Based on developments in gender sociology, the theoretical foundations of patriarchal and egalitarian approaches to gender images via analysis of gender roles are defined. The patriarchal approach to gender roles is based on biological determinism and essentialism and creates a clear division into male and female roles that are often opposed. Appealing to the principles of sociobiology, this approach involves the gendered division of labor laid down into gender-role stereotypes; assigning different psychological and behavioral characteristics to women and men with the help of gender traits and a gendered perception of appearance. Accordingly, the main attributes of femininity are attachment to reproductive and caring work; softness and emotionality, and a canonically attractive appearance. The increase in the number of female military personnel since the beginning of the full-scale Russian invasion has led to an increase in their visibility in the media, which can be considered an egalitarian trend.The empirical basis of the article is a qualitative content analysis of selected 48 media materials published in the period from February 24, 2022, to April 25, 2024, which contain references to the participation of female military personnel in the Russo-Ukrainian war.Quotes conveying gender-role stereotypes, appearance stereotypes, and gender trait stereotypes were coded within the patriarchal approach. Gender-role stereotypes manifested themselves in narratives about the traditional division of roles, the exoticization of female military personnel, benevolent sexism, and protective paternalism toward military women.Within the framework of the egalitarian approach, two strategies were considered: gender neutrality and gender sensitivity. In the framework of the first, the identity of the “military person” came to the fore, as opposed to the gender identity. In the materials of the sample, this was reflected both in the phrases of the heroines that “there are no men and women at the front”, and from the side of the media, which used similar phrases for the titles of the materials. When applying the strategy of gender sensitivity, women in the Armed Forces of Ukraine (AFU) were discursively singled out in a separate category, in particular, on behalf of the media. It was said that women in the army occupy various positions, both rear and combat, and this is not an anomaly or an exception to the rules. At the same time, the issue of the fact that women face certain challenges (access to military equipment is still quite limited) and have unmet needs, such as the lack of women’s uniforms, equipment, and limitations in personal hygiene, was brought up.
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