Authors
- Markina Lyudmila V. D. Sc. (Philology), docent Russian Federation Moscow
- Glebova Anna V. Russian Federation Moscow
Annotation
This study examines ideas about masculinity and its criteria in the context of the so-called masculinity crisis using internet memes as a representative element of the contemporary sociocultural context. The relevance of this work stems from the need, in the context of gender tension in Russian society, to analyze the transformational processes occurring in the interpretation and practice of objectifying masculinity, as well as their dynamics. The purpose of this study is to identify and describe the reformatting of ideas about masculinity and the reaction to changes actualized in the online space, which reflects the value attitudes of contemporary Russian society. The sources of material for the analysis were internet platforms that are entertainment channels for exchanging news. Research methods include descriptive, continuous sampling, quantitative, and cultural and contextual analysis. The article analyzes the characteristics of masculinity that are significant and prestigious for modern male and female Russian audiences. It has been established that the model of a real man who exhibits qualities representative of hegemonic masculinity, a legacy of the patriarchal social order (dominance, authority, fulfilling the roles of provider, breadwinner, and protector), is deeply ingrained in the consciousness of Russian speakers as a normative model. A societal demand for a greater diversity of masculinity characteristics, including traits distinct from the patriarchal gender canon of hegemonic masculinity, is demonstrated. Using the example of the identified change in the essential content of the gender role of the head of the family, the presence of gender-role stress is demonstrated, leading to eclecticism and blurred ideas about a real man in modern society. The materials presented in the article allow us to acknowledge the process of change taking place in contemporary Russian society, expanding the criteria of masculinity, and more flexible interpretations of it. They demonstrate the dynamics of this process and also testify to the accompanying weak adaptation to the new gender reality of both men and women.
How to link insert
Markina, L. V. & Glebova, A. V. (2026). STEREOTYPES OF MASCULINITY IN INTERNET COMMUNICATION (BASED ON MEMES) Bulletin of the Moscow City Pedagogical University. Series "Pedagogy and Psychology", 2 (62), 166. https://doi.org/10.24412/2076-913X-2026-262-166-183
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