Internet memes’ impact on the political communication of the Republic of Kazakhstan

Размещено на http://allbest.ru

8

Eurasian National University L.N. Gumilev

Faculty of international relations

Internet memes' impact on the political communication of the Republic of Kazakhstan

Asserbekova Didara Saulebekovna

4th year student

Scientific advisor: Nurdavletova S.M.

Nur-Sultan

Аннотация

Данное исследование фокусируется на феномене интернет-мемов в контексте государственной политики Казахстана, а также на различных аспектах, которые влияют на важность проблемы. Исследуются характеристики, классификации и влияние политических интернет-мемов на политическую коммуникацию. Обсуждаются важнейшие роли интернет-мемов в политической коммуникации.

Ключевые слова: коммуникация, политика, Нурсултан Назарбаев, медиа, политический мем, интернет-мем.

Т?йін

Берілген зерттеу ж?мыс ?аза?станны? мемлекеттік саясаты контекстіндегі интернет-мем ??былысына, сондай-а? м?селені? ма?ыздылы?ына ?сер ететін ?рт?рлі аспектілерге назар аударады. Саяси интернет-мемдерді? сипаттамалары, классификациясы ж?не саяси коммуникация?а ?сері зерттеледі. Саяси коммуникацияда?ы интернет-мемдерді? ма?ызды р?лдері тал?ыланады.

Т?йін с?здері: коммуникация, саясат, Н?рс?лтан Назарбаев, медиа, саяси мем, интернет мем.

Abstract

This research focuses on the phenomena of Internet memes in the context of Kazakhstan's public policy, as well as the different aspects that influence the issue's importance. The characteristics, classifications, and impact of political Internet memes on political communication are examined. The most important roles of Internet memes in political communication are discussed.

Key words: communication, politics, Nursultan Nazarbayev, media, political meme, internet meme.

The relevance of the research paper on Internet communication stems from the fact that the majority of the world's population uses the Internet, with 78 percent of them utilizing social media [1, p.90-96]. These, together with blogs and Internet media, are the primary conduits for information sharing on the Internet and, as a result, have a huge influence on current communication processes, particularly those in politics. They also have a uniqueness to them, which may be linked to the ubiquitous incidence of phenomena like the Internet meme. Hence, political memes are characterized by their topicality and relevance, spontaneity and fragility, concentration on a broad audience, and ease of comprehension since they represent, for the most part, Internet users' reactions to the current political situation in the nation and throughout the world. Furthermore, prohibited terminology is frequently seen in memes. As a result, the real-world challenges of Kazakhstan will be used as an example in this essay.

Regarding the history of meme, an English scientist, R. Dawkins, coined the word meme in his book "The Selfish Gene" in 1976. The phrase now has a different connotation. According to researcher T.E. Savitskaya, the meme is in the process of forming a postmodern global culture. It comprises pictures that have been manipulated, photomontages, and films [2, p.512].

Memes circulate fast, have the potential for future alteration, and may be replicated indefinitely thanks to social networks and other human communication technologies. As a result, a "meme" is a short piece of information on any popular topic that is copied on the Internet in many author contexts, with the ability to be broadcast indefinitely. The prefix "Internet" has been introduced to the literature since most memes end up on the Internet. Any intriguing artwork, clip, or other media is instantaneously available on the "net" thanks to current devices with Internet connectivity. As a result, the terms "meme" and "Internet meme" are interchangeable. As a general trend, from the standpoint of political memes, it should be mentioned that such types may be divided into two categories: 1.Internet users' folk art serves as a modern folklore genre created by the people of the country, and 2.Internet memes may be exploited as a political PR weapon by politicians to achieve their objectives (for example, to win an election). The first and foremost, it is crystal clear the active development and promotion of N.A. Nazarbayev's image on the whole of territory of Kazakhstan as well as on the international arena. As a prime example, currently in the whole cities and even in countrysides every tourists can face with the avenues N. Nazarbayev, monument of N. Nazarbayev, capital of the Kazakhstan Nur-Sultan, Nazarbayev Universities, Nazarbayev Intellectual Schools and airport N. Nazarbayev. Subsequently, it shows the cult of the first president in the context of PR and people created memes in this cases, which presented below Pic.1 [3].

Pic.1 - «Назарбаев заразился коронавирусом»

Secondly, it is worth-noticing another key aspect of Kazakhstan's geopolitical image. Obviously, the entire world recognizes that we are in the "parietal forces" camp, which includes the Customs Union and the EAEU. Foreigners, on the other hand, perceive Kazakhstan as a soft link in the EAEU, owing to our eastern culture, with the potential to develop into a decent democracy in the future. It's also worth highlighting the differences between good and terrible democracy, both of which are present in our country. Let me clarify what author talking about. This occurs when a society appears to be moving toward democracy, but oligarchic organizations continue to reign, and individuals appear to have all of the rights and freedoms, but lack the capacity to influence the system Pic 2 [4]; Pic 3 [5].

Pic.2 - «The election of the President of Kazakhstan»

Pic.3 - «А как вы проявляете свою гражданскую активность?»

Lastly, the problem of the Kazakh language. During the very complicated period for the country, and for the whole world, Kassym-Zhomart Tokayev gave an extensive interview to the republican newspaper «Ana tili» : «The fate of the Kazakh people is on the scales of history» [6, p.179].

Topics for discussion were various from a pandemic to Kazakhstan's sovereignty within the EAEU. Kassym-Jomart Tokayev paid special attention to the linguistic situation in the country. The general assessment of the language situation in the country, given by the president, is objective, versatile, balanced, and there is a great hope that the position of the head of state will positively affect the development of the state language. This is relevant: many language problems were not sounded at the highest level. As a prime example, the president said about the need for civil servants to know the Kazakh language: “When appointing to government positions, especially those related to public communications, preference is given to those who, along with professional qualities, are fluent in the Kazakh language. Civil servants who do not know how to conduct discussion and dialogue in the state language in Parliament or at press conferences should become an anachronism» [7].

Unfortunately, it is worth noting the lack of knowledge of the Kazakh language is observed in state institutions, Pic.4 (presented below) [8]. The author of the given article believes that for the Kazakh language to flourish in our country, it must start with officials who must respect the language and know the value of the state language.

Pic.4 - «Interview with Gulzhan Karagusova in Kazakh: Ignorance of the Kazakh language is not my fault»

Practical Scope of the study

A sociological survey was conducted in the form of questionnaires and interviews in Kazakh, Russian and English languages by the author. The survey was attended by 4th year students of ENU. L.N. Gumilyov, as well as adults aged 35 to 50 years. The survey involved 31 people. The period of the given survey: April 30-31, 2022. The structure of the questionnaire consists of the main part. The main part of the questionnaire included substantive questions, with the help of which it was possible to identify the age group and internal perceptions about the use of Internet memes and their influence.

Completed by the author D. Asserbekova [9].

Completed by the author D. Asserbekova [10].

It should be noted that the answer “yes” prevails on the chart, which means that only a young contingent is interested in memes. 35.5% - not interested in adults aged 40+.

Completed by the author D. Asserbekova [11].

As a general trend, it is crystal clear from the pie chart that the main purpose of the creation of memes is to make some fun. However, 12.9% refrained from answering. Lastly, other answers contain an interesting meanings, which is demonstrated above. network political communication kazakhstan meme

Why, in your opinion, politicians, on whom memes are most often created, who have no authority among the population, continue to work in high positions despite ineffective results from their activities?

Answers:

Completed by the author D. Asserbekova [12].

*It is worth-noticing that the interview is presented as a video, in which participated 3 students.

Completed by the author D. Asserbekova [13].

Conclusion

In the light of mentioned above arguments, it should be summarized that as a result, in the period of the Internet's emergence as the most significant communication instrument utilized by state authorities, parties, politicians, and others, it's hard to ignore such a broad phenomena as a meme on the Internet. Obviously, online memes are a relatively recent phenomena with distinct qualities that influence the manner in which they are communicated. This is especially true in political communication.

Regarding the influence of Internet memes in political communication can also be seen in the fact that, by functioning as a form of tribune, they allow individuals to actively express their political opinions, protest, and mock specific leaders. Simultaneously, politicians may utilize Internet memes as a tool of political influence to bring attention to their operations, discredit their opponents, promote certain views, or raise their ratings.

References

1. Глухих В.А., Елисеев С.М. Интернет-мемы как инструменты публичной политики. Дискурс. 2017;(4):90-96;

2. Dawkins R. Selfish gene / R. Dawkins. - M .: Corpus, 2013 .- 512 p.;

3. https://pikabu.ru/tag/;

4. https://petrimazepa.com/;

5. https://shapalaque/;

6. bulletin-pedagogic-sc.kaznu.kz newspaper «Ana tili» : «The fate of the Kazakh people is on the scales of history», 2021// p.179;

7.https://www.inform.kz/ru/gossluzhaschie-ne-vladeyuschie-kazahskim-yazykom-dolzhny-stat-anahronizmom-kasym-zhomart-tokaev_a3665783ж [date of the application: 25.03.2022];

8.https://newtimes.kz/eksklyuziv/124233-kazaksha-soile-publichnye-konfuzy-chinovnikov-iz-za-neznaniia-iazyka [date of the application: 25.03.2022];

9.https://forms.gle/orQmT4WHxtw9ETtH9//google survey// D. Asserbekova [survey period: 30-31.03.2022];

10. https://forms.gle/orQmT4WHxtw9ETtH9//google survey// D. Asserbekova [survey period: 30-31.03.2022];

11. https://forms.gle/orQmT4WHxtw9ETtH9//google survey// D. Asserbekova [survey period: 30-31.03.2022];

12. https://forms.gle/orQmT4WHxtw9ETtH9//google survey// D. Asserbekova [survey period: 30-31.03.2022];

13. https://docs.google.com/document/d/1QhIqbOqEX68//D. Asserbekova [interview period: 30-31.03.2022];

Размещено на Allbest.ru