Аннотация
This research paper examines the formation and transformation of gender roles in Kazakhstan's southern regions in the context of globalization and social change. The purpose of the study is to comprehensively identify and analyze the interaction between historical and cultural traditions and modern transformation processes (urbanization, mass digitalization, and information openness) in shaping the formation of gender identity and roles in society among the inhabitants of the southern regions of Kazakhstan. The study used both quantitative and qualitative methods. An online survey on the Google Forms platform covering the southern regions of Kazakhstan (Kyzylorda, Turkestan, Shymkent, Taraz, Almaty, and Zhetysu) was used to collect empirical data. The sample size of 750 respondents ensured representativeness and demographic diversity. The survey covered issues such as the institution of the family, division of labor,education, and public activity.The study found that traditional gender models and innovative approaches coexist in the southern regions, sometimes in conflict with one another. Despite the strength of traditional values, the growth of information technologies and the level of education are influencing the formation of new approaches to gender equality.The data obtained will provide a scientific and practical basis for improving social policy in the region and for developing cultural and educational programs aimed at gender equality.