crucial for economic development. According to the concept of “information economy”, the distribution of social power in society is increasingly closely linked to control over information, over information resources. Over the past decade the rapid development of ICT has been reflected in the reassessment of the role and place of information, in the value system of universal scale, in the development of the media. Information has become a global inexhaustible resource of humanity, which has entered a new era of the civilization development – the information age. Information and knowledge are becoming one of the strategic resources of the state. The increasing role of this factor as a means of accelerating the pace of global integration in the economy and an instrument of influence on mass consciousness, culture and international relations suggests the growing role of the information industry and the media sphere in the social development. Modern society is the society of unlimited possibilities. It develops on the basis of modern communication systems and communications, it is able to accumulate and disseminate important scientific, technical, artistic and other information. These achievements create opportunities for the development of information net47

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works and integration into the global information media space. The current level of state development is largely shaped by the use of new media, ICT, through active production and use of information. Not only natural and material resources, but also telecommunications infrastructure and informational, media resources constitute the national wealth. Currently, the media affect our lives much more than anything else, hence the rapidly changing value orientations, consumer inquiries appear. Many countries note the importance of ICT development, the need to invest in the information industry, and the involvement of the private business sector in it. The active introduction of new ICTs expands the field of media activities. Today, the level of information technology development of the state determines its position in the international arena, as well as the nature of the socio-economic and cultural processes occurring in it. The global information process has greatly influenced the development of national media and media means. All over the world, the liberalization and globalization of media markets is taking place. Simultaneously with these processes, computer, telecommunication and broadcasting technologies are merging, i.e. their convergence is observed. Such integration leads to the fact that the information industry is expanding, breaking the rigid boundaries between the sectors of traditional mass communication systems and creating new media systems. Historically, these sectors have developed separately, but now, thanks to technological innovations, the boundaries of these sectors have become blurred, and the active process of their integration is underway. The integration process covers much more technology and information transfer systems. The broadcasting sector depends on the social and political position of different countries, it is developing unevenly, although the global telecommunications system more and more eliminates the programmatic content of national channels. At present, there have been major changes in the mass means of communication, we observe some changes in the communication sphere: in the forms of media owner-

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ship, in the forms of manifestation, in new functions, in new trends, in new media professions, in new media disciplines. The modern world has highlighted the field of electronic communications. In an effort to create a new global information infrastructure, many countries are developing a strategy for standardizing technologies that will create a worldwide compatibility between national communication systems. The requirements for information technology in the 1960s – 1970s were technical, in the 1980s and 1990s the requirements became social and political. At present, the media influence our life much more than anything else, hence the rapidly changing value orientations, consumer inquiries appear. Many countries note the importance of developing information and communication technologies, the need to invest in the information industry, and attract the private business sector to it. There is a merger of computer, broadcast and telecommunication technologies. This convergence and interaction will change the communication system and media landscape. The use of cable by telephone companies already has an effect of information super highways creating. So far, there is no single, universally accepted definition of new media, but many researchers come to the general characteristics of new media. First, they “bind” to the screen. Secondly, they offer simultaneously text, sound, video, as a static image, and moving images. New media in one degree or another are interactive. In the expanding media space, print, analogue radio and television are perceived as “old”, traditional media, new channels of information delivery and information itself, based on digitalization (transition to digital standard) are defined as “new media”. Another definition on the Internet describes new media as the channels of digital communication where the text, graphic and moving images, sound are presented in a single “package” and which have various forms of production, distribution, reception and storage of the final product. An important feature of the new media was the changing nature of communication. It is difficult to distinguish between mass and personal form of communication, mass and non-mass media. The consumption of new media is and will be more individual.

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The global dissemination of information and communication creates opportunities for free communication at different levels: vertical, horizontal, network, mass and individual. Models of changing media systems in Kazakhstan and abroad are becoming similar, and the trend of globalization plays an important role in this process. Creation of various media information contexts requires special and professional skills. Three main factors affecting media development are: –– information and communication technologies (digital, interactive, cellular, fiber-optic, cable-satellite, Internet, etc.), –– the state. Its role will increase in the development of the MMC, the state pursues a policy of deregulation, where the emphasis from the traditional regulation (technical: frequency, license) is transferred to the ethical, socio-cultural sphere, –– users, the population itself. There new structures of interpersonal and individual communication appear (cellular, mobile telephony, video on demand, etc.). According to researchers and communicologists, the new media communication environment will look like television, but will function like the Internet. The use of new ICTs enhances the process of convergence and leads to the construction of a global information society. The free market of ideas in the era of global information infrastructure is increasingly determined by commercial goals, which dictate the desire for liberalization. The process of “de-massification” takes place, i.e. there is an expansion of the information menu, mass channels where information and various communication services transfer is personalized and individual. New means of communication increase communication opportunities, offer different interactive relations between a user and a manufacturer, as well as the content distributor. In the course of such a process, the evolution of personal modernization takes place. In the media, there are trends that are expressed in a sharp increase in information, media flows, in the emergence of new independent media, media organizations, new participants in the information pro-

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cess, in the appearance of electronic newspapers, Web-publications, in the formation of new information markets and services. Kazakhstan, keeping pace with the times, aims to follow the path of globalization of the world economy. The first step in this direction was the adoption of the “Strategy of industrial-innovative development of the Republic for 2003-2015”. Its main provisions were developed on the basis of the Kazakhstan-2030 Strategy and other program documents. The national innovation system has begun its development since the creation of the innovation infrastructure in Kazakhstan. In 2005, the National Innovation Fund (NIF) created five Kazakhstani venture funds with a total capitalization of $ 85 million. The project of the national joint-stock company Kazakhtelecom aimed to create a national information superhighway continues, it will cover all regional centers and major cities of Kazakhstan and will ensure the transit of international information flows. The communication industry of Kazakhstan is at a qualitatively new stage of development, which is determined by the geopolitical position of the Republic, the socio-economic transformations taking place in the country. Information processes are global in nature, but they have the national specifics of the state in which they occur. In Kazakhstan, with the acquisition of sovereignty under the influence of information and communication technologies, a new system of mass media, a new media space, was formed. State innovation programs of Kazakhstan, such as: e-government, space program, program for the development of national information infrastructure, technology parks and other programs contribute to the development of new media policies in Kazakhstan with the development of new ICT, audiovisual and digital media in the country. Priorities in the development of the information society in Kazakhstan have changed against the backdrop of the rapid development of new information technologies. And it is important here to consider the national specifics, cultural identity of the society, the specifics of telecommunication development in the Republic in the era of globalization. Revolutions in the field of human culture were largely the result of changes in the methods of transmitting and disseminating infor-

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mation, the development of new information technologies. They radically changed social organization, production and distribution of material benefits in societies, became harbingers of social and economic transformations. Practical tasks 1. Prepare reports on the topics: “The role of ICT in the social development “, “The impact of information technology on the media.” 2. Write an essay on the topic “Changes in the audiovisual media under the influence of digital technologies”. Control questions 1. Reveal the specifics of ICT development in the XXI century. 2. Give a comparative analysis of the development of information and communication technologies in the XX and XXI centuries. 3. Show the impact of ICT on digital media. References 1. Yugai G.A. Holography of the Universe and the new universal philosophy. Textbook with reader. – M.: Kraft +, 2007. – P. 176. 2. Vartanova E.L. New problems and new priorities of the digital era // Information Society. – 2002. – May 21.

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Chapter 5 MODERN TRENDS IN AUDIOVISUAL AND DIGITAL MEDIA The 1980s of the twentieth century were marked by communication changes that were caused by the technological process. Cable networks, satellite television (TV), computerization, digital, interactive broadcasting, the Internet, networks – these are new phenomena of the information environment, which became new means of mass communication (MMC), demanding a “new order”. New information and communication technologies (ICT), breaking the boundaries of time and space, become the main “assistants” of the globalization process. And it, in turn, changes the traditional economy, and the forms of social activity, mentality, lifestyle, and habits of people. The process of convergence (mergers, connections) of various spheres of communication and information reinforces the states transition to a new level of development even in those countries that are traditionally considered to be stable. “The speed of ICT evolution is so high that the publication of any research lags behind the concrete technological advances at best by half a year” [1]. Early studies in the field of IT drew attention to certain features of the new technologies for the transfer, processing and storage of information, characterizing them as just a communication or only information. In the collection of articles by American researchers “Questions of a New Information Technology”, authors pay special attention to the economic and cultural consequences of IT: increased production in the information industry, changes in the social balance from the point of access to information, the emergence of a new type of literacy associated with the information on the screen [2]. American scientist L. Sassman in his book “Power, Press and Freedom Technology”, considering the new possibilities of digital networks of integrated services, drew attention to the political significance of the fast communication of people in different parts of the globe [3]. 53

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Canadian researcher D.Winsek in the review of numerous works on the development of new ICT notes that information geography in almost all countries implies significant differences in the access to new communication tools – cables, satellites, computers, mobile phones – depending on the region [4]. The author emphasizes the idea of ​​dividing countries into information rich and information poor countries, the information society will not reduce information inequality. D. Winsek believes that the emergence of “information suburbs” and the emergence of “information villages” are not only social and economic processes, but also technological ones. According to experts, the gap between developed and developing countries increased over 200 years by 50-60 times. Today, the level of information technology development of the state determines its position in the international arena, as well as the nature of the socio-economic and cultural processes occurring in it. Mobile telephony, satellite, cable television lead to a greater convenience, television diversity, personal communication. Cheaper computer technology, the introduction of digital communications, the construction of fiber-optic highways – all this opens up new opportunities for communication. The development of network technologies and mass media increases the information flow, improves the quality of socio-economic processes. The global information process has greatly influenced the development of national media. All over the world, liberalization and globalization of information markets is taking place. Simultaneously with these processes, computer, telecommunication and broadcasting technologies are merging (i.e. undergo convergence). Such integration leads to the fact that the information industry is expanding, breaking the rigid boundaries between the sectors of traditional mass communication systems and new open media systems. In the effort to create a new global information infrastructure, many countries are developing a strategy for standardizing technologies that will create a worldwide widespread compatibility between national communication systems. The Information Technology Union, engaged in similar developments, includes 188 government members and about 450 members from the private sector of the industry, rang-

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ing from government representatives to operators serving providers and consumers. The Organization for Economic Co-operation and Development (OECD), consisting of 29-member countries of the APR, including Japan, Korea, Australia, New Zealand and the United States, issued a consultative document on the topic of international cooperation on the content and guidance on the Internet. It states that governments need to struggle for the balance between the value of free exchange of ideas from citizens and concerns about the prevention and restriction of network use for the purposes that are not in line with public order. Misgivings about the Internet, which were expressed by the OECD, UNESCO and the European Union, are supported by many APR countries, because this is the main contradiction of the process of the information society formation. That is why the Asian Forum on the Regulation of Internet Access was held in Singapore in 1996. In April 1997, the First Association of Internet Service Providers of the AsiaPacific Region was organized. Among the first tasks of the Association a common “production code” regulating the content of the Internet’s “Web site” was planned to create. All these organizations and the documentation released by them are aimed at the creation of an information society in the countries of the Asian region. As E.L. Vartanova noted, “Modern communication systems, combining the latest technical advances, overcome temporal limitations and geographic boundaries due to the convergence of satellites, cable and telephone. New networks using similar convergence are able to provide information, new basic services (e-mail, interactive video) and the possibility of new activities ... The building blocks of the information society, its technological infrastructure will be digital networks of integrated services (ISDN), as well as broadband communication lines, mobile telephony and satellite communications [7]. The United Nations (UN) also joined the development of a draft global communication system. The annual session of the International Telecommunications Union, the Administrative Committee on Coordination (ACC) signed a declaration on universal information services, access to which cannot be blocked on the Internet. The declaration signing was preceded by the UN project that promotes the develop-

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ment of legal provisions in the field of information as the basis of human rights. In the declaration list are six points recommended for universal access via the Internet. Among them are the following ones: –– distance interactive education and training; –– medicine and health care; –– banking and microcredit service; –– environmental protection; –– virtual laboratories for research problems; –– access to world knowledge and culture. The information revolution is the result of the merger of three main technological processes of the communication industry: computerization, telecommunications and broadcasting. Historically, these sectors have developed separately, but now, thanks to technological innovations, the boundaries of these sectors have become blurred, and an active process of their integration is underway. However, the integration process covers much more technology and information transfer systems. The broadcasting sector depends on the social and political position of different countries, it is developing unevenly, although the global telecommunications system more and more eliminates the programmatic content of national channels. As can be seen, the UN declaration contributes to the convergence and universalization of world information processes. In the 1980s, various concepts of the development of the information society were developed by the scientists and researchers in Asia, Europe and America. Since the 90s of the last century, there has been a discussion of the development of the information society in different countries and regions of the world. The preparatory process for the World Summit on the Information Society is currently under way, which is being conducted in two phases: December 2003 in Geneva and 2005 in Tunisia in accordance with the Resolution of the UN General Assembly (December 21, 2001), where the Declaration of Principles on the Basics of the Information Society in the 21st Century, Action Plan for Cooperation between the Government, the private spectrum, civil society and other parties was adopted. It will also include specific targets for bridging the digital divide.

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At the World Summit on the Information Society, held in Geneva in December 2003, in the final “Declaration of Principles” the creation of IS was positioned as the most important task of the new millennium, the solution of which should bring a significant improvement in the quality of life and democratization of the people in the world in accordance with the provisions of the Universal Declaration of Human Rights, at the same time another declaration was proposed, expressing the sentiments of the participants of the campaign for civil society. This alternative “Civil Society Declaration” emphasized the need to base all aspirations on the Information Society to care for people, their education and well-being, the right to a free access to information and communication technology and to the achievements of cultural progress in general. As the Gazet (the international journal of communicative journalists) notes, the World Summit is important not only as a significant political, but also a conceptual event, because it has demonstrated the possibility of useful links between technology, culture and society by clarifying the need for “defining a general view of the information society” thorough discussions of all controversial issues and finding clear definitions and terms for them. In this regard, the Summit can also be viewed as a “communication event”, which revealed the need to find sociable associations between governmental and non-governmental structures and between different points of view in order to acquire new characteristics of controversial issues that are crucial for social and cultural transformations of the 21st century. Over the past decade, new concepts have entered into scientific circulation that characterize modern trends of the means of mass communications and new information age. So, for example, “digitalization” (from the English word – “digital”- i.e., the conversion of media content into digital form), the increased interactivity of communication processes, which has given way to a dialogue form of communication, open the way for personal, individual choice of the audience, that of the information consumer becomes a producer of a new content. Convergence is a union, merging into a whole both communication technologies and the media themselves. There are several types of convergence:

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–– economic convergence, –– political convergence, –– ethical convergence (countries develop similar ethical standards), –– legal convergence (for example, the World Intellectual Property Organization), –– technical convergence (the merger of computer, telecommunications and broadcasting communications). The use of new IT enhances the convergence process and leads to the construction of a global information society. The free market of ideas in the era of global information infrastructure is increasingly determined by commercial goals, which dictate the desire for liberalization. The lack of a nationally developed information policy in the era of the global information infrastructure leads to contradictions at the regional and international levels. The traditional division of media policy and telecommunications policy is becoming obsolete. In a number of countries, the authorities have concluded that it is necessary to develop a unified communication policy, although in practice the differences between specific technologies (for example, broadcasting, telephony) will remain. New commercial forces in the MMC market tried to fill the vacuum of the national media policy, creating competition for the stateowned media, calling for deregulation of the electronic sphere. At the same time, they were looking for new forms of influencing the audience on a regional and national scale using new IT. The main trends in the field of communication technology are as follows: –– firstly, it is the introduction of digital technology and the exchange of electronic data; –– secondly, a widespread distribution of mobile phones in cities and attempts to use them in remote regions; –– thirdly, the competition in the distribution of places in the geostationary orbit as part of the strategy of using satellite technology for local television and other types of communication; –– fourthly, the desire to join the global information superhighway.

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Since the 1980s, the latest means of mass communication, which include cable and satellite TV, video text, teletext, cellular and paging, fiber optic communication, the Internet, direct television broadcasting, HDTV (high definition television), interactive and digital broadcasting have been perceived as independent media communication. One of the last works of G.P. Bakulev in this sphere is devoted to the world experience. First, the researcher notes, that there is a significant and constantly growing separation of the “production” of information and its dissemination: the supply of information products and their consumption are out of the monopoly control of content providers, that allows alternative communication tools to function in less centralized environment than the “old” broadcasting forms. Secondly, the enormous, almost unlimited bandwidth of cable, satellites and video, makes open to the consumer the entire information space of the world. Thirdly, it is a higher degree of interactivity, communication with the consumer, greater flexibility of forms and methods, not typical of the traditional MMC. Due to the redistribution of functions and repertoire, each of the mass means of communication is used where its unique natural advantages are best manifested. Terrestrial, cable and satellite TV despite all the difficulties of interaction coexist complementing, stimulating, changing each other [8]. Not only the MMC researchers, but also writers and educators speak about the integration and even the replacement of verbal types of information with the screen. “In modern networks, traditional publishing technologies integrate with audiovisual technologies combining various types of content. Such integration leads to the fact that the information industry is expanding, erasing the rigid boundaries between the sectors of traditional MMC systems and creating new open media systems” [9]. The American company Cellular Vision (Cellular Vision) has developed and patented in its name a cellular TV system operating in the range of 27.9 – 29.5 GHz. According to experts, “the system technically ensures the transmission of 50-100 television channels and is capable of organizing bidirectional lines of communication between

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the base station and fixed subscribers, can be used for telephony, data transmission, organizing teleconferences, interactive TV and much more. The system does not require the installation of expensive cable; it provides a high-speed Internet access; reception of a multiply reflected signal to an individual receiving antenna is possible. At the same time, an antenna with a size of 15x15 cm is not installed outside the house, but indoors on the window. To accommodate repeaters with transmitters, one can use roofs of houses, and not necessarily the highest ones” [10]. Currently, digital, multimedia interactive communication technology is expanding its borders in Southeast Asian countries, becoming more accessible in the Asian region. There is a merger between the transmission channels of both telephone and cable networks. The MMC sector becomes exchangeable and complementary. “The integration of all types of fiber optic cable communication into a telecommunication structure will serve as a kind of a “central nervous system of the whole society” [11]. There is a merger of computer, broadcast and telecommunication technologies. This convergence and interaction will change the communication system and media landscape. This use of cable by telephone companies already has the effect of creating information super highways. In the early 1990s, most experts predicted that the future is for HDTV, which provides a clearer image. But still HDTV is postponed for a later time. Some firms are already producing televisions with a wider screen like HDTV, but the promised achievements in digital discs, home plates and cable can put the reality of genuine HDTV into question. Special hopes are placed on fiber-optic cable, which should be the cheapest means of video distribution. These thin glass wires have an amazing capacity for transmitting a huge number of information channels. Fiber-optic communication lines can transmit television signals many thousands of times faster. Just 70 pounds of fiber-optic cable can transmit the same amount of information as one ton of copper cable. Equally important, the production of 70 pounds of fiber-optic cable

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requires only 5% of the energy required to produce one ton of copper cable. Both in terms of materials and energy consumption, the production of this type of cable is analogous to the new economy. Even before 2000, one fiber of the optical fiber could transmit 10 million conversations simultaneously, whereas in 1988 this figure was only 3,000 [12]. If the lifetime of satellites is 16-20 years, then that of the cable is 40 years or more. Cable networks, thanks to higher speed and cheaper rates, are replacing ordinary telephone wires, providing instant connection to the whole world, excluding only places that are difficult to reach for cable laying. As a result of technological changes, traditional methods for the production, storage, distribution and reception of communication messages are modified and supplemented. For example, digital technologies have emerged, the development of which began in 1979 by Japanese companies Philips and Sony. The standard of digital sound system – CD format – has made a real revolution by the release of discs and equipment for their playback. The event was so outstanding that the history of audio equipment began to be divided into two stages: before the birth of the CD and after it. The CD system was the first to introduce two innovations to the mainstream audio equipment, namely digital processing and optical recording. In the following years, these innovations were further developed in other areas of sound and audiovisual equipment. The compact disc seriously pressed the tape from the first place in the ranking of the most popular sound carrier. People did not have time to get used to the silver compact disc, which was the first sign of the coming digital revolution, when at the end of the 20th century a digital video disc appeared, that was named as Video CD. The advantage of the video CD is a digital recording format and a contactless optical signal reproducing method using a laser beam. At the same time, physical wear of the video program carrier is almost completely eliminated and deterioration of image and sound quality during operation is avoided. For foreign companies and commercial enterprises, the use of computer systems, faxes, e-mail, and direct long-distance telephone

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communication has become common. All these new technologies are becoming traditional means of information. The information revolution supports democratic tendencies and affects the softening of authoritarian regimes in the Asian region, but in varying degrees. The communication and information distance between developed and developing countries is very large, especially when it comes to the access to new technologies, such as personal computers and the Internet. Inequality in the telecommunications infrastructure is particularly noticeable within Southeast Asia. This inequality is associated with unequal primary starts, with a shortage of frequencies, with large financial costs for the organization and functioning of electronic MMC. At the same time, the strength of the impact of the mass means of communications, if not canceled, then undermines the moral and ethical traditional values. In particular, there is a lack of interest in reading, in general – in verbal forms of creativity and art; the superficiality of education is enhanced, especially in adolescents; the fascination for computer games, the Internet, has an effect on homework, socializing and traditional leisure activities. But a change in the language of culture is not considered by philosophers and cultural scientists as something dramatic in the history of mankind. The society highly appreciates the comfort and convenience of new types of communication. Among the indicators of the information society we can mention such processes as urbanization, the use of the Internet, the density of cellular telephone and radio paging communication, the level of television coverage. A broad interpretation of e-democracy is based on the notion that new ICTs improve the quality of citizenship in a broad sense. New ICTs are becoming the center of policy and management. On this basis, an information form of state administration, an information state system, in which the use of electronic resources becomes a central feature of the relationship between the state and its citizens, as well as citizens among themselves, emerge. So far, there is no single, universally accepted definition of new media, but many researchers come to the general characteristics of new media. First, they are “tied” to the screen. Secondly, they offer

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simultaneously a text, sound, video, as a static image, and moving images. New media in one degree or another are interactive. In the expanding media space, print, analogue radio and television are perceived as “old” media, new channels of information distribution and information itself, based on digitalization, are defined as “new media”. Another definition proposed on the Internet describes new media as “channels of digital communication in which text, graphic and moving images and sound are presented in a single “package” and which have different forms of production, distribution, reception and storage of the final product” [13]. The specific of the new media was the changing nature of communication. It is difficult to distinguish between mass and personal forms of communication, mass and non-mass media. The consumption of new media is and will be more individual. The process of “de-massification is taking place”, i.e. there is an expansion of the information menu, mass channels. New media increase communication opportunities. Electronic new media offer a variety of interactive forms between the user and the manufacturer, as well as the content distributor. New means of mass communication (MMC) make it possible to carry out interpersonal communication. A vivid proof of this is the development of the Internet. Interpersonal communication is possible through email or an Internet phone. The rapid development of new ICTs expands the field of activity of the mass communication media (MMC). In 2004, the number of cellular phones in the world reached 1 billion 650 million. In China, the number of mobile phones exceeded 350 million, while in India we are talking about tens of millions of phones. The spread of mobile communication introduces a new element in the development of modern MMC, bringing listeners, viewers and readers closer to the movement of information flows. Currently there is a tendency to individualize the use and sale of information. If in the 1980-1990s, the tendency of mass media demassification prevailed, today individualization of the access to information via the Internet, mobile communications and digital broadcasting and television is clearly manifested. In general, the information and communication sphere is becoming richer and more diverse.

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The Internet, satellite (space) television are one of the main components of the globalization process. They are global in nature. The global consequences of the evolution of new MMC are also global, their introduction and development are already changing the forms of information consumption. Analyzing the history of the MMC, Professor Denis McQuil identifies four main elements that determine the course of the story itself, they are: –– technology; –– political, economic and cultural situation in society; –– activities, functions and needs of the society itself; –– people representing different social groups and classes [14]. American researcher Manuel Castells adds some more elements to the factors reflected by technological development: –– the state of knowledge in society; –– a specific industrial and organizational “environment”; –– the skills and abilities necessary to identify a technical problem and its solution; –– a special economic mentality that helps to achieve profitability in the production of the latest technical applications; –– the presence in the society of a network of manufacturers and users capable of communication in the field of creating and using these applications [15]. The information industry is expanding, breaking the boundaries between traditional media systems and creating new MMC and information. At a certain stage of the development of information technologies, especially at the beginning of the XXI century, new MMC (global computer networks, Internet, satellite and cable TV, fiber optic, interactive, digital broadcasting, video text systems, etc.), which triggered the study of these new types communications, appear. The leader in the world information table of ranks (the access to new ICT per 1,000 people) is the USA. The next are the Nordic countries – Finland, Norway, Denmark, Sweden, pushing aside the traditional leaders in the sphere of “old” media – Germany (13th po-

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sition), Great Britain (14th), Japan (16th), France (20th), Italy (23rd position) [16]. The qualitatively new level of functioning of the mass media entails a rethinking of communication theories. In the 1970s and 1980s of the twentieth century, researchers predicted that the use of new technologies would raise the standard of living and reduce inequality between countries. In the 1990s, a number of scientists expressed concern that the new communication technology was creating a new kind of social classes – “information rich” and “information poor”. At the beginning of the 21st century, a new democratic understanding of the freedom of information is being developed in the spirit of the priority of universal human values, regulations and norms of international law in the information relations of countries. From an extremely broad understanding of the method of reporting as a message about progress (M. McLuhan), theorists are increasingly turning to the discussion of specific questions about national priorities, cultural traditions and even mentality of perception. These discussions have become especially acute with the advent of satellite television [17]. The development of global communication highways is a pressing issue at present. Many international organizations stress the importance of the information technology sector for building a global information infrastructure. Technologically prosperous countries play a leading role in this process. The problem of inequality in the access to new IT is acute not only at the international level, but also at the micro level within each state. There are other problems associated with the development of the Internet, for example, the distribution of propaganda materials of criminal organizations, recipes for poisonous and explosive substances production, advertising of weapons, narcotic and psychotropic drugs, methods of hacking electronic and other ciphers, pornographic and neo-Nazi materials. There is a problem of a large amount of unreliable information, the problem of trust and ethics, copyright, protection of intellectual property. In this regard, the question arises of the legal regulation of the Internet, the solution of which will require government intervention in the form of the adoption of relevant laws regulating the related

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activities. Given the global nature of the Internet, this problem can only be solved through international cooperation. On the way of the formation and development of the global information society, a language barrier arises, because the big amount of the information on the Web is in English. The development of interlingual communication, which requires the creation of a toolkit that will help the Internet users to understand the information presented and deliver it in various languages, is becoming important. In this direction, the research is underway today. Also, a certain problem is the lack of common legal norms for developing electronic commerce in the world. Among the emerging issues there are the protection of intellectual property and trademark rights, the problem of taxes and tariffs in this area. This raises the question of the appropriateness and forms of government intervention in this process. The creation of the Internet marked a new period of information culture associated with cultural globalization. Another problem is a danger of cultural globalization. Any form of communication, and almost any form of information, is permeated by one or another culture. The flow of information has a strong cultural impact. Information shapes cultures over the centuries. Today, there is a fear that this process, accelerated by new ICTs, will lead to the dominance of a single culture, to the creation of a world monoculture. The world dominance of cultural products with a western orientation often causes an allergic reaction. This is not surprising: an overwhelming majority of information on the Internet is in English; everyone knows the dominant position of Hollywood products in the world of television and film market. According to G.Z. Yushkyavichyus, “we are approaching a turning point. The latest data show that today markets are gradually turning from the long-familiar West to a still incomprehensible East; You can also talk about the turn from today’s assertive North to the shy South.” Today, Asia is viewed as a market that requires products based on the region’s own cultural wealth.” [18] Cinematographers of India alone produce over 900 films a year, i.e. three new films daily. The same thing happens in Latin America.

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The annual volume of audiovisual products in this region is half a million hours, which is 4 times higher than in Europe. The sphere of spiritual life most of all resists the trend of globalization – the national-cultural mentality and artistic-aesthetic activity retain their essence, remaining channels of cultural uniqueness manifestation, through which national self-consciousness and world perception is expressed. More and more countries are becoming aware of the need to formulate a national policy on “information highways”. Thus, it can be noted that along with the development of the Internet, there are new problems mentioned above. Due to the global nature of the emerging information society, the solution of the issues raised is possible with the help of appropriate international mechanisms: treaties, agreements at the regional and international levels. The effectiveness of solving these problems will directly depend on their implementation by all participants of the global information society. Practical tasks 1. Prepare a presentation on the topic “Current trends in audiovisual and digital media” 2. Prepare written works on the themes: “Commercialization and the media”, “Convergence and the media”, “Digitalization and mass communication”. 3. Write an essay on the topic “Trends of modern communication and the development of mass media.” Control questions 1. Reveal the core of the concepts: digitalization, convergence, de-massification, personalization of information, etc. 2. Analyze the development of the trend of “convergence”, give some examples. 3. Explain the trend of “digitalization”, how it affects the development of the media. 4. Give examples of the demassification of different types of media. References 1. Feldman T. Digital Media. – London: Routledge, 1997. – P. 21. 2. Issues in New Information Technology. – Norwood: Ablex Publishing, 1988.

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Audiovisual and digital media 3. Sassmen L. Power, the press and the technology of freedom. The coming age of ISDN // Freedom House. – 1989. – P. 5. 4. Winseck D. Pursuing the Holy Grail. Information Hughways and Media Reconvergence in Britain and Canada // European Journal of Communication. – 1998. – Vol. 13. – No. 3. – P. 352. 5. Vartanova E.L. New problems and new priorities of the digital age // Information Society. – 2002. – 21 May. 6. Litvinov V. Power of the power in open information // New generation. – 2003. – № 1. – С. 6. 7. Vartanova E.L. The European Union in search of an information society // Moscow State University Bulletin. Series 10. Journalism. – 1998. – №2. – P. 64. 8. Bakulev G.P. Cable satellite broadcasting: World experience. – M., 1996. – P. 7. 9. Groebel J. New Media Development. Stability and Change in Communication Behavior // Trends in Communication. – 1997. – No. 1. – P. 6-7. 10. The whole world on a plate: news on the market of telecommunication systems // Vecherniy. – Almaty, 1998. – November 17. – P. 4. 11. Kolesnik S.G. The main trends in the development of television in the United States (1995-1996) // Vestnik MGU. Series 10. Journalism. – 1998. – № 1. – P. 36. 12. Nasbitt J., Eburden P. Megatrends. Year 2000. New Directions of 1990. –Moscow: INION, 1992. – P. 23. 13. Prosser A., ​​Goldberg D., Verhulst P. Media concentration and convergence. – Strasbourg: Council of Europe, 1996. – P. 10. 14. McQuail. Mass Communication Theory. An Introduction. – London: Sage, 1994. – P. 12. 15. Castells M. The Information Age: Economy, Society and Culture. Vol. 1. The Rose of the Network Society. – Blackwell, 1996. – P. 37. 16. Le Monde. Dossier et Documents. – 1997. – Mai. – №254. 17. Mass Media: Local and Global Positions / ed. Z.Nain, J.Souchou // Sojourn. Journal of Social Issues in Southeast Asia. – Singapore: ISEAS, 1994. – Vol. 9. – №2; Goonasekera A. Asia and Information Revolution // Asia Journal of Communicationю – 1997ю – Vol. 7. – №2. – P. 12-33. 18. Yushkyavichyus G.Z. UNESCO and the New Information Society // Second International Congress “Progress of TV and Radio Broadcasting Technologies”. – M., 1998 – P. 12.

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Chapter 6 MASS COMMUNICATION AND CONVERGENCE The global dissemination of information and communication creates opportunities for free communication at different levels: vertical, horizontal, network, mass and individual. Models for changing media systems in Kazakhstan and abroad are becoming similar. Creation of a variety of media information contexts requires special skills – professional journalistic and communication skills. All these data show the rapid development of new information technologies, the active introduction of new media in Kazakhstan, and new media, which directly affect the modern training of media professionals. Creation of a variety of media information contexts requires special skills, professional journalistic skills. Television journalists are moving faster and more actively to convergent journalism, because preparation of TV materials requires knowledge of technology, various television equipment and installations. And these skills and abilities serve as the basis for mastering multimedia journalism, allow for faster adoption of knowledge in the field of newspaper, publishing, photography, as well as the Internet design, network content. Convergence as a concept begins to dominate media management, including the production of content. Having a significant impact on the collection, creation and distribution of the information product, convergence not only radically changes the approaches to information management, fundamentally reconstructing the organizational structure of the media, but also forms a new model of journalism. Hence, there are new requirements in the preparation of convergent journalists, and in particular television journalists. Electronic media offer a variety of interactive forms between a user and a manufacturer, as well as the content distributor. Currently, the work of journalists has become operational, mobile. A reader, listener and viewer can address with any question the content creator, the journalist, the moderator, the television and radio journalist, by sending him 69

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a message by e-mail, by mobile phone, via the Internet. This feedback has become more effective, interactive due to the introduction and rapid development of new information technologies, which facilitated the work of journalists, but presented new technical, multimedia requirements, new approaches to the creative process, new forms of information management, and communication process management. And here we need a new level of multimedia journalists training, as well as television journalists, who are really desperate to develop the television and general convergent journalism in the country. The basic discipline of the faculty of journalism at Al-Farabi KazNU is “Convergent journalism” which reflects the new trends in journalism and mass communication in the world and in Kazakhstan, focusing on the development of new media, social networks, the blogosphere, information and communication technologies in the process of globalization, digitalization and convergence. The discipline “Convergent Journalism” is the basis for the preparation of multimedia journalists who are ready to meet modern requirements. The attractiveness of the united media is growing, their capitalization is increasing, there is an economy of material resources, more efficient use of a creative potential. Convergent edition is a promising form, a new model of activity of the journalistic team. It allows the work of journalistic personnel to be made more operational, organized and productive. Currently, there are two main trends in the work of a convergent edition: an increasing role of the coordinator, collecting and distributing topics, news, information, as well as the universalization of reporters in the field, who should be able to collect information for all types of media: record comments on audio and video media, write materials and prepare photos for the Internet media, newspapers and magazines, take pictures and record reports for television and radio. Journalists should expand the range of their professional activities: today they prepare content for the Internet, tomorrow they write television texts and radio materials, the day after tomorrow – materials for the printed media. This leads to a real mastery of multimedia, the creation of a “universal” journalist capable of working in any mass media.

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The TV and Radio Complex of KazNU named after M.K. Barmankulov at the Faculty of Journalism of Al-Farabi KazNU serves as the basic educational and industrial basis for undergraduates and students of the Faculty of Journalism, which allows to gain experience in real journalism, creating conditions for the earliest adaptation of undergraduates, students (bachelor) to professional requirements, considering the new working conditions of the multimedia journalist. Traditional journalism under the influence of the active development of new information technologies and modern trends of mass communication is becoming convergent journalism. Currently, there are two main trends in the work of a convergent edition: the main role of a coordinator, collecting and distributing topics, news, information. As well as the universalization of reporters on the ground, who should be able to collect information for all types of media: record comments on audio and video media, write materials for online media and newspapers, shoot a report for TV. At the Faculty of Journalism various classes on the disciplines of television journalism are conducted on the basis of the educational television studio named after M.K. Barmankulov. Among them there are lectures and practical, laboratory classes in the following television subjects: “Television journalism”, “Technology of preparation of television programs”, “Practical course of preparing television coverage”, “TV broadcaster’s mastery” and many other disciplines. Using modern digital equipment, students learn to prepare television materials: interviews, reports, notes, TV programs and programs. Simultaneously with the preparation of television radio materials, the students of the Faculty of Journalism are preparing different network materials, i.e. the Internet products, e.g. information news releases, which are prepared once a week in two languages: Kazakh and Russian. Thus, students have the opportunity to prepare materials in various formats: in television, radio, newspaper and online-Internet formats, working in convergent journalism. Television, radio broadcasting, the Internet publication is a collective matter, so a journalist works in a team, in close cooperation with the operator, sound producer, editor, video engineer, designer, computer programmer, etc. The ability to write audiovisual stories,

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interview, edit TV and radio materials, Internet texts are the necessary steps in the development of the profession of a journalist. And the Tele-Radio Complex at the Faculty of Journalism of the Al-Farabi Kazakh National University helps in training of multimedia journalists. Television laboratory and the department of television and radio journalism at the faculty of journalism of the KazNU was founded by professor, doctor of philology, the founder of television and radio journalism in Kazakhstan – Marat Karibayevich Barmankulov in 1972. But at that time, the training studio had just an editing table and one amateur video camera. In the mid-1990s, the UNESCO office in Kazakhstan equipped the television studio and radio studio with the newest at that time television and radio equipment. With getting in 2009 a new digital television and radio equipment, the television and radio laboratory of the Faculty of Journalism acquired a higher status of the Teleradiocomplex. Currently, the TV and Radio Complex of the KazNU named after M.K. Barmankulov is a training and production television studio and radio studio with the latest digital equipment and all the technical capacity for creating television and radio programs. The Faculty of Journalism of the Al-Farabi Kazakh National University has the latest digital television and radio complex, thanks to which it is possible to train students in television and radio skills at the level of the country’s leading television and radio companies. The KazNU Teleradiocomplex, first of all, is a training television studio and radio studio. Every day there are training sessions on radio journalism and television journalism, where theoretical and practical classes are taught by teachers of the Faculty of Journalism, as well as by the leading journalists of Kazakhstan. Every week the student meetings with leading journalists of the country are held in the television studio. Television journalists of the Kazakhstan and Kazakhstan TV channels, such as Khabar, Channel 31, Astana TV channel, KTK, Almaty and others conduct their training seminars. Such a memorable meeting was held by the first-year students in 2014 with the well-known TV presenter of the Khabar and KTK Sergey Ponomaryov. He shared with the students his experience, told about his creative path, spoke about his work as the staff reporter for Channel 1 –ORT in Kazakhstan, about the high competition, high re-

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quirements for covering international and Republican events, about the difficulties in preparing television materials on the political, military themes. Students attentively listened to S. Ponomarev and watched his TV shows: about the South Kazakhstan “Noah’s Ark”, about the cannibal Zhumagulov, about the village “Barsakelmes” on the island where lepers lived, and many other exciting stories. Answering numerous questions, Sergey Ponomarev told how novice student journalists come to the TV company for practical training. He noted how one student offered interesting unexplored topics that interested the TV editor. Then that student studied these topics and prepared television programs, for example, about the girls serving in the army, how the girls become nuns and many other topics. Recently, some master classes were held in a television studio by: director, cameraman (Khabar TV channel) – Bulat Nusipbekov; screenwriter, television journalist Nazgul Tusupbekova (Khabar TV channel), deputy chief editor of the New Generation newspaper Makhabbat Uzakova; OL-specialist, journalist, teacher – Vladimir Pavlenko (Russia); a writer, a member of the Union of Cinematographers of Kazakhstan – Kassym Begalin, the brother of Mazhit Begalin, one of the founders of Kazakhstani cinema; screenwriter, actor, screenwriter – Nurlan Sanjar (“Kazakhfilm”) and many others. They shared their professional and life experience with students, told how they came to the profession, how they achieved great heights in their skills. All these meetings of professionals with the students of the faculty of journalism of the Kazakh National University were held at the TV and Radio Complex named after M. Barmankulov, recorded on video and then various programs were prepared by the students themselves. The whole life and activity of the university (scientific, educational, social, cultural, sportive), of all of its 14 faculties were covered by the Tele-Radio Complex. The programs of the TRC are of great social importance for the preservation and enhancement of scientific and cultural values, the dissemination of knowledge and traditions of the best examples of national science and education. Electronic media offer a variety of interactions between the user and the manufacturer, as well as the content distributor. Currently, the

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work of journalists has become operational, mobile. A reader, listener and viewer can address with any question the content creator – the journalist, the moderator, the television and radio journalist, by sending them a message by e-mail, mobile phone, and via the Internet. This feedback has become more effective, interactive due to the introduction and rapid development of new information technologies, which facilitated the work of journalists, but presented new technical, multimedia requirements, new approaches to the creative process, new forms of information management, and communication process management. And here we need a new level of training of multimedia journalists, for whom the future of our journalism in Kazakhstan is a very important issue. The digital era is fundamentally changing the information environment, blurring the lines between different types of media. At the Faculty of Journalism of the Al-Farabi Kazakh National University, new digital information technologies are systematically used, which are currently applied in the work of media organizations. The communication environment makes it necessary to revise the previous training model for the preparation of journalists and create a new one that corresponds to the goals and objectives of convergent journalism in the development of the information society and the knowledge society. Socio-economic changes in Kazakhstani society have determined the direction of the development of new media of the Republic in the era of globalization and convergence. The use of new IT enhances the convergence process and leads to the construction of a global information society. The free market of ideas in the era of global information infrastructure is increasingly determined by commercial goals, which dictate the desire for liberalization. There are trends in the media, that are expressed in a sharp increase in information flows, in the emergence of new independent media, media organizations, new participants in the information process, in the emergence of electronic newspapers, Web publications, formation of new information markets and services. As the researchers of television say, “TV industry is migrating from journalism to entertainment”: the head of the department of

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TV and RB of Moscow State University named after M. Lomonosov A.G. Kachkayeva notes that “ideas about television content have changed – from industrial, conveyor production to entertaining one, within the meaning and emotional content, conceptually changing the consumer, not only the diffusion of genres has occurred, but also the diffusion of values; according to forecasts, by 2015 the attention of viewers will be equally divided between traditional and non-traditional media”. L.Yu. Malkova notes that “compared to Soviet times, the television screen was impoverished of human faces”; researcher A. Kostyuk writes that “today there are 200 channels in America, a new quality of viewing arises, with such possibilities of choice when the viewer is engaged in the process of switching – “drafting”. Today it is an independent form of leisure, due to the growing interest in new technologies, the total amount of TV viewing in the category of viewers from 25 to 35 years drops, the biggest drop is observed in the news sector. Professor S.A. Muratov writes that “television broadcasting is nothing more than screen periodicals” [1]. The traditional division of media policy and telecommunication policy is becoming obsolete. In a number of countries, they have come to the conclusion that it is necessary to develop a unified communication policy, although in practice the differences between specific technologies (for example, broadcasting, telephony) will remain. New commercial forces in the MMC market tried to fill the vacuum of the national media policy, creating competition for the stateowned media, calling for deregulation of the electronic sphere. At the same time, they were looking for new forms of influencing the audience on a regional and national scale using new ICTs. There is a merger of computer, broadcast and telecommunication technologies. This convergence and interaction change the communication system and media landscape. This use of cable by telephone companies already has the effect of creating information super highways. Kazakhstani media are actively introducing convergent, multimedia editions. Almost all large media holdings began to create multimedia spaces. Convergent edition allows you to prepare more complete materials combining the depth of newspaper journalism, video emotionality and online interactivity.

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Creation of a variety of media information contexts requires special skills – professional journalistic skills. Multimedia journalists are moving faster and more actively to convergent journalism, because preparation of TV and radio materials requires knowledge of technology, various television and radio equipment, and installations. And these skills and abilities serve as the basis for mastering multimedia journalism, allow for faster adoption of knowledge in the field of newspaper, publishing, photography, as well as the Internet design and network content. Convergence as a concept begins to dominate media management, including the production of content. Having a significant impact on the collection, creation and distribution of the information product, convergence not only radically changes the approaches to information management, fundamentally reconstructing the organizational structure of the media, but also forms a new model of journalism. Hence, there are the new requirements in the preparation of convergent journalists, and in particular television journalists. As the theoretician and convergent journalism practitioner Ye.A. Baranova notes, “the process of media convergence includes two main stages of development. Stage I: 1. A merge by digitizing the content of various media with the Internet platform, which allows you to distribute content using two media platforms. 2. The merge of previously different types of media (print, radio, TV) based on the Internet platform, that is achieved by digitizing the content and allows you to simultaneously use text, graphic, audio and video platforms to present information, 3. A merge by digitizing content, but also from mobile, print media not only from the Internet, but also from mobile, PDA, e-paper, kindle platforms. Stage II: 1. The merger of various media markets on the basis of one. 2. The unification of the editors of a site, a site with a broadcasting resource – a TV channel or a radio station.

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3. The unification of the newspaper’s editorial board with its online version and applications with television and radio studios (photo services, advertising services, etc.) [2]. Convergent culture – economic, technological, social, cultural convergence leads to changes in culture, where the audience, consumers are encouraged to search for new information and participate in all stages of the production of the content. A “culture of participation” is opposed to the traditional notion of media consumption. In the new system, the traditional division into media producers and consumers is smoothed, leveled, transformed into user members, where co-creation is appreciated by the audience. Multimedia, convergence and digitalization (transition to a digital standard) are the main trends of mass communication, which have become a part of the practical activity of the media. Electronic media offer a variety of interactions between the user and the manufacturer, as well as the content distributor. Currently, the work of journalists has become operational, mobile. A reader, listener and viewer can address with any question the content creator, the journalist, the moderator, the television and radio journalist, by sending him a message by e-mail, by mobile phone, via the Internet. This feedback has become more effective, interactive due to the introduction and rapid development of new information technologies, which facilitated the work of journalists, but presented new technical, multimedia requirements, new approaches to the creative process, new forms of information management, and communication process management. And here we need a new level of training of multimedia journalists, for whom the future of our media and the overall development of convergent journalism in Kazakhstan is of a great importance. Practical tasks Prepare reports, presentations, discussion on topics: 1. Convergent journalist, the specifics of the work. 2. Development of convergent journalism in Kazakhstan. 3. The role and influence of convergence on the development of the MMC. 4. The work of a journalist in a “convergent edition.” 5. Specificity of the information manager in a convergent edition.

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Audiovisual and digital media Control questions 1. The process of convergence and development of the MMC. 2. Traditional and new media. 3. Convergent journalist and new job requirements. 4. Development of convergent journalism in Kazakhstan. 5. The role of the Internet, its impact on convergent journalism. 6. Specification of convergent management development in media editorial offices. 7. Types of convergence: legal, ethical, political, technological. 8. Concurrent “news rooms”: specificity of activity References 1. Kachkaeva A.G. Teleradio industry: the diffusion of genres and the evolution of formats // Vestnik MGU. Series 10 Journalismю – 2009ю – C. 9, 11, 13, 15, 26. 2. Baranova E.A. Convergent journalism. Theory and practice: Textbook. – M.: Yurayt, 2014. – P. 53.

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Chapter 7 NEW MEDIA IN THE WORLD AND IN KAZAKHSTAN The newest ICTs have enabled the transition not only to largescale transfer of information accumulated by mankind into electronic form, but also to the creation of a large number of new information resources in electronic form: flash drives, CDs, DVDs, tapes, floppy disks and other information carriers. These forms of various audiovisual, multimedia information presentation allow us to organize the processes of production, storage and distribution of information at a qualitatively new level. Mobility, multimedia, interactivity, versatility are the keywords of modern journalism, which is gradually becoming convergent. The concept of “convergent journalism” appeared at the beginning of the XXI century. According to professor, the dean of the faculty of journalism of Lomonosov Moscow State University E.L. Vartanova, “the concept of convergence is becoming synonymous of the main transformations in the media sphere ... Convergence is a process that in the coming decades can completely change not only the media and communication systems, but also various related industries”. Most often, using this term, a famous American scientist and professor at the Massachusetts University of Technology Ityel de Saul Pula is quoted: “There is the breaking boundaries between media as means of mutual communication, such as telephone, mail, telegraph, and means of mass communication, such as press, radio and television” (1). Increasingly, the concept of “convergence” is becoming synonymous with the main transformations in the media sphere. The central place of the problems of convergence in modern discussions about the transformations of the information and communication sphere is explained by its ambiguity and multidimensional contracting. Convergence is a process that in the coming decades can completely change not only the media and communications systems, but also various related industries. 79

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The Internet, electronic publications, mobile telephony gave a strong impetus to the transformation of traditional media into new media with multimedia products. The Internet represents the space that technically allows you to combine text, visual, audio, audiovisual, graphic, animation and other elements. The Internet is an informational, interactive environment characterized by a specific language and specific content to which different media can connect and manifest themselves. This interaction and interpenetration of some types of media in other and determines the multimedia of modern media development. Professor G.P. Bakulev notes that “there is a transfer of some mass media functions to other ones, the “change of roles” of various communication channels, it becomes possible to receive the same content through different channels. As a result, the previous ideas about the channels of communication and information are radically changing. The convergence of different media, the emergence of content products that are common to different channels leads to the birth of new integrated genres (2). Currently, global communications and communications systems cover the planet with their high-speed highways. The Internet provided the impetus for the development of new media communication and changed the media landscape of the XXI century. New media facilitated the acquisition of knowledge, provided access to funds of libraries, universities, museums, accelerated mail circulation and other national and transnational information and cultural services. Unlike traditional media, the Internet users from passive recipients of information are transformed into its active converters, creators and distributors. The Internet has come to different parts of the world, opening up new opportunities for the development of the economy, culture, education, science, public life and entrepreneurship. The Internet, cable and satellite broadcasting and mobile telephony are among the main components of the globalization process. They are global in nature. The global consequences of the evolution of new media are also global, their introduction and development are already changing the forms of information consumption.

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In the expanding media space, printed materials, analogue radio and television are perceived as “old”, traditional media, new channels of information transfer the information itself, being based on digitalization, defined as “new media”. “New media is a term that at the end of the 20th century began to be used for interactive electronic publications and new forms of communication of content producers with consumers to designate differences from traditional media, such as newspapers, that is, this term designates digital, network technologies and communications (3). In the early 2000s, the definition of the new media was given by Lev Manovich, specializing in this area, in the book The Language of New Media (Language of New Media, 2001) tried to distinguish between the new and old media using five parameters: “1) Mathematical. In other words, new media becomes programmable”. 2). Objects of new media, unlike traditional ones, are built on a modular basis. The resulting objects can be combined and get even more large-scale objects, and the component parts will not lose their independence”. 3) There are many operations that can be automated and a series of actions that can be performed without direct human control in the new media 4). The object of new media can be changed, and it can exist in an infinite number of versions. Variability is manifested in the ability to adjust the scale of the object and the degree of its detail. 5). Another aspect of the new media, which the author calls “transcoding” is transcoding physical cultural objects in the format of media objects (4). Ivan Begtin, an expert and director of the Data Mining Laboratory, believes that the projection of new media onto the media space is “a set of new media formats for attracting audiences using the most relevant and popular information visualization tools, bringing them to the audience and engaging the audience in the creation of the content of the publication “(5). As Professor Ya.N. Zasursky notes, “mobile communication is becoming an important factor in innovative development: it is not just a telephone, but also a means of receiving, transmitting multimedia texts, photo-, TV-movie camera, digital, music player, mini-Internet, alarm clock, plastic card payment, control, mini-TV, etc.”. Discussing the relationship of the information society and new media, Ya.N. Zasursky focuses on three aspects of the new

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media development, highlighting the possibilities of the media at the current stage of the development of information – communication technology and the Internet, and traditional media in the context of “internetization”(6). The Canadian Radio-Television and Telecommunications Commission provides the following definition of the new media: “New media is any media product that is interactive and digital”. They also separate traditional and new media by the criterion of availability and delivery methods to the end-user. According to the Commission, the Internet plays an important role in the development of new media, because it allows the text, video, audio and images to transmit certain information simultaneously. Unlike traditional media, the Internet users from passive recipients of information are transformed into its active converters, creators and distributors. The content of new media is created by countless users who produce, edit and consume this content themselves. Examples of new media include the following ones: –– The Internet, –– E-Books, –– Internet-radio, –– Digital TV (cable, satellite), –– Video games (computer, mobile), –– Mobile connection, –– Film industry (movies, video blogs), etc. Researcher I. Balakhnink considers new media as: free sites for publishing materials, for example, Wikipedia; various services for stand-alone blogs such as World Press or Blogger; platforms for sharing a variety of content: YouTube for video, Flickr for photos, Slideshare for presentations; discussion platforms; local forums; social networks: Facebook, LinkedIn, VKontakte, Moi Mir, etc.; microblogging – Twitter, Plurk, etc.; social information aggregators such as FriendFeed; live-casts are services that allow you to watch and comment on the live broadcast of various events or programs (7). So far there is no single, universally accepted definition of new media, but many researchers come to the general characteristics of new media. First, they are “tied” to the screen. Secondly, they offer

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simultaneously a text, sound, video, as a static image, and moving images. New media to one extent or another are interactive. As the representative of the magazine “Sovetnik” (Moscow) V.N.Pavlenko noted at the seminar “New special-purpose media” (Almaty, March 16, 2012): “New media is a term meaning the emergence of digital media at the end of the twentieth century. New media are any media products that are interactive and distributed by digital methods.” In the expanding media space, print, analogue radio and television are perceived as “old” media, new channels of information transfer based on digitalization are defined as “new media”. Another proposed definition describes new media as “digital communication channels in which the text, graphic and moving images, sound are presented in a single “package” and which have different forms of production, distribution, reception and storage of the final product”. A distinguishing feature of the new media is the changing nature of communication. It is difficult to distinguish between mass and personal form of communication, mass and non-mass media. The consumption of new media is and will be more individual. New media increase communication opportunities. Electronic new media offer a variety of interactive relations between the user and the manufacturer, as well as the content distributor. New means of mass communication make it possible to carry out interpersonal communication. The global dissemination of information and communication creates opportunities for free communication at different levels: vertical, horizontal, network, mass and individual. New media facilitated the acquisition of knowledge, provided access to the funds of libraries, universities, museums, accelerated mail circulation and other national and transnational information and cultural services. Unlike traditional media, Internet users from passive recipients of information are transformed into its active converters, creators and distributors. The Internet is gradually coming to different parts of the world, opening up new opportunities for the development of the economy, culture, education, science, public life and entrepreneurship. In Kazakhstan, new media are being actively developed, that increases the possibilities of new information technologies. New infor-

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mation markets are emerging, new independent media, Internet sites, portals, international and domestic media organizations are appearing, the blogosphere and social networks are booming. Kazakhstan is actively introducing new communication technologies in the information sphere. The vast territory of the country contributes to the development of satellite television. A great aid in this direction is given by the Kazakhstani Cosmodrome “Baikonur”. Thanks to the satellite TV of the system “Zharyk” (“Light”), it became possible to transmit television programs from the northern and southern capital to all regions of Kazakhstan, as well as to cover with peripheral broadcasting a part of Russia, Uzbekistan, China and Mongolia. In 1995, in accordance with the Resolution of the Cabinet of Ministers of the Republic of Kazakhstan “On the National Satellite Broadcasting and Data Transmission System”, Katelco Joint-Stock Company was established, which provides for the development of a national network and transfer of the state broadcasting programs to a satellite. In 1997, the first national television and radio broadcasting network was launched with the provision of signal transmission services from a television company to television transmitters in localities. The Zharyk satellite system makes it possible to cover more than 90% of the population of the Republic with national broadcasting. Satellite, cable TV provides Kazakhstani viewers with a diverse picture of the coverage of international events through 100 or more channels: Asian, European, American ones. The globalization of the information process activates the development of the economy, science, culture, education, increases interest in regional, local media and communications. In June 2006, the first Kazakhstani satellite, Kazsat-1, was launched. Kazsat-2 was launched in mid-July 2011, which provides the Republic with satellite communications, as well as digital television, radio broadcasting and telecommunications. And with the launch of KazSat-3, Kazakhstan will not depend on foreign telecom operators. A vivid example is the rapid development of the blogosphere, citizen journalism in Kazakhstan. According to forecasts of the Association of cross-border cooperation analyst M. Shibutov, the volume

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of the Kazakhstani blogosphere by 2017 will reach 1 personal Internet blog per 100 Internet users, by 2020 – 2 personal Internet blogs per 100 users. The average attendance of Kazakhstan’s Internet resources is increasing and in 2017 it will reach 40%, and by 2020 – 50%. The most popular Kaznet sites are: Kolesa.kz, Nur.kz, Zakon.kz and Tengrinews.kz, constantly occupying the top lines of the rating. Among foreign sites, the leaders in Kazakhstan are Mail.ru, Google.kz and Yandex.ru. In connection with the rapid development of the Internet, social networks, new media professions are emerging. Since 2010, SMM agencies, social media managers (SMM – social media manager) have made themselves known. Leading companies, state bodies and banks, which began to hire special employees to interact with the Internet audience and use the services of specialized agencies, turned to marketing at Social media. As the head of the AGT-Kazakhstan communications agency I. Glushchenko noted, “The key moment in the development of SMM in Kazakhstan was the creation of a highly specialized SocialMediaClub community, in which the majority of SMM workers take part. Speaking about the most relevant SMM tools in Kazakhstan, it can be noted that the creation of video content and Facebook applications is very popular.” The leading expert on the Internet communications of Kar-Tel LLP K. Nurmugambetov believes that “the Internet is not only one of the important communication tools, but also an alternative sales channel, which helps to increase the awareness of both the current and potential customers about the products and the company. This tool is a great way to support online” (8). In 2011, as part of the State Program for Forced Industrial-Innovative Development of the Republic of Kazakhstan for 2010-2014, JSC Kazakhtelecom launched a project to build a local fiber optic network in order to expand access to high-speed data transmission services, which will significantly increase the possibilities of broadband Internet access. According to the Ministry of Transport and Communications of the Republic of Kazakhstan at the beginning of 2013, the total number of users in the country with broadband Internet access was 8 million 345 thousand people. At present, the mobile telephony market is actively developing in the country. If in 2008 the total num-

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ber of registered cellular subscribers in Kazakhstan was 15.9 million, then there are currently 32 million mobile phone subscribers. According to experts, the pay-TV market in Kazakhstan is growing annually by 15-20% and in the next five years it will increase to 1.5 million subscribers, and cable broadcasting accounts for 4/5 of the pay-TV market. And the overwhelming majority of them work in local regional markets. Only two operators have branches in other cities: Alma-TV retransmits in 17 cities of the country, Alem Communications in 9 cities of the Republic. In addition to subscription fees, operators have the opportunity to receive revenues from advertising, where there is also a steady growth trend. The television advertising market is increasing by 50% a year. In large cities of Kazakhstan, advertisers willingly resort to cable TV services, the audience of which is rapidly growing. Cable television technology allows you to receive many programs from different satellites. Now fiber-optic cables are being introduced, allowing instant information to be transmitted over long distances. Currently, the cable network is used for telephony and for security alarm. Modern achievements in the field of digital broadcasting are changing the course of development of world telecommunications. New features of digital television and radio are complemented by new features: interactivity and multi-functionality. Currently, the broadcast industry is represented by three main standards that are used to organize digital broadcasting: –– European standard for digital broadcasting – DVB (Digital Video Broadcasting), –– American Standard for digital broadcasting ATSC (Advanced Television System Committee), –– The Japanese standard for digital broadcasting ISDB (Integrated Services Digital Broadcasting). The choice of the specific standard is determined individually by each country. Kazakhstan has chosen the European standard for digital broadcasting. The most important priority for Kazakhstan is the country’s transition to digital broadcasting by 2015, which is due to global trends – the International Telecommunication Union under the Geneva 2006 agreement during the transition period (2007-2015) for

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the introduction of digital broadcasting. Kazakhstan has developed a state program for the development of digital broadcasting in Kazakhstan for 2008-2015. Since July 2012, the country has launched a network of digital television broadcasting in Astana, Almaty, Karaganda, Dzhezkazgan and Zhanaozen. In total, the network will include 827 radio and television stations. In Astana, Almaty and regional centers, two multiplexes, equivalent to 30 SDTV channels, are broadcast, in the other settlements – one multiplex of 15 TV channels. In 2013, the national satellite network OTAU-TV covered 400,000 new subscribers with digital broadcasting. The transition to digital television in Kazakhstan started in 2012 and will last until 2019, when analog broadcasting will be completely replaced by digital one. It will have 30 channels: 15 regional TV channels and 15 national-level TV channels. Currently, as noted by Bolat Kalyanbekov, the Chairman of the Information and Archives Committee of the Ministry of Culture and Information of the Republic of Kazakhstan, 5.9 billion tenge has been allocated for the development of digital television, 30% of broadcasting in the country has been switched to a digital format. Now 31 countries in the world are switched to digital broadcasting and 57 countries are working on the transition to the “digital” format. With digital broadcasting, the number of programs will increase several times, new additional services will appear: video on demand, Internet TV, high definition television, mobile TV. New branches of the telecommunications and broadcasting industry will appear, for example, producing digital equipment, service companies, etc. A digital broadcasting operator will be created, which will form and produce a social set of programs. In order to improve the competitiveness of domestic television production, it is planned to create a global multi-segment broadcasting network, providing for the emergence of the largest information agency in Central Asia. The Ministry of Communications and Information of the Republic of Kazakhstan (now the Ministry of Culture and Information of the Republic of Kazakhstan) opened a new Teleradio Complex in Astana, the capital of Kazakhstan, in 2012. In January 2012,

“

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the Law on Television and Radio Broadcasting was issued, where the problems, related to digital broadcasting, were resolved. Digital TV and broadcasting open up new prospects for the state, regional and private television and radio channels to introduce advanced methods of recording, reproducing, processing and transmitting audiovisual information based on digital standards. At present, the state program of “electronic government” is being implemented in Kazakhstan, which is taking place in two stages: the first is the information one, the second is the interactive one. There is a web portal of “electronic government”, which as a single window brings together all the Internet resources of the state bodies. With the development of information technologies, the possibility of effective work of the state structures, in particular, in the provision of public services to the population and business structures has emerged. On November 27, 2012 the government of Kazakhstan approved the draft state program “Information Kazakhstan 2020”. According to the Minister of Transport and Communications of the Republic of Kazakhstan, Askar Zhumagaliyev: “The program is aimed at introducing information and communication technologies in all sectors of the economy. This, in turn, will make it possible to solve problems of increasing the efficiency of the public administration system, and contribute to the development of the domestic information space. The draft program provides for the further introduction of modern communication technologies, digital television, the transfer of public services to electronic. This program contributes to the creation of an open information environment for the socio-economic and cultural development of Kazakhstan’s society. The program “Information Kazakhstan 2020” places a special emphasis on the development of media broadcasting space, on the production of Kazakhstani content, on increasing the level of satisfaction with the domestic information and cultural product. As a result, as noted by the ex-Minister of Culture and Information of Kazakhstan, Darhan Mynbay, “by 2020 there should be an increase in the volume of Kazakhstanmade television production up to 60% of the total airtime. The number of Internet sites in .kz and. kaz should be increased by 50% compared with 2012. The volume of TV production by way of placing an order

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among private television channels on the condition of co-financing will amount to at least 15 projects per year, while the volume transferred by the state television channels to outsourcing will make 60%. Kazakhstan TV channels will become available in 110 countries, as noted ex-minister D. Mynbay, and the number of media on the Internet will be 95% of the total amount. By 2020, the number of subscribers of the national satellite network should reach 1 million people” (9). All these data speak about the rapid development of new information technologies, about the active introduction of new media in Kazakhstan, new media, which directly affect training of media professionals of today. “Convergent journalism” as the basic discipline of master’s programs at the faculties of journalism at universities of the country reflects all the new trends in journalism and mass communication in the world and in Kazakhstan, focusing on the development of new media, social networks, the blogosphere, information and communication technologies in the process of globalization, digitalization and convergence. The expanding media space renews the social climate in society. Thus, a comparative analysis of the characteristics of media consumption in Kazakhstan, conducted by the Public Foundation “Strategy” (December 2010-December 2011) under the project “Eurasian Monitor” showed that the most popular media is television, a TV set may be found in every home, – in Kazakhstan, 91% of people like to watch TV programs, 22% – to read newspapers every day or almost every day. The level of demand for mobile phones is high – 86% of respondents in the country, possession of computers (including laptops) was noted by 52%, but only 35% of respondents who have a computer have the access to the Internet; satellite TV connection rate is 29%, one-third of the respondents are connected to cable TV. To the question: “Which sources of information would you turn to, first of all, to learn about events in political, economic, cultural life?” – 64% of Kazakhstani responded that to domestic TV. Kazakhstanis more often, compared to the other CIS countries (Commonwealth of Independent States), look for information in domestic newspapers and magazines – 34%. But our compatriots are more active in the consumption of television channels than in other post-Soviet countries.

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As it was shown by the sociological survey, (a sample of 1.1002.000 people), mobile phones are at a high level of consumption among the relatively new media. Computer and Internet access are becoming quite popular types of media, but the growth rate of their consumption, as well as the coverage itself, is not yet significant. The growth trend is affected by a whole complex of factors, which include: the level of urbanization, the level of material well-being of the population, the level of telephones, the general cultural level of the country, etc. Major domestic television and print media are at the leading positions in the media consumption of Kazakhstan and in the media popularity rating. More often than in the other CIS countries, foreign and Russian mass media, especially TV, are in demand in Kazakhstan. And the interest in international events is also more pronounced. More than 60% of respondents in the country claim that the main sources of the information received are domestic media. As it was noted by the “Strategy”, “in general, the residents of Kazakhstan demonstrated a relatively high level of activity in cognitive processes, and this was reflected in the high level of consumption of various media. Kazakhstanis can satisfy their interest with the help of various modern communication tools, giving preference to those of them that are more common and economically acceptable. The priority in the choice was given to the Kazakh media, while foreign, first of all, Russian, mass media play, rather a complementary role (10). The creation of information and communication infrastructure allows us to talk about updating the situation in the field of mass communication, new media, based on socio-economic and cultural transformations in society. The issues of competitiveness of mass media with foreign mass media, the quality of traditional and new media, filling of new media with domestic content, the production of Kazakhstani IT products and services are on the agenda. New media increase new communication opportunities. In Kazakhstan, as in many countries, communication technologies are rapidly developing, these technologies being the engine of the development of modern society. The information technology revolu-

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tion has stepped up the introduction and development of global media, and the satellite, cable TV, mobile telephony, as well as digital broadcasting are rapidly spreading in Kazakhstan, the Internet and social networks are being actively developed, the number of Web publications, information multimedia resources is growing, fiber optic is promoting to the development of communication, as well as paid video. Socio-economic changes of Kazakhstan society have determined the direction of development of information technology, new media of the country. The transition of Kazakhstan to digital broadcasting by 2019 required a reflection on the technological, socio-economic, and most importantly, cultural and information processes in Kazakhstan. While the technical problems of communication have an international similarity, the issues of its social content differ from country to country, depending on the nature of the sociopolitical system of society. The process of reforming a country can be successful if the society maintains its identity in the context of globalization with the active development of information and communication technologies, electronic media and new media. What is achieved in the process of balance between external and internal circumstances, between the impulse from the outside and the internal potential of society to improve? The development of a national information industry policy can be viewed as an important component of the development of a country and its entry into the international information space. Practical tasks 1. Prepare audio-visual (radio and television programs) materials in digital format (1-2 minutes each). 2. Think of a network note for an Internet site 3. Prepare a television story using digital editing. 4. Prepare a radio plot using digital editing. Control questions 1. Explain the term of “new media”. 2. Analyze the emergence of new media in the digital age. 3. Give an analysis of the characteristics of new media. 4. What influenced the emergence of new media?

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Audiovisual and digital media References 1. Journalism and convergence: why and how traditional media are transformed into multimedia / еdited by AG Kachkayeva. – M., 2010. – P. 15. 2. Bakulev G.P. The convergence of media and journalism. – M.: IPK, 2002. – P. 79. 3. http: //ru.wikipedia.org/wiki/ 4. http: //polit.ru/article/2011/08/05/new media/ 5. http: //ru.wikipedia.org/wiki/ 6. Balakhnin I. The horizontal world: economy, innovation, new media // http: //www.Arcbook.ru, 2011. 7. Turatbekov K. Masters of social networks // Business and power, October 25, 2012. – C.5. 8. TRK Khabar, January 18, 2013. 9. Kazinform. – 2012. – November 27. 10. http: //www/eurasiamonitor.org/eng/

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Chapter 8 DIGITALIZATION AND MEDIA Digital technology for processing and transmitting various data (texts, images, speech, etc.) became the basis of network technologies and opened up new opportunities for the formation of global information networks. The advantages of digital broadcasting: –– organization of multi-program broadcasting due to broadcasting several times more TV programs, –– improvement of the quality of reception of television and radio programs, –– the ability to accompany one video image in 4-5 languages, –– the introduction of interactivity, allowing the transfer of multimedia services. The history of digital TV can be divided into several stages. The first stage is characterized by the use of digital technology in certain parts of TV systems while maintaining analog communication channels. Gradually, all studio equipment is transferred to a digital signal. The second stage is the creation of hybrid analog-digital TV systems. The third stage is the creation of digital TV systems. The choice of a specific standard is determined individually by each country. Kazakhstan has chosen the European standard for digital broadcasting. The timing of the analog signal off each country determines its own. Many states have chosen the European standard for the following reasons: low cost of receiving equipment, uniformity for on-air, satellite, cable and mobile broadcasting, high noise immunity and quality of the TV signal, multiprogramming, the ability to organize additional services (data transmission, video on demand), the ability to create single frequency networks. Digital technology for processing and transmitting various data (texts, images, speech, etc.) became the basis of network technologies and opened up new opportunities for the formation of global information networks. Digital TV and broadcasting open up new perspectives 93

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for the state and non-state, commercial television and radio channels to introduce advanced methods of recording, reproducing, processing and transmitting audiovisual information based on digital standards. As a result of the analysis of current technical and economic opportunities by the Ministry of Communications and Information of the Republic of Kazakhstan, a number of proposals were made to create a national broadcasting operator and define standards for digital terrestrial (on-air), cable, satellite and mobile broadcasting with significant technical and economic advantages. A plan for introducing digital broadcasting was also developed, taking into account the terrain, climatic conditions and population. AMT Group announced the contracts and the commencement of the first phase of the project to launch digital satellite and terrestrial broadcasting in Kazakhstan. Kazteleradio, the country’s largest broadcasting operator, is the customer. The project is being carried out in cooperation with the Kazakhstan company “Resolution”. The first step in creating a digital television infrastructure in the Republic will be the construction of the central station for compression, multiplexing and modulation of programs. AMT Group will carry out the work on its deployment, including design, equipment supply, system setup and commissioning. After the end of the test mode of operation, the customer’s employees will be trained. This project is carried out within the framework of the implementation of the “State Program on the Formed Industrial-Innovative Development of the Republic of Kazakhstan for 2010-2014”. The transition to digital broadcasting is due to the need to form a modern information space as one of the key areas of the strategic development plan of the Republic until 2020. The introduction of digital TV broadcasting in Kazakhstan has an enormous social significance. The digital broadcasting organization scheme provides for the creation of the central station for the formation of television and radio programs, a distribution network of regional satellite reception stations and transmitting stations for terrestrial digital broadcasting. To improve the competitiveness of domestic television production, it is planned to create a global multi-segment

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broadcasting network, providing for the emergence of the largest information agency in Central Asia. Digital TV and radio broadcasting open up new prospects for the state and non-state television and radio channels in the area of introduction of advanced methods for recording, reproducing, processing and transmitting audiovisual information based on digital standards. Of particular importance is the study of the laws governing the development of telecommunication infrastructure and digital broadcasting during the period of economic growth in Kazakhstan, when the material and technical base in building the information society and knowledge society is being formed. The most important priority for Kazakhstan is the country’s transition to digital broadcasting by 2020, which is due to global trends – the International Telecommunication Union under the Geneva 2006 agreement during the transition period (2007-2015) for the introduction of digital broadcasting. The transition of Kazakhstan to digital broadcasting has led to the need to understand the technological, socio-economic, and most importantly, cultural and information processes in Kazakhstan. If the technical problems of communication have an international similarity, then the questions of its social content differ from the country to country, depending on the nature of the sociopolitical system of the society. The transition to digital television broadcasting is due to the need to form a modern information and communication space as one of the key areas of the Strategic Development Plan of the Republic of Kazakhstan until 2020 and is being commissioned by the President of Kazakhstan Nursultan Nazarbayev. In Kazakhstan, the State program for the development of digital television and radio broadcasting in Kazakhstan for 2008-2015 was adopted. Since July 2012, the country has launched a network of digital television broadcasting in Astana, Almaty, Karaganda, Dzhezkazgan and Zhanaozen. In total, the network will include 827 radio and television stations. In Astana, Almaty and regional centers, two multiplexes, equivalent to 30 SDTV channels, are broadcasting, in the other settlements – one multiplex of 15 TV channels.

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The transition to digital television in Kazakhstan began in 2012 and will last until 2020, when the current broadcasting will be completely replaced by digital broadcasting. Currently, as noted by Bolat Kalyanbekov, Chairman of the Information and Archives Committee of the MKI RK, 5.9 billion tenge has been allocated for the development of digital television. Nowadays, 30% of broadcasting in the country is switched to digital format. Of note, 31 countries in the world are switched to digital broadcasting and 57 countries are working on the transition to the “digital” format. At the meeting of the President of the Republic of Kazakhstan with the Minister of Information and Communication of the Republic of Kazakhstan Dauren Abayev on September 6, 2016, Nursultan Nazarbayev noted the importance of conducting an effective information policy to ensure the security of the media space of the country. One of the main tasks is to effectively counter various threats in the information space. Currently, since 2013, the state program “Information Kazakhstan 2020” is being implemented. The program aims to introduce information and communication technologies in all sectors of the economy. “By 2020, there should be an increase in the volume of Kazakhstanmade television production to 60% of the total airtime. The number of the Internet sites in the domains .kz should be increased by 50% compared to 2012. The volume of TV production by way of placing an order among private television channels on the condition of cofinancing will amount to at least 15 projects per year, while the volume transferred by state television channels to outsourcing will be 60%. Kazakhstan TV channels will become available in 110 countries, and the amount of media on the Internet will be 95% in total. By 2020, the number of subscribers of the national satellite network should reach 1 million people” [1]. The program “Information Kazakhstan 2020” places special emphasis on the development of the media space, on the production of Kazakhstani content, on increasing the level of satisfaction with the domestic information and cultural product. This program contributes to the creation of an open information environment for the socio-economic and cultural development of Kazakhstan’s society.

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Currently, the country is implementing the new program “Digital Kazakhstan”, which will create a new digital platform, improve business opportunities and improve the quality of life of the population. Asset Issekeshev, Minister for Investment and Development of Kazakhstan, noted: “The new policy is intended to be one of the key drivers of the country in the current economic situation. One of the main priorities of the program will be the completion of ensuring full access to the broadband Internet for the population of the country” [2]. According to the state program “Digital Kazakhstan”, its main goal is the progressive development of the digital environment to achieve sustainable economic growth, increase the competitiveness of the economy and the nation, and improve the quality of life of the population. The implementation of the State Program “Digital Kazakhstan” will be conducted in four key areas: first – implementation of the digital Silk Road. This is the development of a reliable, affordable, high-speed and secure digital infrastructure; second – the development of a creative society. This includes the development of competencies and skills for the digital economy, the work to improve the digital literacy of the population, training of ICT specialists for various industries; third – digital transformations in industries. This is the widespread introduction of digital technologies to improve the competitiveness of various sectors of the economy; and forth – transition to a proactive state. This is an improvement of the electronic and mobile government system, optimization of the provision of public services. Expected digital dividends for Kazakhstan are defined and designated in accordance with the strategic objectives of the state. First of all, we are talking about such important and topical issues, such as improving the efficiency and transparency of public administration, providing employment, improving the quality of education and health care, improving the investment climate, increasing labor productivity and increasing the share of small and medium-sized businesses in the GDP structure. As a result of the implementation of the State Program Digital Kazakhstan, the number of users in 2021 will climb up to 81%; the digital literacy rate of the population in 2021 – to 81.5%; ICT labor productivity growth in 2021 – to 5.9%; the growth of labor productivity in the section “Mining and quarrying” in

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2021 – to 6.3%; the increase in labor productivity in the section “Transport and Storage” in 2021 will make up to 4.8%; the number of employed in the ICT industry in 2021 – to 110 thousand people; the share of public services received in electronic form, of the total volume of public services – to 80%. [3] The newest information and communication technologies (ICT) made it possible to produce, process, store and distribute various information at a qualitatively new level. The creation of digital television and radio equipment allows combining the existing analogue equipment of telecentres into a universal system with a single standard of digital coding. The creation of digital television centers not only improves the quality of television signals, but also enriches the technology of broadcast production, making it more flexible and high-performance. Digital broadcasting in combination with fiber-optic cable allows you to transmit 300 or more interactive channels. Currently, Kazakhstan is gradually moving to digital broadcasting by 2018–2019, according to the State program for the development of digital television and radio broadcasting in the Republic of Kazakhstan for 2008-2015. In this connection, the task of modernization, further development of the telecommunications industry in Kazakhstan at a new level, and increasing its competitiveness in the international arena are highlighted. At present, the state programs are being implemented, such as: “Electronic Government”, “Information Kazakhstan 2020”, “Digital Kazakhstan”. “By 2020 it is planned to increase the volume of Kazakhstani television production to 60% of the total (the program “Information Kazakhstan 2020”). The number of the Internet sites with domens. kz and .kaz should increase by 50% compared to 2012, the number of media on the Internet will be 95% in total [4]. The country has developed the State Program “Digital Kazakhstan”, its main goal is the progressive development of the digital environment to meet the challenges of sustainable economic growth and increase the country’s competitiveness in the international arena. The Internet, new media and new digital technology have revolutionized the educational process of training future journalists. New disciplines that correspond to the new digital age, began to appear,

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such as: “Digital journalism”, “Convergent journalism”, “Internet journalism”, “Modern media technologies”, “Multimedia journalism”, “Audiovisual and digital media”, etc. The media sphere has become differentiated according to various media platforms, for example, the Internet platform (Internet media version), mobile platform (mobile phone version: news, matches, exchange rates, weather and various events), PDA platform (pocket version of personal computer), E-paper-platform (edition version for electronic paper). The boom of the computer industry contributed to the development of the electronic industry, an effective network of computer communications in the educational, social, banking and interregional telecommunications. Many new ICTs have emerged with the advent of the Internet, which is increasingly used in the academic and media field. The development of electronic media is carried out in the era of the global digital revolution. Modern achievements in the field of digital broadcasting are changing the modern journalism, which is becoming digital and multimedia. With the advent of new media formats, modern journalism has evolved in many areas. For example, multimedia journalism is a way to talk about events, phenomena in a new way, using the capabilities of each media and communication. Convergent journalism is based on the melodious presentation of content and its distribution across various media platforms. All these varieties of modern journalism link new information technologies, the development of the Internet and the transition to digital format, i.e. digitalization of communication processes. Digital journalism is a journalism that uses modern information digital technologies in multimedia mode, creating information products, news for all types of media that are most often part of a media holding: radio (RB), television (TV), the press, and the Internet. Media holdings Arna Media and Nur Media were established in the Republic, these holdings became a multimedia platform for interaction between print media, radio stations and television projects. The holding allows building a system of participations of formally independent firms that may have capital substantially exceeding the fund of the founder of the holding. A media holding is an association

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of mass media which can diversify economic risks or increase political influence. Using the wide possibilities of network journalism, media holdings can complement and mutually enrich the activities of each of the media. Digital journalism uses the wide possibilities of Internet technologies, long reads, podcasts, mobile applications, new ways and genres of new media, such as Web-documentary, where a documentary film, a genre of television and cinema is complemented by the use of the Internet and computer graphics, and video and photos maps, schemes, audio-video, animation materials. A new type of modern journalism – digital journalism began to develop in the beginning of the XXI century, when digital equipment appeared and gradually many countries began to switch to digital television and radio broadcasting, when they actively began to use multimedia technologies in the preparation of information materials. In the beginning of the XXI century, the discipline “Internet journalism” was developed at the faculty of journalism of the Al-Farabi Kazakh National University. Some time later that discipline became the basic professional discipline of the undergraduate degree. A certain period passes and the blogosphere begins to flourish, it is also called “civil”, “people’s” journalism”, followed by the first social networks in the world and in Kazakhstan from 2005-2007, which expanded the range of new media and gave impetus to the development of network and digital journalism, which was introduced into the educational process of the country’s journalism departments. Gradually, the faculty developed new disciplines, such as: “New information technologies and media”, “Blog journalism”, “Modern media technologies”, “New media”, “Mass communication in the world and in Kazakhstan”, etc. The course “Digital Journalism and New Technologies: Creative Search” is taught for undergraduates of the Faculty of Journalism at the Al-Farabi Kazakh National University. This is a discipline studying the development of new information and communication technologies, the development of digital broadcasting, the information society in the world and in Kazakhstan, current trends, the role of ICT in the development of mass communication in the new globalization, digitalization and convergence environment.

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This subject is important in training of modern journalists working in convergent editions of the media. Many graduates of faculties and departments of journalism work for specialized Internet portals, websites, which are becoming more and more numerous in the country, and some of them are also SMM specialists, editors, i.e. social media managers who help many companies and organizations declare themselves, present and work in close cooperation with social networks that help them find partners, markets, establish various contacts, cooperate with the media. In the work in the field of digital journalism, the experts have gained new knowledge: they simultaneously prepare texts, know how to write, lead a story, possess the skills of a director, cameraman, photographer, editor, producer, coordinator, moderator, sound producer, and sometimes a designer who is skilled in computer graphics. The purpose of this discipline is to show a new kind of modern journalism, to reveal its specifics and enhance the mass media capacity in the XXI century. The aims of the discipline are as follows: –– to teach how to work in digital, convergent edition, analyze possible risks of transition from the traditional edition model to a multimedia, digital model, –– to give an idea how the work of a journalist has changed in the conditions of globalization, digitalization and convergence, –– to identify the specifics of the Kazakhstan communication model of digital journalism, –– to show current trends in the development of MMC, new media, their role in the development of the digital journalism. The discipline introduces the specifics of work in the news, information and analytical editing, the principles of organizing a convergent structure of media departments with the peculiarities of online reporting, interviews, digital editing, the shooting process when creating multimedia products. Here you can learn about the three formats of international digital broadcasting: the Japanese, American and European format. Different countries, testing these systems of a new type of broadcasting, choose one of them, suitable for the communication

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structures of television and radio broadcasting of the country. Kazakhstan has chosen the European standard for digital broadcasting. The methodological basis of the course is the latest achievements in the field of digital journalism, communication, information infrastructure, modern MMC of Kazakhstan scientists, researchers from near and far abroad, scientific works and the development of representatives of various communications, computer, telecommunications and broadcast industries. In the process of studying the theoretical and practical aspects of the Digital Journalism discipline, students learn about the history of communication, information technology in the world and in Kazakhstan, modern theories and concepts of the knowledge society, the information society, the role and value of information globalization, its pros and cons on the development of the countries and regions of the world. Special attention is paid to the Internet development, network publications, which have become full media. Here we consider the specifics of the development of digital broadcasting in the world and in Kazakhstan, and there are special features in the introduction of digital broadcasting. Particular emphasis is placed on the specifics of organizing an information service in a digital edition, on current trends in mass communication, on communication development in Kazakhstan and on the work of a multimedia journalist. Many graduates of the faculty of journalism work for the specialized Internet portals, websites that are becoming more and more popular, and some of them are also SMM specialists, i.e. social media managers who help many companies and organizations to declare themselves, present and work in close cooperation with the activities of social networks that help them find partners, markets, establish various contacts. Students should have the knowledge of current trends in new media in the era of globalization and the latest ICT, digitalization, media convergence, digital journalism, knowledge of communication models in different regions of the world, the specifics of the formation and development of a knowledge society in Kazakhstan. They acquire the skills and abilities of a multimedia journalist who is able to work in

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convergent editions in a digital format: for the press, radio, television, the Internet, mobile applications, in social networks, the blogosphere. Thanks to digital broadcasting equipment, M. Barmankulov Teleradiocomplex at the Faculty of Journalism of Al-Farabi Kazakh National University allows training digital journalism specialists who are able to work in multimedia mode, both in traditional and in convergent variants of mass media. The information age has changed the professional journalistic environment, in which the important factors of development are intellectual, creative abilities, creative approach and skills, possession of new digital technologies. The modern information environment generates new demands on the preparation of multimedia journalists, which are correlated with the goals and objectives of modern journalism. As the President of Kazakhstan N.Nazarbayev noted at the Republican meeting on digitalization issues on September 13, 2017: “Over the years of independence, we have been able to become one of the 50 competitive countries in the world. The task now is to enter the 30 competitive countries, and this requires new innovative development from Kazakhstan and accelerated technological renewal. Therefore, in the beginning of 2018, in its Message to the people of Kazakhstan, the Third Modernization was announced, the core of which is digitalization”. At present, advanced information and communication technologies (ICT), which ensure dynamic socio-economic and cultural development, are the driving force of the development of society. New information and communication technologies modify the life of Kazakhstan’s society: cable and satellite broadcasting, mobile Internet, cellular communications are expanding, interactive TV elements are gradually being introduced, increasing confidence in electronic media as an important source of information about the events in the country and in the world. The key direction of the upcoming development stage of the Republic will be the creation of a number of high-tech industries in the priority sectors of the country. Currently, the state programs are being implemented: “Electronic Government”, “Information Kazakhstan 2020”, “Digital Kazakhstan”. Kazakhstan is actively involved in the

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digital race and is one of the leaders in the digital transformation of the CIS countries. The Republic has achieved particularly significant success in the introduction of e-government, where, according to the UN, Kazakhstan ranks first among the CIS countries. This program will ensure the development of digital infrastructure and IT environment in the country. Using new technologies, it is planned to increase labor productivity by 1.5 times in the manufacturing sector over five years. The program provides for 120 joint activities, 20 of which will be implemented in 2018. The introduction of digital technologies is one of the most important tasks, for the solution of which 14 projects with a total cost of 140 billion are implemented in Kazakhstani tenge. Using new technologies in the country, it is planned to increase labor productivity by one and a half times in the manufacturing sector in five years. In the transport sector, it is planned to implement two projects in the period from 2018 to 2020: “Digital diagnostics of the track” and “Management of multimodal transportation”. For example, the expected economic effect only from the transport system will be about 500 billion. tenge [6]. One of the important areas of the Digital Kazakhstan Program is the development of the Internet infrastructure in the Republic. As the Minister of Information and Communication of the Republic of Kazakhstan, Dauren Abayev, noted, “now more than 13 million people in the country have the access to the high-speed Internet, settlements with the population of 10,000,000 people are covered by the 3G standard, and with the population of over 50,000,000 – by 4G. In 2017, the fourth-generation Internet services covered all regional centers of the country. Now the task of the Ministry is to provide the access to the broadband Internet in rural areas. By 2021, it is planned to cover 1,249 villages with these services, where 2 million people live [7]. In 2018, the Ministry of Information and Communications of the Republic of Kazakhstan starts the implementation of the project “Construction of fiber-optic communication lines in rural areas of the Republic of Kazakhstan”. For a free access to the products and services of the sphere of culture and art, historical and cultural object, within the framework of

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the state program “Digital Kazakhstan”, it is planned to create a single National Information Portal “e-culture.kz”. In the spring of 2018, the Great Silk Road-2018 expedition was launched, where a number of research projects were scheduled. The main leitmotif of the Digital Kazakhstan Program is the creation of a digital platform that will increase the competitiveness of economic sectors, improve the quality of life of the population, develop the digital economy in Kazakhstan using a global network of economic and social activities implemented via the Internet, mobile and social networks. Digitalization of the economy is the provision of a pragmatic start, consisting of specific projects in the real sector, the launch of projects on digitalization and technological re-equipment of existing sectors of the economy, government structures and the development of digital infrastructure. For the Republic, digitalization is a way to move away from the raw materials economy and move to an industrial-digital economy. A complex process of introducing digital technologies in all spheres of life is behind this program. “Digital Network” and Crypto industry Association unite leading organizations the efforts of which are aimed at achieving a result by introducing digital technologies into a person’s daily life. Practical tasks 1. Give an analysis of the development of digital broadcasting in the world 2. Give an analysis of the development of digital TV and RB in Kazakhstan. 3. Prepare a presentation on the topic: “The specifics of the development of digital television.” 4. Prepare presentations on the topic: “Problems and Prospects for the Development of Digital Broadcasting”. 5. Prepare a report on the topic “Digital Kazakhstan: Problems and Prospects of Development” Control questions 1. Analyze the main reasons for the emergence of new digital technologies. 2. What are the digital radio and television possibilities? 3. The main ways of the formation of digital television in the United States and Europe. 4. Give the analysis of the state program “Digital TV and Radio Broadcasting in Kazakhstan-2008-2015.”

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Audiovisual and digital media 5. Analyze the modern transition to digital broadcasting in Kazakhstan by 2020. 6. Give the analysis of the state program “Digital Kazakhstan” References 1. Kazinform, November 27, 2012. 2. Ishekenova B. The number of Internet users in Kazakhstan increased from 8% to 68% // VNews.kz. – 2016. – February 17. 3. The state program “Digital Kazakhstan – 2020”. https://zerde.gov.kz/activity/management – programs/digital – kazakhstan/#hcq=CVIYxFq 4. Kazinform. – 2012. – November 27. 5. The state program “Digital Kazakhstan – 2020”. https://zerde.gov.kz/activity/management – programs/digital – kazakhstan/#hcq=CVIYxFq 6. Malykh G. Digital acceleration // Kazakhstanskaya Pravda. – 2018. – May 5. – C. 3. 7. Nurbergen A. On the digital wave // ​​Kazakhstanskaya Pravda. – 2018. – May 17. – C. 3.

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Chapter 9 MODERN FORMS OF JOURNALISM In the beginning of the XXI century new media technologies contributed to the transformation of journalism, as a result the network, Internet journalism, Internet media appeared. In journalism, five main technological functions of new media are present: collection, storage, processing, distribution and display of information. There are many powerful digital storage devices. Many devices are widely used by journalists, communicologists, for example, digital cameras, mobile phones, handheld computers, etc. In the context of new media, information is disseminated using digital telecommunication networks, including the Internet, digital television, other wireless networks or digital media. Computers, mobile phones, MR players, handheld devices are the most common tools, instruments used in the journalism of new media. There are different directions in journalism, everything depends on the aims and objectives that it pursues, on what it focuses its activity, on the specifics of the work, for example: –– News journalism (news releases, news of the day). –– Information and entertainment (where information is used to produce a show). –– Author’s, personalized journalism (where the author-creator of the material plays a big role, the author’s name dominates). –– Analytical journalism. –– New journalism (it is just beginning to take shape in Kazakhstan, an exploded restoration of the event takes place, a phenomenon on behalf of an eyewitness himself, a participant in this event). –– Convergent journalism (it is based on a multimedia content delivery and distribution on various media platforms). –– Multimedia journalism (it combines audio, video, photos, test materials). –– Digital journalism (this area of ​​journalism is directly related to the Internet and the use of the Internet platforms). 107

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–– Investigative journalism (it exists for a long time, it is a type of journalism, the genre of the mass media, and the method of collecting information). –– Network journalism (it is also called Web-journalism, Internet journalism, it is characterized by interactivity, information redundancy, it combines all types of mass media, hyperlinks. Online journalism, not bound by the framework of time and space, offers a completely new collection model of processing, presentation and transmission of information). –– Citizen journalism (it is also called “popular” journalism, which includes both the blogosphere and social networks). –– Service journalism (where they use various tips, advice, recipes). –– Precision journalism (originated in the 1970s, it is associated with a specific approach to the collection and processing of information. Its theorists and practitioners suggest using the methods of sociology and other human sciences to collect and process information). –– Cyberjournalism (a new stage in the development of the mass media, associated with the use of computer technology and the associated theoretical concepts of cybernetics in the science of communication has been called cyberjournalism). From the development of these areas in journalism, the communicators themselves receive a certain specialization, hence the new denominations of journalists appeared: multimedia journalists, mobile, backpack journalists, Web-reporter, Web-editor. The web editor plans, edits and formats articles, controls all materials for the web and Internet versions, manages correspondents, journalists who create content for the site, portal. Mobile journalists prepare non-editorial materials using smart phones, audio, video equipment, and cameras. Backpacking journalists have absorbed the skills of several professions: video operator, director, sound operator. They shoot video on a digital camera, prepare photo materials, write articles, work with a voice recorder, laptop, mobile phone, transmit materials via satellite. A multimedia journalist prepares texts in various media formats, a multimedia editor, a producer is engaged in the preparation of audiovisual material for the site, portal.

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In connection with these trends, requirements to modern journalists have increased. They must create content for different media, be able to competently write texts, to express their thoughts, be able to argue, persuade, communicate with any audience, establish contact with future “heroes” of articles, programs and programs, be able to prepare materials for different media platforms, to use modern digital technology: to mount audio and video materials, not only to cover various topics, but also to know well a certain field of activity, certain problems, for example, economics, politics, finance, culture, health care, sports, science, etc. I want to dwell a bit on sports journalism, because I worked in this field on television. Studying at the faculty of journalism at that time in the Kazakh State University named after SM Kirov (now AlFarabi KazNU), I specialized at the department of television and radio journalism, headed by professor, doctor of philology Marat Karibaevich Barmankulov – the founder of television and radio journalism in Kazakhstan. Let me say a few words about our teacher, mentor, colleague. M.K. Barmankulov occupies a special place in the life of everyone who is related to Kazakh journalism. As a scientist, teacher and a brilliant television practitioner, he will forever remain in the hearts of many generations of journalists, because he has managed to pass on to his students not only knowledge, but also a whole-hearted love for his profession. He created his own scientific school, which is represented by current professors and associate professors: S. Akhmetova, G.Zh. Ibraeva, S.Kh. Barlybaeva, Sh.I. Nurgozhina, K. Kabylygazina, K.ZH. Tursyn, A.A. Moldabekova, Sh. Nurzhanova, D. Shorokhov, G. Baikenova and many others. Marat Karibaevich was the generator of new ideas, projects, books, conferences. He lives in his students, who continue his work now. After graduating from the Faculty of Journalism on the recommendation of M.K. Barmankulov, I was sent to work on the Kazakh television in a military-sports editorial office, where my mentors were the leading television journalists, sports commentators from Kazakhstan – Peter Arkadyevich Derazhinsky and Dias Ilyasovich Omarov. I was lucky with my mentors. The fact, that I was involved in sports,

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that I knew it from the inside and understood its specifics was of a great help, because I am the master of sports of the USSR of the international class in rhythmic gymnastics. I worked as an editor, journalist, broadcaster, led the TV program “Stadium” and went on the air with sports news in the news program “Kazakhstan”. I was the first sports commentator on the Kazakh television. In the 1970-1980s, women-sports commentators (former wellknown athletes) began to be introduced on television to maintain sports news in the news bulletins, sports programs. So, sports editions, programs on the Central TV were conducted by Nina Eremina (basketball player), Anna Dmitrieva (court tennis). We started this tradition in Kazakhstan, and then it was continued by Galina Mulenkova (alpinist), Galina Polevaya (rhythmic gymnastics). Famous sports journalists, commentators of the Soviet period –Nikolai Ozerov, Kote Makharadze were famous actors who linked their lives with sports journalism, reported all the events in football, hockey and other sports. The sports journalism requires not only efficiency, accuracy, entertainment, knowledge of various sports, but also acting skills, without which it is impossible to make TV programs. Television is a good school of life, a school of television, a school of communication. And since TV is a collective work, here you especially appreciate and recognize the support of colleagues, friendship, a sense of camaraderie, a feeling of elbow. I would like to recall sports journalists who gave me the opportunity to work together and learn from them important journalistic skills, they are Dias Omarov (a famous football player in the past), Omirzak Zholymbetov (engaged in weightlifting), Genius Tulegenov (football player), Rabat Janibekov, and others. They loved sports, to which they dedicated their lives, understood winter and summer sports, knew the rules of team and individual sports. They were the chroniclers of the championships of Kazakhstan, Asia, Europe, the world and the Olympic Games, propagandists of mass sports and physical culture, healthy lifestyle. Working at the sports editorial office, often traveling for the purpose of covering sports events: competitions, matches, trainings, I could see interesting and obsessed athletes, coaches, sports organizers

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who selflessly loved their work. All this is not ignored, and I want to talk about such people and their TV programs, stories. The championships, competitions, international and Republican tournaments reveal the leaders of Kazakhstani sports, who deserve spectator’s attention, which Kazakhstanis should know about, because victories are gained with such a difficulty. Television is a chronicle of modernity, it is also a means of mass communication, it is both science and art. TV broadcasts, creates, stores, distributes a variety of information that never ends. TV is art, the art of creating television programs, TV stories, on which the authors, correspondents, journalists work for a whole day, or even several days, for a minute video, a story in search of heroes, archival data, source material, the filming process, writing a script, editing, sound. This is all art: to find in the ordinary – unusual, in the ordinary – new, interesting. The journalist needs to amaze television viewers, the audience, with his findings, unusual approaches. TV is a way of life – dynamic, constantly searching for information, interesting “heroes”, creative findings, original solutions of artistic and expressive means of TV. And this is a profession that requires you to fully immerse in the preparation and creation of programs, you are like a “rocket”, launched to perform a creative task, until you complete it, you will not calm down. On television, human, personal, and professional creative qualities are very important, and sometimes they cannot be separated from each other. The main thing is not to rest on our laurels, never give up and always find a way out, even in desperate situations. A television person must be optimistic, inquisitive, love people, life in all its manifestations, know about the specifics of television communication in the frame and behind the scenes. The nature of communication requires television journalists to speak with the audience in a modern language. The dialogue may attract by the energy of thought, energy of position, energy of rhythm and pause, maximum information per unit of time, energy of improvisation, etc. The TV reporter is ethically responsible due to the nature of communication. Speaking about the problems of the culture of perception,

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it is necessary to take into account the laws of on-air communication, the distance of television communication, types of communication. The image of the communicator is a link between: –– the global information flow and its consumer, –– different social groups of people and individuals, –– The state, the ruling elite and ordinary citizens. The optimal image is the image that most fully implements all types of the above links. Then the image is relevant. You can connect the moderator with the audience using the methods of psychological influence: humor, the effect of personal conversion, change of impressions, a shocking situation, suggestion – the method of persuasion on the emotional level, etc. The style of individual programs is determined by the specifics of their genre, and this specificity depends on the subject and purpose of the image, the coverage of reality in this program. If the main source of information on the radio is a word, then music, noises, and sound are of an auxiliary character. On television, information can be given by all screen means depending on the genre of the program. These also include: light, color and different types of television editing: intraframe, parallel, associative, and now digital. Improving the forms and methods of television presentations, taking into account the unity of language and thinking, there is a condition of heightened informative impact on the viewer. Personalized performance requires a harmonious combination of social and personal orientation of communication. Currently, the media are actively working in social networks, they create their own pages there, where they browse news, find new topics for materials, new characters for articles, videos, engage in promotion, attracting the attention of the audience, interacting with it. New media change journalism in the following areas: 1. The change of ways of journalistic work. The specificity of the reporter work has changed: journalists use the Internet as a tool for searching for different information, e-mail and mobile phones for communication, contacts with the sources of information, for communication with editors.

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2. Technology of new media leads to the restructuring of journalistic organizations. Online technologies, powerful computers have led to the revolution in modern edition. Editorial staff began to produce media products, content in a digital form. Media materials began to be created for any kind of media: print, electronic, audiovisual, network. Virtual edition makes good use of broadband wireless technologies. 3. The number of new forms of media content increases. Technology leads to the emergence of new forms in journalism. Journalism of new media can exist in all forms of human communication. There are online publications, news sites, portals, specialized services, blogs, podcasts. Blogs, as representatives of “popular, civil” journalism, have become the most popular genres of journalism for the new media. 4. There is a restructuring of relations between journalists, media organizations and the audience. The most significant changes have touched the relations between the media and the audience, consumers of mass media. They became actively involved in discussions, talk shows, interactive projects, in communication with journalists, public figures. The Internet websites, portals, digital media made communication, contacts with the audience accessible, practical, effective. Media consumers have become active creators of media products. With the help of blogs, social networks, text messaging, video messaging, the relationship between the media and the public has become interactive, more trusting, friendly. In the modern period, the genre structure of the media has changed and serves as an indicator of a specific time, epoch. The genre with which a journalist conveys information should help to more easily and objectively convey the facts, the phenomena of life to the audience. So, during the Soviet period, radio shows, radio films, television essays, television shows, journalistic investigations, newspaper feuilletons that required reflection, analysis, spiritual perception, aesthetic perception of what they saw, read, heard were popular. Currently, these listed genres are rare on the air of electronic and print media. Today, interviews, reports prevail, the dynamics of life requires information richness in newspaper and broadcast materials, in video clips, in which the information is delivered in 30-40 seconds.

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In the XXI century, new forms of modern multimedia journalism, such as “Long read”, appeared. Long read is a format of hypertext information in multimedia journalism, its basis is such a type of speech as narration, a story about events, phenomena, developed in time and space. The issue of the long-read format was first presented in 2010 in Kevin Moloney’s work “Transferring the transmedia storytelling to journalism”. Long read researchers note that the text component of Long read along with multimedia platforms on the Internet is acquiring new forms and makes it possible to characterize long read as a new journalism format, and as a new genre of convergent journalism, and as a new method of delivering information to the mass media. As the researcher N.L. Sokolova notes, the transmedia narration is a new method of distributing content to the audience or “new cultural practices of consumers and the specific perception of modern mass media”. If, in the past, journalists had to travel often to gather materials, to meet future heroes, work with archives, in the libraries, nowadays computer, mobile phone and the Internet are sufficient for the journalists to prepare printed or broadcast material for sending to the editor, which in a few minutes will broadcast it or publish it. The advent of the Internet has changed the methods for creating news releases, informational messages. As researcher O. Lashchuk notes, that was manifested in the following: 1. News materials are created, edited and perceived by the consumer mainly in electronic form, which allows the use of multimedia features: –– the combination of different content types, –– hypermediacy, –– interactivity, –– lack of technical restrictions on the amount of content, –– multiple (secondary) editing. 2. The number of sources of news has increased rapidly, they became easily accessible [1]. The web is a variety of information, it quickly appears, is quickly updated, commented. These are messages in the media, in social networks, in the blogosphere, on numerous sites of various organizations,

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companies, and firms. Here one finds photos, and video, and texts, and graphics, diagrams, and sound recording, comments. Professional media no longer have a monopoly on this information, this monopoly is broken. This fact was the impetus for the development of information rewriting. “Rewriting” is a method of creating a news Internet message based on the content borrowed from various sources. Rewriting is carried out not only on the text, but also on any other content: photos, illustrations, audio-video material. The advantage of this method is the use of all information found on the Web, while the traditional method was focused on one source – the material of its own correspondent, a journalist. Scientists A.V. Brushinsky and O.K.Tikhomirov emphasize that “the peculiarity of modern transmedia-thinking is its specific continuity. Thinking is a socially conditioned, inextricably linked with speech mental process of self-seeking and the discovery by the person of the essentially new, i.e. mediated and generalized reflection of reality in the course of its analysis and synthesis, arising on the basis of practical activity from sensory cognition and far beyond its limits” [2]. Thanks to interactivity, hypertextuality and multimedia, one can conduct a transmedia narration on the Internet, in network journalism, which contributes to the development of long read. In April 2018, the Al-Farabi Kazakh National University hosted the International Conference “Models of International Journalism Education for Sustainable Development”, where media experts analyzed the development of modern journalism and also spoke about the problems of the profession. One of the problems is the growing competition between traditional media and new media (especially the Internet media and social networks) leading to the changes in the media system, the clip structure of texts, minimization of analytics and the growth of entertainment material. The second is the increase in unverified, fake information, custom-made materials, information wars, which leads to a drop in the level of trust in the mass media. The third is the reduction of the level of security and safety of journalists, toughening their working conditions. All these factors affect the public sphere of the country. Therefore, the role of journalism faculties that train future

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communicologists, moderators, and correspondents is increasing in connection with the listed issues relating to the media space. There is a transformation of the communicative space in the digital age and the influence of the latter on the basic skills and personal qualities of people. Digital identity – self-identification with the image – is becoming a new psychological norm of modern man. The development of electronic media is carried out in the era of the global digital revolution. Modern achievements in the field of digital broadcasting are changing the modern journalism, which is becoming digital, multimedia. As researcher E.Dudinova notes, along with many positive trends in the development of the MMC, there are potentially dangerous areas in the development of journalism: “The first is the decline in media confidence, an increase in fake and unverified information, propaganda or customized texts, information wars. The second is the tightening of the working conditions of journalists, the world tendency to reduce their level of security and safety. The third is the growing dynamics of the competition of traditional media and “new” (social networks of the Internet media itself), leading to the modification of the journalism body itself, the clip structure of texts, minimization of analytics, populism” [3]. The information age has changed the professional journalistic environment, in which the important factors of development are intellectual, creative abilities, creative approach and skills, possession of new digital technologies. The peculiarity of journalistic activity lies in the personal approach of the communicator to reality. The modern information environment makes new demands on the preparation of multimedia journalists, which are correlated with the goals and objectives of modern journalism. Summarizing the systems of training modern journalists, Professor of Kazan (Volga Region) Federal University Yu.V. Andreyeva comes to the following conclusions: 1. In the context of globalization and close interaction of civilizations, in order to preserve professional identity, journalists and public institutions need to develop a new understanding of the mission of the profession that will affect the adjustment of goals, values, norms of professional behavior and ethical standards. This will create the

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foundation for the development of a new professional culture of the journalist. 2. For effective interaction of international communications it is necessary, summing up the rich experience of professional training of journalists in different countries, to develop a single international standard of professional culture and, accordingly, a single educational standard. 3. Training of journalists can be based on proven paradigms: knowledge of the century, competence, humanistic position in terms of their complementarities with the use of elements of the culturological approach. 4. International political institutions must purposefully support the independence of the media and the social content of the profession: media commercialization should not destroy the humanistic ideals of journalism in a democratic society [4]. Currently, the competition between traditional and new media, network media communities has intensified. Increasingly, print and electronic media use the digital technologies of the new media and the social networks themselves in their activities. A new feature of the media is becoming more and more apparent – as a form of community organization, as evidenced by social networks, WhatsApp, there has been a turn towards digital creativity in the media. The digital media environment creates the conditions for meaningful transformations of forms and ways of realizing authorship. There is a need to study the nature of changes in journalistic activities. The structure of media consumption has changed; journalistic content has also transformed on the Internet, in a mobile environment. Immersive journalism appears, it is a new field for experiments on user involvement in various Web-projects. There is a new genre, a new media format – Web-documentary, that uses multimedia features of the Internet. Mobile Internet gave an impetus to interactive forms, such as: interactive special projects, interactive info graphics, interactive video, etc. The introduction of convergent practices in the work of editors changes the information product created by journalists. According to the content analysis of materials on the online media sites (newspapers, magazines, news agencies, Internet publications), 96% of the

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texts contain multimedia elements, but the level of real “convergence” of the mass media is low. Online publications provide the largest number of examples of combining the working methods of various mass media. The rapprochement and connection of different media, the emergence of content that is common for different channels, leads to the birth of new integrated genres. The boom of the computer industry contributed to the development of the electronic industry, an effective network of computer communications in the educational, social, banking and interregional telecommunications. Many new ICTs have emerged with the advent of the Internet, which is increasingly used in the academic and media field. Practical tasks 1. Prepare a presentation on the topic “Specificity of digital journalism” 2. Prepare a writing work on the topic “The role and importance of new digital technologies in the modern period, their impact on communication”. 3. Prepare reports on “Types and formats of modern journalism.” Control questions 1. Analyze new types of modern journalism 2. Find the difference between digital journalism and multimedia 3. Explain the difference between multimedia journalist and convergent journalist. 4. Give an analysis of new types and formats of modern journalism 5. Modern requirements for journalists specialized in specific topics: economics, culture, politics, sports. 6. What is the specificity of sports journalism? References 1. Lashchuk O.R. Methods of creating and editing multimedia news messages // Information field of modern Russia: practices and effects. – Kazan, 2015. 2. Brushlinsky A.V., Tikhomirov О.K. On the development trends of modern psychology of thinking // National Psychological Journal. – 2013. – №2 (10). – С. 10. 3. Dudinova E.Kazakhstan journalism goes to the world level // Kazak gazety. – 2018. – April 24. – C. 6. 4. Andreeva Yu.V. Development of a journalist’s professional culture in the context of international paradigms of journalistic education // Informational field of modern Russia: practices and effects. – Kazan, 2015. – P. 409.

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Chapter 10 THE INFLUENCE OF THE MEDIA ON THE DEVELOPMENT OF SOCIETY “One of the main characteristic features of our era is the unbridled expansion of mass culture. A characteristic feature of this culture is that the artistic merits of the work, which should be decisive in its evaluation, either fade into the background, or are not considered at all. The main priorities are the entertainment function of commercial success “[1]. The idealization of the material world occurs through advertising, public relations and the mass media, the audience begins to compare, identify itself with socially successful people and strive for their lifestyle. At present, the modern audience, especially the younger generation under the influence of the media, the yellow press and film industry, which gives priority to entertainment, recreational functions, mass culture and sensation. Communication technologies have proven to be an effective catalyst for replicating the standards of popular culture through new media. A new generation that can be called digital has emerged, this generation cannot imagine itself without a new media reality, for whom the Internet is a way of life. As the founder of Hashtag our storied, Yusuf Omar from the UK, at the Eurasian Media Forum on May 24, 2018 in Almaty, noted, “The future of media is content for all users of the Network.” The main thing is not to “drown” in such a large massive flow of information, therefore, the use of information technology must be approached intelligently, selectively and responsibly. If we look for any information about products or services, various websites immediately begin to advertise these products and services, as well as their analogues. All this is due to the term Big Data. This is a tool that is actively used by those who are interested in making you their client. The possibilities of these methods and tools are virtually endless. Any of our actions on the web, when using modern technology, leaves its mark, imprint. When analyzing this data, many 119

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aspects of our life can be predicted with high probability. Operators of mobile phones, networks, Internet providers, social networks, banks have the information about people. Their databases are a springboard for Facebook. But they have both positive and negative aspects of their development, because they can be manipulated by people and their behavior. For example, at the end of 2016, the Swiss magazine Das Magazin published an investigation about how the technologies of personalized advertising on the social network Facebook influenced the results of the elections in the United States and the referendum on the British withdrawal from the European Union. Thanks to the development of one of the leading researchers in the field of psychometry M. Kozinsky, it is enough to analyze 68 likes on Facebook to determine the subject’s skin color (95% probability), his intellectual development, religious preferences, addiction to smoking, etc. Having such data, we can present to users the information that will allow them to form opinion on a particular issue. Not only commercial structures use Big Data, but also all countries, and Kazakhstan is no exception, the Big Data is actively used to control the citizens. The Internet was not created, as many believed, in the era of home personal computers – it appeared decades earlier thanks to the efforts of specialists from the US Department of Defense and it was a huge network of computers designed to ensure the security of government communications in case of a nuclear war. Despite all the efforts of the Ministry of Defense in the late 1970s to preserve the Internet for itself, this tool turned out to be so attractive and seductive that it could not fail to attract the attention of the entire community. Over time, universities, the academic sphere became interested in it, and soon after that commercial servers appeared. Gateways have been opened – the public rushed into the Internet. By the early 1990s, the once carefully guarded Internet government had become a global information space filled with publicly accessible mail servers and various portals. When computer users all over the world learned that the US government has a wide access to their e-mail, outraged voices were heard. Even those who only used email for entertainment were nervous about invading their privacy. Corporate programmers around the world have attended to solving the problem of email security. And this solution

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was found – a coding method that was available to the general public was born. E-government, children’s records databases, health e-passports, funds, social health insurance, credit histories and so on, on the one hand, make life easier for people, and on the other, they control them. So, an employee of the cellular company noted that today, based on the analysis of the calls, they can say with 90% accuracy to whom the number belongs: a man or a woman. The specialist in digital business, O. Aldoshin reported, that “the spread of Big Data is inevitable. Every state in the world, including Kazakhstan, will implement some tools based on big data analysis. For example, all passports will become biometric in the future, then they will, generally, be rejected and digital authorization will be introduced. Any invention, any innovation can be used both for good and for evil. You need to learn how to live with the Big Data and work with it correctly. This is another round of progress, and it will be impossible to hide from it” [2]. In China, by 2020 they intend to introduce a system of social rating of citizens (Social Credit Score or SCS). It will evaluate every citizen of the Celestial Empire, tracking his social behavior: how he spends money, whether he regularly pays bills, etc. On the basis of analyzing the results, each Chinese will be assigned a certain rating on which his life will depend: whether can he get a mortgage in a bank, will they be given a promotion at work, will they be allowed to send a child to kindergarten, etc. But, on the other hand, this will be a good motivation to make people not to break the law and follow generally accepted standards of behavior. Changes in the life of Kazakhstan society, caused by the proliferation of new media, ICT, are both economic and sociocultural in nature. Socio-cultural nature of the impact of electronic media, information technology on society is manifested in increasing opportunities for communication and cooperation, the use of various information and knowledge to solve issues and problems. Different types of television, video, computer games, CDs, laptops, ATMs, mobile phones, digital cameras, movie cameras, plastic cards, fax machines, telexes, electronic protection and security devices, remote controls, video sur-

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veillance, various multimedia products – this is all our today’s life. “Inclusion” in the world of electronic MMC has become a real factor in social mobility, social security and safety. The term “social network” appeared in 1954, it was introduced into scientific circulation by the sociologist James Barnes, who by this concept meant “the circle of friends of any person.” Researcher V. Golderberg defined social networks in this way – “it is an interactive multi-user website, the content of which is updated by the network participants themselves. The site is an automated social environment that allows you to communicate to a group of users united by a common interest”. Social networks are a system in which people are interconnected, the influence of everybody on one person, and one person on everybody. The nature of interaction between people is changing. There is a formation of a network society and network formats of coordination and management. Communication moves from the vertical to the horizontal dimension in society: from the source and the recipient to the reader and consumer. The peak of activity of the audience of social networks accounted for 2009, 2012 and 2016. Social networks are not just a channel, they are special communication resources. For example, advertisers use them to find clients and develop businesses, HR specialists use them as a tool for recruiting, and credit organizations use them for social scoring to learn about the credit ability of citizens, banks are also involved in this process. The Money Man brand is the first in the post-Soviet space, which successfully began to use the analysis of social networks on the financial market in Kazakhstan and Russia. For example, Sberbank will start using this technology in 2018. The active use of social scoring in Kazakhstan is a matter of time. As you know, the use of information from social networks is not regarded as interference with privacy, which is prohibited by the legislation of the Republic of Kazakhstan. Another advantage of this technology – social scoring. The new meaning of social media was reflected in the fact that they provided the Internet users with the opportunity to publish their media stories easily, quickly and under their own names. Technologies and formats of social networks are constantly evolving, invest-

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ments in social networks from commercial organizations, companies and firms are increasing. Facebook as a social network is quite popular and represents a heterogeneous composition of users. Currently, it is estimated, according to various sources, in the amount of 6.5 to 10 billion dollars. The target audience are people of different ages. Facebook is one of the five most visited websites in the world. As of April 2017, the monthly audience of the network made up 1.968 billion people – those who visited the site at least once a month or for a specified period of time were fixed using the Like button and tracking cookies. The daily active audience in March amounted to 720 million people – this number is fixed by the tracking network Facebook daily. On August 24, 2015, the number of visitors to the social networking site Facebook who joined it for the first time was one billion people. 1.03 billion people a month use the Facebook mobile app. The site recorded 200 billion “friendly connections”. The number of page views of the site in October 2011 was 1 trillion, the number of video views on the site reached 8 billion a day in 2015 [3]. A documentary film entitled Cleaners by Hans Blok and Moritz Rizevik, which was shown at the Moscow International Film Festival (MIFF-2018) in May 2018, was devoted to this social network. The German picture tells how the world’s largest social network Facebook is arranged, what the moderator’s job is, what psychological problems he is experiencing, what will happen to freedom on the Internet in the future; the issue of censorship, security and posting information on the Internet is also raised. According to experts, the value of the platform in the modern world has become so great that its creator, Mark Zuckerberg, can be considered the editor-in-chief of all the world’s newspapers at the same time. Two scandals surrounding M. Zuckerberg, connected with the negligence of the social network in storing data for users and with the results of the last presidential election in the USA, where Donald Trump became the winner, add to their topicality. But the authors of the documentary film found the moderators of this network, who agreed to talk to them, because they were in the process of being fired. The filmmakers found out that Facebook does not hire moderators on its own, but communicates with third-party outsourcing

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companies, since the American media giant relieves itself of important problems and is not responsible for the consequences. This social network works preferably with Asian countries, where employees are paid less than in Europe and in the USA. The main stronghold is Manila – the capital of the Philippines. This country is chosen by many European companies, because it is believed that over the centuries of colonization by the West (Spain, USA), Filipinos managed to absorb the values ​​and European mentality. The number of people living on the Earth has exceeded 7.6 billion. In 20-30 years, there will be about 10 billion. This whole world is many-sided, diverse in cultural features, phenomena of social and political life, a variety of economies, religions, lifestyle. The information age means the expansion of human contacts, the exchange of cultural values, the enrichment of the practice of social life. In 2016, the audience of social networks in the world was 2.34 billion users. More than 90% of young people born in the 1970-1990s are in social networks. Traditional mass media in terms of audience coverage are already inferior to social networks. Network reality, “life” in the social networks turns into an independent reality. Developed countries are entering the era of information, post-industrial society, which is characterized by the increase in the number of necessary IT specialists and new information products and services. The needs of people and companies, organizations associated with information, mobile communication are growing. North America leads in terms of these indicators – 59% of the population uses social networks, South America ranks the second – 50%, and Western Europe – 48%, ranks the third. By the number of the Internet users in 2017, Kazakhstan ranked 36th out of 137 countries. The number of the Internet users in 2017 amounted to 77% of the population. This figure is 4% more than in 2016. Among the performance indicators for 2018, the main ones are: an increase in the share of local content of IT services up to 26%, creation of at least 200 start-up companies supported by technoparks, incubators and accelerators, including at least 33 startups that should be accelerated at Astana Hub. The Minister of Information and Communications of the Republic of Kazakhstan, Dauren Abayev, noted

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that in early 2018, the first incubation program was launched on the basis of Astana Hub, with 14 projects selected [4]. The number of users of social networks in the country reached 8 million. More than 90% of young people born in the 1970-1990s are in social networks. According to researchers, there was a noticeable drop in television consumption amid the growth of the Internet and the popularity of social networks in the 2010s. The display in social networks has become an important criterion for the relevance of messages, news events, the effectiveness of information. At present, the situation has stabilized, with the exception of one communicative resource – instant messengers, which provide tangible growth. According to the research made by the Social Media Around The World, published in 2017, six out of ten people visit this or that social network at least once a day. According to another study by We are Social, the number of users of social networks has exceeded 3 billion people. According to the statistics, among social networks and instant messengers in the world, Facebook leads, with the audience of 2.047 billion people. The top three are also YouTube -1.5 billion and Instagram – 700 million. The most popular among the messengers are Facebook Messenger and WhatsApp, each of them is used by 1.2 billion people. The third in this list is the Chinese WeChat – 938 million [5]. As it was shown by measurements on media consumption, there are 158 media sites in Kazakhstan, we observe an increase in social media development. In the country, according to the Kazakhstan Internet Association, at the beginning of 2018, there were more than 12 million Internet users. The three most popular social networks include: “VKontakte” – 6 million users, “Instagram” – 5 million users, “Facebook” – 1 million, Twitter – 0.3 million users [6]. Among the messengers the leaders are WhatsApp -2.5 million, Telegram – 2 million and Viber – 1 million people. Cellular subscribers in the country exceeded 32 million people (the population of the Republic of Kazakhstan for 2017 is 18.4 million inhabitants). In 2009, 45 members of the Internet Association were registered in Kazakhstan, which is actively involved in social projects and works in three languages: Kazakh, Russian and English, and since 2013 has been a member of the IHOPE-Foundation.

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Now the information resources of the society are becoming a determining factor in its development, both in the scientific and technical, social and spiritual development of young people. The media is a social institution in the process of personal development. Electronic media have a wide range of effects on the most universal means of social communication: education, religion, leisure, entertainment, etc. These structures, in turn, have a direct or indirect influence on the formation of cultural values. According to the force of influence, according to the degree of influence on the views, beliefs, behavior of people, the mass media do not have anything equal in public life. The social power of the media in the modern period is studied in connection with the new and newest communication technologies, the influence of communication on the development of modern society is being studied. The Internet and social networks create a new social environment, a factor of social development in various spheres of human life, it is a factor in the implementation of the state and personal, personified tasks, without which social progress is impossible today. According to “Social Media Around the World” in 2017, six out of ten people visit a social network once a day. According to the study by the agency “We are Social”, the number of users of social networks has exceeded 3 billion people (7.5 billion people live in the world). The term “new media” began to be used at the end of the twentieth century for interactive electronic publications and new forms of communication between content producers and consumers to denote differences from traditional media, such as newspapers, radio and television. This term refers to the process of development of digital, network technologies and communications, which are associated with the computerization of society, while in the 1980s, the media was based on analog media, rather than digital. The Canadian Radio, Television and Telecommunications Commission defines new media in this way: “New media is any media product that is interactive and distributed by digital methods.” This commission separates traditional and new media by the criterion of availability and methods of delivery to the end user, it emphasizes the importance of the Internet in the development of new media, because it allows you to

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transfer certain information simultaneously: text, video, audio, images, illustrations, photos. The concept of “digital media” incorporates the concept of “new media”, and social media are part of new media. For journalists working in the new media system, a significant factor in the birth of the new media was the event of April 19, 1995, when an act of terrorism was committed in Oklahoma (USA), opposite one of the buildings of local authorities: 168 people were killed by an explosion (including 19 children), more than 500 were seriously injured. At that time, it was the largest terrorist act in the United States. The events that followed the Oklahoma tragedy marked the beginning of a new era in journalism, the emergence of new media in the world. The Internet has become a new channel for the dissemination of news, a real competitor to traditional media, in particular, to television and radio broadcasting. It, as a new media platform, began to provide not only new ways of presenting information, but also innovative strategies to promote the media business through methods of combining content and its distribution. The novelty of the media has been expressed in all stages of the creation and distribution of the media text, showing really social, cultural and commercial values. New media are not only new technologies and new content, it is a different approach to understanding the media. New means of communication are forcing a new look at the audience. The audience of new media is not just consumers, but also creators, recipients, senders. New media are characterized by growing speed, interdependence of processes, two-way nature of electronic communication. The system of new media has four interrelated processes: –– interactivity, –– convergence –– digitalization, –– the affiliation of these media resources to the network space. New media belong to the information infrastructure: they possess accessibility, mass character, informational content, relevance, recognizability and simultaneity. The most popular forms of interactivity are the following ones: –– “e-mail” – electronic letters -26%, –– forums, guest books – 25%,

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–– ratings, profiles, voting – 13%, –– participation in the conferences, online interviews – 3%. The researcher of new media Lev Manovich identifies five principles of new media: 1. Numeric data. All new media are created on the computer, have a digital code, the media becomes programmable. 2. Modularity. Objects of new media have a modular structure. For example, a multimedia film may consist of multiple frames, photos, sound. 3. Automation. Numerical coding and modular structure lead to the automation of many operations in media creation. 4. Variability. Objects of new media are changeable, it is possible to separate content and interface, interactively, add hyperlinks, hypermedia. 5. Transcoding. It means the translation of a digital format from one to another. New media consist of two layers: computer and cultural layers. The mutual influence of these layers is “transcoding.” Thus, the computer layer affects the cultural layer of new media: their content, genre, organization. For example, a photo, a photograph is also a cultural sphere: content, meaning, authorship. The computer file has the size, format (pdf), date. New technologies improve their use, increasing the speed and possibilities of movement. For a new reality, specialists are needed to create new information products and services that meet the growing needs of people, organizations, companies associated with mobile communications, with network ways of interaction between creators, participants, and consumers of this process. People began to communicate less due to the pace of life, due to computerization, information virtualization. Feedback has acquired another form – interactive, remote. Gradually, our communication, especially among the young people, turns into an independent, virtual, alternative reality. For many people social networks have replaced traditional institutions of socialization, methods of education, and sometimes treatment. At the end of 2017, Kazakhstan adopted a special law providing for the introduction of 280 amendments to the legislation already in

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force governing the communications sector. “During the discussion of this bill, it was decided that social networks and bloggers would not be equated to mass media (especially due to the fact that the most popular social networks in the country are foreign), but they will not remain without the attention of state bodies, and now the content published in Kazakhstan will be monitored, and if it turns out to be illegal, the authorities will send notifications about the necessity to eliminate it ”[7]. The Republic is considering banning children under 14 years of access to social networks. Great value for the new media is our time, free time, which is increasingly being spent on mobile communication in smart phones, tablets, gadgets. There is an interconnected process when social networks gave impetus to the purchase of smart phones, and they, in turn, pushed for the growth of users of social networks. Earlier social networks were used for entertainment, leisure, then – as advertising tools, for promotion of companies, various products, services. Currently, they are increasingly being used to attract attention, influence public opinion, our perceptions and behavior. Time is the main indicator, the measure of new media ratings. Mass communication, the media as the chroniclers of modern times give us the feeling of move with the times, being informed about all events and phenomena, communicating virtually, finding friends, participating in conferences, trainings, learning remotely. As Mark Zuckerberg noted: “Social network is not an alternative to friendship, it is its continuation”. “Social networks are a large, permanent and updated textbook of modern information life” [8]. In February 2018, a conference of experts of the World of Eurasia Foundation, dedicated to the topic “From telegrams to Telegram: life in social networks as a new reality of Eurasia” was held. The head of the Eurasia World Foundation, Eduard Poletayev, noted that “in the Eurasian space, lately, attention has clearly increased to what is happening in social networks. On the one hand, they open up new opportunities for interaction between people living in different places, show successful examples of self-organization, but on the other, they can be used to pursue a policy of alienation of countries and their inhabitants that are friendly and cooperative, that creates new risks and

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vulnerabilities. And the tendencies of penetration of extremist ideas into social networks are especially dangerous” [8]. Social networks have both positive and negative effects. Author A. Efimov in the “lead” of his article “Media Revolution. The role of the media and the Internet in the overthrow of the Egyptian regime” writes: “In each new revolution, which are increasingly occurring on Earth, the media plays an essential role. First of all, we mean, of course, social networks, which turned out to be an excellent tool for coordinating the actions of the masses. But traditional media, such as news agencies, television channels, even newspapers, are too early to be discounted. The events of January-February 2011 in Egypt once again demonstrated this” [9]. Twitter, Facebook and other social networks played a key role in popular unrest in Iran in 2009, in the Arab world in 2011, in Ukraine in 2013-2014. They have become a kind of new information battlefield for the secret manipulation of public opinion. Many developing countries will not be able to organize some resistance, since much of the data is stored and managed outside the regulatory country. Under the auspices of the Kofi Annan Foundation, a new commission is convened with the participation of the leaders of social networks and information technologies, as well as political leaders, in order to help solve these new problems. Representative of the magazine “Advisor” (Russia) in Central Asia and in Kazakhstan V.N. Pavlenko in his article “The Media Revolution Phenomenon – 2011” writes: “Considering the media revolution phenomenon on the example of the events in Egypt in JanuaryFebruary 2011, we see that it represents a new information revolution, during which modern technologies are used, allowing millions of people around the world to communicate with each other, bypassing the blockade of the information space, bypassing the Internet providers and telephone operators. This is the reality of 2011, which is not possible to ignore in the world event context [10]. “Communication culture as part of American hegemonism has grown stronger on the leaps and bounds of globalization, has perfected the theory and practice of information wars and color revolutions for the sake of social conflicts and regime change” [11]. Since 2011, there

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has been a civil war in Libya, and the Internet has become one of its main tools: it was used to coordinate attacks, assassinations, and sell firearms. The virtual world has become the enemy of the people of Libya. Currently, when it is dangerous to go out on the streets of the cities, people learn about the events in the country only through social networks. However, on the pages of Facebook is its own war. According to Facebook, the total audience of the social network in the Middle East and North Africa is more than 180 million people. Various groups have not missed this opportunity to promote their ideas. The total fragmentation of the Libyan people and the huge number of small armed associations fighting for dominance over the minds are supported by them on Facebook. In addition to fake messages, real people and military bases are used. However, the social network not only reflects the Libyan situation of lawlessness and ruin, but also becomes its multiplier. Attention to the social network is riveted not only because of Libya, but also because of the horrific events in several Asian countries (India, Myanmar, Sri Lanka), where misinforming messages in social networks led to conflicts and murders motivated by ethnic hatred. In the USA, a group of senators proposed a bill on fair advertising, which can extend the rules applicable to the print media, as well as radio and television, to social media. This law will be passed before the mid-term elections in 2018. In Germany, the new law on the maintenance of order on the Web requires social media companies to remove statements that incite hatred, as well as fake news within 24 hours; otherwise, they face a fine of up to 50 million euros ($ 63 million) [12]. In the interview with the First Channel of Russian Television on Christmas Day (January 7, 2018), His Holiness Patriarch Kirill noted the negative aspects of the introduction of the Digital Economy of the Russian Federation program: “Acceptance of electronic identification cards or other electronic means of identification and entry into the system of electronic virtual payments carries a serious spiritual peril. This can lead not only to the complete suppression of individual freedom by malicious forces, but also to coercion of a person to actions contrary to his faith and conscience.” Earlier, His Holiness Patriarch Kirill

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stated the need to preserve an alternative for citizens who do not want to enter the new identification system. In particular, in his speech at the 111 Christmas parliamentary meetings in the State Duma, he said: “The use of automated means of collecting, processing and recording personal data, especially confidential information, should be made only on a voluntary basis ... .. Leaving the possibility of an alternative, we always leave the possibility of exit out of such a total control.” In response to His Holiness Patriarch Kirill, the State Legal Department of the President of the Russian Federation gives the following conclusion: “Any form of forcing people to use electronic personal identifiers, automated means of collecting, processing and recording personal data, personal information confidentiality is unacceptable” [13]. Foreign experience demonstrates the refusal of developed countries from the introduction of common pass-through personal identifiers and the creation of common distributed databases. In the UK, Germany and France, it is prohibited by law to introduce a single electronic identity identifier and create a single personal data bank for all citizens of the country. Parliaments and the highest constitutional bodies of these countries regarded the attempts to build such a system as an attack on the fundamental rights and freedoms of the citizens and a threat to national security. As some experts note, even the most sophisticated computer system cannot guarantee the absolute security of information stored in it from errors, failures, viruses, unauthorized access. Let’s give two examples. 1. The Ukrainian segment of the Internet is full of “exposing” articles, which began to appear containing the personal data of military personnel fighting in Syria in three languages ​​at once: Ukrainian, Russian and Arabic. 2. Computers and databases of special services of the USA, having super protection by the highest international criteria, were opened in 2015 in the Internet by a 15-year-old British autistic schoolchild who for eight months with impunity not only downloaded, used and distributed information from them on the Internet, but also made unauthorized changes there.

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From 2011 to 2017, they gathered annually at the World Cybersecurity Forums, at which well-known experts in this field could not answer the question: “How, preserving all the indisputable advantages of the Internet, did they protect themselves from crime?”. As a result, experts noted that so far, no government, no country in the world can answer to the question [13]. Kazakhstan creates the program “Cyber shield of Kazakhstan”. Anonymous comments on the Internet have been banned in the country. The Ministry of Information and Communications of Kazakhstan has almost completed the approval of the package of amendments to laws that will regulate the activities of journalists on the Web. Commenting in Kaznet is possible only if there is a signed contract between the site and the user that he undertakes the obligations of the most correct comments. This provision is as follows: “The provision by the owner of a publicly accessible electronic information resource of the service for placing information by the user is carried out on the basis of the agreement concluded in writing (including electronic), using the identification on the portal of“ electronic government” or through the information electronic resource registered on the public domain, by sending on the mobile number of the user a short text message Niya, containing the one-time password to enter into an agreement. “ (Law of the Republic of Kazakhstan “On Informatization”, Article 36, p. 5-1). Now you may enter into an agreement through a special website, but for this you need an electronic signature, so you have to go to the PSC – Public Service Center; or wait for an SMS from the telecom operator to a phone that is registered in your name, and so with each comment. As the Minister of Information and Communications, Dauren Abayev, explained: “We are working on this issue so that the information portals introduce the ability to track who is behind the comments.” Mobile operators will do it at their own expense: such a rule is negotiated in the draft law. Minister D. Abayev claims that the conversation with foreign information partners will be notifying – as before: if they see a violation – they should send a notification about the necessity to eliminate it. This also applies to comments.” The number of criminal cases for posts in social networks has sharply increased, including “extremist” articles, for example, in the Almaty

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region, a group of people who distributed videos on WhatsApp was arrested, on the video, with the masks on their faces, they talked about the creation of the “Sunrise over Asia” group [14]. At present, the e-government portal provides the opportunity to receive 235 various services, the e-license portal eLicense.kz – 399 automated services. In 2017, the e-government portal provided more than 34 million services, about 1 million licenses and permits were issued through the information system “E-licensing”. Since 2012, more than 135 thousand companies have been established through the egov.kz portal. The State Corporation “Government for Citizens” provides more than 83% of all public services in the country, in 2017 it provided 38 million services, in 2018 more than 10 million. By the end of 2018, “digital PSCs” are planned to be opened in each regional center, their work will be fully automated [15]. Recently, the blogosphere is gaining momentum. For someone it is a hobby or an important part of life, where you can express yourself, write what you care about, raise relevant social issues, promote, show your success, achievements, find an answer, get a response from people by receiving likes. For someone it is important to draw attention to the problems of people who are in trouble for the public resonance to help them. In this area, new “stars” appeared with their own unique style, for example, Alisher Elikbaev, Yerzhan Rashev and others, who create unique content, who have many subscribers. For example, Alisher Elikbaev has 50 thousand subscribers – this is a direct indicator of popularity. Bloggers often help journalists prepare news releases when “people’s” correspondents find themselves in the midst of interesting events or become involuntary participants in unforeseen situations; in cases when the video is missing – bloggers as representatives of citizen journalism come to the rescue. The role of absent professional education is performed by journalistic solidarity, supported through the blogosphere. Its effect depends on the attitude to a particular person or his problem, on the public opinion concerning a certain news at the time of its submission, on the state of mass consciousness. The blogosphere has become a stimulating factor for the media, and not

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only live broadcasts, but also extraordinary analytics have become available to it. The emergence of blogs characterizes the new stage in the development of digital media, which have become part of the new media. From the aggregate of blogs, the blogosphere has emerged, which is a global heterogeneous community. Popular bloggers become public opinion leaders. Blogs began to appear on news sites in the form of “Pages”, “Reports” of civilian journalists, correspondents; interactive portals that are in an accessible form, more accurately, more clearly and faster began to convey information (textual, audiovisual, photographic) to the mass audience. Bloggers of medical and humanitarian organizations, such as “Doctors Without Borders”, become information sources during road accidents, climate catastrophes, such as Hurricane Katrina in New Orleans (2005), the flood in Thailand (2004), the attack on police officers in Almaty (July 18, 2016), tsunami in Indonesia (December 26, 2004). Within three days of the tsunami in Indonesia, more than 55,000 tsunami blogs appeared on the Internet. The blogging phenomenon is multifaceted: it can be viewed both as a genre of online journalism, and as a cultural community, as new media, and as “popular”, “civic” journalism, as communication, creating an online public sphere, as a tool for building social networks. A blog is a new media form that has a certain frequency of new entries and the possibility of feedback from the audience. In 1999, the totality of all blogs on the Web was called the “blogosphere”. For the first time, bloggers became sources of information for traditional media after September 11, 2001. Since that time, the editors of many mass media have changed the form of contacts with the audience, began to use them in the preparation of media materials: electronic, television, print. The electronic diaries of a number of authors exceed in attendance many sites of traditional media. However, sometimes these materials, messages are not checked and specified, so they do not differ by professional approach and high-quality content. The rapid development of the blogosphere has made it an influential media resource that currently competes with traditional media. According to the researchers, 67% of the Internet audience use social networks and blogs, the attendance of which exceeds twice the global

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network. Since 2003, the number of blogs in the global blogosphere doubled every six months. The blogosphere is actively developing in Kazakhstan. According to analyst forecasts of the Association of cross-border cooperation M. Shibutov, the volume of the Kazakhstani blogosphere in 2017 reached the rate of1 personal Internet blog per 100 Internet users, and by 2020 it will reach 2 personal Internet blogs per 100 users. The average attendance of Kazakhstan’s Internet resources is increasing, in 2017 it reached 40%, and by 2020 it will reach 50%. The media use multimedia resources, blogs in their work and as the sources of information, and as “live” material for their publications, broadcast programs, sometimes bloggers are more efficient, more mobile, deliver information from the scene, because often they are participants of these events, sometimes unusual events. There are negative aspects of blogs: poor quality (non-professional) of information, video picture, the spread of rumors, myths, unverified information. Since the late 1990s, public and political figures began to use the tools of the blogosphere and PR via the Internet. The blogosphere acts as a new format for the implementation of new media, as alternative network media. Blogs perform the social and communicative tasks of modern society. Elements of blogs and network PR have been actively used by politicians since the late 1990s. Currently, interactive media technologies are used in big politics, so many presidents, government and public figures have their own blogs. PR consultant Vladimir Pavlenko noted that in the mid-2000s, everyone was interested in what the blogosphere is, how it works and how you can use this phenomenon in the interests of business. In 2006, at the invitation of the National Association of Public Relations Professionals (NAPRP), a round table “Blogs are an effective tool for promoting business interests and brand values” was held. Its participants – PR managers and representatives of big business listened with interest and asked questions, but did not understand how a blog site could be used in practical work and how to calculate its efficiency. At the end of the round table, addressing the participants of the meeting V.Pavlenko said: “Look at the bloggers, maybe these are our colleagues, the PR people of tomorrow who

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have already arrived.” And these words of the PR consultant were confirmed by the time; at present, bloggers are PR specialists, civilian (national) journalists, and social communicators. There is a trend of de-massification, from the entire abundance of the mass information flow, it comes to you personally: on your smart phone, phone, gadget, this stream is standard and comes to many people. The book, theater, ballet, cinema sometimes cannot be used with unusual electronic means of mass exposure. For success, popularity, you must become a “media” person, gain more likes, posts, users. Sometimes there is a highlighting of the form, not the content; design, sensations, not taste and talent. There is a change in the assessment of thoughtful art – an accessible, dynamic and vivid manifestation, self-expression. Creativity has been replaced by the original show, entertainment. In art, in culture, in the media of the twentieth century, there was a great spiritual content. Art forms began to be synthesized, complementary. At the beginning of the XXI century they became more technological, the main role is played by technologies: information, scientific and technical, and mass communication has become completely different – innovative. In art, in journalism, in life there is a change of priorities, of values, of psychology of perception of information, of the MMC itself, as well as of the human psyche. New media models are based on the principles of active participation of the audience in the process of creating media content, which is distributed in various network formats, the number of which is constantly increasing. New media have changed the model of communication. Some researchers note the characteristic feature of the new Internet media and mobile technologies. In communication between civilizations significant results have been achieved in the field of exchange of spiritual, scientific achievements. There is an intensification of informational communication in the modern world, which requires knowledge of the communication specifics of each country, the development of principles of interaction on a national, regional and global scale. The spiritual development of young people depends on the development of new innovative technologies, the information space,

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the impact of communication on society, on the coverage of cultural policy in the country. In the formation of public consciousness, opinions an important role is played by the mass media, especially among the younger generation, who currently can not do without the Internet, modern information resources, new media – social networks, the blogosphere. Today they set the tone in the information distribution, life priorities, filling the leisure time of young people, their free time. It has always been thought that the family is an important and main educator of children and adolescents, but at the present time mass media are taking this educational function. New media: the Internet, mobile telephony, tablets, smart phones, gadgets are gradually becoming important factors in shaping the young personality, in the social adaptation of young people. Here you can find the answers to any question, any problem, and what is important – find it quickly and and easily. The factors of space, time and quality have become decisive values ​​when referring to mass communication media. The main parameter ensuring the individualization of media consumption will be the possibility for consumers to form their own digital media. Today, the mass media audience is not just a consumer of different information, but it is also a creator, a moderator, and a communicator of the media process thanks to digital technologies, the interactivity of new media. Despite the latest digital technologies, a book will remain the most valuable source of human culture. As many people say, “readers will be in charge of those sitting at computers.” Analyzing the role of the media in the information process, the impact on the audience, on the formation of cultural stereotypes of society, scientists of the University of Pennsylvania, USA, headed by Professor J. Gerbner in the second half of the twentieth century identified two key functions: social integration and socialization. By introducing certain cultural stereotypes into the mass consciousness and forming a certain type of personality, they thereby strengthen the existing system of social relations. Previously, these functions were performed by mythology, religion, folklore, oral folk art. At present, these functions are performed by television, which introduces the mass audience to the world of conventional culture with

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the ideas about life values. Today, the Internet and social networks have joined the television in this process introducing the audience to the virtual, networked world. Researchers note that the all-encompassing impact of the mass media contributes to the standardization of thinking, lifestyle, consumer vision of the world. They orient the audience not so much to creative development activities as to entertainment, consumer standards leveling personality, which does not require intellectual efforts. The features of the audience itself change over time: the habits of the audience, users of new media change, fashion arises and disappears, as well as the attachments to certain media formats. Increasingly, the young generation, born in the late 1990s – early 2000s, is being talked about as “digital youth”, as a qualitatively new type of media audience. In the period of the widespread digital media technologies, there are certain features of media behavior that distinguish it from other generations. Recently, attention to what is happening in social networks has been increased. Life on the Web, in social networks, as experts note, turns for the younger generation into an independent reality, where the formation of a personality takes place. On the one hand, they open up new communication opportunities for interaction and cooperation; on the other hand, it can be used to implement a policy of alienation of countries and their inhabitants, that will lead to new risks. The manipulation of public opinion through new media, Internet technologies has increased. Young people trust social networks more than traditional media. The Internet is blurring the boundaries of not only informational, but also moral values. The young generation has a “click” thinking, because of frequent use of mouse clicks on the Internet, finding different information, without delving deeply into the essence of things, not analyzing the incoming information flow, not sifting out the wheat from the chaff, because there is no time and a certain perseverance for this. The Internet makes us informed, but it does not make us intelligent. The young generation of the 21st century, growing up in the conditions of the “third wave”, is quickly assimilating the new mass media formats, as they contribute to the individualization and demas-

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sification of both the individual and the culture. While in the twentieth century information was treated as a commodity, in the twenty-first century it is perceived as a stimulator of creative forces, applications and searches. The informational age is very fast, dynamic; it is the age of “action” which requires a quick reaction, quick response to ideas, attitudes, actions, decisions. There is little time and space for reflection, analysis, empathy, sympathy. It is easier to send a photo, a smiley, to drop a phrase, because sometimes it happens anonymously, they do not see you. There is no responsibility for the spoken, written word, abandoned outrage and other emotions. There are changes in human relationships. From here, young people have changed life, value orientations directly or indirectly connected with new information technologies, with the consumption of new media. Currently, a certain type of thinking is being formed under the influence of social networks and instant messengers. We more often perceive information at short intervals, in the form of visual images, our perception is visualized. We are attracted by flamboyant, sharp headlines that “catch” and attract attention to them. The term of the news is very short, and the television story lasts one or two minutes, the information is easier to send, “repost”, discuss and forget, than analyze. This audience is easy to manage, manipulate, because there is not even time to check the data, the accuracy of the information received. Modern people do not perceive too long news: a maximum of 6 paragraphs. “The average length of texts written in social networks for 10 years has decreased 6 times. Today, every device has GPS and social networks, so you can learn everything. These are large amounts of user data. Practical tasks 1. Prepare a presentation on the topic “The Impact of the Media on the Development of Modern Society”. 2. Prepare for a round table on the topic “The Impact of Mass Communication on the Audience: Network, Television, Radio Audience”. 3. Write an essay “The role of audiovisual and digital media in the life of the young generation”

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Control questions 1. The media and society: interaction and cooperation 2. The impact of new media on the development of modern society 3. New media and youth 4. Change of mass communication – change of journalistic activity 5. The Internet, social networks, blogosphere as new media. 6. New Media Landscape – New Media Trends References 1. Blumenkrants M. In search of a name and a person. Phenomenology of the modern landscape // Problems of Philosophy. – 2007. – №1. – С. 56. 2. Bakhtigareev R. The Vigilant Eye of Big Data // Time. – 2018. – May 17. – C. 5. 3. Most of active users, ranked by number of active users: https://www.statista.com/statistics/272014/global – social – networks – ranked – by – number – of – users/ (04/20/2018). 4. Davydova O. Growth Indicators // Liter. – 2018. – February 17. – C. 2. 5. Korolev A. Sotsseti is a mirror of public sentiments // Liter. – 2018. – February 17. – С. 9. 6. Sabirov S. Internet Association in Kazakhstan // 2nd Republican Scientific and Practical Conference “The Information Field of Modern Kazakhstan: Practices and Effects”. – 2018. – March 2. 7. Lotvin M. Double life // “Moskovsky Komsomolets” in Kazakhstan. – 2018. – January 31– February 6. – C. 9. 8. Lotvin M. Double life // “Moskovsky Komsomolets” in Kazakhstan. – 2018. – January 31– February 6. – C. 9. 9. http://www.internews.kz/newsitem/16 – 02 – 2011/14225. (July 6, 2016). 10. Pavlenko V.N. The phenomenon of media revolution is the theme of 2011 // Communicative space as a “world without borders”. – Almaty, 2011. – P. 255. 11. Makarevich EF Glitter and poverty of mass communications. – M.: Parliamentary gas, 2016. – 397 р. 12. Oruelovsky world? How information technologies threaten democracy // Central Asia Monitor. – 2018. – February 23 – March 1. – C. 10. 13. V. Filimonov. What is behind the digital economy and biometrics? // However, life! – Smolensk, 2018. – №14. – P. 20. 14. Polovinko V. Kazakhstan Internet. No comment // Novaya Gazeta. – 2017. – November 30 – December 7. – C. 6. 15. Nurbergen A. On the digital wave // ​​Kazakhstanskaya Pravda. – 2018. – May 17. – C. 3.

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Chapter 11 MEDIA DEVELOPMENT IN KAZAKHSTAN At present, the mass media influence our life much more than anything else, hence the rapidly changing value orientations and consumer needs appear. The global information process has greatly influenced the development of national media and information.  All over the world, the liberalization and globalization of media markets is taking place. Simultaneously with these processes, computer, telecommunication and broadcasting technologies are merging, i.e. convergence is observed. Such integration leads to the fact that the information industry is expanding, erasing the rigid boundaries between the sectors of traditional mass communication systems and creating new media systems. Historically, these sectors have developed separately, but now, thanks to technological innovations, the boundaries of these sectors have disappeared, and an active process of their integration is underway. The integration process covers much more technology and information transfer systems. The broadcasting sector depends on the sociopolitical development of different countries, it is developing unevenly, although the global telecommunication system more and more levels the programmatic content of national channels. The free market of ideas in the era of global information infrastructure is increasingly determined by commercial goals, which dictate the desire for liberalization. In the expanding media space, print, analogue radio and television are perceived as “old”, traditional media, new channels of information delivery and information itself, based on digitalization (transition to digital standard), defined as “new media” emerge. Another definition on the Internet describes new media as the channels of digital communication in which the text, graphic and moving images, sound are presented in a single “package” and which have various forms of production, distribution, reception and storage of the final product. A special feature of the new media changed the nature of communication. It is difficult to distinguish between mass and personal 142

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forms of communication, mass and non-mass media. Consumption of new media has a more individual, personal character. New structures of interpersonal and individual communication appear (cellular, mobile telephony, video on demand, etc.). According to researchers, communicologists, the new communication medium will look like television, but will function like the Internet. The global dissemination of information and communication creates opportunities for free communication at different levels: vertical, horizontal, network, mass and individual level. Models of changing media systems in Kazakhstan and abroad are becoming similar, and the trend of globalization plays an important role in this process. The use of new ICTs enhances the process of convergence and leads to the construction of a global information society. Information processes are global in nature, but they have the national specifics of the state in which they occur. In Kazakhstan, with the acquisition of sovereignty, a new media system and new media space were formed. And it is important here to take into account the national specifics, cultural identity of the society, the specifics of telecommunication development in the Republic in the era of globalization. It is important to understand the impact of this information flow on culture, education and lifestyle of people. Confronting the standardization of “mass culture”, leveling public awareness, national identity, personal identity in the course of information globalization is becoming increasingly difficult with the rapid development of the Internet, satellite television, mobile technologies. In the process of creating and implementing large information projects the state relies on the private sector in business and on telecommunications companies. At the same time, it takes into account the economic, political, technological conditions, cultural and spiritual influence of this process. These fears are expressed by many researchers, media professionals from the near and far abroad. Electronic media have a wide range of effects on the most universal means of social communication: education, religion, leisure, entertainment, etc. These structures, in turn, have a direct or indirect influence on the formation of cultural values. According to the force of influence and to the degree of influence on the views, beliefs, be-

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havior of people, the mass media do not have anything equal in the public life. A group of the “newest” media is formed in the system of mass media, including traditional ones – print, radio and television (TV). These include: satellite TV, cable, video, mobile telephony, cellular communication, teletext, the Internet, fiber-optic communication, high-definition TV, interactive and digital broadcasting, the blogosphere, social networks. The newest media change our worldview, change the information level of society, open up new communication opportunities. Internet Live Stats analysts presented statistics on the number of Internet users and Internet penetration in 201 countries around the world. As of July 1, 2016, China ranked the first in terms of the number of users, where more than 721 million people have the access to the Internet (52.2% of the country’s total population). India is the second (more than 460 million people, 34.8%) and the United States – the third (more than 286 million people, 88.5%) [1]. Kazakhstan ranks the 43rd in this indicator – the number of the Internet users in our country has reached 9.9 million, we see the increase of 1.8% over the year. Here are some controversial figures, because some media professionals noted 12 million Internet users in the country. According to the TNS Web Index, the Internet is the only growing media channel in Kazakhstan the coverage of which is almost 2 times higher than the press coverage. Women on the Internet prevail over men with a share of 52.2%. Women aged 25 to 34 years account for 19.1% of the audience (this is the largest segment of Kaznet). The most numerous segment of the male audience between the ages of 18 and 24 makes up only 13.5%. As in any growing Internet market, 67.5% of users in Kazakhstan are residents of large cities. But what interests Kazakhstani users in the network? According to TNS media consumption analysis, the Internet is typically used for emailing, searching for information and viewing news. In addition, 54% of users watch movies, 43% – listen to music. According to Similar Web rating, the most popular sites in Kazakhstan are social networks (Vkontakte, Odnoklassniki, Facebook),

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search engines (Google, Yandex), Mail.ru portal, as well as YouTube video hosting. However, the top 10 favorite sites of the country include representatives from other categories. For example, the 8th place is occupied by the Chinese marketplace AliExpress, the 9th is the local autoportal Kolesa.kz, and the Instagram photo and video content exchange service closes the rating. For the time being, the Internet as a whole is used for leisure, but in the near future we should expect additions to the ranks of frequently used sites of everyday services – from ticket purchases to Internet banking. 3.3 million people are active users of social networks in Kazakhstan, that is, one fifth of the country’s population. Such data are indicated in the report prepared by the agency Media-Systems using the Brand Analytics service. (The study was conducted in the winter of 2015-2016). [2]. The most popular social network among Kazakhstani people has become VKontakte – 1.945 million users. They publish about 45 million messages a month. Among the users, 53.8 percent are men and 46.2 percent are women. Most of the audience of the social network “VKontakte” is represented by people under 18 years. Instagram is gaining popularity in Kazakhstan. The service is used by 1.336 million Kazakhstanis. This social network is the most popular among the female half of the population – 71.9 percent. Consequently, men on Instagram are represented by 28.1 percent. Next in the ranking is “Moi Mir”, it is used by 155.3 thousand Kazakhstanis, among them 59.5 percent are women and 40.5 percent are men. Here the main age category is from 25 to 34 years. 125.8 thousand people use Facebook in Kazakhstan, the majority of them are women – 60.3 percent. The basis of the audience are people from 25 to 34 years – 45.4 percent, on Facebook about five percent of users are over 55 years old. The most “aged” social network can be called “Odnoklassniki”. There are 69.3 thousand users from Kazakhstan, the vast majority of them are over 25 years. In addition, every fifth person here is over 55. Among the participants of this social network, 74 percent are women and 26 percent are men. Twitter was the last in popularity. Nevertheless, 16.6 thousand authors actively use it. It is noteworthy that among them there are more men – 52 percent of them [3].

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According to the Statistics Agency of the Republic of Kazakhstan, at the end of 2015, 31.4 million SIM-cards were fixed in Kazakhstan (+ 8.4% by 2014), with the population of over 18 million. Thus, the mobile phone penetration rate was 185%. More than 35% (11 million) of these SIM-cards allow the access to the Internet [4]. As Minister of Investment and Development of Kazakhstan Asset Issekeshev noted during a discussion with the representatives of the World Bank and the countries of the Central and South Asia: “It is not enough to provide a simple integration to develop digital technologies, it is very important to improve the aspect of the analog content. The Minister noted that the number of the Internet users in Kazakhstan increased from 8% in 2006 to 68%. This was a result of the work of the State Program “Information Kazakhstan 2020”, adopted in 2013. The telecommunications industry is regulated by international market forces, while regional broadcasting, national policies are aimed at preserving the identity of cultural values. Here the principles of a non-economic, but rather of a political and cultural nature prevail. The expanding media space renews the social climate in society. Thus, a comparative analysis of the characteristics of media consumption in Kazakhstan, conducted by the Public Foundation “Strategy” within the framework of the Eurasian Monitor project, showed that the most popular media is television, it is in every home, 91% love watching TV in Kazakhstan, 22 % – read newspapers every day or almost every day. We see the high level of demand for mobile phones – 86%, possession of computers (including laptops) has achieved the level of 52%, but only 35% of respondents who have a computer have the access to the Internet; satellite TV connection rate is 29%, one-third of the respondents is connected to cable TV. To the question: “Which sources of information would you turn to, first of all, to learn about the events in the political, economic, cultural life?” – 64% of Kazakhstani responded that to domestic TV. Kazakhstanis are not so active, compared to the citizens of the other CIS countries (Commonwealth of Independent States), in looking for the information in domestic newspapers and magazines – 34%. But our compatriots are more active in the consumption of television channels than the people in other postSoviet countries [5].

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 Sociological survey which was held among 1.100-2.000 people, showed that mobile phones are in demand of a high level. Computers and the Internet access are becoming quite popular types of media, but the growth rate of their consumption, as well as the coverage itself, are not yet significant. The tendency of growth is influenced by a whole complex of factors, which include: the level of urbanization, the level of material well-being of the population, the level of telephone installation, the general cultural level of the country’s development, etc. In the media consumption of Kazakhstan, in the popularity rating of the media, the leading ones are: domestic television and print media. In Kazakhstan, more often than in the other CIS countries, foreign and Russian mass media, especially TV, are in demand. And interest in international events is also more pronounced. More than 60% of respondents in the country claim that the main sources of the information received are domestic media. As it was noted by “Strategy” PF, “in general, the residents of Kazakhstan demonstrated a relatively high level of activity in cognitive processes, this was reflected in the high level of consumption of various media. Kazakhstanis can satisfy their interest with the help of various modern communication tools, giving preference to those of them that are more common and economically acceptable. Priority in the choice was given to the Kazakh media, foreign, primarily Russian, t mass media play rather a complementary role [5]. At the meeting of the President of the Republic of Kazakhstan with the Minister of Information and Communication of the Republic of Kazakhstan Dauren Abayev on September 6, 2016, Nursultan Nazarbayev noted the importance of conducting an effective information policy to ensure the security of the media space of the country. One of the main tasks is to effectively counter various threats in the information space. In Kazakhstan, the State program for the development of digital television and radio broadcasting in Kazakhstan for 2008-2015 was developed. Since 2012, a network of digital terrestrial television has been launched in Kazakhstan. Currently, since 2013, the state program “Information Kazakhstan 2020” is being implemented. The program aims to introduce

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information and communication technologies in all sectors of the economy. “By 2020, there should be an increase in the volume of Kazakhstan-made television production to 60% of the total airtime. The number of the Internet sites in domains kz and kaz should increase by 50% compared with 2012. The volume of TV production by way of placing an order among private television channels under the condition of co-financing will amount to at least 15 projects per year, while the volume transferred by the state television channels to outsourcing will be 60%. Kazakhstan TV channels will become available in 110 countries, as ex-minister D. Mynbay noted, and the amount of media on the Internet will be 95% of their total amount. By 2020, the number of subscribers of the national satellite network should reach 1 million people” [6]. The program “Information Kazakhstan 2020” places special emphasis on the development of the media space, on the production of Kazakhstani content, on increasing the level of satisfaction with the domestic information and cultural product. This program contributes to the creation of an open information environment for the socio-economic and cultural development of Kazakhstan’s society. Currently, the government has developed a new program, Digital Kazakhstan, which will create a new digital platform, improve business opportunities and improve the quality of life of the population. Asset Issekeshev, Minister for Investment and Development of Kazakhstan, noted: “The new policy is intended to be one of the key drivers of the country in the current economic situation. The main priority of the program will be the completion of ensuring full access to broadband Internet for the population of the country” [7]. In many countries, the state of affairs in the information sphere is considered crucial for economic development. According to the concept of “information economy”, the distribution of social power in society is closely linked to the control of information, of information resources. The rapid development of ICT over the past decade has been reflected in the reassessment of the role and place of information, in the value system of the universal human scale, in media development. Information has become a global inexhaustible resource of humanity, which has entered a new era of the development of civilization

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– the information age. Information and knowledge are becoming one of the strategic resources of the state. The increasing role of this factor as a means of accelerating the pace of global integration in the economy and an instrument of influence on mass consciousness, culture and international relations suggests the growing role of the information industry and the media sphere in the development of society. Practical tasks 1. Conduct an analysis of the study of users of social networks in Kazakhstan. 2. Create a questionnaire on the study of the Internet users in the country. 3. Monitor the study of the youth (student) media audience. Control questions 1. Give an analysis of communication development in Kazakhstan 2. What factors influence the development of mass communication in society? 3. Analyze the state programs of the country: “Information Kazakhstan 2020” and “Digital Kazakhstan”. References 1. Profit.kz. – 2016. – 25 July. 2. How many people “sit” in social networks in Kazakhstan // Tengrinews. kz. – 2016. – February 8. 3. Read more: https://tengrinews.kz/internet/skolko-lyudey-sidyat-v-sotssetyah-v-kazahstane-288639/ 4. The penetration rate of mobile communications in Kazakhstan was 185% // Computerworld, 04/12/2016 5. http: //www/eurasiamonitor.org/eng/ 6. Kazinform. – 2012. – November 27. 7. Ishekenova B. The number of Internet users in Kazakhstan increased from 8% to 68% // VNews.kz. – 2016. – February 17.

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CONCLUSION The main trend of the modern period is the transformation of traditional society into a digital one. Digital society is a global project which is aimed at building a new post-industrial society managed by the use of information and communication technologies based on the use of microelectronics, local and global computer networks that collect, process, generate and distribute information through the systems of global telecommunications networks. In the pursuit of time, mobility and comfortable conditions, it is very important not to lose originality, national identity, cultural identity, traditions, and the spirit of one’s people in the period of standardization of thinking and lifestyle, in the era of communication globalization. “The new hypertechnological environment, deepening of communicative globalization, have not only changed our perception and use of time and space, they have also changed the essence of our daily life and our culture, gave rise to multiple chain reactions, created huge conglomerates of people connected to mobile networks, which became more sophisticated and active. We may not be ready to fully explain these changes, but we should investigate them, because it affects our whole existence: unprecedented mutations not only have a destructive effect on our environment, but also on our psyche and our character” [1]. Cheaper computer technology, the introduction of digital communications, the construction of fiber-optic highways – all this opens up new opportunities for electronic media. Electronic media offer a variety of interactions between the user and the manufacturer, as well as the content distributor. All over the world, liberalization and globalization of information markets is taking place. Simultaneously with these processes, computer, telecommunication and broadcasting technologies are merging, i.e. convergence is observed. Such integration leads to the fact that the information industry is expanding, blurring the boundaries between the traditional media sectors and creation of new media. 150

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Integration expresses objective social needs and is manifested in the division of labor, in the general use of resources, in the recognition of uniform standards in education, science, technology, cooperation, preservation of independence and individuality of all participating actors (social, economic structures, states). Informatization of society at the national and international scales is closely connected with globalization. Globalization is a common background against which all other transformations are unfolding: socio-political, economic, technological, cultural. The main elements of globalization are telecommunications, computer technologies, transnational companies (TNCs), the Internet, cable and satellite broadcasting, and mobile telephony. At present, the global media market is developing, which has created a new market conditions for the development of media in the information space of Kazakhstan. The global dissemination of information and communication creates opportunities for free communication at different levels: vertical, horizontal, network, mass and individual. Models of changing media systems in Kazakhstan and abroad are becoming similar, and the trend of globalization plays an important role in this process.

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REFERENCES 1. Perez Tornero J.M., Varis T. Media Literacy and New Humanizm. – Moscow: UNESCO Institute for Information Technologies, 2010. – P. 136.

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E-mail: [email protected]

Phone: +7 777 338 6132

e-mail

Phones

Лектор Lecturer

3В 319

ACSMI4509

Labs 2

Lecture hall

Office-hours

Hours per week Lectures Practicum 1

Audiovisual and digital media Name, academic degree, academic rank Barlybaeva S.Kh. –Di.N., Professor

Type

Discipline Code The name of the discipline

Academic Course Information

SYLLABUS

3

5

ECTS

3-3

According to the schedule

Number of credits

Audiovisual and digital media spring semester 2018-19 classes. Year – 4 course, Russian dep.

Al-Farabi Kazakh National University Faculty of Journalism Department of Press and Electronic Media

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Academic Course Objective: to form in students the skills to objectively analyze the development of audiovisual and digital Presentation media in theoretical and practical terms. Show the important role of audiovisual and digital media in the era of globalization and convergence in the world and in Kazakhstan. To give a comprehensive picture of the work of modern journalists in the audiovisual and digital media, which have changed the media landscape and the nature and structure of mass communication in connection with the rapid development of the Internet, with the transition to digital media and communications. Upon successful completion of this module, students should be able to: 1. Use technical and creative skills when working with digital media. 2. Apply new information and digital technologies in the work of modern multimedia journalists. 3. Use technical and creative journalistic skills in audiovisual and digital media activities. 4. Investigate the media, digital, social networks. 5. Create media products in audiovisual and digital media. 6. Be guided in the modern tendencies of traditional and new media, own the newest digital equipment 7. Prepare multimedia materials in digital mode, working in convergent editions, news rooms. 8. Analyze current trends in audiovisual and digital media. 9. Investigate the broadcast, information policy of the media. Prerequisites TV and radio journalism Corequisites Modern media technology Textbooks: Informational 1. Barlybayeva S., Mysaeva K., Alzhanova A. Concurrent journalism: Textbook. Almaty: KazNU, 2016. resources 2. Barlybayeva S., RakhimzhanovaG. New media in the world and in Kazakhstan-Almaty: KazNU, 2013. 3.Informational development in the XX1 century: Collective monograph. -Almaty: KazNU, 2014. 4. Barlybayeva S., Rakhimzhanova G. Mass communication: development prospects: Monograph. -Almaty: KazNU, 2013. 5. Barlybayeva S., Myssayeva K. Monography-Almaty: Kazakh University, 2017. 6. Barlybayeva S., Mukanova G. Digital Journalism: Textbook.- Almaty: Kazakh University, 2018. 7.Nurtazina R. Modern Mass Communications in Globalization: Textbook. Part 1.-Almaty: Bastau, 2017.

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8. Nurtazina R. Modern Internet Epistolary in Informational and Media Discouse. Iejme – Mathematics Education 2016, vol. 11, №.5: http://iejme.com/arsiv/136. Available online: Additional training material is available on your page at univer.kaznu.kz. in the EMCD section. Internet resources: http://studmedia.info/book/export/html http://pandia.ru/text/78/289/14340.php http://zhurnalistika.net/20110313844/teoriya-zhurnalistiki/osnovy-zhurnalistiki/analiticheskaya-zhurnalistika.html Academic policy Rules of academic behavior: course in the con- 1. Attendance at lectures and seminars is mandatory. Three late arrivals are equivalent to nonattendance. text of university 2. The task of the SIW must be performed exactly in the time specified in the schedule. 3. Students are encouraged to actively participate in the learning process, constructively maintain feedvalues back in all classes. 4. Disable cell phones during class. 5. Students who have not passed all the tasks are not allowed to take the exam. Academic values: Academic honesty and integrity: independence in the performance of all tasks; inadmissibility of plagiarism, forgery, use of cheat sheets, cheating at all stages of knowledge control, teacher deception and disrespect for him. Evaluation and Criterion assessment: Evaluation of learning outcomes occurs in relation to descriptors, check of the forAttestation Policy mation of competencies (learning outcomes specified in the goal) in the mid-term controls and exams. The verification considers the completeness and strength of theoretical knowledge and the skills and abilities to put it into practice in various situations. Summative assessment: Activity at lectures 5% Work in laboratory classes 20%

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3

2

1

3

2

Week 1

Themes Lecture 1- Overview of the role and importance of the modern journalist’s work in audiovisual and digital media. The prologue. Workshop / practical / laboratory lesson-1 Review of the References, acquaintance with the audiovisual infrastructure, with digital formats of television and radio broadcasting. SIW (Homework, project start, etc.) The role of new technologies in audiovisual and digital media. Lecture 2. The role of information and communication in society Workshop / practical / laboratory lesson-2. Development of communications in the world: telephone, telegraph, radio, television, satellite broadcasting, the Internet, mobile telephony, etc. SIW (Homework, start of the project, etc.) Specificity of the communications development in Kazakhstan

Calendar of the course content implementation:

1

2

1

1

2

Hours 1

Independent work 25% Project and creative activities 10% Examinations 40% TOTAL 100% Final grade for the discipline = PK1 + PK22 ∙ 0.6 + 0.1MT + 0.3IR Minimum percentages: 95% – 100%: А 90% – 94%: А85% – 89%: В+ 80% – 84%: В 75% – 79%: В70% – 74%: С+ 65% – 69%: С 60% – 64%: С55% – 59%: D+ 50% – 54%: D- 0% – 49%: F

23

3

6

3

Maximum score

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1 2

3

1 2

3

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1

3

2

1

3

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1

Lecture 3- The process of globalization in communication development Workshop / practical / laboratory lesson – Varieties of the process of globalization. SIW (Homework, beginning of the project, etc.) The specifics of the development of cultural globalization, its pros and cons Lecture 4 – The Role and Importance of Information Globalization Workshop / practical / laboratory classes – The impact of information globalization on people's lives, on the development of society. SIW (Homework, project start, etc.) Pros and cons of communication globalization. Examples Lecture 5- ICT, their role in the development of audiovisual and digital media Seminar / practical / laboratory class. The impact of information and communication technologies on the media. SIW (Homework, start of the project, etc.) Written paper on the topic: “The Role of ICT for Media Work” Lecture 6. Modern trends in audiovisual and digital media Seminar / practical / laboratory class – Modern trends in audiovisual media SIW (Homework, project start, etc.) Current trends in digital media Lecture 7. Mass communication and convergence Workshop / practical / laboratory class – Convergence and audiovisual media 1 2

1

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1

1

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1

1

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100- Midterm Examination -1

24

3

6

23

6

3

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1 2

3

2

1

3

1 2

3

1 2

3

1 2

3

SIW (Homework, project start, etc.) Digital media and convergence. Lecture 8.- New media in the world and in Kazakhstan Seminar / practical / laboratory lesson – Adaptation of traditional media to new conditions of digital technology SIW (Homework, start of the project, etc.) Classification of new media in the world and in Kazakhstan Lecture 9. Digitalization and Media Seminar / practical / laboratory lesson. Transition to a digital audiovisual media standard SIW (Homework, project start, etc.) The development of digital media in the world Lecture 10. Digital broadcasting in Kazakhstan Workshop / practical / laboratory lesson. The development of digital broadcasting: pros and cons of new formats. SIW (Homework, project start, etc.) The State program on the transition of Kazakhstan by 2019 to full digital broadcasting in the country Lecture 11. The development of digital broadcasting in the world Seminar / practical / laboratory lesson. The specifics of the development of digital broadcasting in Europe and Asia. SIW (Homework, start of the project, etc.) Transition to digital broadcasting in different countries Lecture 12. Modern forms, varieties of journalism Workshop / practical / laboratory class – Convergent journalism, multimedia journalism: the specifics of the work 1 2

1

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1

1 2

1

23

6

3

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3

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3

1 2

3

SIW (Homework, project start, etc.) The role of the communication manager in terms of convergence Lecture 13. Multimedia journalist: the specifics of the work Seminar / practical / laboratory lesson Specific work of multimedia journalists in the context of convergent editing SIW (Homework, project start, etc.) Specificity of work in convergent newsrooms. Lecture 14. The influence of media on the development of society Seminar / practical / laboratory lesson New information culture of modern society SIW (Homework, start of the project, etc.) Media culture of the new century Lecture 15. Media development in Kazakhstan Seminar / practical / laboratory lesson — State communication programs: “Information Kazakhstan 2020”, “Digital Kazakhstan” and others. SIW (Homework, project start, etc.) The specificity of the development of digital media in Kazakhstan 1

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1

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1

100- Midterm Examination -2

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23

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6

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Audiovisual and digital media Methodical instructions on the SIW and SIWT

a) An important role is played by the independent work of the student, which is carried out by writing written papers on various topics corresponding to the thematic assignments. In the process of preparing and writing a written work, students acquire knowledge and practical skills of the course, mastering the ability to use information, broadcast, teaching, methodical and other references. The main purpose of the course “Audiovisual and digital media” is to acquaint students with the basic knowledge and information on ICT development in the world and in Kazakhstan, with the development of new media in the world and in Kazakhstan, perform a detailed analysis of modern communication development in Kazakhstan, in the CIS countries, conduct in-depth study of theoretical and practical problems of modern media in the digital era. Students will be get acquainted with communication terminology, with journalistic professions, with convergent editors, with the requirements to a multimedia journalist. Students gain skills for the preparation of press releases, TV and RB plots, online materials, reports, speeches, conversations, round tables, pass the midterm control and exam on the discipline. A written work in the form of practical tasks is a form of testing and consolidation of knowledge of the students, which reveals the ability to independently express their thoughts in a creative form. The analysis of the incoming written works makes it possible to identify difficult-to-learn topics, sections of the course and take this into account when delivering lectures, conducting seminars, laboratory classes, and consultations. In accordance with the curriculum, each student must prepare and write several (4-5) written papers on practical skills in audiovisual and digital media. Requirements for SIW Practical skills in writing materials for the print and electronic press (television programs, telegraphs, radio materials, video materials, correspondence, essays, television commercials) are given during laboratory classes, where students choose certain topics or topics in advance. Students perform this task at home or during laboratory classes. At the expiration of the time, student materials, their written works are collected for verification. The next lesson the teacher brings the corrected work, noting and reading out the best work of students, and pointing out common shortcomings of the students. At the end of the lesson, final grades for these assignments are announced. A written work must be done correctly, in accordance with the established requirements and on time. The average amount of the written work is 2-3 pages. The average amount of the coursework is 12-15 pages. A TV and RB plot – 1 page, press release – 1 page. At the end of the written work the student should put his name, group, signature and date.

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Annexes Checklist 1. 2. 3. 4. 5.

The role of information and communication in the modern world. Types and importance of information globalization. Researchers of mass communication. Digital Convergent Edition. Work specifics. The role of information and communication technologies in the development of society. 6. Modern trends in audiovisual and digital media. 7. Traditional and new media, the specifics of development. 8. Digital convergent news rooms. 9. Multimedia journalist, modern requirements for him. 10. Communication globalization, and its specificity. 11. Modern development of mass communication in Kazakhstan. 12. Kazakhstan on the way to the information society. 13. New media: history and modernity. 14. The development of digital broadcasting in Kazakhstan. 15. The role of the Internet, its influence on the media. 16. The Internet journalism. 17. New types of broadcasting: interactive, digital, cable-satellite. 18. Government programs in Kazakhstan: “Information Kazakhstan 2020”, “Digital Kazakhstan”. 19. The development of the Internet in Kazakhstan and in the world. 20. The development of audiovisual and digital media in the world. 21. Leaders of the world development in information and communication technologies. 22. Kinds of communications. 23. Varieties of convergence: legal, ethical, political, technological. 24. Development of digital broadcasting in Kazakhstan. 25. Media and convergence. 26. Digitalization and mass media. 27. Current trends in audiovisual and digital media.

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Еducational issue

Barlybayeva Saule

AUDIOVISUAL AND DIGITAL MEDIA Educational manual Editor B. Popova

Typesetting K. Umirbekova Cover design Ya. Gorbunov Cover design used photos from sites www.ru.lovepik.com

IB №13210

Signed for publishing 06.12.2019. Format 60x84 1/16. Offset paper. Digital printing. Volume 10,12 printer’s sheet. 100 copies. Order №8193. Publishing house “Qazaq University” Al-Farabi Kazakh National University KazNU, 71 Al-Farabi, 050040, Almaty Printed in the printing office of the “Qazaq University” publishing house.