Epistolary Communication in the Digital Age: Challenges and Opportunities for Press Services in Kazakhstan
Abstract
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.
Keywords: Media, Kazakhstan, open letter, public relations, image improvement, interaction with the public.
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