The legacy of al-Farabi and Abay in the media rhetoric of the twenty-first century

This year is marked by two anniversaries — the 1150th anniversary of the great scientist and philoso- pher of the medieval East Abu Nasr al-Farabi and the 175th anniversary of the outstanding Kazakh poet and educator Abay Kunanbayuly. The authors ‘ scientific observation focuses on the formation of a new socio-cultural paradigm. Modern mediadiscourse is recognized by scientists and public figures as the main cultural factor of the era, requiring a comprehensive, polyhumanistic understanding, which gives relevance to the presented study. The purpose of this study is to establish a mechanism for reflecting a cultural event using media rhetoric tools. The legacy of al-Farabi and Abay Kunanbayuly, whose anniversaries are celebrated by the civilized world, acquires multiple resonance and modern sound thanks to rhetorical and information resources. The originality of the research approach lies in the two-fold composition of the object of study: the heritage of the great humanists of the past and the specificity of the media space of the present. Media rhetoric as a discursive practice has a necessary tool that is involved in the formation of the media picture of the world. Thanks to mass media, universal values in the heritage of great humanists become available to modern consumers of information. Historical figures themselves are perceived as media translators of cultural achievements and civilizational ideas that are equally important for the world human commu- nity. In the course of observation and application of scientific methods, the authors come to the conclu- sion that media rhetoric techniques are productive in the formation of the modern cultural and political context. Moral lessons of great humanists, presented in the format of event marketing, contribute to the deep assimilation of national history. A rhetorical appeal to the authority of historical figures places the necessary and timely accents in accordance with the logic of the modern cultural and political context. The practical significance of the results of the work is aimed at the use of media-rhetorical tech- niques in the Humanities and in the professional activities of practical journalists and public figures. The value of the study is to discover and comment on the mechanism of media rhetorical techniques involved in the formation of the media picture of the world.