The structure of a person’s self-attitude in relation to social standards broadcast by the media

The article presents the results of an empirical study of the relationship between the fea-tures of self-attitude, coping strategies, perception of one’s own appearance in early adulthood, taking into account social standards broadcast by the media. It is shown that with high discrep-ancies in the assessment of the parameters «I am real», «I am ideal», «Media image», there is a high dissatisfaction with their own appearance in both men and women. The peculiarities of self-attitude in men and women with high and low discrepancies in the assessment of the parameters «I am real - Media image» and «Real Me - Ideal Me» are revealed. The gender differences in the specifics of self-attitude and the coping strategies used are analyzed.