Abai’s Legacy in Kazakh Animation: Medialinguistic Adaptation and Child Discourse

Abstract

This article presents a comprehensive analysis of the adaptation of Abai Qunanbaiuly’s linguistic and philosophical legacy in contemporary Kazakh animated media texts through the lens of medialinguistics and cognitive pragmatics. The relevance of the study lies in the growing role of animated media as an emotionally engaging and aesthetically effective tool for transmitting national and spiritual codes to children. The aim of the research is to identify how Abai’s key concepts (mind, heart, will, honor, labor, being human) are represented in multimedia discourse using semiotic, intonational, and cognitive mechanisms.

The methodology is based on qualitative analysis incorporating content analysis, discourse and pragmatic act examination, media-semiotic mapping, conceptual blending theory, and a linguo-conceptual approach. The analyzed data includes domestic animated films broadcast on the Balapan channel such as Muzbalaq, Kulpash, The Shepherd and the Thief, and Er Tostik. The findings demonstrate that Abai’s philosophical legacy is adapted at three levels: didactic – through direct speech acts like advice and commands; behavioral – through the character’s actions and decisions; and metaphorical – via symbolic, intonational, and visual representations.

Furthermore, the study reveals a methodological tension between four key theoretical frameworks: medialinguistics, child discourse, cognitive pragmatics, and linguoconceptology. Each of these disciplines contributes differently to how content is received by children – some emphasize visuality and prosody, while others focus on preserving conceptual integrity. Ultimately, the study underscores the importance of multimedia adaptation as a semiotic system and offers a modern model for encoding national worldview and moral education.