GENDER STEREOTYPES IN THREE PROSPECTS: FROM THEORY TO PSYCHOLOGICAL PRACTICE

Introduction. Gender issues are extremely sensitive for Ukrainian society due to several historical and political reasons. Gender stereotypes remain quite persistent in various societies, despite the reduction of gender inequality in the economic and political spheres. Although trying to overcome stereotypes at the level of popularizing egalitarianism and gender-neutral education remains ineffective. Thus, it is relevant to search for factors that determine the persistence of gender stereotypes and more effective ways of overcoming them. Purpose. Based on psychological publications, the article aims in investigating the connection between evolutionary (biological), historical-cultural and individual-psychological factors of gender stereotypes, formulating the task of psychological assistance to an individual for deciding in favour of abandoning ideas and behaviour caused by stereotypes. Methods. The following theoretical methods and cognitive techniques have been used for achieving the purpose, such as analysis and generalization of scientific literature, comparison, synthesis, systematization and generalization of information. Results. The article analyzes the phenomenon of gender stereotypes from the standpoint of sociocultural, evolutionary, and socio-cognitive prospects. It shows some difficulties that arise in overcoming gender stereotypes excluding their biological, cultural and individual psychological factors. The article highlights the advantages of behaviour that conform to stereotypes, which should also be taken into account. It proposes the main tasks of psychological assistance for overcoming gender stereotypes. Originality. The scientific novelty of the research results is studying the factors of emerging gender stereotypes from the standpoint of sociocultural, evolutionary, and socio-cognitive prospects on the examples of Ukrainian society. It delimits the task of overcoming gender stereotypes at the level of society and providing psychological assistance to individuals. Conclusion. Existing in society ideas about male, female and social roles, corresponding to gender, are quite conservative and difficult to change, as they arise as a result of biological (evolutionary) and cultural- historical factors. The definition does not mean their immutability or the impossibility of overcoming their influence at the level of an individual. The answer to the issue of either following gender stereotypes or fighting against them requires a psychological responsibility. On the way to overcoming gender stereotypes, the task of psychological assistance is to help a person assume the responsibility, to support and provide assistance in implementing his choice in a society where gender stereotypes exist and are likely to exist.