Markova H. Men's Magazine in the Context of Gender Press (Global and National).

Object - structural and typological features of gender mainstreaming as a special periodical communication system and its differences from other types of print media. The purpose - to carry out a comprehensive analysis of typological structure, themes, issues, and features illustrations of men's magazines in the context of their functioning and evolution in Western Europe and the United States and the process of adaptation to the Ukrainian market. Methods - systematic approach, comparative historical, descriptive. The thesis deals with one of the most common types of gender-based magazine subscriptions direction - "men's magazine". Born in the USA in the 60s. the last century as the media response to "sexual revolution", the magazine of this type in its various versions is spreading in Western Europe, and then - in the newly formed after the collapse of the Soviet Union states. The emergence of this magazine was one of the manifestations of the performances of various sectors of society, particularly young people, against the traditional Puritan morals and values that were approved on this basis. After the Second World War in Western Europe and the United States not only completely solved "women's issue", but also reviewed the repressive nature of public morality, which is imposed on the person a huge number of prohibitions and taboos. In the center of intersexual and interpersonal relationships extends sexuality as an expression of the vital force of the individual and their means of self-identification and self-determination. "Male" magazine brings in the media discourse erotic, pornographic and partly the beginning and causes to redefine elements of modern masculinity and femininity. Scope - the work of NGOs, educational process.