Abstract Book of the 5th World Conference on Media and Communication
Year: 2025
DOI:
[PDF]
Digital Pathways: How Social Media in Kazakhstan Frames Westernization as a Tool for Decolonization
Nazira Bairbek
ABSTRACT:
In post-Soviet Kazakhstan, a growing social media trend is reframing Westernization—not merely as cultural imperialism but as a pathway toward decolonization. This shifting view positions Westernization as a means of countering Russification, Russian imperialism, and neocolonialism, encouraging a reclaiming of cultural identity and autonomy by replacing Russian influence with Western ideas.
Since Kazakhstan gained independence in 1991 after the Soviet Union’s collapse, Russian influence has continued to pervade its domestic and foreign policies (Isaacs, 2023), spanning economic (Libman & Obydenkova, 2022), linguistic (Leydiker, 2023), and political domains (Dadabaev, 2021). In recent years, however, Kazakh citizens have actively embraced social media as a platform for civic activism, enabling them to adopt unique perspectives, reinterpret established concepts, and express a diverse range of ideas and demands (Beisembayeva et al., 2013). Since the start of the war in Ukraine, posts on Facebook demanding full decolonization in Kazakhstan have increased threefold (Bairbek et al., 2024). Amid a surge of decolonization-focused posts, many have addressed Westernization within the context of international relations, challenging Western-centric narratives from varied perspectives and fostering a nuanced view of global dynamics.
This study critically analyzes the shifting narratives around Westernization and decolonization on Kazakhstani social media, guided by research questions on how and why Westernization is framed as a decolonization tool in global communication frameworks. Using quantitative and qualitative content analysis this research explores participants’ perspectives on how social media frames Westernization as a route to decolonization in post-Soviet Kazakhstan. By recruiting participants from diverse backgrounds, the study seeks to provide comprehensive insights, using thematic coding to highlight recurring themes.
Preliminary findings reveal the transformative potential of digital activism in redefining Westernization within a globalized context, demonstrating how Westernization and decolonization are coexisted in complex and dynamic ways on social media in post-Soviet region.
Keywords: Kazakhstan, Social Media