I identify three junctures … since the system change in 1989, which have emerged and crystalized into the discourses of ‘gender ideology’ and ‘gender-craze’. This appropriation of ’gender’, the key category in the feminist analysis is a serious attack to stigmatize and ostracize its critical potential and existence. I shall reflect on the specificities of these changes and argue for a model of meaning in terms of polyvocality that is always already open to critique. We need such a socially situated model to reclaim gender as the critical category of analysis that has been developed to expose the very ideological interest of patriarchal institutions to re/produce unequal relations of power as given. Read the full text in Ukrainian here [1] and in English here [2].