CHANGING THE ATTITUDE OF GIRLS TOWARDS GENDER-ORIENTED MASS MEDIA

The history of the formation of domestic women’s and men’s magazines began in the pre-revolutionary period, at the present stage they continue their development. The characteristics of the gender-oriented press and its subject matter are influenced by a number of factors: changes in the socio-political, economic, and cultural situation in society, and the improvement of technology. So, today the media industry includes printed gender-oriented magazines, online publication sites, online magazines that regularly update typological concepts, implement advertising and marketing strategies in order to maintain and increase the number of readership. The purpose of this article is to consider the changing attitude of the female youth audience to gender-oriented media and mass media, gender images of these publications. During the conducted sociological research (survey, questionnaire), the opinion of Rostov female students about women’s and men’s publications, dating sites and their impact on the audience was studied. The study was conducted in three stages: 2016, 2021, and 2023, which allowed us to record changes in the characteristics of media consumption of the female youth audience and attitudes towards gender-oriented media and mass media. The authors concluded that the audience’s interest in these types of media and media resources is associated with the characteristics of the media market, the emergence (closure) of media communications, the improvement of Internet technologies, and ensuring media security. The attention of girls to certain gender media images is formed under the influence of relevant gender concepts disseminated by both gender-oriented publications and mass media, while the audience cannot independently analyze the quality of gender-oriented content, in connection with which a conclusion is made about the need to increase the level of media education of the mass audience.