Abstract
The article examines the processes of the «visual turn», the role of media infographics, and linguistic play in shaping public opinion. It highlights the importance of adapting media formats to modern conditions through the use of interactive elements and data visualization. The study focuses on the interaction of linguistic and visual tools in the media discourse of regional media in Bashkortostan and Kazakhstan. The research material includes texts from regional media outlets in these regions. The aim of the study is to identify the specifics of linguistic and visual strategies in these areas and determine their impact on public opinion and cultural identity. The relevance of the research is driven by global trends of the «visual turn» in media, the growing role of multimodal formats (infographics, interactive elements), and the need to study regional media consumption patterns. This study concentrates on local media, where linguistic and cultural diversity plays a key role in communication. The novelty of the research lies in the comprehensive analysis of media strategies in two culturally close but politically distinct regions, revealing both common trends and unique features. The practical significance of the study is associated with the potential application of its findings in developing media strategies for multicultural audiences, as well as in educational programs for journalists and media communication specialists. The results demonstrate that effective media communication in regions with rich cultural heritage requires a balance between global trends and local specifics, opening new perspectives for media studies in the context of globalization.
Keywords
media infographics, linguistic play, regional media, media discourse, infographics, Bashkortostan, Kazakhstan