REPRESENTATION OF GENDERED IDENTITY IN ENGLISH–UZBEK INFLUENCER DISCOURSE: AN AI-ENHANCED CORPUS STUDY
Keywords:
gendered identity; influencer discourse; AI-assisted corpus analysis; English–Uzbek comparison; digital communication.Abstract
This article investigates the representation of gendered identity in English–Uzbek influencer discourse through an AI-enhanced corpus-based approach. Drawing on a large bilingual corpus of influencer-generated content from Instagram, YouTube, and Telegram, the study explores how masculinity and femininity are discursively constructed across cultures. Using natural language processing (NLP) tools combined with qualitative discourse analysis, the research identifies lexical patterns, evaluative strategies, and pragmatic markers associated with gendered identity. The findings demonstrate clear cross-cultural differences: English influencer discourse emphasizes individualism, self-expression, and gender fluidity, while Uzbek influencer discourse foregrounds collectivist values, moral responsibility, and culturally grounded gender norms. The study confirms the effectiveness of AI-assisted corpus methods for uncovering ideological tendencies in digital discourse and contributes to gender studies, intercultural communication, and applied linguistics.
Downloads
References
Abdulxayeva, M. M. qizi . (2025). DIALECTAL INTERFERENCE IN LEARNING ENGLISH AMONG UZBEK-SPEAKING STUDENTS. GOLDEN BRAIN, 3(17), 144–149. https://doi.org/10.5281/zenodo.17686082
Abdulxayeva, M. M. qizi ., & Botirov, H. O. o'g'li . (2025). THE ROLE OF CULTURAL BACKGROUND IN ENGLISH–UZBEK FOREIGN LANGUAGE ACQUISITION. GOLDEN BRAIN, 3(17), 137–143. https://doi.org/10.5281/zenodo.17686076
Abidin, C. (2016). Visibility labour: Engaging with influencers’ fashion brands and advertorial campaigns on Instagram. Media International Australia, 161(1), 86–100. https://doi.org/10.1177/1329878X16665177
Baker, P. (2006). Using corpora in discourse analysis. London: Continuum.
Biber, D., Conrad, S., & Reppen, R. (1998). Corpus linguistics: Investigating language structure and use. Cambridge: Cambridge University Press.
Bucholtz, M., & Hall, K. (2005). Identity and interaction: A sociocultural linguistic approach. Discourse Studies, 7(4–5), 585–614. https://doi.org/10.1177/1461445605054407
Butler, J. (1990). Gender trouble: Feminism and the subversion of identity. New York: Routledge.
Cameron, D. (2005). Language, gender, and sexuality: Current issues and new directions. Applied Linguistics, 26(4), 482–502. https://doi.org/10.1093/applin/ami027
Eckert, P., & McConnell-Ginet, S. (2013). Language and gender (2nd ed.). Cambridge: Cambridge University Press.
Hofstede, G. (2011). Dimensionalizing cultures: The Hofstede model in context. Online Readings in Psychology and Culture, 2(1). https://doi.org/10.9707/2307-0919.1014
https://doi.org/10.1080/19392397.2016.1218292
Kasper, G., & Rose, K. R. (2002). Pragmatic development in a second language. Oxford: Blackwell.
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of social media influencers. Celebrity Studies, 8(2), 191–208.
Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public Culture, 27(1), 137–160. https://doi.org/10.1215/08992363-2798379
McEnery, T., & Hardie, A. (2012). Corpus linguistics: Method, theory and practice. Cambridge: Cambridge University Press.
Numonova Muharramxon. (2025). BARQAROR TURIZM:ATROF-MUHITNI HIMOYA QILISH VA AHOLI TURMUSHINI YAXSHILASH BO‘YICHA MUVAFFAQIYATLI XALQARO TAJRIBALAR. University Research Base, 604–607. Retrieved from https://scholar.kokanduni.uz/index.php/rb/article/view/943
Numonova, M. (2025). Zoonyms in children’s poetic literature: A cross linguistic ecolinguistic and axiological study in English, Uzbek, and Russian. QO‘QON UNIVERSITETI XABARNOMASI, 16, 171–175. https://doi.org/10.54613/ku.v16i.1275
Qudratullayeva, M. A. qizi . (2025). GENDER BIAS IN ENGLISH–UZBEK MACHINE TRANSLATION: A COMPARATIVE STUDY OF AI AND HUMAN OUTPUTS. GOLDEN BRAIN, 3(17), 123–130. https://doi.org/10.5281/zenodo.17685835
Qudratullayeva, M. A. qizi ., & Mardonov, Q. B. o'g'li . (2025). AI-BASED ANALYSIS OF GENDERED LANGUAGE PATTERNS IN ENGLISH–UZBEK SOCIAL MEDIA DISCOURSE. GOLDEN BRAIN, 3(17), 150–158. https://doi.org/10.5281/zenodo.17686094
Spencer-Oatey, H. (2008). Culturally speaking: Culture, communication and politeness theory (2nd ed.). London: Continuum.
THE IMPACT OF UZBEK CULTURAL NORMS ON ENGLISH PRAGMATIC COMPETENCE. (2025). International Journal of Artificial Intelligence, 5(12), 2848-2851. https://www.academicpublishers.org/journals/index.php/ijai/article/view/9479
Ziyodaxon Qodirova: 4.Qodirova, Z. (2025, October). Cross-Linguistic Representation of National Identity through Proverbs (Insights from Abdulla Qahhor and O. Henry). In International Conference on Global Trends and Innovations in Multidisciplinary Research (Vol. 1, No. 4, pp. 22-24).
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
All content published in the Journal of Applied Science and Social Science (JASSS) is protected by copyright. Authors retain the copyright to their work, and grant JASSS the right to publish the work under a Creative Commons Attribution License (CC BY). This license allows others to distribute, remix, adapt, and build upon the work, even commercially, as long as they credit the author(s) for the original creation.
