The paper examines some of the challenges in applying a gender approach to the analysis of faculty activities. The effect of the language tools used in the media is shown. Also the usage of specific units is considered to affect the formation of gender stereotypes, which can be correlated with the profession of a University teacher. The novelty of this work is to systematize and classify different gender stereotypes, and also to analyze the language means in the modern media in English. In this

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... paper the emergence and the use of new lexical units that mark changes in the assessment of gender roles is justified. The results of the study allow us to conclude that plural masculinities have become a tool for implementing gender roles of University teachers.