Almost 60% of Kazakhstanis call the republican TV channels the most used source of information. Sociologists from the Kazakhstan Institute for Strategic Studies made such conclusions based on the results of the survey "Which sources of information do you trust most when receiving news about politics, economics and public life in Kazakhstan?"
TV channels in the lead
According to the report, republican TV channels occupy the first place in the rating: 59.1% of the audience name them among the sources used, and 52.9% of the audience name them as the main channel. This indicates continued trust in domestic television.
However, the dominance of TV primarily works for older age groups and audiences with low digital engagement. Young people and residents of large cities are increasingly ignoring broadcasting in favor of social platforms.
Social networks and messengers: second in reach, first in influence
Social networks and messengers are on the second place. 34.7% use them as a source of news, but only 18.3% choose them as their main source.
It is obvious that social networks are a channel for secondary verification, discussion and emotional perception of information. Remark analysts also record this during their daily monitoring of information dissemination. People often find out the news on TV or in the media, but the real attitude towards it is formed on TikTok, Instagram, Telegram and chat rooms. That is where most often the resonance of scandalous topics spreads.
The data obtained by sociologists signal to us the importance of anti-crisis work in social networks - ignoring social networks in crisis means voluntarily giving up control of the situation. Even if you have made a release on a TV channel, the company's reputation is decided in the commentary section of publications on social networks.
Kazakhstani Internet media hold a significant share - 30.3% (multiple choice) and 13.9% (first choice). They are inferior to social networks in terms of speed and emotionality, but they benefit in factual accuracy and information capture.
These data give reason to believe that Internet media remains an important platform for publishing official press releases, analytics and position materials that will be quoted and should have a positive impact on reputation.
Print media and radio: maintain image, but lack efficiency
Newspapers, magazines and radio show minimal figures: less than 10% in the multiple choice and about 2% in the "first choice". These platforms are more suitable for in-depth analytics and expert publications that help shape a long-term image. They help to quietly promote values, reputational stories, and expertise.
Opinion leaders and bloggers: the resonance effect
Despite the modest numbers (8.7% / 4%), bloggers and opinion leaders remain an important part of the media environment. Such platforms are great at reinforcing narratives, especially in crisis communications, and can also be brand ambassadors. But it is also important to be aware of them as a tool of potential threat, because bloggers can become catalysts for negativity.
Today, Kazakhstan's information field resembles a layer cake, there is no universal communication channel, so you have to maneuver, choosing the right one based on a specific task. Only a combination of channels and fine-tuning for the audience allow you to control the narrative.
Anar Bekbassova
Infographic: kisi.kz
TV channels in the lead
According to the report, republican TV channels occupy the first place in the rating: 59.1% of the audience name them among the sources used, and 52.9% of the audience name them as the main channel. This indicates continued trust in domestic television.
However, the dominance of TV primarily works for older age groups and audiences with low digital engagement. Young people and residents of large cities are increasingly ignoring broadcasting in favor of social platforms.
Social networks and messengers: second in reach, first in influence
Social networks and messengers are on the second place. 34.7% use them as a source of news, but only 18.3% choose them as their main source.
It is obvious that social networks are a channel for secondary verification, discussion and emotional perception of information. Remark analysts also record this during their daily monitoring of information dissemination. People often find out the news on TV or in the media, but the real attitude towards it is formed on TikTok, Instagram, Telegram and chat rooms. That is where most often the resonance of scandalous topics spreads.
The data obtained by sociologists signal to us the importance of anti-crisis work in social networks - ignoring social networks in crisis means voluntarily giving up control of the situation. Even if you have made a release on a TV channel, the company's reputation is decided in the commentary section of publications on social networks.
Kazakhstani Internet media hold a significant share - 30.3% (multiple choice) and 13.9% (first choice). They are inferior to social networks in terms of speed and emotionality, but they benefit in factual accuracy and information capture.
These data give reason to believe that Internet media remains an important platform for publishing official press releases, analytics and position materials that will be quoted and should have a positive impact on reputation.
Print media and radio: maintain image, but lack efficiency
Newspapers, magazines and radio show minimal figures: less than 10% in the multiple choice and about 2% in the "first choice". These platforms are more suitable for in-depth analytics and expert publications that help shape a long-term image. They help to quietly promote values, reputational stories, and expertise.
Opinion leaders and bloggers: the resonance effect
Despite the modest numbers (8.7% / 4%), bloggers and opinion leaders remain an important part of the media environment. Such platforms are great at reinforcing narratives, especially in crisis communications, and can also be brand ambassadors. But it is also important to be aware of them as a tool of potential threat, because bloggers can become catalysts for negativity.
Today, Kazakhstan's information field resembles a layer cake, there is no universal communication channel, so you have to maneuver, choosing the right one based on a specific task. Only a combination of channels and fine-tuning for the audience allow you to control the narrative.
Anar Bekbassova
Infographic: kisi.kz