Scientific work does not end at the university. Our young sociologists continue to develop their research projects by presenting them at international conferences and defending their thesis projects on some of the most pressing issues facing modern society, including digital technologies, youth, family, and consumer behavior.
One of this year's highlights was our colleague Zhasmin Bitakhan's participation in the 16th Annual Gender, Work & Organization Conference, held at Nazarbayev University in Astana. The international conference brought together researchers exploring issues related to gender, work, organizations, social inequality, and social change.
At the conference, Zhasmin presented her paper, "Marriage Choice Strategies among Young People in Almaty," based on her undergraduate thesis research. Together with her co-authors, Gulnaz Kamzayeva, Diana Agysova, and Anel Aitbayeva, under the supervision of PhD, Associate Professor S.S. Serikzhanova, she examined how young people perceive partner choice, love, stability, equality in relationships, and family expectations. The study found that decisions about marriage are shaped not only by personal feelings but also by family influence, gender norms, financial stability, and societal expectations of an "ideal" partner.
One of this year's highlights was our colleague Zhasmin Bitakhan's participation in the 16th Annual Gender, Work & Organization Conference, held at Nazarbayev University in Astana. The international conference brought together researchers exploring issues related to gender, work, organizations, social inequality, and social change.
At the conference, Zhasmin presented her paper, "Marriage Choice Strategies among Young People in Almaty," based on her undergraduate thesis research. Together with her co-authors, Gulnaz Kamzayeva, Diana Agysova, and Anel Aitbayeva, under the supervision of PhD, Associate Professor S.S. Serikzhanova, she examined how young people perceive partner choice, love, stability, equality in relationships, and family expectations. The study found that decisions about marriage are shaped not only by personal feelings but also by family influence, gender norms, financial stability, and societal expectations of an "ideal" partner.
Another notable academic achievement was the successful defense of the thesis "The Role of TikTok in Shaping Youth Digital Identity: A Sociological Analysis of Media Practices (A Case Study of Almaty)." Conducted by Aiganym Smagi, Bikymbat Nurtas, and Laura Seralina under the supervision of PhD, Associate Professor S.S. Serikzhanova, the project explored how one of today's most popular social media platforms influences the development of young people's digital identities. Using a mixed-methods approach that combined student surveys, TikTok content analysis, and gamified media reflection assessment tools, the researchers demonstrated how platform algorithms shape self-presentation, media practices, and the cultural identities of young users.
Another compelling thesis project, "Trust in Consumer Behavior: A Sociological Analysis of Social Media Data Using Natural Language Processing (NLP)," was completed by Balnur Abdygali, Valentina Blednykh, Elzira Nurlankyzy, and Akerke Yakhiyayeva under the supervision of PhD Aisulu Tursynbaikyzy Moldabekova.
The authors combined classical sociological theories with modern data analytics by examining more than 2,700 user comments from Instagram, TikTok, and Threads using Natural Language Processing (NLP) techniques. Their research demonstrated that trust is formed differently across platforms: emotions and visual communication play the central role on Instagram, comparison and critical evaluation dominate on TikTok, while open discussion and reputation mechanisms are most influential on Threads. Based on the findings, the team developed a concept for a digital platform designed to analyze consumer trust.
We congratulate our colleagues on their outstanding academic achievements. Their participation in international conferences and successful thesis defenses not only demonstrate the high level of expertise of our young sociologists but also contribute to the advancement of contemporary applied sociology. Most importantly, many of their ideas and research approaches extend far beyond academia, helping us better understand the society in which we live.
The authors combined classical sociological theories with modern data analytics by examining more than 2,700 user comments from Instagram, TikTok, and Threads using Natural Language Processing (NLP) techniques. Their research demonstrated that trust is formed differently across platforms: emotions and visual communication play the central role on Instagram, comparison and critical evaluation dominate on TikTok, while open discussion and reputation mechanisms are most influential on Threads. Based on the findings, the team developed a concept for a digital platform designed to analyze consumer trust.
We congratulate our colleagues on their outstanding academic achievements. Their participation in international conferences and successful thesis defenses not only demonstrate the high level of expertise of our young sociologists but also contribute to the advancement of contemporary applied sociology. Most importantly, many of their ideas and research approaches extend far beyond academia, helping us better understand the society in which we live.