TRADITIONAL AND MODERN IMAGES OF KAZAKH KELIN IN THE DIGITAL SPACE

Abstract. Purpose: The main purpose of the review article is to identify the influencing factors characterizing the social roles of Kazakh kelins in the modern context through a literature review. It compares the methods used in the studies, analyzes their strengths and weaknesses, and complements them in my own research.

Methodology: A narrative literature review was conducted in the work by synthesizing the topics.

This article is based on the work on the topics of digital space and kelin image, gender in Kazakhstan and Central Asia, which have been studied over the past five years.

Results: My research identifies the innovative role of the Kazakh kelin, combining tradition and modernity. The formation of these roles is influenced by historical traditional values, digitalization models. That is, the transformation of the social roles of kelins in the family is determined by the localization of the digital space and market modernity.

Conclusion: The image of the Kazakh kelin is a new social role, combining tradition and humanity. Most of the reviewed works are descriptive and qualitative in nature. Therefore, there are obstacles to generalizing the research, and a more in-depth study is planned.

Keywords: the image of the kelin, gender roles, traditionalism and modernity, ethnocultural image, digital space.

Introduction

Currently, the social role of the kelin in Kazakh families is undergoing complex changes due to the rapid development of globalization, digitalization and the market economy. That is, the image of the kelin is undergoing transformation in accordance with modern requirements. The main relevance of this is determined by the need to find a connection and harmony between traditional rules and modern requirements.

General trends in the literature: The studies I reviewed explain the changes in the social image of the kelin through two processes: the first is the kelin, who maintains the stability of traditional duties and values ​​​​of the family, and the second is the new roles of the kelin in accordance with modern requirements, which have emerged under the influence of the digital space. The image of the Kazakh kelin in the era of globalization is a modern glocalization, formed through patriarchal principles and digitalization. Although in the digital space the kelin seems active, modern, educated, versatile, in real family life the duties of adhering to traditional norms are still the main image of the role of the kelin.

Scientific gap: The analysis of the literature not only shows the contradictions between traditional and modern expectations in the social image of the kelin, but also shows the need to integrate them through comparative analysis.

Purpose of the article: The purpose of this review article is to identify and systematize the socio-cultural factors that have contributed to the change in the gender and social roles of Kazakh kelins in the context of globalization processes.

Methodology

This work was conducted in the form of a traditional literature review.

Literature search and selection: During the review, scientific works (scientific articles, studies, monographs) related to the topics of the social image of the Kazakh kelin, gender roles, glocalization in the digital space and social networks were reviewed. The data used for the literature review were published between 2020-2025. The literature includes theoretical and empirical studies that study the image of women and gender roles in the domestic and Central Asian contexts.

Data analysis method: The results selected from the literature review were analyzed using the thematic synthesis method. The main research questions of the article - the ethnocultural image of the Kazakh kelin, patterns that form gender role expectations, and elements of social roles - were divided into logical subtopics, and common conclusions were presented in each study. This approach allowed us to identify common trends and contradictions in the literature and to identify the need for research.

Results

The cultural image of the Kazakh kelin in the era of globalization

Based on the literature I reviewed, the ethnocultural image and roles of kelin in the Kazakh family are considered a complex and systematic phenomenon, formed in the current era of globalization under the influence of historical and traditional norms and modern socio-economic processes. Culturally and socially defined practices that determine the image of the kelin in the digital space are considered within the framework of two trends: the first is the stability of roles that preserve traditional family values, and the second is the role that meets modern requirements, characteristic of digitalization and market relations [2, с. 50-57]. In these digital representations, the image of Kazakh kelin, while maintaining their ethnocultural traditional duties, develops their socio-economic roles through social networks and participates in business and entrepreneurship projects [4].  Therefore, the ethnocultural image of the modern Kazakh kelin is not a new model formed under the influence of globalization, but a manifestation of her new facets, while preserving traditional values ​​and norms. Although the image of the kelin in this digital space is reflected in a modern context as an educated, active person, her main role in the family is still connected with traditional duties and beliefs [2, с. 57]. That is, her true role image is closely related to the traditional values ​​of the family. Since traditional values ​​and norms in the Kazakh family are important and fundamentally embedded in education, the image of the modern kelin in the media does not fully correspond to reality [10, с. 222-224].  

Therefore, the main approach can be considered to consider the image of the Kazakh kelin in the modern era as a complex glocalization that arose from the intersection of traditional and modern processes. This is an opportunity for my research to compare the image of Kazakh kelin with kelin of other nationalities and identify their differences and similarities.

The influence of tradition and modernization on the gender roles of kelin  in the Kazakh family

The analysis of the data clearly shows that the tasks of gender roles are formed not by one, but by the interaction of several types of socio-cultural models:

1. The kinship-patriarchal model based on traditional family values;

2. The country's ongoing modernization and digitalization development strategy;

3. Media content and advertisements related to gender roles;

4. Institutional models established through the labor market and multifaceted industries.

Based on ethnographic data, we can see that the social role of a kelin in a Kazakh family is formed by the principles of that family. For example: respect for elders, respect for parents, service [10, с. 230]. These norms differ depending on the characteristics of each nation: in some nations, the requirements for a daughter-in-law are strict, in others they are easier. This feature also depends on the traditional values ​​​​observed in the region where the family is located.

The state, in order to digitize the country, develop the labor market, support women, maintain gender equality, and increase educational opportunities, portrays the role of the kelin as a digitally literate and economically active member of society [4, с. 1-6].

The models presented through the digital space are among the main norms that determine gender roles. According to studies in the reviewed literature, the roles of kelin in the family on social networks and in advertisements coexist with traditional norms and modern images [2, с. 65].  In this regard, contradictions arise in two directions between the models of the social role of the kelin in the Kazakh family.

Market participation in the digital space, i.e. activity on social networks, online work, shopping, contribute to the transition of the traditional roles of the kelin in the Kazakh family to modern roles [7, с. 21-25].

Therefore, the social image of Kazakhs and foreign kelin in Kazakh families can be viewed as a multi-level structure arising from the intersection of tradition, digital media, business, and public policy.

Aspects of the marital roles of Kazakh and other ethnic kelin

Based on the reviewed literature, the socio-marital roles of the daughter-in-law consist of several components:

• performing household work and organizing daily household processes;

• the reproductive function in the family - raising a child;

• organizing and maintaining kinship relations with relatives in the family (relationship with parents, kelin status);

• contributing and organizing income in the family;

• ritual roles and symbols.

Data studies clearly show that household work and kinship relations in the family are the main tasks of the kelin's role [10, с. 235]. In addition, the reproductive social role of a woman in the family directly affects her professional and career role  [5]. After all, giving birth to a child and raising a child leads to an additional burden and lack of time for a woman.

The development of the modern digital economy has increased the market activity of the kelin and introduced a new form of her participation in family decision-making [3]. At the same time, the way the kelin presents herself and creates information in the digital space gives her a new social role. This new social role provides a relationship that contrasts with the traditional model of the kelin [2, с. 64].

All of these elements of relationships can be used in my study to reveal the role similarities between Kazakh and non-Kazakh kelin. That is, they can serve as a basis for analyzing the parallels of the social roles of Kazakh and non-Kazakh kelin in the Kazakh family.

The image of kelin in Kazakh families in the digital space.

Based on the research of scientists in recent years, we can observe changes in the image of kelin in the digital space in three main directions:

First, the rapid increase in the appearance of kelin in the digital space. Currently, the younger generation of kelin is increasing their economic status, reputation and popularity through online stores, marketplace platforms, and social networks [3]. They are reflected in: shopping, consulting, and providing useful life tips for family life.

Secondly, the widespread use of traditional and modern media images. Based on this work, several social roles of the kelin in social networks are identified: a performing kelin in the traditional image and a modern active kelin.

Third, the different access to digital space. Yes, although the digital space has taken an important place in the life of society, access to Internet sources and devices is uneven. This digital inequality also affects kelin. Urban kelin are more visible in the digital space [4]. In addition, digitalization affects the social image of the youth and changes the understanding of roles in the family [1]. The digital world not only creates new social images, but also contributes to the preservation of traditional family norms.

The influence of social norms on the roles of kelin

Digital space and social norms are factors influencing the formation of the social roles of Kazakh kelin. If the social image of the kelin presented in the digital space is supported, then the kelin has a high chance of increasing her integration into public life

In addition, some situations in social networks measure the main value of the kelin through family chores and appearance, which also become factors that limit her independence [2,  с. 64].

Traditional norms in family life significantly restrict the role of the kelin in the media. Because kinship relationships, values, and traditions may limit the acceptance of roles introduced through the media .

Media influence is always formed simultaneously with the kelin's institutional and social capital and media changes it. But it is a conducive environment that connects this change to real life [9].

Professional skills that shape the kelin’s experience

According to these data, the main factors that lead to a change in the social role of the kelin are: her education, experience, and skills.

If the kelin’s education and experience allow her to express herself in social and economic relations, digital education opens the way to online opportunities and success [5].

Kelin who have the opportunity to acquire education and develop experience in urban areas are more likely to plan their roles confidently [1]. However, without social support from family members in fulfilling family norms, knowledge and experience will not ensure the transformation of the kelin’s image [7].

At the same time, there are other obstacles. For example, the region of location, ethnic characteristics. The reason is that some regions do not have access to digital resources and economic skills [4].

Differences in the family roles of Kazakh and other ethnic kelin

Comparisons of kelin based on their interethnic characteristics are very rare, but indirect conclusions can be drawn. Interethnic roles can be found in ethnographic studies. There, the family structure, kinship roles, rituals, traditions and beliefs of each ethnic group affect the status of the kelin [10, с. 240].  This affects the freedom of the kelin, her involvement in decision-making in the family, and her development, and shows differences.

The influence of the labor market and the kelin's contribution to the family fund also affect interethnic roles. For example, if urban kelin have more opportunities, role changes in rural groups are slower to occur [8,  с. 45].

The appearance of kelin in the media also affects interethnic perception: some quickly accept and imitate, while others may contradict and provide feedback on traditional roles [6,  с. 110].

Media representations can influence interethnic perceptions: some ethnic groups are more exposed to the media, while others may find media representations that contradict traditional norms and provoke a backlash. In conclusion, access to digital resources and traditional norms influence the role of the kelin.

Discussion and Conclusion

Discussion of Results: This review article revealed that the social roles that determine the ethnocultural image of the Kazakh kelin are a multi-level, complex mechanism in the interaction of tradition, modernity, social media, market and state norms. The main point is the ambiguous model of the social image of the Kazakh kelin. On the one hand, the kelin is a performer of traditional duties, and on the other hand, she is an economically active, digitally literate person. Yes, modern requirements may affect the kelin through new social roles, but they do not lose traditional norms in family life. It allows us to reveal a new image of the kelin.

Limitations: The limitation of this review is that it is based only on literature and it may be difficult to fully assess the strength of specific experiences and ritual norms in the daily lives of kelins. In addition, it is taken into account that the results of media influence are always realized together with institutional and social capital.

Suggestions for future research: In the future, attention should be paid to ethnocultural, intra-family relations, and resource mechanisms that determine the role outcomes of Kazakh kelins. In particular, it is necessary to study the impact of the psychosocial values ​​of the kelin during the contradictions between tradition and modernity. In addition, it is necessary to expand on how we define the image of the kelin.

Conclusion: In conclusion, the most accurate approach is to consider the ethnocultural image of the Kazakh kelin, which emerged from the harmony of tradition and modernity, as a relevant and complex structure in the modern era of globalization. This review article has revealed various aspects of the modern image of the kelin and has allowed us to identify what aspects have not been studied and revealed in the literature.