GENDER STEREOTYPES IN INTERNET MEDIA DISCOURSE

The article examines and provides a generalized analysis of the most visited internet resources with a definition of general patterns and actualization of gender stereotypes. The main trends in the development of gender stereotypes in social networks have reflected. The research base consisted of 500 messages selected from reactions to popular content on the global network. Examples of the use of words with gender colouring that best characterize the opposite sexes have given. Gender stereotypes, gender standards of behaviour and problems of gender identification in modern Ukrainian society have considered. The main types of gender stereotypes associated with masculinity and femininity have described. Factors contributing to changing stereotypes have identified: communication and joint activity with the object of knowledge; merge people to achieve the significant goal; increasing knowledge about the object of communication; factors of group dynamics that are the result of group interaction. The article also reveals the content of the main classifications of gender stereotypes. A review of research in the field of establishing gender characteristics of the e-mail has carried out. The article also reveals the content of the main classifications of gender stereotypes. A review of research in the field of establishing gender characteristics of the e-mail has carried out. The concepts of masculinity and femininity have highlighted, determining that they are not only cognitively, but also culturally determined entities that are of great importance for the formation of the language environment on the Internet and in the real-life of the speaker. It has concluded that in the language of internet communication, we can note a clear predominance of topics devoted to a person's personal and intimate life. The analysis of gender stereotypes in virtual reality allows us to conclude that in the language of internet communication, we can note a clear predominance of topics devoted to a person's personal and intimate life. The theme of work, professional activity, and industrial success remain unclaimed. It has shown that individuals of all sexes have characterized by a very high frequency of tokens denoting kinship relationships, which indicates the significance of family values.