NEW USAGES AS A COGNITIVE AND INFORMATIONAL TOOL IN THE KAZAKH AND TURKISH PRESS

. The article examines the peculiarities of the use of new words and new concepts with term potential – new usages in Kazakh and Turkish newspapers between 1995-2015. The language situation in the media of the two countries was compared and analyzed. The purpose of the article is to study from a linguocognitive point of view the processes of integration // non-integration of new usages in the Kazakh and Turkish press for a certain period of time (1995-2015) and in some particular cases the process of forming a term is compared with each other. The only document that records the state of the language at a certain point and the renewal of the language due to the internal law of development is the media. Currently, the process of introducing a new system of new usages is being revived and formed, with the transition of a number of loan words on the daily pages of the Press, television, radio, that is, in the media space of independent Kazakhstan. In Turkey, this process was started by the leader of the nation Atatürk in 1923, after the official proclamation of the Turkish Republic and the campaign to clean the language from foreign elements, which began under the label «Language Reform», is still going on. Comparison, analysis and identification of cognitive models of formation and interpretation of new names in two ethnically related Turkic countries is the most relevant and interesting issue for linguists in accordance with the modern level of linguistics.


The Introduction
As a result of intensive political, economic, scientific, technical and intercultural contacts in the era of globalization, the process of development of the lexical composition of the Kazakh and Turkish languages has reached a new level, both quantitatively and qualitatively.
In accordance with the sovereignty of the country and the acquisition of the state status of the Kazakh language, new directions of language research are also being formed and developed, which allow us to expand the scope of social activity of the language based on cognitive basis, to reveal the potential of the Kazakh word, which is expressed in the deep content of the Kazakh word. In this regard, the process of integrated development in the era of independence has led to changes in the language consciousness and intensified the complex social function of the language. From this point of view, the new name, which is formed as a result of the intersection of language and cognition to mark a new concept, rather than the transformation of a simple word, which is a special lexical unit, into a term, represents a more complex image.
In accordance with modern trends, the social and public activity of the Kazakh word in everyday use intensifies the process of discovering all aspects of the potential of new words and creates an attempt to move from the general use of the word to the naming of a new concept. This process has led to the need to consider on a cognitive basis the selection and analysis of new names formed by the renewal and modernization of the language in accordance with the pace of development of the language in the course of its use as a special language symbol.
In accordance with this, research has been conducted in Kazakh linguistics to reveal the cognitive implications of considering the word in a new linguistic model. For example, at the moment of entering (fixing) a term in a certain field, the processes of thinking are connected with the cognitive system, and the direction of cognitive terminology began to form.
In this system, it is noted that the basis for determining the naming process of new concepts is also the cognitive and informational nature of the content of new terms, names, and new usages in the Kazakh language. As a result, it is clear that the connection of language with the consumer's consciousness is directly related to the recognition of the nature of new uses.
In comparison with the Turkish language, which experienced the process of renewal // socialization at an early stage, there is a special trend of updating, expanding the field of social, consumer, public, communicative activities of the Kazakh language in accordance with the current state status, mainly through updated (semantic), newly developed (word-forming) alternatives, formed on the basis of the traditional Kazakh word in the period of independence.
Due to the communicative essence of language, a person not only perceives the surrounding reality, various phenomena in his or her consciousness, but also processes, summarizes and evaluates it, reproduces information in a new quality in consciousness and applies it in everyday practice. As a result, the linguistic picture of the world created by language as a holistic reflection of these actions is comprehensively considered in Kazakh linguistics from a linguocognitive point of view.
According to this principle, in connection with the expansion of new concepts and cognition, it is especially important to consider new usages, which are often born in newspaper vocabulary, as a cognitive structure that can serve as a measure of the natural dynamic cognition of a person on a certain level.

The Analysis and Results
«Every year that passes throws up new ideas, experiences, and inventions for which no name has hitherto existed, and since names are indispensable cogs in the machinery of communication, our natural human propensity for coining them soon plugs most gaps» (Ayto J., 2007: 1).
The importance of the cognitive mechanism in the formation of new names is due to the fact that language is not only a keeper and supplier of information, but also a tool for naming new concepts in the next era. That is, through a language tool in the form of new usages, a special conceptual and informational image of real life is created in the consciousness of a person living and acting in modern society. On this basis, a person has the opportunity to establish or encode the world, which he or she has received and formulates through his cognition and experience as a linguistic symbol (new name), to pass it from one person to another. The language symbol (new word), which is the basis of cognitive experience, cognitive information of people who speak the same language, forms the communicative function of a new word by perceiving, preserving and reproducing new information about the surrounding reality of life. In this regard, mass media, including newspapers and magazines, has a special place as the sphere of active use of new usages. Because «newspapers are mirroring society» (Conboy M., 2010: 4). This is due to the fact that the names of new concepts, the use of new terminological vocabulary in newspaper texts related to news and events that are taking place today in various spheres of public life (production, economy, science, culture, art, politics, etc.) are reflected in a short time and quickly.
In accordance with this trend, which characterizes the process of updating the Kazakh vocabulary in relation to changes and innovations in social and public life, since the beginning of the XX century, researches on the history of the Kazakh press and literary language has been talking about the emergence of new concepts and new names for them.
The fact that the appearance of new usages as cognitive and informational tools in the Kazakh press are observed in the lexical composition of the periodical «Ayqap» and the newspaper «Qazaq», as well as in new words and new phrases that existed in the general vocabulary of that time, has been proven in special studies of scientists: B. Abylkassymov, B. Momynova, Sh.Mazhitayeva and others. In such periodical and literary publications as «Ayqap», «Dala ualaiaty», «Qazaq», the cases of such transformation of words began to develop at a new pace, and later the Kazakh intelligentsia, led by A. Baitursynuly, began to create and search for subject words in the process of writing various textbooks.
Their work in this direction was based on the phenomenon of word formation without translating or copying foreign words, using the potential of the language, and the process of Kazakhization of international terms was influenced by the spirit of the mother tongue, high qualifications and clear goals and social situation.
In the process the people of the nation, who made every effort to raise the level of education, art and cognition of the people on the pages of the first Kazakh press, tried to connect the surrounding reality with the Kazakh cognition, bring it closer to the Kazakh understanding. The non-destructive, correct language and its social activity was considered in the association of national cognition. This is because they were people of the national language, who had a deep knowledge of Kazakh oral literature, cultural, political history, poems, could speak eloquently, write artistically, master its grammatical structures at the level of a specialist, speak expressively and write artistically.
Thus, the Kazakh intellectuals and Alash leaders as a journalists who can write masterfully, actively participated in the life of society, political and social issues, actively participated in the search for positive solutions to the problems of the social essence of the language, the scope of its application, its destruction, language reform, language policy in the world, and regularly published articles in the press. One of the most important issues to pay special attention to in terms of language innovations in these works is the formation of terminology on the pages of newspapers, the search and activity in the creation of new words. Well-educated Kazakh intellectuals and educators of the time, who understood the function of the press, wrote letters to the editors, wrote articles in newspapers and journals, expressed their views and suggestions, emphasizing the need to pay more attention to language purity and language culture. As a result, each new word, new usage was used and discussed in the periodicals, and the most successful words, and words close to cognition became part of the vocabulary and enriched our language according to that period.
In this regard, it has been established that, in general, the vast majority of words in the lexical structure of the language of the periodical press are ancient Kazakh words. During this period, many words (әкім, хұқық, басқарма, төраға, би, тілмаш, тәржімелеу, парыз, һәм etc.) were renewed after a while and were used in the press in a new content.
This is a phenomenon that occurs in the practice of any language. And қарындас, пікір, ақсақал, сәулет; and айтыс, жарыс, құрал, сайлау, шәкірт, мүлік, жолдас, орталық, etc., used in the press in the early twentieth century, are actively used in a new sense in the social and public vocabulary and industry terminology (Sapina S. M., 2002).
G. Zhumasheva, who studied the language of the journal «Жаңа мектеп», which is directly related to the beginning of the history of the Kazakh press, shows how the articles of such scholars as A. Baitursynov, E. Omarov, K. Basymov, T. Shonanov, H. Dosmukhamedov, N. Torekulov, K.Kemengerov made a real contribution to the perception of the term and its formation (Zhumasheva G.K., 1996).
In her research, the scientist G. Zhumasheva groups new usages in the language of the press on the relationship between neologism and archaism, their scope of application is as follows: 1) words that became archaic at that time and later rose to the level of frequent use. This includes, in particular, names related to religious concepts: мешіт (mosque), молда (mullah), тұмар (amulet), садақа (alms, charity), айт (muslim holiday), құрбан айт (muslim holiday), Құран, etc.
She noted the new concepts of that time and the new words published in the journal, grouped according to their current use as follows: «1) the names in the Kazakh language, the equivalent of which is still used without constant changes: белсенділер (activists), онкүндік (decade), жоғары мектеп (high school), etc.; 2) names that entered from the Russian language were initially translated, and later the equivalent did not stabilize in the literary language, but instead the Russian version became the norm to this day.: creditor -аласылы, cone -шошақ, trapeze -бестабан, progressiveілгерішіл etc.» [268].
In addition, similar studies on new usages in the pages of the Kazakh press of that period, focusing on the occasional nature of new usages in the term creation process, the specific data reflect the cognitive basis of this phenomenon in practice.
In fact, it is obvious that not all new words created in our language in the 1920s were stabilized and formed. Some of them were used only for a short time and remained out of the language, while others have been used only once and have become occasional.
In this regard, the following statement of G. Yernazarova, who specifically studied the language of journalism by A. Baitursynov, is very important: «The evaluation component, which is a kind of connotative meaning, has a dominant degree in the journalistic works of A. Baitursynov. Words of evaluative or expressive-emotional coloring, after entering the system of terms, are used as the name of a particular concept, replacing the evaluative meaning with a potential seme. For example: жазықты қылмыс (plain crime), жарылқарлық-қарғарлық управитель (blessed and cursed manager), жасырын шағым (anonymous petition), тағылықты үкімет (wild government), ереуіл келетін шатақтар (a scandal leading to a conflict), күмәншіл жауапкер (skeptical defendant) etc.» (Yernazarova G. Sh., 2004: 25).
This principle ultimately coincides with the conclusions of intellectuals led by A. Baitursynov, who aimed to put the formation of terms in the Kazakh language on a professional level in accordance with the nature of the native language, in terms of national language and interests. In accordance with the historical, social, communicative function of language in the context of time and space, the name of any new or known concept from a new angle gives rise to new usages.
The main reason for the formation and support of such words used and proposed by A.Baitursynuly in the minds of the population is the naming, as noted by S. L. Mishlanova, not only the process of defining concepts, but also the cognitive process (Mishlanova S. L., 2001: 77).
Academician O. Aitbayev noted the role of periodicals in the formation of the Kazakh word, the growth and development of linguistics: «In general, the term could be used, first of all, in periodicals, that is, there is no more terminological specialist than journalists who collect and report on various aspects of life (Aitbayev O., 1997: 35).
Regarding the stabilization of new usages and terms in the literary language, O. Burkitov said: «Periodicals are a workshop of new words» (Burkitov O., 1999: 386).
In addition, the researcher G. Yernazarova points out new usages and equivalents of international terms in the Kazakh language, which A. Baitursynov used in the language of journalism.
It is also known that this trend has found a new dynamic field during the period of independence. During the period of independence, one of the sources of the formation of new usages associated with the spiritual and social modernization of consciousness is words from the Arabic language, which have revived in new qualities and increased activity in term formation.
Researcher A. Zhiyekbayeva explains the emergence of Arabic and Persian words at a new level in the system of creating new usages during this period: «During this period, the public consciousness began to get rid of the Russian words, and a purist mood (in a good sense) took place in society. If we look at the history of other languages, we can see similar phenomena. Another reason is the revival of ancestral traditions and Islam since independence. Returning to the forgotten Islamic values, in the words of academician R. Syzdykova, we set out to return the «Arabic words that are the soul» of this religion. History is a sequence of events that repeats over and over again over the years, then the words used in the language of the Kazakh Press in the first years of the XIX century, which began to settle, once again appeared on the stage of history, «the second life» can be seen on the pages of the periodical press, in textbooks written in the field of religious studies» (Zhiyekbayeva A. B., 2010: 10).
Today, it is known that some Arabic-Persian words have been adapted to the phonomorphological laws of the Kazakh language and have taken a great place in the rich lexical fund of the national language: неке (marriage), несие (credit), қаражат (funds), айып (fine), қазына (treasure), жауапкер (defendant), жамиғат (community), хикмет (wisdom) etc.
It is also clearly shown in the study of new usages used in the press that A. Baitursynuly, in connection with the narrowing of the sphere of public activity in the process of terminological formation, adds a new meaning to words that belong to the group of ancient words, carries out a special service, using the potential of the word: бүлік басылары (leaders of rebellion), жасақ беру жұмысы (gathering the squad), лау салығы (temporary tax), ереуіл сөз (accent word), дау ыспаты (evidence of dispute), даушар істер (litigation), аса билік (supremacy), дәйімдік сиез (regular congress), қоңсы уез (neighboring county), тарқы заман (mortal time), тәуел оңаша мәселелер (isolated issues), дүния тегершігі (the wheel of world), қорғандық дуандар (protective district) etc.
S. Isakova, who studied the cognitive-pragmatic aspect of Kazakh terminology, based on the conclusions of scientists who studied the general stages of formation of term equivalents or new names arising in connection with the active work of the press in the Kazakh language, shows the following: 1) identify some features of the new concept; 2) search for the appropriate word in advance; 3) identification of common features of linguistic meaning; 4) clarification of the internal form based on meaning; 5) improving the concept in its application; 6) take into account changes in meaning caused by changes in the internal form (Isakova S. S., 2008: 30).
Meanwhile, it can be seen that there is a place between a term and a new existing word that is not yet a term, but not a simple word, but prototermines that can be obtained conditionally. We see from experience that the name of a concept, which has not yet been formed as a term, under the influence of the press is characterized, evaluated, perceived and analyzed in the minds of consumers: Алаңша -area; Сонымен қатар облыстық білім басқармасының ұйғаруымен құрылысшы мамандарын даярлаудың бір тобы дуальдік оқыту жүйесінің эксперименттік алаңшасы ретінде қарастырылған (Айқын, 08.06.2015). Жылына 1 миллион тонна жүкті өңдейтін контейнерлік алаңша мен әрқайсысы 150 метр болатын үш айлақ теңіз портының көліктік шамасын дамытуға септігін тигізбек (Айқын, 07.07.2015).
It is known that during the period of Independence, new words were increasingly used in our language as a means of cognitive and informational language tool in relation to the many branches of science and technology. Therefore, scientists have paid special attention to the new usages in the social and journalistic literature (newspapers and journals), in everyday life, in the field of science and education, in sports, and have identified them as a special object of study: әуесқой (amateur), әуесқойлар түсірген фильм (amateur film), радиоәуесқойлар жарысы (amateur radio competition), жазбалар (records), толғаныс (reflection), ізденіс (search), тебіреніс (trepidation), тапсырыс (order), суреткер (artist), байқампаздық (observation), туынды (creation), өміршеңдік (vitality) etc.
Although all of them are already existing concepts, the formation of the Kazakh equivalent as a branch name depends on the state status of the Kazakh language.
For example, as a result of the effective use of the potential of the Kazakh language, a system of new sports names and new phrases in the Kazakh language is being formed: Аяқдоп -football; Дау-дамай қазақ аяқдобын тығырыққа тіреді (Қазақстан-Заман, 25.09.2008).
The above concepts related to sports have long entered our minds in the Russian version. But previously, there was neither a consumer desire to find a Kazakh equivalent, nor a corresponding need for social and public services.
The above-mentioned new terms used in the field of sports, aimed at activating the state language in the field of sports in accordance with the national interests of modern society are the result of the formation of the native language as a cognitive and informational tool.
As for the Turkish language, the words of Ataturk, which he said in 1930, are still in the memory of every patriot: «The connection between national feelings and language is very strong. The richness of the national language is the main factor that awakens the national feeling. Turkish is one of the richest languages in the world. You just need to be able to use this language consciously. The Turkish nation, which is able to defend its homeland and independence, must save its native language from the aggression of foreign languages» .
The outstanding Turkish linguist Dogan Aksan defined the important role of the press in the life of society this way: « If you want to know the status of Turkish as a language of education and culture, watch the press. This is because newspaper texts are a reliable database in terms of determining the number of local and foreign words in the language, the frequency of use of these words» (Aksan D., 2010: 132).
In fact, as is known, the frequency of using new names, which are so much transmitted in the press, increases and thereby directly contributes to the perception of these words by the population.
However, looking at the modern Turkish press -we understand that Turkey, located in the middle of Europe and Asia, is facing a difficult linguistic situation. The Turkish vocabulary, which is developing in accordance with the process of globalization in the XXI century, is actively adopting foreign words on the one hand, and on the other hand, creating new, artificial Turkish equivalents that can replace these words in compliance with the Turkic spirit.
-not to use the full potential of the Turkish language, which is rich in synonyms, artificially creating a shortage of words: regular use of the word aşama (period) when there are synonyms derece (degree), devre (stage), kademe (stage), safha (period), hamle (flow); sebebiyle (because), vasıtasıyla (through), münasebetiyle (related to), yüzünden (due to), bakımından (in terms of), yol açmak (opening a path) limit the meanings that synonyms can give only to the word nedeniyle (because of); to express the concepts of taarruz (attack), tecavüz (rape), hücüm (attack) only with the word saldırı (attack); always use the word onur (honor) when there are synonyms şeref (honor), haysiyet (dignity), itibar (honor, prestige), gurur (pride); the word acımak acımak (compassion) has been completely removed from the use of the words şefkat (kindness) and merhamet (empathy) etc.; -one of the main problems of the modern Turkish press is the use of foreign equivalents of new words, despite the presence of their Turkish equivalents. Although the «Turkish Language Association» has found pure Turkish equivalents of foreign words and introduced them to the public through the daily media, the Turkish media has ignored them.
Another thing we noticed: foreign words (mostly English) are often given in the Turkish press directly in their original form.

Conclusion
The main problem identified in the course of the study is that most of the questions related to the development and formation of new usages in the Turkish language are in harmony with these issues, which are also updated in the Kazakh language. The main reason for this is that the innovative processes inherent in the era of globalization in the XXI century have led to rapid changes in the world language system. It is particularly evident at the lexical level of the language system, which is characterized by a flexible and variable character.
As a reflection of this, language expressions of rapid modernization in the political, cultural and economic spheres during this period were reflected on the pages of the Kazakh and Turkish mass media.
In this regard, guided by the relevance of the study of new usages that have emerged in the language in the context of language~cognition~society in linguistics, in the course of the research conducted in accordance with the complex realities of the modern press language, the following conclusions were drawn: -vocabulary is a linguistic treasure that serves as the basis for studying not only the general state of language-consuming society, but also the thought and consciousness of members of society. In the research work, it was considered in the continuity of language~cognition~society that the lexical composition of the language is replenished with new words as a manifestation of changes in the world of reality and the desire of society to give names to new concepts and realities is a legal phenomenon in the interests of society. It is proved by a clear contextual analysis of the pragmatic and cumulative essence of new usages in the media environment of the universe that the function of new usages as a cognitive and informational tool in comparison with neologisms is clearly manifested in the main sphere of application -the press -of language manifestations of the process in social consciousness; -the article interprets the cognitive information of new usages in the Kazakh and Turkish press, which serves as a language tool for developing and influencing public consciousness through text analysis; -at the same time, the cumulative activity of the Kazakh press was reflected on the basis of the revival of spiritual values in the consciousness of the addressee through the use of ethnolexics, and the predominance of foreign use in the Turkish press was determined.