Социальные проблемы Казахстана через призму ТикТок-мема «Ешқандай не жоқ»

This study analyzes the influence of TikTok meme “Yeshkandai ne zhok” (“No any of this whatsoever”)2 on Kazakhstan's digital culture. The introduction substantiates the relevance of studying internet memes as a dynamic media phenomenon that captures public sentiments and reflects sociocultural processes. It highlights the insufficient academic studies on this topic in Kazakhstan and emphasizes the need to analyze the structural and semiotic features of the meme.The methodology of study includes content analysis, semiotic and semantic analysis, as well as a cognitive-discursive approach. Content analysis examines the visual, textual, and auditory characteristics of the meme, including its dissemination, structure, and perception dynamics. Semiotic analysis aims to identify the interaction of sign elements and the specifics of visual design. Semantic analysis interprets key phrases of the meme, revealing their polysemy and impact on the audience. Cognitive-discursive analysis considers user comments as a form of social interaction and a tool for collective interpretation.The results demonstrate that "Yeshkandai ne zhok" is a multilayered media text in which linguistic absurdity, visual aesthetics, and rhythmic structure shape a unique model of perceiving social reality. Its popularity is driven by a combination of local cultural specificity and global digital media trends. The meme serves as a public commentary, allowing users to express public sentiments through playful deconstruction of meanings. The analysis identifies its role as a mediator of collective meanings, forming a space for reflection and discussion of relevant social issues.The conclusion accentuates the significance of the meme as a phenomenon of digital culture that captures social transformations. Its adaptability and multilayered interpretation extend the boundaries of traditional perceptions of memes as purely entertainment content. The study contributes to the academic discourse on digital media and their impact on public perception. Further study may focus on examining the mechanisms of meme dissemination, their cultural adaptation, and their influence on collective social representations.