GENDER STEREOTYPES IN MASS MEDIA
The object of study in this article is the impact of mass media on creating gender stereotypes in the public consciousness. It gives a definition for gender stereotypes, shows their origins and characteristics, and also the degree of their development. The author presents the basic system of masculinity and femininity and shows the traditional patterns of behavior of men and women in mass media – on television, in advertising, press and on the Internet. The conclusion is made.
Keywords: gender stereotypes, mass media, behavior patterns, masculinity, famininity