VZCZCXRO8003
RR RUEHIK
DE RUEHAH #0057/01 0141357
ZNR UUUUU ZZH
R 141357Z JAN 10
FM AMEMBASSY ASHGABAT
TO RUEHC/SECSTATE WASHDC 4079
INFO RUCNCLS/ALL SOUTH AND CENTRAL ASIA COLLECTIVE
RUCNCIS/CIS COLLECTIVE
RUCNMEM/EU MEMBER STATES COLLECTIVE
RUEHAK/AMEMBASSY ANKARA 6132
RUEHBJ/AMEMBASSY BEIJING 3821
RUEHKO/AMEMBASSY TOKYO 3680
RUEHIT/AMCONSUL ISTANBUL 4374
RUCNDT/USMISSION USUN NEW YORK 1416
RHMCSUU/CDR USCENTCOM MACDILL AFB FL
RUEHVEN/USMISSION USOSCE 4305
RUEAIIA/CIA WASHDC
RHEFDIA/DIA WASHDC
RHEHNSC/NSC WASHDC
RUEKJCS/SECDEF WASHDC
RUEKJCS/JOINT STAFF WASHDC

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