Gender concepts in modern Ukrainian media

Abstract

The urgency of the topic of the scientific article is determined by the processes of finding new concepts and applying new approaches to the study of the gender concept of the modern periodicals for women and men in Ukraine. The study of the gender concept is relevant because it reveals new trends and features of modern gender images. The purpose of the article is due to the processes of finding new concepts and the application of new approaches to the study of gender concepts in modern Ukrainian media. The study of the topic is relevant because it allows to identify new trends and features of modern gender images. The macroconcept «woman» can be conventionally divided into the main, that is, the most frequently used microconcepts in the magazines studied, such as: loved one, mistress, mother, girlfriend, mother-in-law, rival. As it turned out, in the studied editions, the macro concept of «man» is reflected in the most frequently used microconcepts: beloved, father, stranger, boss, son, friend. At the core of the gender conceptual sphere there is basic gender macro concepts «woman» and «man» that is used in the investigated periodical in different proportions, depending on the role of women and men in society. Especially because of the sensitivity, thoughtfulness, responsible selection of gender characteristics, which is presented in a gender-labeled periodical, modern and future is formed gender images.