Voice and Visual Framing in Television News: Influence of Narration on Viewer Perception in Kazakhstan

Kydyr-Zhan Darynuly Mukhatayev

Kydyr-Zhan Darynuly Mukhatayev Independent University "Turan", Kazakhstan

Keywords: Voice-over, Visual Framing, Media Narratives, Television News, Kazakhstan, Viewer Perception, Media Influence

Abstract

The paper examines the alliance of voice narration in concert with the visual framing of televised news and how that relationship contributes to the perceptions of audiences who view televised news in the post-Soviet media space of Kazakhstan, which has experienced both the effects of state influence and media pluralism. Reflecting the elements of framing theory, narrative paradigm, visual semiotics as well as the aspects of receiving theory, the study establishes the influence of frames and codes of tones, pace, and the language used in voice-overs together with symbolic images and visual patterns over the trust of audience, which affects the emotional attachment and political sense. Using the convergent approach to a mixed-method study, data were analyzed based on 30 news items of large Kazakhstani broadcasters and focus groups were completed with a focus group made up of 24 interviewees of all age groups, languages, and geographical backgrounds. The results indicate the predominance of authoritative male voice and nationalistic imagery in entrenching state legitimacy and social harmony discourse. Although the target audiences, including older, rural, and Kazakh-speaking viewers, generally accepted these frames, younger, urban, and Russian-speaking readers were less compliant with them and frequently negotiated or challenged the messages that were supposed to be perceived. Such outcomes indicate the context-sensitive, two-fold character of media framing and acceptance in transitional democracies, as it may be associated with media ethics, literacy, and stance on the state-controlled news context.

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