Gender Stereotypes In Sumy Regional Television News

Abstract

Traditional mass media, including television, is a special form of social communication. It acts both as a mirror and a pointer, identifying and establishing the unwritten rules of society. A special place among the latter is occupied by gender stereotypes – repertoire of emotions, attitudes, behaviors, and perceptions that are commonly associated more with one sex than with the other. Content analysis of journalistic materials can give us an existing picture: which stereotypes exist now in our society.