Functional and pragmatic aspect of gender asymmetry in modern media sphere

Social aspect has a powerful reflection in the language, which is manifested not only in the variable lexical, but also in a more stable grammatical level. The authors examine pragmatic potential of feminitives as gender asymmetry in the language on the actual material of modern media sources. The aim of the paper is to reveal the patterns determining the use of feminitives in modern media sphere. The authors have used a number of analytical methods to achieve this goal: contextual and pragmatic analysis of the lexemes, logical comparison method, and interpretation method. in The article an attempt is made to forecast the further development of feminitive formation and their use in the Russian language, taking into account social transformations and their impact on the language.