ON THE PROBLEM OF FORMATION OF ECOLOGICAL CONSCIOUSNESS IN POST-NORMAL TIMES: THE EXPERIENCE OF DISCOURSE ANALYSIS

Abstract

Human loves comfort. Throughout the history of his existence, he transforms the environment for his comfort. As a result, we live in the Anthropocene epoch, in which Homo sapience impacts the planet's geological processes. Maintaining an ecological balance is vital for the human race’s survival. One of the ways to organize a well-balanced urban environment is to analyze the way how the public communicates this problem, paying attention to the specific circumstances of a particular place. The methodology of the electronic sociological survey was used, as well as work with Google Trends to analyze the popularity of search queries on environmental issues in Almaty. This article, on the basis of an interdisciplinary study, analyzed the formation and development of the mass media discourse on urban ecologization in Almaty. The paper concludes that the ecological discourse form not only the main vector of the media content but also ecological consciousness since the greening of cities is impossible without the development of the ecology culture and ecology thinking.