Specificity of digital transformation of print media in the republic of Kazakhstan (on the example of the newspaper "Kazakhstanskaya pravda")

the article is devoted to the analysis of the national experience of practical implementation of digital transformation methods by print media of the Republic of Kazakhstan, aimed, in particular, at forming effective communication with target audience groups. The empirical basis for the analysis was the website and social media of the newspaper "Kazakhstanskaya Pravda" - one of the oldest print media of the Republic of Kazakhstan. The authors of the article analyze the content strategies of the newspaper on various digital platforms, techniques and methods of engaging the readership, searching for new creative methods of presenting the information agenda in the digital media space. The methods used include structural-functional, systemic, observation, analysis and synthesis methods. The study found that popular digital media trends, such as multi-platform and multi-format, are clearly visible in the example of Kazakhstan print media. The desire to adapt the information product to the specifics of the placement site, information needs and expectations of the audience reading groups can certainly be assessed positively. At the same time, the rather low involvement of the audience and weakly expressed channels for providing feedback are noteworthy. It seems that the audience's passivity was a consequence of both a weak content strategy and an unformed reader's need for communication with the media. Obviously, this approach needs to be reviewed and adjusted.

audience, digitalization, multi-platform, multi-format, social media