The Use of Folklore Precedent Names in the Kazakh Media Discourse

The article examines the use of folklore precedent names in the pages of Kazakh periodical press. It explores how folklore texts and precedent names are used in modern journalism, the methods of their presentation, and their functions within the text, while also defining the author’s position. The subject of the article is the folklore precedent names in the headlines of articles in contemporary Kazakh language official newspapers. The study employed methods of linguocultural analysis, interpretation, contextual analysis, summarization, and comparison. A descriptive method was used to demonstrate national-cultural characteristics through precedent phenomena and to reveal their semantic content. The theoretical foundation was based on the works and theoretical positions of V. Krasnykh, D.B. Gudkov, I.V. Zakharenko, T. Zhanuzak, A.S. Adilova, G.B. Madiyeva, S.K. Imanberdiyeva, and B.A. Abdykhanova. The works of these scholars were reviewed, and their views on precedent names were analyzed. The novelty of our research lies in the examination of the use of folklore precedent names in the headlines of articles on the pages of contemporary Kazakh language publications. As a result, the functions and pragmatic potential of folklore precedent names in newspaper texts were demonstrated, and their informational and expressive functions were clarified. For the first time in Kazakh linguistics, the manifestation of folklore precedent names, which have become a national symbol and depict the national image, in mass media was identified.