Abstract
This article presents the results of a pilot study of the influence of mass media, especially advertising on gender stereotypes. The significant role of digital media in the formation and dissemination of gender stereotypes is shown. An analysis of secondary data was carried out, where generational differences in the perception of stereotypes were established. Results showed a high level of awareness of gender stereotypes and its identification in the mass media among participants. Meanwhile, socio-cultural features, value orientations, social norms and others serve as a source of preservation and further spread of stereotypes. To eradicate and reduce gender stereotypes, it is necessary to improve the regulatory framework in the field of media, advertising and monitoring these areas for the presence of gender stereotypes. In connection with the transformation of society and value orientations, this research topic is relevant and requires an interdisciplinary approach in its study by sociologists, psychologists, and culturologists.