REFLECTION OF KAZAKH FOLKLORE IN MODERN MEDIA (TIKTOK, YOUTUBE, INSTAGRAM)

Abstract

This research work is aimed at studying the manifestations of Kazakh folklore on modern media platforms. In particular, an analysis will be conducted of how traditional folklore values are used on social platforms such as TikTok, YouTube, Instagram (examples: fairy tales, legends, proverbs, hero songs, ritual songs, etc.) are reproduced and used in their modern form. The research will examine the features of presenting folklore heritage in a streamlined, visual, multimedia format, ways of interacting with the audience, and the processes of adapting folklore to visual and audio formats. In addition, the influence of this trend on the formation of the national worldview of the younger generation and the increased interest in cultural heritage is taken into account. In the course of the work, based on motivated examples, the possibilities and disadvantages of modern media in the presentation and dissemination of Kazakh folklore in a New Light are demonstrated. This topic illustrates a new cultural phenomenon that has emerged at the junction of folklore and mass media, and aims to identify new methods of preserving national heritage.