The Transformation of Moral Norms in The Context of the 'Overton Window' Theory: The Role of Media and Creators Saydganiyeva Gulbahor

Аннотация

This article analyzes how moral norms in society are changing based on the theory of the "Overton Window." In particular, it compares the shifting process of moral standards as reflected in mass media, cinema, and internet platforms with theoretical approaches. The article explains the expansion or weakening of social values and moral boundaries observed in modern media content through the stages of Overton’s theory. These transformations are also examined more deeply using examples from the local media context. Keywords: Overton Window, moral norms, mass media, media, social values, society, norms. values, and politics. Unlike hard power, which relies on Introduction: In contemporary society, social values military or economic force, soft power subtly reshapes and moral norms are changing at a rapid pace. These social norms and perceptions. changes are driven by many factors, particularly the influence of mass media and the work of It is natural to question whether the opening of the representatives of the arts. In analyzing this process, Overton “crack” has brought only negative the theory of the "Overton Window" developed by consequences to human society. The term “crack” here American political scientist Joseph Overton serves as an refers to a narrow passage through which an external important theoretical basis. According to this theory, environment enters another — a subtle but impactful any idea or social phenomenon passes through several intrusion. When a previously inconceivable idea is first stages, during which concepts previously considered voiced, society may react with shock, as if chilled by a unthinkable or unacceptable can gradually become sudden draft. Initially, there is a desire to "close the tolerated, accepted, or even normalized. crack." However, as the influence gradually spreads — not with sharp force, but gently throughout the body This article employs comparative, descriptive, and — people may not accept it immediately, but they analytical methods to explore the topic. Opinions and begin to tolerate it. Over time, acceptance becomes studies of foreign experts are analyzed and compared possible. In the last century, Joseph Overton proposed to support the arguments and draw conclusions. his theory describing how taboo or unacceptable topics If we observe the movement of objects in the physical may eventually become normalized. He identified the world, we can see how even a seemingly weak or various stages through which these ideas evolve. insignificant movement can result in significant (Numerous studies have since been published on changes. For instance, drops of water falling onto a Overton’s theory, many of which are accessible online.) large rock over many years can eventually create cracks The Overton Window is a theoretical model that and cavities. Similarly, in the human subconscious, such defines the range of ideas and policies considered "cracks" or "gaps" can emerge over time. This influence socially acceptable at a given time within a society. is often referred to as soft power — the ability to affect According to the model, any social phenomenon or others through non-coercive means such as culture, American Journal Of Philological Sciences 232 https://theusajournals.com/index.php/ajps American Journal Of Philological Sciences (ISSN – 2771-2273) idea can progress through the following stages: This raises the critical question: Can the previously impossible now become possible? 1. Absolutely unthinkable (inhumane) There are concerning cases where immoral behaviors 2. Radical alien to human nature — such as those undermining 3. Controversial fundamental ethical standards — are subtly infiltrating 4. Acceptable human consciousness. In the modern world, media, 5. Sensible or necessary social networks, YouTube content, animated series, advertisements, short video platforms, and online 6. Norm games play a major role in this shift. Through these stages, topics once viewed as taboo or For instance, short clips depicting a pregnant female unacceptable may gradually become normalized — a robot, a woman marrying a gorilla or chimpanzee, and process that can be significantly accelerated by cultural celebratory scenes around such events subtly promote and media content. ideas of zoophilia, incest, and other unthinkable Joseph Overton explored how public perception and behaviors. These are increasingly introduced into consciousness could be reshaped step by step. He people’s subconscious minds, particularly through analyzed how ideas initially seen as abhorrent or formats such as Shorts and Reels. Though they may unacceptable could be transformed into normalized appear humorous or fictional, such content contributes societal standards. He also examined how people who to a gradual shift in social boundaries and norms. are not naturally inclined to accept such changes could In some cases, such influences are not explicitly nonetheless become indirect agents in the process of addressed as