Abstract
The article is devoted to the content analysis of the concept of «uyat» in the Kazakh media space. The study covers both traditional media and social networks, demonstrating how «uyat» functions as an instrument of social control, especially in relation to women and youth. The analysis revealed the main thematic areas related to gender norms, youth protest and humor, religious attitudes, positive practices of using the term, etc. Particular attention is paid to the transformation of the meaning of «uyat» in the digital environment, where traditional and modern values clash. The use of online monitoring tools made it possible to obtain quantitative and qualitative data on the scope, tone, and dynamics of discussions. A comparison with international studies of the phenomenon of shame was also made, which allowed us to identify both universal features and unique characteristics of the Kazakhstani context. The article contributes to the understanding of the modern identity of Kazakhstan, demonstrating how moral concepts are adapted or rejected in the process of social modernization. The theoretical significance of the study lies in the analysis and comparison of the works of Kazakhstani and foreign researchers of such phenomena as «uyat», «стыд» and «shame», which allows us to integrate «uyat» research into the global scientific community and adapt foreign research to Kazakhstani realities. The practical significance of the study is determined by the quantitative and qualitative dataobtained on the basis of content analysis, which identifies the contexts and tonality of mentions, the number of expected coverages in social networks and media, the content, etc.