Epistolary Communication in the Digital Age: Challenges and Opportunities for Press Services in Kazakhstan
Toktagazin M. Omarkhan Z. Shauyenova G. Adilbekova L. Amangeldiyeva G.
2025Penerbit Universiti Kebangsaan Malaysia
Jurnal Komunikasi: Malaysian Journal of Communication
2025#41Issue 3428 - 448 pp.
The purpose of the study was to investigate the transformation of the epistolary genre in the digital age using the example of the press services of Kazakhstan. Employing a qualitative methodology, the research is based on the content and functional analysis of documents issued between 2012 and 2024, including government statements, press releases, communiqués, and open letters from civil and international actors. The study analysed how modern technologies have changed traditional forms of epistolary communication, which continue to play an important role in public interaction and the development of public opinion in Kazakhstan. It was determined that digitalisation, especially through social networks and online platforms, accelerated the process of information dissemination and made the epistolary genre more accessible to a wide audience. However, at the same time, it has created problems related to the loss of the traditional structure and formality of epistolary communication, which requires new approaches from the press services. In the course of research, examples of the use of the epistolary genre in various contexts were analysed, changes in its use were identified, and recommendations were proposed to improve interaction between government agencies and society. In particular, the need to increase attention to the processing of incoming messages was emphasised, and the possibility of using outsourcing to improve the efficiency of press services. The main conclusions showed that digitalisation provides both new opportunities and challenges that require the adaptation of traditional communication methods.
image improvement , interaction with the public , Kazakhstan , Media , open letter , public relations
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Department of Print Media and Publishing, L.N. Gumilyov Eurasian National University, Astana, 010000, Kazakhstan
Department of Kazakh Literature, Kazakh National Women’s Teacher Training University, Almaty, 050000, Kazakhstan
Department of Journalism, Karaganda Buketov University, Universitet St 28, Karaganda, 100028, Kazakhstan
Department of Print Media and Publishing
Department of Kazakh Literature
Department of Journalism
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