Media consumption and identity formation among young leaders in Kazakhstan in the digital age (review of publications by Galia Ibraeva and Helen Mickiewicz)

Abstract

The article reviews studies by Galiya Ibraeva and Ellen Mickevich on media consumption and identity formation of Kazakhstan’s young elites in the digital age. The purpose is to compare the methodological approaches and findings of these studies with Mickevich’s earlier research, and to identify challenges and future directions in studying media behaviors of Kazakhstani youth. The research is significant due to the rapid transformation of the media environment and the impact of digital technologies on socio-cultural processes in the post-Soviet space. The methodology relies on qualitative analysis of focus group data from students at leading Kazakhstani universities and comparisons with Russian and American studies previously conducted by Mickevich. Results show that young leaders in Kazakhstan use diverse internet sources, critically evaluate state and foreign media, and develop a hybrid identity combining national traditions with global influences. The work highlights issues of media literacy, heterogeneous media preferences, and the role of linguistic and socio-cultural context. The practical significance lies in applying these findings to develop effective communication strategies and educational programs aimed at enhancing media literacy and strengthening national identity in the digital era.