Conceptualization of the media role in the formation of gender culture of the last decades

The aim of the article. To Investigate the formation of media concepts and their functioning in a postmodernculture with its unprecedented effect on the mythologization of the masculine and the feminine. The theoreticalbasis. Gender culture, considered in the context of a general cultural perspective, is currently a complex andambivalent phenomenon, the debates around which are focused on the question of the ambiguous relationshipsbetween universalism and cultural relativism. It is also important that recently the mass media are changingthe established construction of gender concepts, actively influencing gender ideology in general and genderculture, in particular. The relevance of this work is determined both by the absence of a serious public discussionof gender issues in our country, and by the great effect on the mythologization of the masculine and femininethat the mass media have recently demonstrated by manipulating gender technologies in the diffuse gapbetween official gender rhetoric and real situation of gender discrimination in our society. The latter is getting more complex by the important fact that cinema and TV, having pushed off a literary work to a great extent,due to its emphasis on visualization, use the representation policy as a policy of creating, disseminating andunderstanding specific images of reality and the relations between them. The scientific novelty. Visualizationcovering all spheres of mass culture, as a rule, reproduces traditional gender stereotyping, undoubtedly, withsome postmodern amendments (“desires”, «corporality» etc.). Television is much more progressive with itsreality shows and «reality television» in general. Television series, as a rule, exploiting the topic of femalesexuality, often emphasize the issue of gender identity, and in the famous television series of recent years, thistopic is being actively developed. Cultural narratives, always being gender due to their emphasis on narratives,interact with all relevant cultural boundaries. The conclusions. Despite the new wording of the gender policiesof the “new” generation at the beginning of the 21st century, despite the unconditional changes in the overall“picture of the world”, the “small narratives” of mass culture that have emerged over the past 20 years can inno way be compared with the metanarratives of the previous millennium in terms of audience the power of theirinfluence etc. It is important to emphasize: the mass culture in which we live today is in a state of transformation,the latter determines the need for constant research of this complex and ambivalent phenomenon.