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The reason for the predominance of negative content in media coverage of higher education can also be
called ineffective work with media representatives. Different media characterize the direction from one
database to many distributed users, openness, general availability, which is limited only by access to technical
means of obtaining information. Media channels are formed rigidly polarized: on one side the producer of
information, on the other side – the consumer (journalists and the audience). Thus, the nature of the
implementation of functions, the specificity of content, primarily depend on journalists [5]. The audience sees
the political and social life through the prism of the journalistic view, the main media workers who form the
main content of news, events, etc. Various figures of politics, society, culture through verbal and non-verbal
communication appear on screen, and media workers organize, process and Present all available information
about this or that public figure of the audience. Thus, journalists are the main designers of public opinion, and
in some ways they can be called «leaders» of public opinion. If representatives of higher education (employees
of the Ministry of Education and Science of the RK, Universities, professors, etc.) do not provide full
information to journalists in a timely manner, they start looking for other sources that can bias the events.
When the population is not sufficiently informed about the decisions and actions of the executive authorities
that are being prepared and adopted, favorable conditions for the emergence of various conjectures and stable
myths, as a rule, a negative property in relation to the authorities, arise in society. In this situation, distrust and
suspicion will dominate the education reform in the population.
The mass media are an effective tool for influencing public opinion in the field of modernization of higher
education. As the study showed, the main designers of content on higher education policy in the Republic of
Kazakhstan are journalists who select information based on their vision of public information goals and their
views on the problematic aspects of the government department. However, media coverage of higher education
can cause a controversial attitude of the public, because the focus of journalists' attention often includes events
that cause a negative reaction of the population. The mass media are an effective tool for influencing public
opinion in the field of modernization of higher education. As the study showed, the main designers of content
on higher education policy in the Republic of Kazakhstan are journalists who select information based on their
vision of public information goals and their views on the problematic aspects of the government department.
However, media coverage of higher education can cause a controversial attitude of the public, because the
focus of journalists' attention often includes events that cause a negative reaction of the population. Thus, the
media can strengthen the negative perception of state and university policies in the field of modernization of
higher education, which ultimately inevitably affects the trust of ordinary citizens.
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