The paper deals with the study of gender issues in the Ukrainian language community. It analyzes the facts of nationalization of Ukrainian gender studies and their vectors, the system of stances that form the source for the ideologically overburdened and open-minded approach to the question of the status of androcentrism, linguistic discrimination or gender asymmetry, and the issues of research stereotypes. The paper studies the process of feminization of vocabulary naming women by profession, occupation and social status in the modern Ukrainian language, its incentives and disincentives, and the attitude of the academic community and native speakers to this phenomenon. It also offers the ways of solving this problem using the theory of language management and marketing.
Keywords: language and gender, post-patriarchal languages, androcentrism, linguistic discrimination, gender asymmetry, derivational feminization, new female nomination, language management and marketing.