Change of traditional models of sex-role behavior as a way of leveling the cultural identity of Russians

The article within the framework of the interdisciplinary space considers modern technologies of changing the gender identity of Russians, mythology and the technique of destruction of stereotypes, proposed by the French sociologist J.-M. Drew. As the main conclusion, the author proposes a hypothesis, according to which the destruction of rooted (archetypal) stereotypes of gender behavior can lead to the loss of the ethno-cultural self-identification of a person and to the imbalance of his psychosocial constants.