TURKMENISTAN'S ONLY HOMEGROWN WOMEN'S MAGAZINE

UNCLAS SECTION 01 OF 02 ASHGABAT 000057 SENSITIVE SIPDIS STATE FOR SCA/CEN E.O. 12958: N/A TAGS: SCUL SOCI KWMN KDEM PGOV PHUM TX SUBJECT: TURKMENISTAN'S ONLY HOMEGROWN WOMEN'S MAGAZINE REF: ASHGABAT 14 ASHGABAT 00000057 001.2 OF 002 ¶1. (U) Sensitive but Unclassified. Not for Internet distribution ¶2. (SBU) SUMMARY: The Turkmen Government publishes a monthly magazine for women named Zenan Kalby (Women's Soul). Despite having the largest circulation of any Turkmen periodical, the magazine's highly politicized content lacks the appeal of foreign, mostly Russian, women's magazines. Zenan Kalby's high circulation is due, in part, to the fact that by subscribing, state employees can satisfy the requirement that they subscribe to an approved state periodical at low cost. It is also the only women's publication available for non-Russian-speaking women living in rural areas. END SUMMARY. THE MESSAGE: TURKMEN HAPPINESS IS... ¶3. (SBU) Zenan Kalby (Women's Soul) is the only women's magazine published in Turkmenistan. The content of the magazine is highly politicized, often having articles unrelated to women's issues. For example, the October 2009 issue of the magazine extensively covered the participation of President Berdimuhamedov at the UN General Assembly 64th session; the final stage of Silk Road auto rally from Kazan to Ashgabat; and the inauguration ceremony of a railroad bridge over the Amu Darya River. The content of the magazine is edited to consistently present a particular point of view -- happy Turkmen women and happy Turkmen families thriving in President Berdimuhamedov's "Era of New Revival." In support of this overall theme, Zenan Kalby includes articles by women authors praising presidential policy; short novels; occasional poetry; useful tips for housewives; recipes; and horoscopes. The magazine does not include content related to women's leadership in politics, business or society, nor does it address female-male relationships. FORM OVER SUBSTANCE ¶4. (SBU) The magazine has existed since 1931 as a monthly periodical. Its original name was "Owadan" (Beautiful),but it was renamed "Gurbansoltan Eje" in honor of former President Niyazov's mother during Niyazov's presidency. In 2007, the magazine was renamed "Zenan Kalby," and the magazine cites the President of Turkmenistan as its "founder." It always contains 48 pages, with the front cover typically featuring a smiling Turkmen woman, dressed traditionally or in professional attire, or an image of an idyllic Turkmen family. The magazine has a sophisticated design, including plenty of colorful pictures, but is printed on mediocre quality paper. It costs one Manat or approximately 35 U.S. cents. The cost of publication is heavily subsidized by the state. Current circulation is 161,939, available at all newspaper stands or by subscription. The magazine is included in the list of periodicals, from which employees of state enterprises and agencies are required to subscribe to at least one. AN OLD GUARD EDITOR-IN-CHIEF ¶5. (SBU) Akbibi Yusupova has been the editor-in-chief of the magazine for more than 15 years. She was a political journalist whose articles were frequently printed in the Soviet Perestroika-era "Sobesednik" (Interlocutor) magazine. Yusupova is one of the old Niyazov-loyalist journalists. Apparently, she has a strong rapport with the current president as well. Yusupova's son, previously a personal English interpreter for President Berdimuhamedov, is now the Chief of the Asia and Pacific Department at the Foreign Ministry. AN UNPOPULAR MAGAZINE ¶6. (SBU) Zenan Kalby is not very popular among local women because it is politicized; aimed at satisfying the government rather than providing content driven by the interests of local women. Educated, urban local women prefer to read foreign, mostly Russian, women's magazines that are sold at some newspaper stands in Ashgabat. Lacking other options, young women in rural areas read Zenan Kalby, ASHGABAT 00000057 002.2 OF 002 whereas older women cannot read even this magazine because its Turkmen is written in the Latin alphabet that was adopted after Turkmenistan's independence. The magazine prints no feedback from its readers at all, let alone regarding how to improve the magazine. However, compared to the Niyazov-era publication, the magazine has improved in the sense that it is no longer centered on President Niyazov's family. An article about Este Lauder in the magazine's November 2009 issue was unprecedented. The magazine had never previously included an article about a western female entrepreneur and usually covered the lives of Middle Eastern and Russian film stars. The editorial staff of the magazine may realize that it needs to revise its content in order to attract more readers, particularly younger ones. ¶7. (SBU) COMMENT: Zenan Kalby is yet another example of the pervasive role of the state in Turkmen society, aimed particularly at the promotion of the president (reftel). In rural areas, such state-controlled publications are the only print media option, leaving potential readers with slim pickings. While Zenan Kalby has made some progress over the last three years in terms of broadening its content, it's unlikely the magazine could match the popularity of foreign women's magazines any time soon. But, given the situation of media and education in most of Turkmenistan, it doesn't need to court its readership. END COMMENT. CURRAN