Kazakhstani Adolescent Preferences for US and UK Media: Implications for Cultural Identity and Education

Abstract

The globalization of audiovisual media raises longstanding questions about cultural influence and identity formation, especially in transitional societies. This pilot study explores how youth in Kazakhstan perceive U.S. and U.K. films and television, and how these perceptions compare with attitudes toward local media. Using a cross-sectional online survey (N = 64; ages 13–18) conducted in an urban school, we assessed preferred media origins, self-reported personal ef-fects, perceived societal influence, and genre preferences for U.S. and U.K. content. Although the observed propor-tions favored Kazakh content (about 49%) over U.S. content (around 44%), the small sample size limits definitive con-clusions about broader population preferences. U.S. media were reported to produce more positive personal effects than Kazakh media. An exploratory analysis suggested that watching action films might be linked to positive effects (χ² test, p = .038), which warrants further research. The results tentatively support hybridity theories, indicating that local preferences may remain strong while global content still benefits personal development. I conclude with evidence-based recommendations for media literacy and education in Kazakhstani schools and view this pilot as a foundation for larger studies.