Transformation of Aitys in Digital Culture

Abstract

Aitys is one of the most well-known forms of Kazakh oral folk literature. For centuries, it has served as a key platform for public thought, social critique, the expression of national identity, and the preservation of cultural heritage. In the twenty-first century, the development of digital culture has introduced new models for traditional art forms, and aitys has not remained outside this process. It is now widely disseminated through television, social networks, and various online platforms. However, the transformational characteristics of aitys in the new media environment and its role in digital culture have not yet been comprehensively studied. This study demonstrates that the transformation of aitys within digital culture occurs through adaptation to new forms while maintaining tradition. The purpose of the research is to compare traditional aitys with its transformed forms and to identify the main directions of change. The study employs cultural analysis, a comparative approach, and discourse analysis. Televised aitys, social media videos, and live streams are compared with traditional stage performances of aitys. The empirical material includes offline and online performance indicators of the “Altyn Dombyra” aitys for 2019–2024. The results show an increase in the multimedia character of aitys, the transformation of viewers from listeners into participants through comments, likes, and reposts, and the systematic expansion of digital archiving and redistribution of aitys texts. This research makes it possible to interpret the transformation of aitys in digital space as a new way to sustain the vitality of national cultural heritage and to promote it at the global level.

Keywords: aitys, digital culture, transformation, tradition, innovation, social media.