Persuasion or polarization? LGBTQ+ attitudes among young social media users in Kazakhstan

Abstract

ABSTRACT Does social media exposure contribute to progressive or polarized views among youth? With a large and young population online, Kazakhstan offers a polarized authoritarian context in which to study the effects of social media. We use a mixed-method approach that contrasts wider statistical trends from an online survey and experiment with Kazakhstani youth aged 18–30 (N = 1027) and empirical data from 23 exploratory semi-structured interviews with mainly urban Kazakhstani youth conducted in the southern regions of the country in August 2022. The findings from both analyses show that the frequent use of social media positively influences Kazakhstani youth attitudes toward the LGBTQ+ community. We also causally identify that pro-LGBTQ+ social media posts in general promote positive LGBTQ+ attitudes but post wording may matter less. The findings from statistical and non-statistical analyses show the frequent use of social media positively influences Kazakhstani youth attitudes toward the LGBTQ+ community.