REFLECTION OF THE TRANSFORMATION OF THE IMAGE OF A WOMAN IN THE NATIONAL MAGAZINE “SOEMBIKӘ”, “AZAT KHATYN” IN THE XX AND EARLY XXI CENTURIES

The media have always broadcast images that reflect the state ideology or public opinion of a certain period. For more than 100 years, Tatarstan has been publishing a magazine for women in the Tatar language “Soyembikә”, in 1920 it was renamed the magazine “Azat Khatyn” (“Liberated Woman”). The tradition of the magazine is to publish a portrait of a woman on the cover of the magazine. Having analyzed the portraits of women on the cover of the magazine over the course of a century, it is possible to trace the process of transformation of the expectations of the state and society from a Tatar woman. The author of the article conducted a semiotic analysis of the visual images of Tatar women on the pages of the magazine “Soembikә” from 1913 to 2024. Six periods were identified that influenced the process of representing the image of a woman on the cover of the magazine. The target sample was formed according to the historical periodization of the life of the Tatar people, which, on the one hand, has its own national andcultural characteristics, and on the other hand, is an integral part of Russian society. Having analyzed the covers of the magazine “Soembikә” - “Azat Khatyn” from 1913 to 2024, it is possible to trace how the image of a woman has changed over the course of a century, depending on the requirements of the state and society. A woman fought for the right to get an education, to work, to take off her headscarf, but by the end of the 20th century, everything had changed, now a woman defends the right not to work and to give birth to and raise children, again she is covered with a headscarf, but she does it voluntarily, at her own will. Successful models of broadcasting the female image in the regional national media, magazines for Tatar women “Soembik”, “Azat Khatyn”, which have been accumulated over the course of a century, should be used in modern journalistic activities to convey the ideological tasks of the state to the female mass audience.