Gender personality bases of image in the modern culture

• Konopleva N.A.

  Vladivostok State University of Economics and Service
  Vladivostok. Russia

• Karabanova S.F.

  Vladivostok State University of Economics and Service
  Vladivostok. Russia

The article examines theoretical and methodological research aspects of the personal image. By analyzing main research approaches of this problem, the authors emphasize on the necessity of separating the terms “personality” and “subject”, they point that the main difference between the subject (as a trait, a feature of a person) and the personality is that sociality (personality) focuses on norms, rules, social expectations and requirements, and social roles playing, but socio-cultural traits (subject) mean connection with the culture, objective values and socio-cultural patterns. Moreover, the authors suppose that the understanding of the person is possible on the base of the gender approach, so the article examines the gender theories in details.

Keywords: individual, personality, subject, image, gender, sex, culture.