MASS MEDIA IN KAZAKHSTAN
Pavlodar Pedagogical College named
after B. Akhmetov
Mukanova B.T
a teacher of English, Master of
humanitarian.
Summary
This
article is devoted to models of change of media systems in Kazakhstan and
abroad , that plays an important role in the process of the tendency of
globalization. It is difficult to distinguish the mass and personal form of
communications. But the consumption of new media has more individual and
interactive character.
There are some questions around the liberalization and globalization of
market information in the world. Media scholar Smith (1991) detailed the recent
growth of giant global companies and implications of global development.
Developments in communication theory were traced by Professor Stephen
Littlejohn (1996). As the representatives of Journalism School and Faculty of
Philology, Literary Studies and World Languages at Al-Farabi Kazakh National
University our aim is to make the analysis of the traditional systems of mass
communication and new media systems creating due to the technological
innovations and the existing problems of new communication situations at the
beginning of XXI century in the Republic of Kazakhstan. Besides being able to
create some changes between the users of old communication systems and new
media landscape, this integration process is working out on the basis of
development connected with its technologies and information transfer systems.
However, many researchers are trying to give the exact characteristics of new
mass media, but there is no exact definition existing yet in the world.
Firstly, they "are attached" to the screen. Secondly, they all offer
the text, the sound, the video image, both the static picture, and moving images
at the same time.
The degree of new media is interactive. "New media - the term
meaning emergence of digital computer, information, network technologies and
communications at the end of the XX century. V.N. Pavlenko (2012) argued that
new mass media are any media production which is interactive and extended by
digital methods".
The press and magazine, analogue radio and television are considered as the
"old" mass media, new channels of delivering information and the
information, based on a digitalization, are defined as "new
media" in the space of extending media. One more suitable
definition describes new media as "channels of digital communication in
which the text, graphic and moving images, the sound are submitted in uniform
"package" and have various modes of production, distributions,
reception and storage of the final product".
The extending media space updates social climate in the society. So comparative analysis of features of media of consumption in
Kazakhstan, carried out by Public fund "Strategiya" (December 2010
-2011) within the Eurasian Monitor project showed that to the most demanded
media is - the TV, it is in each house, 91% - like to watch TV programs in
Kazakhstan, 22% - read newspapers everyone or nearly every day. There is a high
level of a demand of mobile phones - 86% respondents in the country, knowledge
of computers (including laptops) - 52%, However an exit in Internet 35% of
respondents who have the computer; indicator of connection to satellite TV -
29%, one third of respondents is connected to a cable TV. On a question:
"What kind of informational sources you address to learn, first of all,
about events in political, economic, cultural life"? - 64% of Kazakhstan
citizens answered that they choose domestic TV. Kazakhstan citizens look for
information in domestic newspapers andmagazines - 34% more often than
respondents in other CIS countries.
In relation to further development the feature of new mass media
lead to the change of communication character. New media increase the possibilities of both mass and personal character of
communication. New mass media give the chance to carry out interpersonal
communication. Besides, that global distribution of information and
communication creates opportunities for free communication at different levels:
vertical, horizontal, network, mass and individual.
Canadian radio - television and telecommunication commission gives
the following definition to the new media: "Any media production which is
interactive and extended by the digital methods".
They also divide traditional and new media by criterion of availability and
ways of delivering to the end user. According to the opinion of Commission, the
Internet plays an important role in formation of new media because it allows
the usage of transferring of certain information text, video, audio and images
at the same time.
The use of new means of communication (NMK) gave the possibilities
of acquiring world knowledge, provided access to the funds of libraries,
universities, the museums, and accelerated both national and transnational
information and cultural services. Unlike traditional mass media the “Internet”
as the new means of communication gradually comes to different corners of the
world, opening new opportunities for the development of economy, culture,
education, science, and etc.
In Kazakhstan new media are actively developing that increase possibilities of new information technologies. The new
information markets are forming, there are new independent mass media, Internet
sites, portals, the international and domestic media organizations, the blog
sphere, and social networks are roughly developing.
Zasursky focuses on the research into existing three aspects of development of
new media, pointing out (a) possibilities of mass media at modern stage of
development of information and communication technologies and the Internet, (b)
traditional mass media in the conditions of "Internalization", (c)
new mass media information while discussing the relationship of information
society and new mass media. The researcher Balakhnin (2011) carries to new
media: free platforms for the publication of materials, for example, Wikipedia;
various services for stand-alone of blogs, such as World Press or Blogger;
platforms to share a various content: YouTube- for video, Flicker - for photos,
Slide share - for presentations; platforms for the organization of discussions,
local forums; social networks: Facebook, LinkedIn, moi mir, etc.; microblogs - Twitter,
Pluck, etc.; aggregators of social information, for example, Friend Feed; live
cast - the services, that allow to look and make comments on the air live
broadcast of various events or programs (2011).
The huge territory of Kazakhstan promotes the development of
satellite television. Kazakhstan spaceport "Baikonur" is the big help
in this direction. It was possible due to satellite TV of system “Zharyk”
("Light") began to transfer TV programs from the northern and
southern capital to all regions of Kazakhstan, and also cover a peripheral
broadcasting part of Russia, Uzbekistan, China and Mongolia.
Conducting this research we have developed a hypothesis that
Satellite, cable TV gives to Kazakhstan viewers various coverage of the
international events via 100 and more channels: Asian, European, and American.
Globalization of information process intensifies the development of economy,
science, culture, education, increases interest to regional, local mass media
and communication.
In accordance with the problem, aim, hypothesis and the subject of
the research the following the important elements of communication technologies
in Kazakhstan have been appeared. In June, 2006 the first Kazakhstan Kazsat-1
satellite was started. "Kazsat-2» was started in the middle of July, 2011
that provides the republic with satellite communication, and also digital
television, broadcasting and telecommunication. And with start of "Kazsat-
3" in 2014 Kazakhstan won't be depended on foreign communication operators.
Here we want to mention some rapid growth of 1) Internet, 2)
blog sphere, 3) social media users and 4) media professions.
1. Internet users. There is a rapid growth of
Internet users in Kazakhstan. From 2000 to 2009 the number of Internet users
increased in Kazakhstan from 70 thousand to 2, 3 million people. At the
beginning of 2011 according to the Ministry of Communications and RK
information there were 4 million 300 thousand Internet users, already by the
end of 2011 - there were 6,7 million Internet users in the country. By the end
of 2013 the number of Internet users in Kazakhstan reached 11 million people.
For the last 4-5 years this process was considerably accelerated. In 2013 level
of penetration of the Internet in Kazakhstan made 66% of the population, in
2011 this indicator - 45%. And five years ago, in 2008 the share of Internet
users - 11%, in 2009 - 18%, in 2010 - 31, 6%.
2. Blog sphere users. Rapid development of a
blog sphere is a striking example. According to forecasts of the analyst of
Association of border cooperation M. Shibutov, the volume of Kazakhstan blog
sphere by 2017 will reach - 1 personal Internet blog on 100 Internet users, by
2020 - 2 personal Internet blogs on 100 users. Average attendance of Kazakhstan
Internet resources increases and in 2017 it will reach 40%, and by 2020 - 50%.
Kaznet's most popular sites are: Kolesa.kz, Nur.kz, Zakon.kz and Tengrinews.kz,
constantly hold the top places of a rating. Among foreign sites leaders in
Kazakhstan are Mail.ru, Google.kz and Yandex.ru.
3. Social media users. The number of users of
social media is growing, in 2012 they were - 5, 5 million people. Now in 2014
this figure, of course, is much more. According to data of 2013, Facebook
became the most advanced social network in Kazakhstan, in contact is in the
second place, and the third position belongs to a network of the microblogs
Twitter. Though a year ago, in 2012 of preference of visitors of social
networks of others were much less: active users of social networks in the
country preferred "Moimir@mail.ru" - 62, 4% (the quantity registered in 2013 - 40 million
People).On the second place - Schoolmates - 26% (43 million monthly visitors), "Vkontakte
- 23%, Facebook of-12%, Twitter - 4%. Communication with friends, loading and
viewing of photos, and also participation in different Internet communities,
acquaintances to the purpose of increase in business contacts, any loading of
multimedia files is the most widespread purposes of visiting the social
networks.
4. Media professions. Due to the rapid development
of the Internet, social networks the new media professions are coming into the
world. So since 2010 SMM agencies declared themselves, social media managers
(SMM - social media manager). On marketing leading companies, government put
attention to bodies and banks which began to engage special employees for
interaction with Internet audience turned taking out into Social media (social media),
to resort to services of profile agencies. Speaking about the most actual SMM
tools in Kazakhstan, it is possible to note that creation of a video content
and the Facebook-applications" is widely popular. The
leading expert on Kar-Tel LLP Internet communications K. Nurmugambetov
considers that "The Internet is not only one of important
instruments of communication, but also the alternative channel of sales which
promotes increase in knowledge both real, and the potential clients about
products and the company.
This tool is an excellent way of online support" (2012).
a) AC Kazakhtelekom is the leader in the market of telecommunications
of Kazakhstan. Owning 73% of the Internet market and information communications,
the company provides services of the broadband Internet under the Megaline
trademark in all large cities and areas of the country (2012).
"Megaline" is the main provider in the country and uses a national
basic network, providing Internet access as to users directly, and to
resellers. According to the company, in 2011 total number of subscribers of
"Megaline" reached 2 697 032, from them 2 449 779 (91%) were users of
the broadband Internet (2013).
b) The market of a mobile telephony is actively
developing in the country. If in 2008 the total of the registered subscribers
of cellular communication in Kazakhstan was 15, 9 million people, now 32
million subscribers of a mobile telephony.
c) According to experts, Kazakhstan cable network
is actively developing. The first networks of a cable television in the
territory of Kazakhstan began being created in the late eighties. Now in the
territory of the republic of cable service television offer 40 operators of
networks of a cable television, generally in the regional centers and in the
large cities of the country. In the country there is a rapid development of
system of a cable television where over 100 channels are provided to
subscribers of this broadcasting type. In March, 2003 in Kazakhstan the
Association of operators of cable TV was created.
d)As experts note, the market of paid television
annually grows in Kazakhstan for 15-20% and in the next five years will
increase to 1, 5 million subscribers. The cable broadcasting makes 4/5 markets
of paid television. And the vast majority of them work at the local regional
markets. Only two operators have branches in other cities: "Alma TV"
relays in 17 cities of the country, "Alem Communications" in 9 cities
of the republic.
e)Except a monthly fee operators have opportunity to gain income from advertizing activity where there is a steady tendency of
growth. The market of TV advertizing in a year increases by 50%. In the large
cities of Kazakhstan advertisers willingly resort to services of cable TV,
whose audience intensively replenishes. The technology of a cable television
allows accepting a set of programs from different satellites.
f)Modern achievements in the field of digital TV and radio
broadcasting change process of world telecommunications. New opportunities of
digital television and radio are supplemented with new opportunities:
interactivity and multi-functionality. Now the broadcasting industry is
presented by three main standards which are used for the organization digital
broadcast.
Thus in the conclusion, the choice of a certain standard
is defined individually by each country. Kazakhstan chose the European standard
of a digital broadcasting. The major priority for Kazakhstan transition of the
country to a digital broadcasting by 2015 that is caused by universal
tendencies - the International Union of Telecommunication within the agreement
"Geneva2006" a transition period (2007-2015) for introduction of a
digital broadcasting.
Comprehensive analysis of the development of Mass Media in Kazakhstan
allows to make up the following conclusions:
1)In the conditions of world media tendencies, such
as: globalization, digitalization, multicultural orientation, questions of
preservation of national cultural originality, specifics of spiritual culture,
art, valuable norms of social life during a globalization era become actual.
2) Development of society becomes more dynamic, mobile due
to inter activity, efficiency, availability of information and communication,
and NMK play an important role in the process of integration.
3. In Kazakhstan, as well as in many countries communication technologies
which are the engine of development of modern society roughly developed.
Informational and technological revolution intensified introduction and
development of global mass media, in Kazakhstan the satellite, cable
television, a mobile telephony, a digital broadcasting extends
quickly, the Internet, social networks actively develops, the number of Web
editions, information multimedia of resources grows,
fiber-optical communication, paid video gains quickly develops.
1) Social and economic changes of the Kazakhstan society defined the
direction of development of the information technologies; new media of the
country availability of information and communication, and MMK play in it an
important role.
2) Development of national policy in the field of the information
industry can be considered as an important component of development of the
country and its entry into the international informational space.
3 )Informational industry passes on the new quantitative and
qualitative degree. Electronic media of Kazakhstan are the first to react to
time challenge; it changes its policy trying to match with the new increased
requirements. Social economic changes of Kazakhstan society have defined
development of the republic’s new mass media. The policy of openness and
cooperation gives opportunity to create new communicational ways, to open new
informational perspectives and that is where mass media plays an important
role.
Now the choice of a certain standard should be based on a State
program "Information Kazakhstan-2020" On November 27, 2012 the
government of the country approved the project of this program. According to
the Minister of Transport and communications of RK of Askar Zhumagaliyev:
"The program is directed on introduction of info- communicational
technologies in all spheres of economy. It will allow solving problems of
increasing system effectiveness of public administration, promoting development
of domestic information space. The project of the program provided further
introduction of modern technologies of communication, digital television,
transfer of the state services to an electronic format by 2014, active
application of new technologies in medicine, education and other spheres".
So we think that this program promotes creation of the open
informational environment for social, economic and cultural development of the
Kazakhstan society. In future Kazakhstan TV channels will
become available in the territory of 110 countries and the quantity of mass
media on the Internet will make 95% of their total. By 2020 the number of
subscribers of a national satellite network has to reach 1 million people.
Within last two years specialized new channels were started such as:
"Balapan" (The children's channel), "Bilim" (Knowledge),
"24.kz".Such kind of new TV channels will gradually grow in
Kazakhstan, developing highly specialized republican and regional teleformats.
New courses and subjects which reflect media need for today’s experts’
necessity of training of the multimedia journalists will be studied at the
schools of journalism such elective (selective) disciplines as: "New
media in the world and in Kazakhstan", "Development of new
information technologies and mass media".
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