GENDER REPRESENTATION IN SOCIAL COMMUNICATION
The article is concerned with the problem of revision of traditional gender bias by social subjects under the infl uence of modern social and cultural situation. Gender representation is considered as a negative tendency in public relations. The role of communication and mass-media is considered in provoking gender representations by means of translation and imposing certain gender signs and symbols. The concept of gender simulacrum is introduced. The conclusions are made concerning the infl uence of public opinion on gender representation.