SOCIAL ROLES AND STEREOTYPES OF FEMININITY IN THE ALMANAC «KURIER KRYVBASU»

The subject of this research is the social roles and stereotypes of femininity in the almanac «Kurier Kryvbasu». The aim of the study is to conduct a systematic analysis of gender stereotypes of femininity in the literary almanac. The article employs the following methods: theoretical – for studying gender theory, stereotyping, and their application in the analysis of the content of the periodical; systemic-structural analysis – for conducting a systematic analysis of the social roles of femininity in the almanac «Kurier Kryvbasu»; structural-typological – for studying the content and structure of the literary almanac; descriptive method - for interpreting women’s roles and stereotypes. Main findings. The role of gender stereotypes in representing women in the media texts of contemporary Ukrainian writers in the pages of the periodical almanac «Kurier Kryvbasu» has been elucidated. A systematic analysis of feminine social roles, including the beautiful woman, the businesswoman, the happy woman, the sex symbol, and the wife-mother, is presented. The social roles and stereotypes of femininity in the literary almanac «Kurier Kryvbasu» are interpreted according to the classification of G. Kovalova and V. Danilyan. Conclusions. In the almanac «Kurier Kryvbasu», entrenched perceptions regarding women’s model appearance, their frivolity and accessibility, professional inferiority, sexual objectification, competent housekeeping, maternal duties, and the pursuit of illusory «female happiness» in the form of marriage, family, and children are used. However, a trend of feminist rise is observed, where the pages of the magazine describe women’s career successes, self-actualization, participation in military actions, etc. Significance. The analysis of gender stereotypes, both femininity and masculinity, in Ukrainian literary-artistic periodicals is important for the development of the contemporary media sphere, as such research will encourage editorial teams to direct media content towards gender balance and gender equality. Key words: gender stereotypes, social role, femininity, journal, literary magazine, media text.