Negotiating traditional and Western values in social media: a critical discourse analysis of Kazakhstani influencers’ content

This study examines how Kazakhstani social media influencers negotiate tensions between traditional Kazakh norms and Western liberal value repertoires in their digital content. It asks: (1) what discursive strategies influencers use to navigate competing value systems; (2) in which domains (gender roles, sexuality, consumption, and religiosity) value conflict is most visible; and (3) how audiences respond to and participate in these negotiations. The study employs critical discourse analysis to