Abstract
The article is devoted to the sociological analysis of the category of "uyat" (shame) in Kazakhstani society, with an emphasis on its role in the formation of cultural and social norms. The article analyzes interdisciplinary studies of the emotion of shame as a complex phenomenon determined by both individual and sociocultural factors. Various theoretical approaches to the study of shame are considered. Particular attention is paid to social theories of shame, including cultural, ritual and structural concepts that emphasize the importance of interaction between the individual, society and norms of behavior. The study included a pilot survey involving 123 respondents from three cities in Kazakhstan: Almaty, Astana and Pavlodar. Particular attention was paid to the perception of the concept of "uyat" as a behavior regulator, a limiter of social and cultural norms. The data analysis revealed different attitudes towards traditional norms: from respect for their basic elements to recognizing them as outdated and irrelevant. The study emphasizes the influence of urbanization, age and mass culture on the weakening of traditional norms, especially among young people. Modern challenges such as shaming and its consequences in society are considered. Conclusions are made about the need to education and active dialogue between generations to preserve positive aspects of traditions. Keywords: sociology of emotions, “uyat”, shame, theories of shame studies, shaming, “uyatmen”.