Admiration Without Envy? Reading Instagram Bloggers in Kazakhstan
DOI:
https://doi.org/10.58894/5yf59082Keywords:
media discourse, reception, Instagram, social comparison, KazakhstanAbstract
Evidence on how women receive image-centred media discourse comes overwhelmingly from Western audiences. Taking Instagram as a case in Kazakhstan, where it reaches roughly nine in ten adults and its audience is 58.1 per cent female, this study asks how young women receive blogger discourse and in what terms they describe it. An anonymous Russian-language survey of 340 women aged 18–22 recorded usage, emotional reception, perceived effects, and open-ended accounts. Use was heavy and oriented first to news and communication. Reception of blogger content was dominated by interest and admiration; envy was reported by 9.7 per cent on a checklist but 24.7 per cent on a rating scale, a divergence traced here to the different acts the two formats require. Comparison was infrequent yet judged negative in direction by 62.9 per cent. Cultural, engagement-based, and selection-based explanations are held open, none established.
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