Journal of Social Studies Education Research

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Integration of AI-Based Tools in Teaching Ethnocultural Units: A Qualitative Comparative Study Between Kazakh and English-Language Learners
(Journal of Social Studies Education Research, 2026-06-27)
Didar Ryskulbek
;
Saule Daurenbek
;
Tynyshtyk Yermekova
;
Aymeken Dossmurzaeva
The use of AI translation tools in foreign language learning is growing due to the rapid adoption of AI technologies in educational settings. There is limited research on how AI translations influence students' understanding of ethnocultural expressions and the development of their intercultural sensitivity. This study investigates how students understand ethnocultural expressions in AI-translated texts, identifies cultural errors they find, and examines how they verify and correct these translations. A qualitative research design utilizing content analysis was employed. The study involved 20 university students divided into two groups: Kazakh (n=10) and English (n=10). Students used a variety of AI tools to translate texts that contained ethnocultural units. Semi-structured interviews were conducted post-assignments to assess students' perceptions of the cultural appropriateness of translation, identify biases, and evaluate verification strategies. Cross-case content analysis was employed to examine the collected data. The findings showed that most students recognized the literal nature of AI translations and the loss of cultural nuances, particularly in idioms, proverbs, and metaphors. Patterns in the data suggested that Kazakh participants often drew on prior cultural experience when interpreting ethnocultural expressions, whereas English-language participants more frequently referred to analytical and contextual strategies. The most common verification strategies were comparing several AI systems, back-translating, analyzing context, and consulting additional sources. Additionally, engaging with AI translations fostered a critical mindset toward automated translation tools and raised cultural awareness. Overall, AI translation supports language learning and intercultural reflection, but its limitations in conveying deep cultural meaning require pedagogical guidance. Future research should expand sample sizes, examine different educational contexts, and incorporate quantitative measures of intercultural competence.
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Exploring National Brands in the Field of Education: The Case of Kazakhstan
(Journal of Social Studies Education Research, 2023-06-17)
Л. Ә. Ибраймова
;
Sara Koyanbekova
;
Didar Ryskulbek
;
Бакытгул Молдагали
;
Samal Serikova
National brands of the Kazakh people are insufficiently researched based on the special criteria for defining the concept of a brand from a scientific perspective. This article is relevant in this context. Interest in branding and its formation is a topic staying relevant. It is a driving force behind globalization and international competition. The brand is recognized as attracting tourists and investors, strengthening business, forming the country's image, and achieving international supremacy. The study of the national brand in the field of education is also critical. In particular, it is necessary to identify national brands through associative studies for economics and tourism students. The article analyzed the concepts recognized as national brands of the Kazakh people. The frequency index of the words recognized as Kazakh national brands was determined. According to the word stimulus, "Kazakhstan," "homeland," "peaceful, independent country," and "What is the Kazakhstani brand?" "National cuisine" and "art forms" were the most answered. The experience of identifying the association has shown that using national characteristics, art, national food, and national clothes in everyday life as a national brand is not accidental. The mental characteristics and culture of the Kazakh people in the formation of a brand were determined during the research. They were introduced in the domestic and world markets, stabilized in the minds of consumers, and explained in the education system, marketing, and tourism. This situation would impact their use in the field.

Journal of Social Studies Education Research

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