ВІЗУАЛЬНА РЕПРЕЗЕНТАЦІЯ НЕБІНАРНОГО ГЕНДЕРУ

The purpose of the study is to discuss the challenges of visual representation of non-binary, and sometimes woman and man genders, caused by various sociocultural factors.

Research methodology. With use of the methods of analysis, synthesis, induction, deduction, description, generalization and explanation, typical problems of visual representation of non-binary gender, in the media in particular, were determined.

Results. The challenges of the visual representation of non-binary gender in the media are: the search for visual codes that would specifically characterize non-binary identities, as well as the predominance in some situations of the verbal designation of gender over the visual image; the transformation of visual codes to denote genders in general, sometimes exchanging these codes between male, female and non-binary gender; the impossibility of applying comparisons to visual images of certain non-binary genders and determining to what extent they meet or do not meet the standard (as in the case of stereotypical masculinity and femininity), as well as the technically determined need to show only one story within a particular image, which does not allow showing all the diversity signs of this or that gender identity.

Novelty. Gender visual representation often comes from the generally accepted ideas about the social roles of certain people. Given the dominant gender dichotomy, it can be difficult to ensure an equal visual presence in the media space of individuals with different gender identities.

Practical significance. The results of the research can be used in the process of studying courses on visual communication and social media, specialties «Journalism», «Advertising and public relations», «Information affairs», as well as by media practitioners when studying the tools of media reality formation.

Key words: non-binary gender, visual representation, visual images, gender representation, gender, gender diversity.