Abstract
<jats:p>Introduction. In the context of digitalization and the growing influence of new media, YouTube has become an important platform for the representation of historical knowledge and the construction of historical memory. The study of how historical figures are represented in digital media is particularly relevant for understanding the formation of public consciousness and national identity. Purpose and objectives. The purpose of this study is to examine the media representation of historical figures on YouTube in Kazakhstan and Turkey in the context of historical memory. The objectives include identifying the narrative, ideological, and cultural codes that shape these representations, as well as comparing the discursive strategies used in both countries. Materials and methods. The research corpus consists of video content published between 2020 and 2024 on selected educational and historical YouTube channels from Kazakhstan and Turkey. The methodological framework includes comparative analysis, media analysis, narrative analysis, and critical discourse analysis based on Norman Fairclough’s approach. The theoretical foundation is based on the concepts of Benedict Anderson (imagined communities), Jan Assmann (cultural memory), and Stuart Hall (representation). Results. The findings show that historical figures on YouTube are constructed through diverse discursive strategies related to national identity, statehood, and collective memory. Both similarities and differences were identified in the media narratives of Kazakhstan and Turkey, as well as in their mechanisms of influencing public consciousness. Conclusion. The study demonstrates that YouTube serves as an important tool for shaping digital historical narratives and transmitting historical memory. The results contribute to a deeper understanding of the interaction between media, history, and society in the digital age.</jats:p>