Abstract
This research examines the perceptions of traditional values among ethnic minorities of southern Kazakhstan, the changes these values undergo, and the societal challenges and tensions associated with cultural values. It explores stable understandings of cultural values, analysing their influence on social attitudes and institutions. In doing so, the research examines the socio-economic, cultural, and institutional dimensions of traditional values, identifying key issues and mechanisms that influence their development. Additionally, it examines the influence of traditional values on the social dynamics of contemporary society, providing a nuanced understanding of their intricate interrelationships. The study explains how traditional values shape the formation of social institutions by analysing theoretical frameworks and empirical data. A scholarly literature review provides the theoretical basis, while empirical data were gathered through an online survey. The findings reveal a close relationship between traditional values and societal customs. In southern Kazakhstan, traditional values are shown to strengthen social stability, even as the country undergoes transformations influenced by globalisation, technology, and media. While the younger generation embraces innovation, older generations emphasise preserving traditional practices. Although certain emerging traditions are deemed unnecessary, core traditional values are vital for reinforcing national identity. The study concludes that preserving traditional values is essential for maintaining cultural identity and social stability while embracing modern innovations. This balanced approach fosters a resilient and harmonious society that respects its heritage while adapting to the challenges of the contemporary world. This research contributes to a deeper understanding of the role of traditional values in modern society.