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

Baskynbayeva N. Massalimova A. Omirbekova A. Kuderina A. Abikenov Z.
2024 Ural Federal University

Changing Societies and Personalities
2024 #8 Issue 2 443 - 464 pp.

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.

advertising , female image , gender stereotypes , media space , politics , social roles

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Al-Farabi Kazakh National University, Almaty, Kazakhstan
Academy of Public Administration under the President of Kazakhstan, Astana, Kazakhstan
Korkyt Ata Kyzylorda State University, Kyzylorda, Kazakhstan

Al-Farabi Kazakh National University
Academy of Public Administration under the President of Kazakhstan
Korkyt Ata Kyzylorda State University

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