Media play a pivotal role in shaping societal perceptions and norms, influencing how individuals perceive gender roles and leadership capabilities. In Kazakhstan, where traditional views on gender persist, the media's role in either reinforcing or challenging these norms is crucial. Despite the presence of only 3 women ministers among the 21-member cabinet, in 2024, women in leadership face disproportionate scrutiny and criticism compared to their counterparts. In this study, we employed framing theory to investigate how mainstream mass media in Kazakhstan portray women in leadership roles. We conducted a qualitative content analysis of 150 articles from three prominent online media platforms (Orda, Tengri News, Ulys Media). The analysis revealed six dominant frames: nepotism, gendered expectations, educational credentials and competence, age bias, leadership achievements and other. These frames perpetuate entrenched gender stereotypes and undermine trust in women’s leadership abilities. The findings highlight the need to address biases in media coverage and promote impartiality, emphasizing professional qualifications over personal backgrounds. Ethical reporting standards need to be upheld, and coverage of women ministers needs to be consistent with men ministers and not limited to celebratory occasions.