Studies in Media and Communication Vol. 10, No. 3; 2022, Special Issue ISSN: 2325-8071 E-ISSN: 2325-808X Published by Redfame Publishing URL: http://smc.redfame.com 152 Gender Discourse – Representation of Ideas about the Distribution of Gender Roles Yuliia Novosad 1 , Tetiana Tsepeniuk 1 , Yuliia Golovatska 1 , Oksana Yarema 2 & Halyna Сhumak 1 1 Department of Theory and Practice of Translation, Ternopil Volodymyr Hnatiuk National Pedagogical University, Ternopil, Ukraine 2 Department of English Philology and Methods of English Language Teaching, Ternopil Volodymyr Hnatiuk National Pedagogical University, Ternopil, Ukraine Correspondence: Yuliia Novosad, Department of Theory and Practice of Translation, Ternopil Volodymyr Hnatiuk National Pedagogical University, 46027, 2 Maksym Kryvonos Str., Ternopil, Ukraine Received: May 8, 2022 Accepted: November 30, 2022 Online Published: December 17, 2022 doi:10.11114/smc.v10i3.5846 URL: https://doi.org/10.11114/smc.v10i3.5846 Abstract The relevance of the study is conditioned by the insufficient level of investigation of gender discourse, in particular, in translation studies, understanding the feminine and masculine aspects when analysing the content of the text through the use of linguistic tools and techniques. The purpose of the study is a comparative analysis of two translations at the level of phonetic, morphological, grammatical, syntactic, and stylistic means, analysis of translation strategy in such aspects as the accuracy (adequacy) of reproduction of folk realia, the use of emotional and evaluative vocabulary, metaphorical and aphoristic thinking, the use of techniques of foreignization and domestication of language resources. The main method is a theoretical approach to understanding the concepts of gender, gender stereotypes, cultural turn, postcolonial development of literature and feminist discourse, and a comparative linguistic analysis of the linguistic tools used in both translations. This paper focuses on the intralingual and extralingual means of gender identity, reveals the main aspects of the study of masculine and feminine discourse through the use of various mechanisms at the language level to convey national realia, and examines the key aspects of the communication strategy of male and female translators. The materials presented in this paper would facilitate further research of gender issues in the context of the modern reading of literary texts, analysis of world influences on cultural space and language adaptation of translation with the selection of full and incomplete correspondences, and understanding the possibilities of a particular national language to reproduce the content and form of a literary work made in the original. Keywords: feminist discourse, translation studies, masculinity, emininity, linguoculturological heritage, cultural turn, postcolonial literature 1. Introduction The relevance of the subject matter is conditioned by the insufficient degree of study of gender discourse in the translation aspect, in particular, in terms of understanding the artistic and stylistic, features of translating texts through feminine and masculine worldviews with attention to the individual language consciousness of the author. Notably, due to a comprehensive analysis of the main linguistic and non-linguistic phenomena, it is possible to identify the main patterns and determine similar and distinctive features between translations of one literary work considering the gender aspect. Such researchers as C. Zhang, A. Yankholmes, N. Morgan (2022) analysed the decolonisation processes of identity development and considered the paradoxical concept of “East meets West” based on advertising texts, in particular, in the field of tourism, and considered the role of national identity and related emotions in holding cultural festivals using a qualitative approach. C. Faria, M.A. Caretta, E. Dever, S. Nimoch (2021) consider the postcolonial ethic of care as a major manifestation of the rejection of racial discrimination and M. Iyigun, J. Rubin, A. Seror (2021) examine the political power of elites from different cultural groups, the cultural composition of society and, in turn, characterise the balance of the model with the aim of creating a cultural revival. Nowadays, there is an active development of translation science, primarily related to globalisation processes and intercultural dialogue, which is why the theory and practice of translation should adapt to modern realities. Since the text began to be considered as a basic unit of communication, translation studies acquired not so much linguistic features as