LINGUOCULTURAL ASPECT OF GENDER ASYMMETRY (BASED ON MEDIA MATERIALS FROM 2020-2025)

Abstract

The article examines the linguacultural aspect of gender asymmetry in the media. In the 21st century, the media landscape and the phenomenon of gender asymmetry are shaped by national and cultural specificities. The primary focus of this study is Kazakh-language media materials published between 2020 and 2025. The research involves an analysis of the representation of men and women within Kazakh media discourse.

The objective of the research is to identify manifestations of gender asymmetry in media discourse. Accordingly, a linguacultural analysis was conducted based on media articles published from 2020 to 2025. The scientific novelty of the study lies in the analysis of gender asymmetry through media materials and the elucidation of the social and linguacultural significance of linguistic applications. Gender asymmetry in a cultural context constitutes a set of stereotypes formed within the system of national cognition and values.

The media play a crucial role in reflecting established gender stereotypes. Consequently, gender roles in the cultural context are determined by traditional perceptions and national value systems. The study demonstrates that the linguacultural manifestations of gender asymmetry in the media reflect national understandings of male and female roles in social relations. The article presents the dynamics of gender role formation and development, along with comparative perspectives. The results contribute to understanding the characteristics of gender asymmetry in media-constructed images and the distinct linguacultural codes present in public opinion. The findings indicate that the image of men is predominantly linked to leadership, decision-making, power, and professional expertise, whereas the image of women is defined through emotional and domestic contexts. It is evident that gender stereotypes persist in Kazakh media discourse; however, the media also reflect evolving gender roles and the expansion of feminine and masculine models.