Abstract

THE LINGUISTIC LANDSCAPE OF THE UYGHUR PRESS ADVERTISING STORAGE IN KYRGYZSTAN

In the context of globalization, ethnic media act as sociolinguistic indicators. Ethnic journalism is closely linked to the sociocultural realities of ethnic groups. The newspaper Ittipak represents a unique model of a trilingual media space. The choice of graphics and language is determined not only by the target audience but also by the functional purpose of the text. I argue that the use of multiple languages contributes to the development of national culture, transcending the established boundaries of native language and culture.

One of the publication's key features is the coexistence of three graphic systems. Cyrillic is used, as is traditional in Kyrgyzstan and Kazakhstan, for the main body of the newspaper's text. Writing based on the Arabic script (ېزىق كونا) serves as a tool for preserving ethnocultural identity and connection to historical heritage. The Latin alphabet is perceived as a sign of modernization.

The functional division of languages ​​in advertising discourse is of interest. A study using comparative methods and quantitative analysis reveals a clear dichotomy based on the pragmatics of the text. Russian dominates commercial advertising texts. This is due to its established status as the language of interethnic communication and business in Kyrgyzstan. Ethnocultural advertising in the context of social messages includes greetings, condolences, and public announcements. Such texts are published predominantly in the Uyghur language. Here, language plays a mediating role, strengthening intragroup unity and ethnic self-identification. The dynamics of the visual landscape reveal that the frequent use of the Latin alphabet in advertising texts testifies to the newspaper media landscape's aspirations to embrace the sociolinguistic trends of Central Eurasia. In this context, the Latin alphabet is perceived as the "language of technology and progress," while Cyrillic and Arabic remain the guardians of tradition.

Thus, the media landscape of the Ittipak newspaper reflects the complex process of adaptation of an ethnic minority to contemporary socioeconomic realities in Central Asia. I argue that the pronounced antithesis between commercial intentions and ethnocultural values, as well as the diversity of graphic styles, demonstrate the flexibility of the ethnic press. The ethnic press strives to maintain a balance between preserving traditions and the demands of a market economy. This article is based on materials from the Ittipak newspaper for 2025.