Sociocultural Factors Hindering Public Communication of Positive Body Image in Kazakhstan

DOI: https://doi.org/10.15826/csp.2025.9.2.338

Abstract

This research investigated the obstacles hindering the promotion of positive body image among women in Kazakhstan by focusing on sociocultural factors influencing their perceptions. Using a network sampling method, this descriptive study surveyed women aged 18–50 in Almaty and Astana, Kazakhstan’s two largest cities. Participants were recruited through a questionnaire link shared on Instagram[1] by four enablers, which reached 1,000 potential respondents and resulted in 135 returned questionnaires of which 94 were fully completed, thus achieving a 13.5% response rate and a 9.4% completion rate. The study was conducted with a 90% confidence level. The findings indicated that social media, family influence, and the fashion industry were primary obstacles to promoting positive body image in Kazakhstan. While there has been some progress in accepting positive body image in Almaty and Astana, entrenched cultural norms continue to heavily influence perceptions. Young Kazakhstani women often face negative scrutiny if their bodies do not conform to the thin ideal.


[1] Instagram™ is a trademark of Instagram Inc., registered in the U.S. and other countries. По решению Роскомнадзора, социальная сеть Instagram полностью заблокирована в России как экстремистская организация.

Author Biographies

Milen Filipov, KIMEP University, Almaty, Kazakhstan

Milen Filipov, PhD, is an Associate Professor in the Department of Media and Communications, College of Social Sciences, KIMEP University, Kazakhstan. Dr Filipov’s primary research interests include media framing of social issues, strategic public relations, and public communication within the context of higher education institutions.

Adel Askarkyzy, KIMEP University, Almaty, Kazakhstan

Adel Askarkyzy, MA in International Journalism, is a graduate of the Department of Media and Communications, College of Social Sciences, KIMEP University, Kazakhstan. Ms. Askaryzy’s research interests focus on media framing and public relations.

Mehdi Aqarabi, University of Tehran, Iran; KIMEP University, Almaty, Kazakhstan

Mehdi Aqarabi is a PhD Candidate in Media Management at the University of Tehran, Iran and an adjunct lecturer at KIMEP University, Kazakhstan. His research focuses on platform economics, media management, social media, and fandom studies.

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Published
2025-07-12
How to Cite
Filipov, M., Askarkyzy, A., & Aqarabi, M. (2025). Sociocultural Factors Hindering Public Communication of Positive Body Image in Kazakhstan. Changing Societies & Personalities, 9(2), 479-500. doi:10.15826/csp.2025.9.2.338
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Vol. 9, No. 2 (2025)
Section
Articles