Abstract

Relevance. Modern society is witnessing a change in value standards and priorities. Patriarchal culture increasingly contradicts modern views and acquires discriminatory features.

Purpose. The research aims to investigate the nature of the interaction between traditional value standards and gender stereotypes and new trends in the distribution of gender roles.

Methodology. The methods of analysis and synthesis, comparison method, author’s questionnaires “Gender Stereotypes in Modern Society” and “The Role of Women and Men in the Family” and the method of generalisation were used to achieve this goal. Traditional value standards of a personality that have been formed in modern society are described in this paper.

Results. The influence of gender stereotypes on the formation of the personality of men and women is revealed. Gender stereotypes are presented in the information space and how this affects the perception of the world by the individual. A study was conducted among students of Bohdan Khmelnytsky Cherkasy National University, which showed that patriarchal standards still dominate in society, but the respondents showed a high potential for changing value priorities and views. The findings were used to compare the dynamics of changes in perceptions of traditional value standards of gender culture in modern Ukrainian society and demonstrated the need to form a value-based attitude to culture and introduce gender education at all stages of personal development.

Conclusions. The results of this study can be used by sociologists to conduct further research in the field of gender stereotypes, by teachers in the process of forming a personality at all stages of its development, as well as by ordinary citizens, in particular young people, to expand their understanding of gender stereotypes and their impact on the individual.

Keywords: gender beliefs; gender equality; patriarchal attitudes; identity; gender education

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