Abstract

The aim of the article. To Investigate the formation of media concepts and their functioning in a postmodern culture with its unprecedented effect on the mythologization of the masculine and the feminine. The theoretical basis. Gender culture, considered in the context of a general cultural perspective, is currently a complex and ambivalent phenomenon, the debates around which are focused on the question of the ambiguous relationships between universalism and cultural relativism. It is also important that recently the mass media are changing the established construction of gender concepts, actively influencing gender ideology in general and gender culture, in particular. The relevance of this work is determined both by the absence of a serious public discussion of gender issues in our country, and by the great effect on the mythologization of the masculine and feminine that the mass media have recently demonstrated by manipulating gender technologies in the diffuse gap between 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 and understanding specific images of reality and the relations between them. The scientific novelty. Visualization covering all spheres of mass culture, as a rule, reproduces traditional gender stereotyping, undoubtedly, with some postmodern amendments. Television is much more progressive with its reality shows and «reality television» in general. Television series, as a rule, exploiting the topic of female sexuality, often emphasize the issue of gender identity, and in the famous television series of recent years, this topic 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 policies of 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 in no way be compared with the metanarratives of the previous millennium in terms of audience the power of their influence 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.