Cognitive strategies in the creation and interpretation of folklore: A comparative analysis of Kazakh and Western literary traditions

The aim of the study was to analyse how cognitive processes create cultural archetypes in linguofolkloristics of different cultures, particularly Kazakh. In the course of the work, a content analysis of 16 folklore texts was conducted: 9 in Kazakh (metaphorical strategies are used in most cases, logical structure of the narrative – to a lesser extent), and 7 in English (metaphorical strategies and logical structure – to varying degrees). The results of the study confirm that cognitive strategies have a significant impact on the formation and interpretation of linguofolklore texts. In particular, metaphorical strategies play a key role in conveying cultural values and social experience, which is especially noticeable in Kazakh folklore texts. The analysis has shown that Kazakh folklore texts use metaphors more often than foreign ones, which emphasizes the uniqueness of cultural identity and the specificity of Kazakh folklore. The logical structure of the narrative in Kazakh texts also differs, highlighting emotionality and cultural aspects, while foreign texts more often follow a clear logic of plot development. The adaptation of traditional images to modern conditions has been identified as a significant aspect demonstrating how folklore can respond to new social challenges and changes. This result opens up new possibilities for further study of folklore as a dynamic element of culture that can retain its relevance and significance in a changing world. The study also revealed that new media create new formats and ways of disseminating folklore, which allows it to adapt to contemporary audience interests and expand its audience. The findings can be used to develop educational programmes aimed at preserving and developing cultural identity and understanding of folklore traditions.