The article is devoted to the study of the problem of preserving traditional Bashkir culture in the modern society of the Republic of Bashkortostan. Under the conditions of globalization and active social transformations, the need arises to analyze which elements of the national cultural heritage retain their significance and how they are transmitted in public discourse. The focus is on such key categories as language, family traditions, spirituality, ethnic identity, and genealogical memory. The object of the research includes texts of various types: scholarly publications, official documents and speeches, mass media materials, as well as project initiatives. The examination of how these elements are represented makes it possible to identify imbalances in their reflection and to understand which values are being actualized and which are gradually losing visibility in the public sphere of the region. The study applies the method of quantitative content analysis, which allows for the identification of frequency characteristics of key concepts across different types of texts: academic publications, official speeches, mass media materials, and project documents. This approach ensures the objectivity of the results and comparability of the data. The findings demonstrate that in public discourse the themes of language and traditions are most actively represented, indicating their priority in the formation of cultural identity. At the same time, notions related to genealogical memory, spirituality, and ethnic identity appear to be significantly less visible. Comparative analysis across different types of sources revealed an unbalanced representation of various aspects of traditional culture, which indicates the insufficient comprehensiveness of current cultural policy and educational practices. The scientific novelty of the work lies in a comprehensive quantitative assessment of the representation of concepts, which makes it possible to identify structural distortions and to propose directions for their correction. Conclusions are drawn on the necessity of expanding educational and cultural initiatives that incorporate elements of shzhere (genealogical tradition), spirituality, and ethnic memory into the system of public communication.
Zarina Maratovna Murzabulatova (Fri,) studied this question.