GENDER REPRESENTATION IN SOCIAL COMMUNICATION

Abstract

The article is concerned with the problem of
revision of traditional gender bias by social subjects under
the infl uence of modern social and cultural situation. Gender
representation is considered as a negative tendency in public
relations. The role of communication and mass-media is
considered in provoking gender representations by means of
translation and imposing certain gender signs and symbols.
The concept of gender simulacrum is introduced. The conclusions
are made concerning the infl uence of public opinion on
gender representation.