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0"SILENT SHAPERS": THE SUBTLE INFLUENCE OF II ALGORITHMS ON YOUTH CULTURE IN KAZAKHSTAN
TANABAEVA ANAR SADUAKASOVNA
Doctor PhD, Assistant - Professor
UZBEKBAYEVA ARUZHAN MAKHMUDOVNA
Student of the 2nd year, Information technologies, information systems
NABIOLLA DIAS AMANZHOLULY
Student of the 2nd year, Information technologies, information systems
Abstract: In the digital age, artificial intelligence (AI) has become an important yet frequently unacknowledged factor influencing the formation of cultural norms. The impact of AI algorithms integrated into social media platforms, including TikTok, Instagram and YouTube, on the cultural preferences and social norms of Kazakhstani youth is considerable. In Kazakhstan, where traditional values are combined with a growing interest in global culture, these "silent shapers" create both opportunities for cultural exchange and risks of limiting cultural horizons. The study employs a mixed methodology, comprising statistical analyses of social media data and qualitative analyses of influencer content. The findings indicate that Kazakhstani youth, exposed to a blend of local and global influences, shape a multifaceted cultural identity, one that is largely shaped by algorithmic preferences. In the context of a globalised digital environment, Kazakhstan is confronted with distinctive challenges in maintaining cultural identity while adapting to global trends. This article underscores the necessity for the responsible utilisation of AI and digital literacy, proposing recommendations to foster youth autonomy and cultural diversity in the face of accelerated technological influence.
Keywords: "silent shapers", echo chambers, artificial intelligence algorithms, information bubbles, influencers, digital space, algorithm regulation.
Introduction
In recent decades, the world has undergone a rapid transition into the digital age, where the internet and social media have become integral components of daily life for millions of people. Among these technologies, artificial intelligence (AI) is particularly noteworthy, as it is embedded in the algorithms of popular social media platforms such as TikTok, Instagram and YouTube. The influence of AI algorithms on young people, who dedicate a considerable amount of time to digital activities, is particularly evident. In Kazakhstan, research indicates that social media plays a significant role in shaping the culture and social norms of teenagers and young adults. According to Simon Kemp statistics, in January 2024, the number of social media users in Kazakhstan reached 14.1 million, which is about 71.5% of the total population [1]. These figures highlight the necessity for an in-depth examination of the impact of social media on the everyday preferences of users, and in particular on the cultural norms of young people.
One of the principal instruments through which users may be influenced is the application of AI algorithms. At first glance, the objective of such algorithms is relatively straightforward: to provide users with content that is both engaging and pertinent, thereby encouraging them to remain on the platform for longer. However, the personalised feed generated by these algorithms functions as a "silent shaper" of preferences and worldviews, actively influencing the culture of content consumption. Consequently, users, and particularly adolescents, develop a specific perception of the cultural norms and images they receive from streams of peer-to-peer content. Such algorithms not only reflect users' existing interests, but also act as a conduit for the shaping of those interests through the selection of new content based on previous interactions. Adolescents are increasingly situated
within so-called "information bubbles" that serve to reinforce particular views and values, thereby limiting access to alternative ideas.
The objective of this study is to examine the extent and ethical implications of the impact of AI algorithms on the cultural preferences of young people in Kazakhstan. The issue demands a comprehensive approach, as its ramifications have the potential to impact the development of personality, worldview, and, subsequently, young people's perception of their surrounding environment. In practice, this is reflected in the consumption of content created or popularised by Western and local influencers by many Kazakhstani teenagers, which influences their lifestyles, values and attitudes. The influence of these algorithms is corroborated by statistical evidence. TikTok and Instagram have become the most popular social media platforms in Kazakhstan, with a significant number of users. Videos of a prominent Kazakhstan blogger can garner millions of views [2].
Furthermore, the significance of this subject is underscored by the notable advancement in the sophistication and precision of AI algorithms. While algorithms previously relied on basic metrics such as view and like counts, they now consider a multitude of variables, including user behaviour, preferences, engagement, time of day, and even psychological aspects of information perception. This enables platforms to present content that will optimise user interest, but simultaneously reinforces the "echo chamber" effect, whereby users encounter only a restricted range of opinions and ideas. This gives rise to a number of ethical questions, including the extent to which adolescents themselves select the content they consume. The question thus arises as to how algorithms shape new social and cultural norms. What measures might be taken to ensure that their influence is more positive and safer?
Furthermore, the role of influencers in shaping cultural norms for young people through their social networks is a crucial aspect to consider. Notable Kazakhstani and international bloggers frequently establish new trends and influence perceptions of lifestyles and worldviews. Such activism frequently results in the globalisation of cultural norms and the formation of a phenomenon known as "global teenagers", who think, look and behave in a similar way regardless of their country of residence. In Kazakhstan, the most popular social platforms, as evidenced by research data, are Instagram, TikTok and YouTube. Content on these platforms is primarily of an entertainment and educational nature, which contributes to the reinforcement of Western values and images. Consequently, the study of these processes allows us to gain insight into how algorithms shape not only the personalised newsfeed, but also the cultural consciousness of young people.
Research methodology
The methodology employed in this article is based on an interdisciplinary approach that integrates sociology, psychology, computer science and cultural studies. This combination of methodologies permits a comprehensive analysis of the impact of AI and social media on youth in Kazakhstan. The methodology employs both quantitative and qualitative methods, as well as a range of data sources, thereby offering a multi-faceted perspective on the topic.
The following section outlines the data sources and collection approaches employed in the study:
1. Statistical Data and Analytical Reports
The principal sources of quantitative data are statistical reports that estimate the number of social media users in Kazakhstan and the demographic composition of the audience. The following key resources were consulted: reports by NapoleonCat [3], DigitalBusiness.kz [4], and DataReportal [5]. These provide details on the age, gender, and other characteristics of TikTok and Instagram users. Furthermore, World Population Review [6] provides data on Kazakhstan's population, while Oberlo [7] and Exploding Topics [8] offer insights into the global usage trends of TikTok, facilitating a comparison between Kazakhstan and other countries.
2. Content and Algorithm Analysis
Qualitative data on the functioning of social media algorithms were sourced from analyses published on various online platforms, including Medium [9], Postium.ru [10], and Hootsuite Blog [11]. The aforementioned resources discuss the ways in which TikTok and YouTube utilise algorithms
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to curate personalised content, analyse user engagement mechanisms and raise ethical questions regarding the potential limitations of information diversity.
3. User Experience Analysis
A significant aspect of this research is the utilisation of data derived from the observation of the behaviours of Kazakhstani teenagers who are active social media users. Insights into their preferences and interaction patterns reveal how they engage with content and which topics are of greatest interest to them. Additionally, resources such as Esquire.kz [12] and TGStat.com [13] provide current information on popular Kazakhstan Telegram channels, thus enabling an investigation of the channels selected by young people and an assessment of the alignment between these preferences and algorithmic recommendations.
The following data analysis methods were employed:
1. Statistical Data Visualisation
Statistical analysis methods were applied to data from public sources to create charts and graphs illustrating the rise of social platforms' popularity among Kazakhstani youth. NapoleonCat [9] offers insights into user activity, while Brand Analytics [14] examines the influence of Kazakhstan's social media landscape in summer 2024. The aforementioned data points assist in the identification of trends in the interests and engagement of young people on TikTok and Instagram, which is of particular relevance when analysing the impact of algorithms on content consumption.
2. A Demographic Analysis
To gain insights into the age and gender distribution of users of TikTok and Instagram, data from Start.io [5] and Statista [15] were employed. Additionally, World Population Review [16] provides data on the gender distribution of Instagram users. The data facilitate an understanding of the ways in which target groups differ with regard to gender, age and other parameters, and of the impact of these differences on their perception of social media content.
3. Influencer Popularity Analysis
The research encompasses an examination of both Kazakhstani and international influencers who influence youth cultural preferences. A number of resources, including StarNgage [17], Heepsy [18], and Modash.io [19], assess the reach of TikTok and Instagram influencers and their influence on the formation of lifestyle and social norms among Kazakhstani teenagers. Additionally, the websites Zakon.kz [20] and Kazpravda.kz [21] investigate the influence of prominent Kazakhstani TikTok influencers and international bloggers who disseminate diverse cultural practices, which is vital for grasping the globalisation of cultural trends.
4. An Ethical Analysis of Algorithms
In order to conduct an ethical evaluation, data from Medium [9], Postium.ru [10], and Trends.rbc.ru [22] were employed, with a particular focus on the issues of user autonomy and the potential risks associated with the concept of "information bubbles". This analysis provides a foundation for examining how algorithms may constrain youth perspectives and contribute to a narrowing of worldviews.
The following tools and approaches may be employed for the interpretation of data:
1. The Impact of AI Algorithms on Cultural and Social Norms among Teenagers
In order to assess the influence of AI algorithms on cultural and social norms among teenagers, data from Esquire.kz [12] is employed, which illustrates examples of how Kazakhstani youth consume content that promotes Western values and ideals. Similar findings are presented in studies by TASS.ru [23], NapoleonCat [3], and Kazpravda.kz [21], which illustrate how national characteristics manifest within global cultural trends.
2. An analysis of user engagement and activity was conducted to evaluate the levels of engagement and time spent on TikTok. Data from TikTok Newsroom [24] and StatCounter [25] were employed for this purpose. The calculation of average time spent on the platform and daily views enables the evaluation of the efficacy of algorithms in capturing the attention of teenagers, as well as the identification of content types that elicit the greatest engagement. Additional sources, including
Photutorial.com [26] and DemandSage [27], demonstrate how disparate content categories contribute to augmented social media usage time.
3. A comparison with international trends was conducted to ascertain the relative popularity and influence of TikTok and YouTube among Kazakhstani youth in comparison to other countries. Resources such as Oberlo [7], NapoleonCat [3], and StatCounter [25] were consulted for this purpose. The data thus facilitate the identification of distinctive characteristics of the Kazakhstani audience and an evaluation of the extent to which their behaviour is aligned with global practices.
4. Statistics on Popular Social Networks
In order to gain a comprehensive understanding of the popularity of various social platforms in Kazakhstan, data from NapoleonCat [3] and TikTok Newsroom [24] was employed, providing detailed insights into users' demographic profiles and preferences. Furthermore, TGStat.com [13] and Medium [28] provide data on Telegram channels and YouTube, demonstrating how young people utilise these platforms for educational and recreational purposes.
Consequently, the research methodology is founded upon a comprehensive examination of social media user data in Kazakhstan and an in-depth investigation of the AI algorithms that influence youth perspectives and cultural preferences.
Algorithms and youth culture: mechanism of functioning and impact on content
consumption
The mechanisms of AI algorithms in social media:
The objective of AI algorithms on social media platforms such as TikTok, Instagram, and YouTube is to capture the attention of users and enhance engagement. These algorithms analyse user behaviours, including the content that is liked, the videos that are watched to completion, and the time spent on the platform. In light of these insights, individualised profiles are constructed with the objective of predicting user interests, thereby generating a content feed that is tailored to the specific interests of each user.
On TikTok, the "For You" algorithm curates videos based on a user's viewing history, comments, likes, shares, and even time spent watching specific types of content. This approach results in the generation of a distinctive feed for each user, comprising content that the algorithm anticipates will capture their interest [1]. Similar algorithms are also employed on Instagram and YouTube, where recommendations are influenced by user activity and social network interactions, including engagement with friends and followers.
The impact of algorithms on youth cultural preferences:
The formation of personalised feeds by algorithms has a significant impact on the cultural preferences and interests of adolescents. This influence is particularly notable in Kazakhstan, where social media plays a significant role in shaping the cultural preferences and interests of the younger generation. As reported by NapoleonCat, TikTok has over 14 million registered users in the country, representing a significant portion of the population [3]. TikTok data indicates that approximately 90% of users perceive the platform as a conduit for discovering new content, thereby underscoring its role in shaping cultural interests [16].
The use of algorithms results in the formation of "information bubbles," wherein users are presented with a restricted range of content that aligns with their interests and preferences. Such a narrowing of perspectives may consequently result in a lack of exposure to diverse viewpoints and cultural experiences amongst the younger generation. A study conducted by Medium [9] revealed that the isolation of individuals within the confines of their own personalised content can serve to reinforce existing stereotypes and biases, which in turn can affect their worldviews and social norms over time.
The echo chamber effect and its consequences:
The phenomenon of the echo chamber effect, whereby individuals are exposed only to information that aligns with their existing beliefs and preferences, is particularly prevalent among teenagers who are active on social media [22]. This phenomenon is characterised by a situation in which users are presented with opinions and ideas that align with their existing beliefs, thereby reinforcing their existing worldviews and making it more challenging for them to encounter
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alternative viewpoints. For example, research conducted by Postium.ru [10] indicated that the TikTok platform has a considerable impact on the perceptions of fashion, music, and lifestyle among Kazakhstani adolescents, who tend to adopt Western cultural norms and trends.
A comparison of the past and the present: how youth cultural preferences have changed
Shift from traditional media to social networks:
Previously, the primary sources of influence on youth culture were television, books, and film. However, with the advent of the internet and social media, young people in Kazakhstan now consume a significant proportion of their information from these platforms. Statistical evidence suggests that TikTok, Instagram, and YouTube are the most popular platforms among Kazakhstani teenagers. As indicated by Statista [15], TikTok has attained the highest level of popularity among social media platforms in the country, with Instagram and YouTube also ranking highly in terms of user engagement.
The impact of algorithms on changes in cultural consumption:
Over time, the algorithms utilised by social media platforms have become increasingly sophisticated, capable of processing and analysing data with greater complexity and precision. In the early 2010s, these algorithms were based on relatively simple metrics, such as the chronological order of posts and the number of likes. In the present era, algorithms take into account a multitude of variables, including engagement depth, past views, interaction frequency, and user preferences. This development enables social media algorithms to provide more accurate and tailored content, yet it also exacerbates the impact of informational isolation.
In the present day, Kazakhstani teenagers tend to favour platforms such as TikTok and Instagram, where algorithms are capable of rapidly adapting to their specific interests. In contrast to traditional media, which was constrained by national or cultural boundaries, modern platforms provide access to a global range of content. This shift gives rise to concerns that cultural identity may be eclipsed by global trends, with the result that Kazakhstani culture and traditions may become less visible. This process, reinforced by the concept of "information bubbles," underscores the necessity for educational initiatives that promote cultural diversity.
The popularity of TikTok and YouTube influencers as cultural icons for youth
Kazakhstani influencers:
The influence of Kazakhstan social media personalities on the cultural preferences of teenagers is considerable. As evidenced by data from StarNgage [17] and Modash.io [19], prominent Kazakhstani influencers include personalities such as @asmr_blogger, @kyran_talapbek, and @erke_esmahan, whose fashion and lifestyle videos have amassed millions of views. Such influencers serve as role models, disseminating particular lifestyles and values.
Similarly, comedy bloggers and TikTok personalities, such as @i_am_doshik and Hamster, exert a considerable influence on the younger generation. The data from Zakon.kz [20] indicates that these influencers assist in defining the "ideal" lifestyle choices and behaviours, which in turn impact self-esteem and worldview among teenagers.
The influence of international influencers:
In Kazakhstan, both local and international influencers exert considerable influence over the cultural preferences of the younger generation. A significant proportion of Kazakhstan teenagers adhere to the practices and norms espoused by international bloggers, thereby facilitating the globalisation of cultural norms. To illustrate, prominent international TikTokers and YouTubers influence perceptions of fashion, beauty standards, and even moral values. As reported by Kazpravda.kz [21] and Trends.rbc.ru [22], influencers such as Wang Jianing and Charli D'Amelio are held in high regard by Kazakhstani audiences.
The influence of Western bloggers has the effect of creating a "global teen" phenomenon, whereby adolescents in disparate countries adopt analogous habits and interests, which may ultimately result in cultural homogenisation. However, there is also a risk of a decline in local traditions and values if national content is underrepresented in algorithmic recommendations.
Statistical analysis of content consumption
The popularity of social networks among young people in Kazakhstan:
As reported by DataReportal [1] and DigitalBusiness.kz [4], Kazakhstan exhibits a high rate of social media penetration among its youth population. As of 2024, the number of users of the social media platform TikTok in the country had reached 14 million, representing a significant proportion of the population [7, 29, 30]. Furthermore, Instagram also retains a considerable user base, with over 12 million users, 58.6% of whom are female and 41.4% male [16].
These figures indicate that a significant proportion of Kazakhstani youth utilise social media on a daily basis, with an average duration of two hours per day spent online, which aligns with global trends. TikTok is the most engaging social media platform, with users frequently spending up to an hour per day viewing recommended content [25].
A demographic profile of users:
The majority of TikTok and Instagram users in Kazakhstan are teenagers and young adults aged between 13 and 24 years old[8]. This demographic profile is corroborated by studies from NapoleonCat [3], Start.io [5], and Heepsy [18]. These demographic profiles demonstrate that the majority of social media users are young people, and it is this group that is most influenced by the algorithms and influencers that shape the content they consume.
Furthermore, demographic data assist in the identification of behavioural patterns amongst disparate user groups, thereby illuminating the cultural and social norms that resonate with adolescents. It can be observed that social media platforms such as TikTok and Instagram are not only popular for their entertainment value, but also for the way in which they facilitate access to global trends, thereby contributing to a sense of cultural unification.
The content types and levels of engagement observed on these platforms:
Amongst the youth population in Kazakhstan, there is a notable preference for comedy videos, music clips, motivational and educational content. TikTok Newsroom [24] and Hootsuite Blog [11] observe that these content types elicit high engagement levels due to their accessibility and perceived connection with creators.
The data from LiveDune.com [31] and DemandSage [27] indicate that Kazakhstani youth are particularly engaged with lifestyle and fashion content, which is influenced by both local and international influencers. The presented data substantiate the assertion that social media algorithms not only align content with user interests but also actively influence those interests by offering similar videos and posts that capture attention.
Ethical issues and challenges
The restriction of user autonomy:
A significant ethical issue is the extent to which adolescents are able to exercise autonomy over the content they consume. The curation of social media algorithms results in the presentation of users with a feed comprising content with which they are already familiar. This can have the effect of limiting their opportunities to engage with diverse cultural phenomena. This is of particular consequence for young people who are in the process of developing their identity and worldview.
The dissemination of misinformation and its associated psychological risks:
The dissemination of misinformation represents another concern associated with the use of AI algorithms. There is a risk that Kazakhstani youth may be exposed to false information, which could potentially impact their worldviews and social attitudes. The data presented by TASS.ru [23] and Medium [28] highlight the necessity for the implementation of content filtering measures in order to reduce the potential risks associated with the dissemination of misinformation.
Furthermore, algorithms can exert psychological pressure, prompting users to compare themselves to the idealised portrayals of influencers. Such experiences may result in a lowering of self-esteem and an increased risk of depression and other psychological challenges, which are particularly pertinent for teenagers.
The potential reinforcement of stereotypes is a further ethical concern:
The issue of stereotyping represents a further ethical challenge associated with the use of social media algorithms. The presentation of content aligned with existing user preferences by algorithms may serve to reinforce social and cultural stereotypes, thereby limiting alternative viewpoints. This approach may serve to reinforce existing biases and impede the development of critical thinking and cultural openness among adolescents.
Regulation and Mindful Consumption
Regulating algorithms and protecting users:
The need for algorithm regulation and user protection is increasingly relevant in Kazakhstan. Laws to ensure algorithm transparency and safeguard user interests may reduce the risks of social media's excessive influence on youth. Mechanisms that enable users to control their feeds and access diverse content beyond personalized recommendations are also essential.
Increasing digital literacy:
One solution to mitigate the influence of AI algorithms on youth cultural preferences is to enhance digital literacy. Educational programs that promote critical thinking and mindful content consumption can help teenagers better understand how social media functions and avoid potential risks. These initiatives can support a more mindful approach to social media use and preserve cultural diversity in Kazakhstan.
Kazakhstan in the context of global changes
The impact of AI algorithms on youth and the formation of cultural norms in Kazakhstan must be considered within the context of global trends, as similar processes are observed in other countries. As members of the global digital community, Kazakhstani youth are subject to the same algorithmic mechanisms that affect teenagers in other countries. However, there are distinctive factors at play in Kazakhstan that differentiate the situation there from other contexts, underscoring the importance of considering local cultural and social elements.
Unique characteristics of Kazakhstani youth:
The blend of Eastern and Western cultural traditions that characterises Kazakhstani youth provides a fertile ground for diverse interests and viewpoints. Furthermore, Kazakhstan's multicultural population gives rise to a rich cultural diversity, which in turn affects content consumption and perception. As evidenced by data from NapoleonCat [3] and Statista [15], the majority of TikTok and Instagram users in Kazakhstan are young people who actively engage with content in Kazakh, Russian, and English. Such linguistic flexibility enables the absorption of both local and international trends, thus further globalising their cultural consumption. There is a notable interest among Kazakhstani youth in content that reflects national traditions, while also exhibiting a keen interest in Western fashion and trends.
The globalisation of cultural preferences:
The growth of social media and the expansion of global information access have provided Kazakhstani youth, like their counterparts around the world, with a vast array of cultural trends. Western influencers, including prominent TikTok stars and YouTube bloggers, exert a considerable influence on the cultural preferences of teenagers, influencing their perceptions of style, music, and lifestyle. This process results in the globalisation of cultural norms and values, whereby Kazakhstani teenagers begin to adopt habits and interests that are similar to those of their Western counterparts.
However, this process of cultural unification may result in the erosion of local traditions and the unique aspects of Kazakhstani culture. As observed by Forbes.kz [32], prominent Kazakhstani influencers endeavour to integrate elements of national culture into their content, yet their materials remain shaped by global trends. This indicates that, despite the considerable impact of global cultural norms, Kazakhstani youth demonstrate a continued interest in their cultural roots and national identity. This is further evidenced by the popularity of Kazakhstani Telegram channels, which serve as a platform for discussing a range of cultural and social issues related to life in Kazakhstan [13].
The Role of Kazakhstan in the promotion of responsible consumption:
It would be beneficial for Kazakhstan to adopt an active role in the development of ethical and educational initiatives with the objective of assisting young people in consuming digital content in a
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conscious and safe manner. The implementation of digital literacy and critical thinking programmes represents a potentially invaluable tool in this process. In the context of cultural globalisation, Kazakhstani educational institutions and public organisations have the potential to assume a pioneering role in promoting the consumption of digital content in a mindful manner.
In addition to educational initiatives, it is imperative that Kazakhstan develops a regulatory framework for social platforms. The data presented by TASS.ru [23] and StatCounter [25] emphasise the necessity for the implementation of transparent control mechanisms over the algorithms that shape news feeds and recommendations. Such a control system is already being developed in Kazakhstan with the objective of minimising the negative impact of social media on youth and preserving cultural diversity.
Supporting local content:
In order to maintain cultural diversity, it is of the utmost importance for Kazakhstan to develop and support local content that accurately reflects the country's national characteristics and public interests. The promotion of Kazakhstani content creators may facilitate the dissemination of national culture to a global audience. For example, prominent Kazakhstani TikTok and YouTube content creators are already disseminating elements of Kazakhstani culture on a global scale through the incorporation of national themes, the Kazakh language, and traditional practices.
Local content support initiatives could also include the formation of partnerships with international digital platforms such as TikTok and YouTube, with the objective of promoting content created by authors based in Kazakhstan. This approach would not only serve to preserve the country's cultural heritage, but would also facilitate the showcasing of its unique cultural characteristics to a global audience. According to Modash.io [19], influencers based in Kazakhstan are gaining popularity not only among local users, but also among international audiences.
Conclusion
The findings of this research demonstrate that artificial intelligence algorithms employed on social media platforms not only adapt information to align with the interests of young people, but also actively influence the formation of their cultural preferences and social norms. As a consequence of the algorithms employed on social media platforms such as TikTok, Instagram and YouTube, the impact of the so-called "silent influence" on young people in Kazakhstan is intensified, resulting in alterations to their perceptions of values, cultural symbols and lifestyles. These algorithms, which learn from user behaviour, provide personalised content, which in turn leads to the formation of enclosed "information bubbles" where teenagers are exposed only to content that aligns with their existing views. Such isolation from alternative perspectives constrains their capacity to appreciate cultural diversity and develop a more expansive understanding of the world.
Global algorithmic trends are of particular significance for Kazakhstan, where young people are situated at the nexus of multiple cultural layers. The increasing popularity of Western influencers and their content among Kazakhstani teenagers contributes to the dissemination of international cultural images and standards, which at times supersede or diminish interest in local cultural heritage. While some Kazakhstani influencers adapt their content to promote national identity by highlighting traditions, language, and values, they are also subject to global influences, often balancing between local cultural elements and international trends. Consequently, there is a growing tendency among young people in Kazakhstan to align themselves with global cultural trends, which can potentially lead to a narrowing of their sense of national identity.
Furthermore, the research has identified ethical challenges associated with social media algorithms, which have the potential to impact the level of autonomy among Kazakhstani teenagers. In practice, these algorithms not only perpetuate existing user preferences but also actively influence the formation of new ones, directing interests and imposing certain themes. Given their age and a paucity of critical perspective, teenagers are particularly susceptible to this influence. Such users may accept recommended content uncritically, perceiving it as the only valid viewpoint or approach to certain topics. This results in a simplified understanding of the world, constrained by the themes and perspectives selected by the algorithmic process. Such influence exerts considerable pressure on
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teenagers' psychological well-being, particularly with regard to their self-esteem, their perception of idealised images promoted by social media, and their capacity to independently choose interests and values.
The findings of this research further emphasise that the impact of AI algorithms in social media on Kazakhstani youth should be understood as a multi-layered and complex phenomenon. On the one hand, algorithms facilitate access to international cultural content, thereby promoting cultural globalisation and broadening information horizons. Conversely, the selectivity of algorithms and the limited range of content may narrow young people's view of the world, confining them within predictable and repetitive interests. The Kazakhstani youth, with access to a multitude of cultural and social trends, become bearers of a unique cultural synthesis. However, there remains a risk that the influence of AI algorithms could result in the loss of certain aspects of local identity and cultural heritage.
Consequently, there is an increasing necessity for the implementation of regulatory measures and a deliberate methodology with regard to the utilisation of algorithms. Given its position at the crossroads of global cultural trends, Kazakhstan is well-placed to set an example of a responsible approach to interacting with digital technologies. It is crucial that educational policies and cultural initiatives incorporate measures to enhance digital literacy, critical thinking, and the discernment of information consumption among young people. This will facilitate their ability to maintain local cultural traditions while simultaneously capitalising on digital globalisation.
The impact of AI algorithms on the cultural preferences of Kazakhstani youth is a complex and multifaceted phenomenon that necessitates a comprehensive understanding. In the context of accelerated globalisation, it is of paramount importance to comprehend these processes and their ramifications in order to safeguard cultural diversity, uphold local values and promote informed information consumption among the youth of Kazakhstan.
Notes:
• Silent shapers - a term describing the subtle yet significant influence that social media algorithms exert on users' behaviour, preferences, and views, shaping their worldview and cultural norms.
• Artificial Intelligence Algorithms - mathematical models and programs designed for data analysis, prediction, or task automation. In social media, they are used to personalize content and retain user attention, often shaping preferences and interests.
• Information bubbles - closed environments where users are exposed only to ideas and information that align with their existing views and preferences. Social media algorithms create these bubbles, limiting access to alternative perspectives and reinforcing cognitive biases.
• Influencers - social media users with large followings who impact the opinions, behaviors, and tastes of others. Their content often sets trends and shapes cultural norms among youth.
• Content personalization - the process by which social media algorithms adjust news feeds and recommendations according to a user's individual interests and preferences, based on their behaviour and past interactions.
• Digital space - a virtual environment where users interact, share information, and create content. It includes social networks, forums, online games, and other platforms that form virtual communities and cultural connections.
• Echo chambers - closed online communities where users interact only with those who share their views and beliefs. This results in strengthened homogenous opinions and restricted diversity, creating an effect of social and cognitive isolation.
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