China through the Screen: Exploring the Influence of Instagram and TikTok on the perceptions of Kazakhstani youth

Abstract

The study of the future elite’s views on China, as well as the factors influencing their views, remains a crucial aspect in bilateral relations between countries, as young people have the capacity to influence the future development of their home country. However, given the increasing role of social media in the youth’s daily lives, there is little literature on their influence on the youth’s perspectives toward China. The main objective of this quantitative study is to investigate how social media narratives, especially on Instagram and TikTok, impact the perceptions of Kazakhstani undergraduate students about China. Data were collected from an online survey-based approach among the undergraduate students at SDU University. The main argument is that Instagram and TikTok currently have minimal influence on shaping students’ opinions about China due to limited exposure to China-related content and general indifference. The analyses revealed that cultural content fosters curiosity and inspiration among students, while political and economic narratives generate concern and skepticism. However, feelings of indifference and the students’ unawareness about Sino-Kazakh bilateral relations prevail. These findings highlight the need for further studies about the youth’s political engagement and the long-term effects of social media on the public perception of other nations. This research highlights the importance of social media in shaping public perceptions and media literacy programs to help students critically analyze the digital content they are consuming.