DIGITAL CONVERSATION METHODS IN CONFLICT MEDIA DISCOURSE OF KAZAKHSTAN (ON THE EXAMPLE OF CASES OF PUBLIC FIGURES IN SOCIAL NETWORKS)

The article is devoted to the analysis of the conflict discourse of social media using the example of cases of public figures on the social network Facebook. The purpose of the work is to theoretically interpret the conflict discourse of social media and develop new methods of digital conversation in cyberspace. The study is based on the analysis of media texts of public figures on the social network Facebook, where conflict communication is built in the context of media activity. The author attempts to present a conditional typology of the causes of conflict in the text. The scientific significance of the study lies in the possibility of identifying new methods of digital conversation in social media. Specific cases are given using language tools as circumstances leading to certain conflict situations, manifested in the form of response posts, comments, video and audio messages. The practical significance of the topic lies in the use of new methods of digital communication during the construction of effective relationships between communicants on media platforms, since currently "opinion leaders" form public opinion and influence government processes. The research methodology is based on the use of comparative, textual and linguistic analyses of precedent electronic media texts with signs of "hate speech". The results of the research work substantiate the need for a prompt response to the dynamism of the growth of hate rhetoric on the part of society and the state, strengthening the methods of legal counteraction and ethical regulation, as well as increasing the media and information literacy of the population. From the point of view of professionalization of the blogosphere, it makes sense to use media technologies for conflict resolution, promote the concept of a respectful interactive environment and strengthen measures to counter hate speech in social networks.