Trends in the Transformation of Gender Stereotypes: Representation of Women’s Image in the Modern Media Space of Kazakhstan

DOI: https://doi.org/10.15826/csp.2024.8.2.282

Abstract

The purpose of the study is to assess the transformation of women’s image in the modern media space of Kazakhstan. Using a mixed research approach, including a literature review, analysis of advertising materials, and expert surveys, the authors determine the role of the media in shaping the image of women. The results demonstrate that despite the growing trend towards diversity in women’s roles, traditional stereotypes persist, especially in the context of traditional gender roles. The findings emphasize the importance of addressing gender inequalities in different sectors, including politics, business, and public participation. The gradual transformation of women’s roles reflects social shifts influenced by globalization, feminism, and technological advances. The study underscores the need for further efforts to combat gender stereotypes and promote diverse portrayals of women in mass media. Despite the progress achieved, continued research, political measures, and initiatives to promote media literacy are needed to create a media landscape that would foster gender equality and expand the rights and opportunities of women in all spheres of social life.

Author Biographies

Nazym Baskynbayeva, Al-Farabi Kazakh National University, Almaty, Kazakhstan

Nazym Baskynbayeva is a PhD Student majoring in Cultural Studies at the Al-Farabi Kazakh National University, Almaty, Kazakhstan. She examines how symbolic elements shape societal perceptions and the status of modern women, exploring issues such as career struggles, professional changes, and the broader mission of women in contemporary society. As the author, Nazym Baskynbayeva did a presentation on theme ‘The Symbolic elements of the beauty contest “Qazaq aruy” and their influence on the formation of the modern image of women’.

Aliya Massalimova, Academy of Public Administration under the President of Kazakhstan, Astana, Kazakhstan; Al-Farabi Kazakh National University, Almaty, Kazakhstan

Aliya Massalimova, Dr. Sci. (Philosophy), Professor, Al-Farabi Kazakh National University, Almaty, Kazakhstan. She explores cultural theory and history, with a focus on the identification of traditional Kazakh culture and the cultural implications of marginality. Her research interests also include developing educational methodologies for cultural studies. She has authored over 100 research works, including textbooks and monographs on philosophy and cultural studies.

Aliya Omirbekova, Al-Farabi Kazakh National University, Almaty, Kazakhstan

Aliya Omirbekova is a PhD at Al-Farabi Kazakh National University, Almaty, Kazakhstan. Her research interests revolve around Kazakh superstitions, teaching and learning Kazakh as a second language, state religious policy in Kazakhstan, and multiculturalism. Her research explores the interaction between cultural practices and religious policies in Kazakhstan, with an emphasis on linguistic and multicultural aspects. As the author, she is actively engaged in research concerning the interaction between cultural practices and religious policies in Kazakhstan, with a focus on linguistic and multicultural aspects.

Aizhan Kuderina, Al-Farabi Kazakh National University, Almaty, Kazakhstan

Aizhan Kuderina is a Senior Lecturer at the Al-Farabi Kazakh National University, Almaty, Kazakhstan. She specialises in cultural studies, interfaith dialogue, and the impact of religion on societal and cultural dynamics in Central Asia. She investigates how religious and cultural interactions shape societal values and influence the region's cultural landscape.

Zharkynbek Abikenov, Korkyt Ata Kyzylorda State University, Kyzylorda, Kazakhstan

Zharkynbek Abikenov is a PhD at Korkyt Ata Kyzylorda State University, Kyzylorda, Kazakhstan. His research addresses regional and potentially national issues. He explores themes such as cultural identification and shamanic values in the context of Kazakh culture.

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Published
2024-07-19
How to Cite
Baskynbayeva, N., Massalimova, A., Omirbekova, A., Kuderina, A., & Abikenov, Z. (2024). Trends in the Transformation of Gender Stereotypes: Representation of Women’s Image in the Modern Media Space of Kazakhstan. Changing Societies & Personalities, 8(2), 443–464. doi:10.15826/csp.2024.8.2.282
Citation Formats
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Vol. 8, No. 2 (2024): Special Issue “Demographic Well-Being as a Factor of Social Development”
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Articles