The Conceptual Framework of Postmodern Gender-Labelled Periodicals in Ukraine

The article explains the peculiarities of the conceptual framework in postmodern periodicals for women and men. It shows which interpretations of such concepts as "woman" and "man" can be found in the pages of postmodern gender-labelled periodicals and, thus, analyses the gender-based conceptual framework through the prism of specific characteristics of these concepts. It determines the features of using gender concepts in postmodern periodicals for women and men. Also, it identifies the most frequently used derivatives of these macro concepts, namely, their micro concepts, and analyses them in detail. The article states that the model of gender relations in the media is reflected mainly in stereotypical images of men and women. Gender stereotypes, implemented in the minimum and maximum concepts, are used in various spheres of life. Therefore, they are not related to the relationship between the sexes. The article proves that postmodernist trends in the equalization of rights and attributes of femininity and masculinity, post-gender content and sociomedical issues of gender have almost not affected Ukrainian periodicals. Finally, it analyzes the maximum and minimum concepts of gender and their characteristics in the context of gender stereotypes.