The role of information technology in the implementation of the ideology of feminism

In article the activity of women's social movement during an era of formation of information society is investigated. This movement is so effective that activists of women's organizations often express opinion that women's network structures often become a source of emergence of new political figures and promising development in the field of culture - new digital culture. Growth of distinctions creates new opportunities for creation of the coalitions and critical judgment of the representations dominating in the world and the established order. It is possible to say that the Internet changed the nature of communication of women, namely conditions in which there takes place this communication and which provide emergence of opportunities of alternative political and cultural activity. In article the principles and mechanisms of use by feminist movement of modern information and communicative technologies, such as Internet space, media, advertizing for achievement of the goal of overcoming a gender imbalance are considered. The sense of these technologies is beyond usual media, or mass media today, shifting awareness of their value from purely technical ways and means of communication by the birth of new meanings of the arising media reality as an independent social body.