The use of gender in print media is poorly understood both at the level of the post-Soviet (postcolonial in nature) journalism studies and in the general context of social research. A similar situation is observed with regard to the study of the gender sphere of concepts, and at the postmodern stage of development of periodicals. Postmodern convergence of methodology and research objects of the humanities will make it necessary to study social and mass media phenomena from the point of view of linguistics, sociology and journalism. This makes it relevant to study media issues of gender through links with language (cognitive linguistics). The purpose of the work is to clarify the gender sphere of concepts in the study of Ukrainian periodicals for women and men. The article implements a combination of concrete-historical, structural-typological, system-functional methods. Descriptive and comparative methods, typology, modeling methods are used at different stages of work. The study used the method of content analysis to study the gender content of modern gender-labeled magazines. The article proves that the gender sphere of concepts is based on the basic gender macroconcepts “woman” and “man”. They are used in the periodicals under study in various proportions, depending on what roles are played by a woman or a man in society. It is from the balance, thoughtfulness, responsible selection of gender characteristics that are presented in gender-labeled periodicals that modern and future gender images are formed, the idea of ideal women and men, their needs, opportunities, responsibilities in the family, at work, and in general in all spheres of life.

The article attempts to analyze the concept of gender, study philosophical preconditions of its emergence and trace the main postmodern aspects of the gender category. It proves that gender research in the postmodern era is not identical to the theories of feminism. It deals with social life of both sexes, their behavior, roles, characteristics, common and different between them, the social relationships of the sexes, considering the world from the standpoint of both socio-gender groups. The article shows that an urgent need for more purposeful development of independent women's research in the developing countries. Such research should holistically reflect and study the lives of women on the basis of the so-called women's rather than universalized man experience. The main idea of this scientific research was to emphasize that the world can be explored not only from a man perspective, but also from the standpoint of woman experience. The level of scientific study of the gender conceptual sphere is clarified, in particular, the gender concept is a multidimensional complex represented in the language, which has a certain ethnocultural specificity. The concept has an unstable structure, which is reflected in the model of the concept developed by us, in which we highlight the root and applications of the concept, the possible movement of features in the relevant semantic directions from and to the root. The unstable (mobile) structure of the concept is also characteristic of its root: during historical development, the root may change, but the semantic meaning is not lost, but only replaced by synonyms or verbal innovations relevant to today.

The optimal combination of professional and personal qualities is extremely significant for professional activities of physical education specialists, who can engage in professional interaction in the field of social communications. The study aims to theoretically justify pedagogical conditions and experimentally verify the model of developing the competency of future physical education specialists in professional interaction in the field of social communications. At the formative stage, the following pedagogical conditions have been implemented: providing higher professional education of future physical education specialists with relevant information support; implementing an optimal combination of traditional and innovative modes of teaching, which assist the student in adapting to real-life conditions. The control group included in 36 individuals and the experimental group  32 individuals. The following methods have been used, namely, the questionnaire, titled “Clarifying Motivation to Achieve the Goal and the Striving for a High Social Status; the tests compiled by the author; the test, titled “Managerial Duties and Employee Relations”; a test for determining the ability to work in the system “man – man” and the test “Evaluating Organization and Communication Skills”. After the pedagogical experiment, 15.28% of CG students and 22.92% of EG students were at a high level of competency in professional interaction in the field of social communications. The results of the pedagogical experiment prove the effectiveness of the determined pedagogical conditions and the suggested model for developing the competency of future physical education specialists in professional interaction in the field of social communications.

The article reveals the features of the contemporary periodicals conceptual sphere for women and men (based on examples from magazines of all-Ukrainian and regional purposes. The study made it possible to determine which interpretations of the concepts of "woman" and "man" can be found on the pages of modern gender-labeled periodicals, and thus analyze in detail the gender conceptual sphere through the prism of the specific characteristics of the concepts. The features of the use of gender concepts in modern periodicals for women and men were determined. The most frequently used derivatives of these macroconcepts were identified and analyzed in detail. It has been found that publications for women and men are full of various gender concepts that are used in different contexts. In general, the analysis of the concept-maximums and concept-minimums of gender and their characteristics is carried out in the context of gender stereotypes that have been formed and function in the society, systematizing the actual presentations.

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