FEATURES OF THE BLOG AS A GENRE OF INTERNET DISCOURSE

Internet communication, with its interactivity, presence effect, and information content, has become an integral part of modern life. The diversity of social interaction online offers new opportunities and significantly influences society. One of the most popular forms of Internet communication today is the blog, a regularly updated website where authors publish posts to express their opinions, ideas, or information on various topics. Interactions range from simple information sharing to scientific discussions, commentary, editing, and data input. Official blogs, in addition to informing and interacting with citizens, also contribute to expanding the use of the state language in Kazakhstan. The study aims to analyze various genre features and stylistic characteristics of blogs on “Open Dialogue”, the platform for intercommunication among citizens and government agencies of the Republic of Kazakhstan. Particular attention is given to the key linguistic aspects of blog posts, including the analysis of their style, structure, and content. During the analysis, both quantitative and qualitative methods were applied to the official's blog posts. A mixed-method approach was used to conduct the experiment. The blog entries were considered as a specific informational model, and examined in terms of the official's communication with the public in the information space, media culture, and level of interactive engagement. In addition, blog posts were taken as a special information template and examined from the points of view of communication, media culture, and interactive activity of officials with the public in the information space. The study also examines blog posts as a tool for shaping public opinions and contributes to a better understanding of how blogs function in today's digital society. The Kazakhstani experience with the “Open Dialogue” portal demonstrates that a hybrid communication style, which is blending elements of formal authority with interactive, personal discourse, is crucial for transforming official blogs into genuine tools for public engagement. The findings may offer practical insights for content developers, linguists, communication specialists, and policymakers.