Bulletin of the Bishkek State University

The article comprehensively examines the definition of social roles of women and men in traditional Kyrgyz customs and rituals. In Kyrgyz society, these roles were historically determined by patriarchal social structure: men provided for families materially and occupied dominant positions in public life, while women managed households and raised children. The research demonstrates that mass media reflect these traditional perceptions, often reinforcing persistent gender stereotypes. However, independent media contribute to raising citizens' gender consciousness and actively promoting gender equality. Gender issues are considered a natural pattern of transition to democratic society, where mass media play crucial educational roles in socialization.

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