National codes of media culture on the example of precedent texts of kazakhstani and russian media

The article is devoted to the problem of definition and interpretation national codes media culture. relevance study due ambiguity reaction socio-cultural communities information activities media. A new kind cultural experience, obtained through media, forms a convergent public consciousness, which has its own culture translation code - code. purpose reveal peculiarity codes, revealed concept insight, corresponding technical nature communication. To analyze discourse Kazakhstani Russian researchers on issue precedent texts. research methodology based ideas classics semiotics Yu.M. Lotman, C. Rapaille, W. Eco, N. Luhmann, R. Barthes theory hermeneutics G. Gadamer. It shown that lack awareness preferences, code, contexts values ​​and norms leads critical perception verbal visual messages scientific knowledge reality, where during second half twentieth century correlation signs images with culture, society human life experience being formed, allows us talk about dynamic static are embodied in environment. determined there always an incorporation world into understanding texts carried out only limitation preliminary opinions, therefore, selection modern will help stabilize both mechanisms communication transmutation Keywords: interpretation, text understanding,