The article deals with the causes of modern dualistic view of women in media and mass communication. In the article author analyzes the reasons for the transformation of the female image from the time of the Ancient World to the present day. The author addresses issues of social and cultural influence on the distorted view of the function of women in society. A wide range of test materials (folklore, medieval works, materials of media, etc.) makes it possible to draw conclusions on the continuing bifurcation in Summaries - 274 - the perception of the female image and constant presence of the attributes and patterns of social behavior that differ sharply from each other.