Today's world is transformed into a single system that is entangled through informational links. Information space, which is associated with the emerging advanced technologies in the world significantly increased many times. The forms of social media are constantly increasing from Twitter to Facebook, to YouTube and TikTok. However, this abundance of choice does not negate the issues that arose from the earliest moments of broadcasting, namelyimpartiality and objectivity. Kazakhstan centered right in the middle of Eurasian continent cannot stay away from the global changes. The process of modernizing the information space of our country is based on the historical and cultural characteristics of the people according to the national mentality and ethno-cultural linguistic state. During last decades, Kazakhstan underwent through massive information technology transformation that involved such as different filed as bureaucracy, financing, and broadcasting. In the ever-expanding media space traditional media outlets such as print, radio, and television are being perceived as "outdated" in comparison to social media tools that are able to present text, graphic and video images in single "package". However, this abundance of choice does not negate the issues that arose from the earliest moments of broadcasting, namely-impartiality and objectivity.
Television has remained the most prominent and influential form of the Kazakhstani mass media. According to the results of the study under consideration, 98 per cent of all households in the country have at least one television set. In this study, the author analyses data collected during a survey of the Kazakhstani population to assess gender differences relating to their habits of watching TV programmes to estimate levels of their TV consumption and their relationship to television in general. The collected data set also contained information about other related factors such as the administrative status of respondents (rural and urban), their age and occupation in order to identify a more nuanced profile of an average Kazakhstani television viewer.
In case of Kazakhstan, there is a push for the widespread introduction of public information services and the modernization of management based on information technologies at the official state level. These services include the introduction of electronic government (egov.kz) and gradual digitalization of the public space as in the state program "Digital Kazakhstan". The authors view the process of digitalization as a preliminary step towards introduction and implementation of various instruments based on artificial intelligence. Aim of the study is to examine the cases of application of various AI based tools in Kazakhstani media sphere. The scientific significance is due to the relevance of the topic, the interdisciplinary direction of work. Practical significance lies in the ability to use data in several scientific fields. Authors applied method of SWOT-analysis to examine the strengths, weaknesses, potential opportunities and threats of using electronic platforms based on various artificial intelligence tools in addition to the content analysis, which allows both for quantitative and qualitative sampling. It can be concluded that strengths of AI development in Kazakhstan include comparatively high level of digitization in comparison to other countries in the region. In order for Kazakhstan to use the full potential of artificial intelligence technologies and advanced analytics, it will also require a lot of joint efforts on the part of the state, private business and residents of the country. At the population level, we can talk about the formation of habits of using technology to facilitate everyday life, as well as the development of digital methods of work. This work contributes to understanding of the usage of AI based in technologies in various socio-economical spheres on Kazakhstan. The results of the study can be used in applied work on social journalism.
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