Gender Stereotypes in Ukrainian Mass Media and Media Educational Tools to Contain Them


  • Volodymуr Suprun National University of Water and Environmental Engineering, Ukraine
  • Iryna Volovenko National Pedagogical Dragomanov University
  • Tetiana Radionova Horlivka Institute for Foreign Languages of the State Higher Education Institution “Donbas State Pedagogical University”
  • Olha Muratova Horlivka Institute for Foreign Languages of the State Higher Education Institution “Donbas State Pedagogical University”
  • Tamara Lakhach Poltava V.G. Korolenko National Pedagogical University
  • Olena Melnykova-Kurhanova Mariupol State University



sensitive content, sexism, media literacy, pathogenic factor, psychosocial background, advertising materials, heterogeneous media


Theoretical substantiations and practical recommendations on media educational contain against gender stereotypes in the Ukrainian mass media are given in the work. Attention is paid to the pathogenic factor of the use of gender-sensitive content. The work is based on propedeutic theoretic studies of cultural and psychosocial background of Ukraine. We also used a content analysis of news and advertising materials of heterogenic media; sociologic methods (surveys, questionnaires); modelling of educational situations and forecasting of expected results. That was an end-to-end method of generalization (induction) that covered theoretical and practical stages of the study. It is proved that despite the weakening of gender divisions in the socio-cultural sphere in the world, in developing countries (on the example of Ukraine) gender stereotypes remain a powerful tool for affective approach of media and advertising to the consumer. Author's ways to increase the level of media literacy and critical thinking with the help of gender-sensitive experiments, mini-projects, filling the media space with "mirror" about sexist content and creating a personal media field are proposed.

Author Biography

Volodymуr Suprun, National University of Water and Environmental Engineering, Ukraine

Doctor of Philological Sciences, Professor of the Department of Journalism and Ukrainian studies, National University of Water and Environmental Engineering, Ukraine


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How to Cite

Suprun, V., Volovenko, I., Radionova, T., Muratova, O., Lakhach, T., & Melnykova-Kurhanova, O. (2022). Gender Stereotypes in Ukrainian Mass Media and Media Educational Tools to Contain Them. Postmodern Openings, 13(1), 372-387.



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