CULTURAL GLOBALIZATION THROUGH YOUNG FEMALE CONSUMPTION IN KAZAKHSTAN

Abstract

This article examines the impact of cultural globalization on the gender identity of young women in Kazakhstan, with a focus on the role of media and popular culture. The rapid growth of information technology and the widespread use of social media over the past decade have significantly impacted women’s consumption habits, making them more active and individualized.
The theoretical importance of this article lies in its focus on the gender aspects of cultural globalization in Kazakhstan. The practical part of the work involves studying and analyzing how women’s media and popular culture consumption have changed in recent years. This research used a mixed-method approach, combining both quantitative and qualitative methods. It examined the consumption of popular music, cinema, and influencers, as well as the impact of media consumption on the gender identities of young women in Kazakhstan.
The study’s results showed that, besides Western music and cinema, the consumption of female youth significantly reflects the influence of Asian globalization, especially Korean popular culture, known as K-pop. At the same time, family plays a crucial role for girls, as family members can compete with various social media influencers. Overall, cultural globalization through social media and popular culture has made young female consumption complex, personalized, and diverse in Kazakhstan over the recent decade.