Patterns of Publicistic Style Transformation in Kazakhstani Digital Media

The transformation of the publicistic style in the digital media environment has become an increasingly relevant issue, since digitalization affects not only the linguistic organization of media texts, but also their structural, pragmatic, and platform-based features. This study aims to identify the main features of the transformation of the publicistic style in digital media and to examine their relationship with linguistic, platform-related, and audience-oriented factors. The study's material consists of Kazakh-language media texts published across different formats of the Egemen Qazaqstan media resource, including the newspaper, website, Telegram, and Instagram. The research employs content analysis, comparative analysis, discourse analysis, and the pragma-stylistic approach. The scientific novelty of the study lies in interpreting the publicistic style not only as a set of linguistic features but also as a platform-conditioned communicative practice shaped by textual organization, digital infrastructure, and audience interaction. The findings show that its transformation is reflected in structural compression, changing headline strategies, intensified evaluativity, stronger audience orientation, and the growing role of multimodality.