Kazakistan YouTube’unda Kadın Temsili: Nitel Bir İçerik Analizi

Abstract

Bu çalışma, Kazakistan’ın YouTube medya platformlarında kadın kimliklerinin nasıl inşa edildiğini ve nasıl karşılandığını incelemektedir. Çalışmada, kadın temsillerinin devlet bağlantılı ve bağımsız video kanallarındaki sunumları karşılaştırılmakta ve izleyici yorumları üzerinden bu temsillere verilen tepkiler analiz edilmektedir. Özellikle duygusal açıdan yüklü konulara ve çelişkili toplumsal cinsiyet bakış açılarının izleyici yorumlarında nasıl ifade edildiğine odaklanılmıştır. Analiz, amaçlı örnekleme yöntemiyle seçilen sekiz video temelinde gerçekleştirilmiştir; bu videolar hem devlet yapımı içerikleri hem de bağımsız öz-sunumları kapsamaktadır. Nitel içerik analizi MAXQDA yazılımı kullanılarak yürütülmüştür. Bulgular, resmi videoların kadınları görsel olarak nötr ve modernleşmiş bir şekilde sunma eğiliminde olduğunu, ancak bununla birlikte ataerkil kalıpların örtük biçimde sürdürüldüğünü göstermektedir. Buna karşılık, bağımsız kaynaklar geleneksel ve dini temsillerden modernist ve özverili kadın imajlarına kadar daha geniş bir yelpaze sunmaktadır. Kadının hem anne hem de profesyonel figürü olarak sunulması ise her iki söylem türünde de paradoksal bir biçimde yer almaktadır. Ayrıca yorum analizleri, özellikle mağdur suçlama, dini çerçeveli toplumsal cinsiyet rolleri ve kadın ahlakı gibi konularda yüksek düzeyde duygusal katılım olduğunu ortaya koymaktadır. Genel olarak, bu çalışma öz-sunumun kadın öznelik biçimi olarak önemini vurgulamakta ve çağdaş Kazakistan toplumundaki toplumsal cinsiyet algılarını daha derinlemesine anlamaya katkı sunmaktadır.

Keywords

• Toplumsal cinsiyet temsili
• medya söylemi
• izleyici tepkisi
• nitel içerik analizi
• MAXQDA

Women’s Representation on Kazakhstani YouTube: A Qualitative Content Analysis

Abstract

This study examines how female identities are constructed and received on Kazakhstan’s YouTube media platforms. It compares representations of women in state-affiliated and independent video channels and analyses audience reactions to these portrayals. Particular attention is paid to emotionally charged topics and how conflicting gender perspectives are expressed in viewer comments. The analysis is based on eight videos selected through purposive sampling, comprising state-produced content and independent self-presentations. Qualitative content analysis was conducted using MAXQDA software. Findings indicate that official videos tend to portray a visually neutral, modernised image of women, while subtly maintaining patriarchal patterns. Independent sources, by contrast, offer a broader spectrum of representations – from traditional and religious to modernist and self-sacrificial. A paradoxical image of the woman as both mother and professional appears across both types of discourse. Furthermore, the comment analysis reveals a high degree of emotional engagement, particularly around issues such as victim-blaming, religiously framed gender roles, and female morality. Overall, the study highlights the significance of self-presentation as a form of female subjectivity and contributes to a deeper understanding of gender attitudes in contemporary Kazakhstani society.

Keywords

• Gender representation
• media discourse
• audience reception
• qualitative content analysis
• MAXQDA

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