Gender studies of masculinity and femininity images in culture, ideology and mass consciousness, the differentiation of male and female roles are considered to be a relatively new aspect of the evaluation of linguistic material. The beginning of the development of gender studies was in the 1970s years. It represents a theoretical continuation of the “second wave” of feminist movement. Unlike feminism, gender theory postulates the study of both men and women roles. In its roots, gender linguistics is associated with feminist criticism of the language. Gender linguistics focuses on the problem of studying the gender features of discourse, men’s and women’s discursive strategies and the related socio-linguistic aspects of speech of different sexes.