The Role of Satirical Online Media in Shaping Public Discourse: An Analysis of Audience Reactions Using Qaznews24 and Qazaqparat24 as Examples

Abstract

In the context of the dynamic growth of satirical online media, the importance of analyzing their functional role in public digital discourse and the specifics of interaction with the target audience is growing. This article focuses on the satirical Instagram editorial sites Qaznews24 and Qazaqparat24, which are positioned as popular platforms for interpreting the socio-political agenda of Kazakhstan. The main goal of the study is to identify thematic dominants of satirical content and analyze patterns of audience reactions within the public online discourse. The research methodological framework is based on a mixed approach, integrating quantitative content analysis and qualitative analysis of user comments. The empirical study analyzed 50 publications based on their thematic focus and engagement metrics (likes, comments, reposts), as well as 900 comments selected from the most resonant publications, followed by tonal and lexical processing. The study’s results demonstrate that sociopolitical publications generate the highest audience engagement, with user reactions predominantly expressed through irony, sarcasm, and value judgments. Framing theory serves as a key theoretical framework for interpreting the findings. The findings suggest that satirical online media are a significant component of public digital discourse, creating a space for critical reflection on socially significant topics.