Title: Transformation Processes in the Media Landscape: Mechanisms of Dual Filtration and Linguocultural Adaptation of Television Formats in Russia and Uzbekistan
Authors: Petrosyants Ernst Ashotovich
Volume: 10
Issue: 5
Pages: 109-113
Publication Date: 2026/05/28
Abstract:
This article examines the adaptation of Western television formats in Russian and Uzbek media through the concepts of dual filtration, glocalization, and linguistic adaptation. Based on comparative analysis of entertainment and reality-TV projects such as "The Voice/Ovoz" and "Patsanki/Zirapcha", the study shows that Uzbekistan often receives Western formats indirectly, via Russian localization, which functions as an intermediary cultural hub. The findings indicate that the core structural model of the format is largely preserved, while narrative tone, ethical framing, and speech behavior are substantially transformed. Russian versions tend to allow greater use of slang, profanity, and colloquial speech, whereas Uzbek adaptations apply stricter lexical control and align content with national values, educational goals, and the norms of "ma'naviyat". The article argues that Uzbek television is not a passive recipient of foreign content, but an active linguistic filter that both localizes global media and supports the prestige of standard Uzbek in the public sphere.