ISSUES OF GENDER APPROACH IN STUDYING INTERNATIONAL COMMUNICATION
This article made an analysis of the gender dimension in intercultural communication. Gender stereotypes that exist in a given society, connected with the traditions and customs of the people. Based on the analysis of gender stereotypes we have reached the following conclusions: a negative attitude towards women has international character of traditional system of gender stereotypes Kazakhs built on a rigid normative. Performing the duties of women causes men from the surrounding negative attitude, conviction, following a society endowed with gender roles, men and women should strictly comply with them. Vividly gender stereotypes are manifested in ritualized etiquette, where men and women have to strictly follow the prescribed scenario. Note that in comparison with Russia and the countries of Europe gender stereotypes fairly strong presence in Kazakh culture and modern society.