The article deals with the causes and problems of masculine socialization and the transformation of gender roles in the society. These processes are analyzed in the interaction of men and women. The authors point out that the gender culture of the society is also being changed. They emphasize the necessity of gender analysis of family, education, employment, political institutions, and the identification of changes in the gender order in the country. This analysis is determined by new trends in the system of life strategies and value orientations of women.SHS Web of Conferences 69, 00070 (2019)