Understanding Media Tastes Via Sociology in Kazakhstan
In the heart of Central Asia, Kazakhstan's media landscape presents a diverse and intricate tapestry, reflecting the country's rich cultural and socioeconomic diversity. A recent survey conducted by the Kazakhstan Institute for Strategic Studies (KazISS) sheds light on the various media consumption patterns across the nation.
The survey reveals that men in Kazakhstan tend to follow bloggers and foreign media more than women, a trend that might be attributed to the country's digital transformation and the growing popularity of online platforms. However, women show a preference for national TV channels and print media, possibly due to their traditional appeal and long-standing relevance.
Education levels in Kazakhstan significantly influence media trust and preferences. Trust in online media, including bloggers and foreign media, rises with education level. For instance, while only 8.1% of respondents with incomplete schooling trust bloggers, this figure jumps to 20.9% among those with degrees. Similarly, trust in online media increases from 23.1% among those with incomplete secondary education to 46.5% among respondents with degrees.
Television and print press continue to dominate in rural areas, reflecting an informational habit formed before the digital era. On the other hand, social networks and online media are more popular among younger generations in cities, where the digital revolution has taken a stronger hold.
Aigul Zabirova, a chief research fellow at the Kazakhstan Institute for Strategic Studies under the President of Kazakhstan (KazISS), a doctor of sociology, and a professor, notes that the Kazakhstan media landscape is layered, with each person on their own island, following their own navigation.
Trust in national TV channels declines as education levels rise, from 63.8% among those with incomplete secondary education to 37.2% among respondents with degrees. This suggests a growing scepticism towards traditional media among the educated populace, who might be seeking more diverse and independent sources of information.
The audience of foreign media in Kazakhstan is diverse, ranging from vocational school graduates to holders of prestigious diplomas. This diversity underscores the growing importance of international perspectives in Kazakhstan's media consumption, as the country continues to integrate into the global community.
In Kazakhstan, youth (teenagers and young adults) show distinct media consumption behaviors, heavily using smartphones, social networks, streaming, and gaming, driven by digital communication and creativity needs. Meanwhile, other sociodemographic groups, such as migrant workers from Central Asia, who are mainly involved in the service sector, likely have different media usage patterns influenced by their socioeconomic roles and integration contexts.
Online media are a regular harbor for some, while for others, they represent the search for new routes. In cities, social networks, messengers, and internet media consumption are higher compared to rural areas, indicating a digital divide that is gradually narrowing but still present in Kazakhstan.
In conclusion, the media consumption patterns in Kazakhstan reflect deeply rooted life experiences and habitus, with some relying on traditional media (television) and others trusting digital platforms (Telegram). As the country continues to evolve, it is expected that these patterns will continue to shift, reflecting the changing needs and preferences of its diverse population.
