TRANSFORMATION OF GENDER STEREOTYPES IN THE KARACHAY-CHERKASS REPUBLIC (ON THE BASIS OF THE SOCIOLOGICAL RESEARCH)

The study of the processes of genesis, renewal and evolution of the modern Russian society is impossible without studying innovative social and cultural roles and norms, where special attention is paid to a fundamentally new way of women's existence in ethnocultural communities. Their social and cultural status is changing in the modern globalization and information society, in connection with which the issues related to the revision and adjustment of traditional positions and views on gender stereotypes, the distribution of emphasis in the field of gender equality, and ideas about the business activity of women are being actualized. To solve research problems, a structural-functional method, comparative analysis, a socio-gender approach with the use of the principles of consistency, historicism, objectivity have been used, allowing to analyze the nature of modifications in women's business activity. It has been noted that in the region under consideration there is a special transformation of gender stereotypes, a specific delimitation of the space of "masculine" and "feminine", which, on the one hand, are conditioned by the patriarchal nature of traditional culture, the presence of stable religious factors, a special mentality, and on the other hand, by the general desire for the processes of globalization, development of civil society. In this regard, the problem arises of the formation and assimilation of values by women in modern society. It has been revealed that modern representatives of the fairer sex are clearly aware that it is necessary to strive for greater financial independence, to have their own stable income in order to feel confident in the future, despite the ongoing socio-economic changes that have lead to the transformation of family relations and the culture of society. At the same time, a woman's business activity is aimed at controlling time in favor of preserving many traditional views on the position of women in the community of the region and finding a balance between work and family, innovations and traditions.