Precedent names in media discourse: a comparative analysis based on the material of “Egemen Kazakhstan” and “The Times”

Abstract

This article examines the problems of symbolic representation of precedent names in media discourse and their influence on the formation of national and ideological identities. The characteristic features of the use of such names in the corpus of 50 publications from 2023-2024 (25 each from “Egemen Kazakhstan” and “The Times”) are analyzed. The necessity of an integrated approach combining qualitative content analysis, critical discourse analysis and cultural linguistic modeling, which allows us to see non-obvious cognitive and pragmatic mechanisms of meaning generation, is identified and substantiated. Based on the conducted research, the author proposes a multilevel typology of the functions of precedent names (ideological,
culturally conditioned, euphemistic, manipulative) and a matrix of interpretative schemes reflecting the differences between the two media cultures. It is established that the Kazakh-language discourse is dominated by the sacralizing and mobilizing perspective of presentation (the names of Abai, Abylai Khan, etc. They serve as moral guidelines and symbols of continuity), whereas the British texts are dominated by an analytical, ironic and postmodern strategy (the names Churchill, Shakespeare, Nightingale are used to critically rethink modernity). It is shown that mentioning a precedent name activates archetypal images of a “wise mentor”, “hero-defender” or “ironic critic”, asking the reader a ready-made scenario for interpreting the event and thereby covertly directing the assessment. It is revealed that the contextual frequency and stylistic marker of names correlate with the editorial position of publications and sociocultural priorities of society. The author formulates criteria for the diagnosis of these correlations, suitable for subsequent monitoring of the ideological content of the media. In addition, the practical significance of the results is substantiated: the developed typology can be used in coursework and master’s degree programs in media linguistics, as well as in the expert practice of content analysis, which requires an operational assessment of hidden value messages. Thus, the article contributes to solving the problem of cross-cultural comparison of media narratives, expands
the tools of critical analysis and lays the foundation for further research on the dynamics of precedent names in online platforms and social networks, where they acquire a memetic character and are able to transform national discourse in a globalized information environment.