COMMUNICATION IN THE HYPERMODERN ERA: A SOCIOLOGICAL DECONSTRUCTION OF THE MEDIA SPACE AND INTERGENERATIONAL DIVIDES IN THE TURKIC WORLD

Abstract

In this study, the transformation of communication processes in Kazakhstan as part of the broader Turkic world under the condition of digitalization is explored. The study uses the concept of “local sociology” and the “Istanbul school” to challenge universalist Western models and focus on the importance of historical and cultural specificity when analyzing non-Western societies.

The study uses a qualitative approach based on a secondary analysis of extensive empirical data, including a national survey by the Kazakhstan Institute for Strategic Studies, media mapping reports, and linguistic studies (2023-2025). The methodology used combines comparative analysis, discourse analysis of AI regulation, and the CPM to examine intergenerational communication.

The study identified the emergence of a new type of media system characterized by the coexistence of institutional trust in traditional media and the growing role of digital media. The concept of “media archipelago” was developed to describe the fragmented but structured nature of the media system, which is formed by socio-demographic factors like age, education level, and location of residence. The study also identified the importance of digital sovereignty policies, including AI regulation, for shaping the communication environment and protecting individual autonomy.

Besides that, there is an identification of intergenerational communication gaps that are associated with digital competencies and communication patterns. Linguistic dynamics show the growing salience of the Kazakh language for social mobility and digital identity building.

The study contributes to communication sociology with its non-Western perspective on digital transformation, its conceptualization of hybrid models of media trust, and its incorporation of digital sovereignty into communication analysis. The research has practical implications for media policy, digital literacy campaigns, and intergenerational communication barriers.