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VISUAL IMAGES OF REGIONS OF KAZAKHSTAN (ON THE EXAMPLE OF TELEVISION VIDEO CLIPS)
Abstract
One of the most “visual” theories in sociology is the dramaturgical concept of I. Hoffman. What Hoffman describes is a direct creation of imagination. By means of the video clips, using sets, mass media seek to show the images of regions created in accordance with socially recognized attributes. These images are visual guides for external observers. It is a ready scenario which inspires the imagination of the viewer. An image of a territory is built in public consciousness mainly as a result of information influence. At the present stage there have appeared much more means and channels of broadcast of visual information, which leads to increase in choice for the viewing audience. In this article the visual text presented during the demonstration of a weather forecast on Channel One Eurasia is analysed. The study of the visual images being broadcast on this television channel has been caused by the fact that it is the leader of the television market of Kazakhstan. Having a large viewing audience, this channel develops the ideas of regions of the country. Discursive interpretation of the visual text has shown that the mosaic picture is made of seven discourses: ideological, political, historical, architectural, industrial, naturе and landscape and city discourse. These discourses in total form a picture of the country in general.
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