THEORETICAL AND METHODOLOGICAL ASPECTS OF STUDYING THE ROLE OF NEW MEDIA IN THE DYNAMICS OF SOCIAL CONFLICTS

Digital platforms have changed the way public opinion is formed and influenced. In the context of Kazakhstan, where the society is diverse in terms of ethnical, religious, and socioeconomic backgrounds. The Mass media have become not only a tool for information exchange but a powerful factor impacting the conflict potential as well. This article is devoted to analyzing theoretical methods of the phenomenon of conflict and media as a tool in the context of social conflicts. The research methodology involves literature analysis, the method of systematic review, and comparative analysis. Moreover, as part of the research, a content analysis of academic journals/publications was conducted, which enabled the examination of Kazakhstan’s specific approach in covering the social conflict. According to the analysis, the evolution of conflict theories has demonstrated the necessity to revise these approaches in light of the development of information technologies. The research results revealed the need for further development of both the theoretical and empirical foundations in the field of social conflict studies and its informational component within the Kazakhstani public scientific discourse. The development of research in this area could significantly enrich the understanding of the dynamics of conflict mechanisms, providing new approaches for managing them and preventing negative consequences.