The article studies the problem of interconnection and interpenetration of semiotic and gender discourses. The main linguistic level of gender representation is the lexical level in combination with the semantic one because the semantic parameters of the linguistic picture of the world are verbalized in the vocabulary. It is proved that with the help of feminine words the online newspaper Kolo solves a number of problems due to the institutional parameters of media discourse, which determine its context and represent four groups: social, cultural, ideological, communicative, semiotic. The general tendencies of the functioning of feminine words both in headings, and in texts are formulated: formation of public opinion (appeal to the formed stereotypes); subordination of plans of expression and content to the conditions of the mass communication environment (the question of interaction of language signs with signs of other types); establishing and maintaining trust in the sender of information by the recipient in order to ensure the reputation of mass media (compliance with the requirements of a gender-sensitive environment); preservation or violation of legal, cultural, ethical norms, worldview paradigm and picture of the world (correspondence and influence on the conceptual paradigm of the world). Gender discourse is presented in materials about the historical past, political, socio-economic, socio-domestic, cultural, sports, family life, criminal chronicle, health. Explicitly marked elements of gender form mainly the following lexical and semantic groups: names of persons by professional activity, occupation, names of persons by ethnicity, nationality, religion and belief, a territory of residence, position, rank, belonging to political groups, parties, character relationships with people of the opposite sex. Modern media realia make new demands on the online newspaper as: the publication of news in the form of a post, so it should be visible in the news feed. This task is realized by influencing through two channels of perception simultaneously: visual (image) and verbal (text). The course of all information processes takes place with the use of signs and sign systems. The visual content of the issues of the online newspaper Kolo includes illustrations – photos of men and women, as well as shared photos, gender accents are shifted to the female component. It is determined that the Ukrainian word-forming formant (-к-, -иц-, -ин-) in nouns of female names is the main feminine marker.