MEDIA AS A DIGITAL ETHNOMEDIATOR: COMMUNICATION FEATURES

COMMUNICATION FEATURES

Abstract

Issues of interethnic harmony are particularly relevant in a multiethnic community, whose fundamental characteristic is cultural diversity. Kazakhstan is home to representatives of over 100 ethnic groups. Therefore, issues of ethnomediation play an important role: the process of preventative conflict resolution is studied in specialized institutions, and ongoing work is underway to improve the tools and methods for maintaining interethnic dialogue and countering hate speech. In the context of the information revolution and digitalization, the role of mass media and social platforms as digital ethnomediators, ensuring open dialogue, reliable information, and the formation of constructive communication attitudes, occupies a significant place. One of the key aspects of the preventative component of ethnomediation is communication through traditional and digital channels. This article examines the specifics of communication within the context of mass media and social media influence and analyzes the potential of digital ethnomediation.