The image of Ethnic Identity in Kazakh cinema in the context of cultural studies

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Today, more than ever, the topic of ethnicity, ethnic activity is a topical and it requires a comprehensive study of it. The more changes take place in the world, the more it affects society, attitudes towards other ethnic groups, cultures and people in general. This topic requires detailed study, human identity is a multifaceted and multilevel problem. The construction of identity is a theme that must be understood and realized in order to build a modern cultural society. The relevance of this issue is that it is necessary to be aware of ethnic characteristics against the background of global processes, which leads to the substantiation of the essence of ethnic identity. The goal is to reveal the ways of constructing ethnic identity on the example of the film “Mustafa Shokai”. Researchers set a number of tasks to achieve this goal: - to determine the essence of national identity in the context of cultural studies; - to determine the components of the representation of the image of the nation. The novelty of this subject of the article lies in the fact that the authors analyze the image of ethnic identity in the context of cultural studies. The authors realize the discursive nature of various approaches in understanding the image of ethnic identity, but despite the discourse, they nevertheless try to draw attention to the need to find an unconditional factor in constructing identity and branding the image of national and ethnic identity for the younger generation. The possibility of studying various cinematic strategies for the representation of the image of national and ethnic identity by the authors is carried out in the context of cultural research.