GENDER STEREOTYPES IN THE MEDIA SPACE: TYPOLOGY AND MECHANISMS OF REPRODUCTION

Abstract

The article presents a comprehensive study of the phenomenon of gender stereotypes operating in the modern media space as socially constructed perceptions of the traits, roles, and behavioral patterns of men and women. It is established that advertising and other channels of mass culture not only transmit but also actively reinforce stereotypical images that influence processes of socialization, identity formation, and perceptions of “normative” femininity and masculinity. Drawing on the approaches of leading scholars and specific examples of media content, the article outlines a typology of gender stereotypes (traditional, modern, and emerging) and the mechanisms of their reproduction, including visual and linguistic coding, narrative structures, selective representation, and early childhood socialization as manifested in advertising discourse. Examples from Ukrainian media are provided, where female images are often associated with care, appearance, and emotionality, while male images emphasize rationality, strength, and dominance. The article also examines cases of advertisements that attempt to overcome or rethink stereotypes by promoting ideas of partnership, equality, and inclusion. The study highlights a number of negative consequences of gender stereotyping: limitations on personal choice, reinforcement of occupational segregation, the entrenchment of patriarchal norms, and the formation of identity crises and self-esteem issues. Particularly concerning is the early socialization of children through advertising, which introduces gender-marked behavioral scripts from preschool age. The author emphasizes the need for a critical approach to media consumption, the development of media literacy, and the formation of gender-sensitive thinking. The article concludes that effective resistance to stereotypes requires the implementation of educational strategies aimed at fostering critical thinking, supporting cultural pluralism, and creating an inclusive media environment. Prospects for further research include the study of the impact of alternative narratives on transforming gender perceptions in mass consciousness.