Transformation of Value Orientations in Kazakhstani Society During the Independence Period: Content Analysis of Media Discourse

Abstract

This article examines the dynamics of changes in value orientations of Kazakhstani society during the independence period through the prism of media discourse. The relevance of the research is substantiated by the necessity for comprehensive analysis of changes in public consciousness and sociocultural patterns in the context of state-building and modernization. The methodological foundation of the research consists of an integrated approach combining quantitative and qualitative content analysis of media texts, discourse analysis, and comparative methodology. The empirical base comprises materials from leading Kazakhstani media outlets from 1991-2024, selected according to the principles of representativeness and coverage of various segments of the media landscape. The research identifies three key stages in the transformation of societal value orientations: the post-Soviet adaptation period (1991-2000), the period of stabilization and formation of a new national identity (2001-2015), and the period of global challenges and digital transformation (2016-2024). Content analysis of media discourse demonstrates significant evolution in the representation of fundamental values such as family, labor, education, social success, civic responsibility, and national culture. The study reveals that media discourse reflects the dialectical interaction between traditional values of Kazakhstani society and modernization imperatives conditioned by processes of globalization and the country's integration into the global community. A significant correlation has been established between the transformation of media discourse and actual changes in public consciousness, confirming the role of mass media not only as a transmitter but also as a constructor of social values. Particular attention is devoted to analyzing the relationship between traditional and modernization values in the public consciousness of Kazakhstanis, identifying dominant trends in the evolution of social attitudes and worldview positions of citizens.