Visual markers of sexism in the lifestyle content of Ukrainian Online media: a case study of the UNIAN News Agency
DOI:
https://doi.org/10.17721/10.17721/2522-1272.2026.89.6Keywords:
visual communication, sexism, gender representation, gender stereotypes, visual content, online media, lifestyle contentAbstract
The study aims to identify the specific features of the visual representation of women and men and to reveal patterns in the reproduction of gender stereotypes and manifestations of sexism in preview illustrations accompanying lifestyle publications in Ukrainian online media, using the UNIAN Lite section of the UNIAN News Agency as a case study. The empirical basis of the research consists of preview illustrations accompanying journalistic materials published in the section between October 1 and December 31, 2025. The methodological framework is based on Erving Goffman’s model, supplemented with additional analytical criteria. The study analyzes the gender distribution of characters in preview illustrations and identifies the characteristics of their representation across different thematic subcategories. The findings indicate that the dominant visual markers include feminine touch, licensed withdrawal, ritualization of subordination, and gender-role stereotyping. Female characters are predominantly associated with physical appearance, emotionality, the domestic sphere, and decorative functions, whereas male characters are more frequently represented as active, independent, professionally successful, and dominant subjects. At the same time, isolated cases of the deconstruction of traditional gender stereotypes were identified.The scientific novelty of the study lies in adapting Erving Goffman’s model for the analysis of illustrations in Ukrainian online media, confirming its analytical relevance for the study of contemporary visual content, as well as systematizing visual markers of sexism and identifying the dominant patterns of gender representation in contemporary Ukrainian lifestyle content.
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