Theoretical and methodological approaches of visual sociology in the study of gender

Abstract

One way to comprehend social reality is to watch animation films and animation series that broadcast gender models. In connection with the changes taking place in modern ideas about gender, it will be relevant to study gender roles that function in modern animation cinema. The purpose of the article is to study the theoretical and methodological approaches of visual sociology, used in the study of gender, for further selection of the most optimal methods in the study of gender models broadcast in modern animation cinema. Based on the system-analytical method, an overview of the degree of development of the problems of visual analysis of gender is made; the definitions of the concept of "gender" are considered. The authors believe that the most relevant will be the understanding of gender as a system of sociocultural norms constructed by society, which represent a number of characteristics and can be fixed by the methods of visual sociology. The main approaches of visual sociology are systematized: psychoanalytic, socio-critical, deconstructionist, hermeneutic, semiotic, (post)structuralist and discursive. The most correct methods of visual analysis in the study of gender (video surveillance, photo and video interviews, content analysis) have been substantiated. The authors conclude that for a qualitative analysis of gender problems in animated cinema, it is necessary to use classical methods of visual sociology in combination with additional methods of sociology (hermeneutic analysis, semiotic interpretation, focus groups).