Examples of gender stereotypes in advertising. Gender stereotypes in modern advertising. Tambov State Technical

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TAMBOV STATE TECHNICAL

UNIVERSITY

As a manuscript

Elena Viktorovna Vitlitskaya Linguistic representation of gender stereotypes in advertising (based on English and Russian texts) Specialty 02/10/19 - theory of language

THESIS

for the degree of candidate of philological sciences

Scientific director- Doctor of Philology, Associate Professor N.I. Kolodina Tambov

INTRODUCTION

CHAPTER I. Gender as a biological, social and cultural stereotype in linguistic research 1. The idea of gender 2. The role of gender stereotypes in social and individual development 3. Gender as a socially and culturally constructed phenomenon 4. Gender in communication and linguistic research 5. A set of gender stereotypes as a set of concepts that determine a person’s life position 7. Types of gender stereotypes in advertising and their linguistic 7.1. Advertising text representing male gender 7.2. Advertising text representing the female gender 7.3. Advertising text representing mixed gender CHAPTER II. Models of advertising texts as linguistically determined 1. Model of advertising text "description-enumeration" and its 2. Model of advertising text "explanation" and its relationship with 3. Model of advertising text "problem-solution" and its relationship with 4. Model of advertising text " characterization story" and its

INTRODUCTION

Gender studies are a new direction in Russian humanities that is in the process of formation. The need to develop gender studies in our country is determined both by the presence of new opportunities in the analysis of socio-economic and socio-cultural problems of social development provided by the gender approach, and by a significant lag in the development of these studies from the entire world community. Among the famous scientists engaged in research in this area, it is necessary to note the following authors: I. G. Olshansky, I. G. Serova, I. E. Kalabikhina, A. V. Kirilina, I. S. Kletsina, A. K. Ermolaev , A. M. Kholod, T. A. Klimenkova, E. Yu. Gette, E. I. Goroshko, M. D. Gorodnikova, E. A. Zdravomyslova, P. N. Zemlyansky, N. A. Pushkareva, D Ch. Malishevskaya, A. P. Martynyuk, O. V. Ryabov, I. I. Khaleeva, I. A. Guseinova, S. N. Shcheglova, N. K. Rozanova, O. A. Voronina, N. Shekhovtsova , G. G. Sillaste, I. A. Sternin, I. V. Groshev, A. A. Temkina, D. Kandioti, E. A. Zemskaya, K. West, J. Lorber, M. A. Kitaigorodskaya, M A. Kronhaus, F. L. Jace, R. Grompton, U. Quasthoff, D. Tannen, R. Grant, K. Sanderson, H. Parsons, T. Konishi, K. Newland, J. Coats and others.

The focus of gender research is on cultural and social factors that determine society’s attitude towards men and women, the behavior of individuals in connection with belonging to one or another gender, stereotypical ideas about male and female qualities - everything that transfers the issue of gender from the field of biology to the sphere social life and culture. Masculinity and femininity are thus considered not as an immanent natural factor, but as cultural concepts.

Studies devoted to the analysis of linguistic means of expressing gender stereotypes in verbal texts, including advertising ones, are very few. Therefore, in this situation, we see it as necessary to explore the methods of linguistic representation of gender stereotypes using the material of English and Russian advertising texts.

The idea of gender is complex, where the main category is gender. Gender is a category designed to emphasize the social nature of relations between the sexes and exclude biological determinism. Gender is associated with cultural and social The construction of gender in the mind of an individual begins with the birth of gender-role expectations. Gender includes ideas about the division of social roles, cultural traditions regarding men and women, and certain patterns of behavior that are created by society and prescribed by institutions of social control and cultural norms of society.

physiological differences in belonging to a particular gender. In relation to a person identifying himself as a member of a particular gender.

Gender can be viewed as a social category, where a man or woman recognizes himself as a social being, assigned to certain specific partners” (Parsons, 1951: 15). Hence, socio-gender roles are patterns of behavior expected from individuals in accordance with socially created ideas about “masculine” and “feminine.”

The social category is directly related to upbringing, since a man or woman is brought up according to his (her) gender and, as a consequence, this upbringing determines the listed categories are interconnected and interdependent. All of them have a basic categorical base, in which the common characteristics are sexual differences, which, in fact, constitutes gender.

Since gender differences are formed in the process of subordinating gender as a social category, in this process a certain feminine or masculine stereotype of behavior, certain relationships in society are developed, which, in turn, determines the corresponding perception of the surrounding reality and develops a certain stereotype of moral values in men and women. women. The creation and representation of certain gender images are aimed at encoding them as gender stereotypes and achieving their assimilation in the process of socialization of the individual.

The process of gender stereotyping is the most important psychological characteristics human, the mechanism of perception and evaluation of the behavior of men and women. One of the functions of stereotyping is to translate information that is new to a person into something familiar or known. Stereotypes not only encourage action, but also influence people, shaping them, since stereotypes prescribe certain psychological qualities, norms of behavior, etc. to a person. Gender stereotypes influence all spheres of human life, including communication, determining the speech behavior of men and women.

By gender stereotype we mean standardized ideas about behavior patterns and character traits that correspond to the concepts of “masculine” and “feminine.”

Gender stereotypes are a form of storing knowledge and human experience that is acquired in the course of cognitive activity.

Cognitive activity involves an individual’s assessment of the surrounding reality, which contributes to the formation and consolidation of the value orientations of men and women. Such value guidelines are represented by male and female dominants, which differ from each other.

Male dominants include professional efficiency, attraction to the team, attraction to politics, science, art, and sports.

This idea of dominants can be considered averaged according to the results of a number of studies by such scientists as E., Yu. Goette, I.A. Sternina, A.V. Kirillina, D. Tannen, etc. Of course, we recognize that such individual differences are possible in a set of dominants or differences in the qualitative side of these dominants, which may depend on the age, social status or nationality of the individual.

In this study, we identify three types of gender stereotypes used in advertising: male, female and mixed from the point of view of their linguistic representation in advertising text.

By male gender stereotype we understand a stereotype that corresponds to the concept of “masculine”, based on traditional male dominants.

By female gender stereotype we mean a stereotype that corresponds to the concept of “feminine”, based on traditional female dominants.

By mixed gender stereotype we mean a stereotype that corresponds to the concepts of “male” and “female” at the same time.

Gender stereotypes reflect the characteristics of gender role prescriptions within a given culture. Each culture has its own picture of the world, which consists of cognitive-conceptual structures formed as a result of the perception of objects in the real and spiritual worlds. And in this regard, we can talk about a gender picture of the world, which includes ideas about the world in two forms - masculine and feminine, between which there has traditionally been no equality. Gender asymmetry viewed the masculine as the center of existence, and the feminine as the periphery. This asymmetry manifests itself in different cultures to varying degrees.

A set of gender stereotypes determines the value orientation of an individual, which he relies on in the process of perceiving and processing information.

By the value orientation of an individual, we understand a set of concepts, ideas, images, judgments in a person’s mind, which determines a person’s life position.

Although gender (social or sociocultural gender) is not a linguistic category, its content can be revealed by analyzing the structures of language, which explains the demand for linguistic competence for studying the cultural representation of gender. In addition, in linguistics more and more attention is being paid to gender studies because, as psychologists have correctly noted, the perception and production of speech by men and women have their own characteristic distinctive features. The language reflects gender stereotyping, which is characteristic of the collective consciousness. In the process of communication, with the help of the set of gender stereotypes available in a given language, the individual actualizes his experience. In this regard, the means of language act as a tool that allows an individual to build sign models in the external world that more or less adequately objectify fragments of his conceptual system.

the natural world, as well as an artificially created information-symbolic universe with the help of language, print, mass audio-visual media, which includes advertising, which is a verbal (non-verbal) public one-way type of communication.

Communication in a person’s life is connected with mass media, with advertising, thanks to which a person receives the information he needs. Recently, there has been a trend according to which communication between people occurs not only for the sake of communicating information. People perform speech acts and enter into certain social relationships with the interlocutor, which influences their activities and changes their behavior.

Advertising refers to manipulative communication, the purpose of which is to induce the manipulated to behave in a certain way, performing certain actions and refraining from others. The effectiveness of manipulation is achieved by appealing to emotions, social attitudes, and a person’s value orientation. When manipulating, the most important means of influence is the tongue.

It is in advertising texts that one can most often see a gender stereotype related to social sphere. Moreover, advertising is one of the areas of consolidation and reproduction of gender stereotypes, since it is built taking into account the linguistic and mental characteristics of the audience, which makes it possible to predict the necessary associations among recipients.

It is the analysis of linguistic and stylistic means of advertising texts that allows us to see gender differences in the ways of effectively influencing men and women.

Advertising is a type mass communication, in which informative-figurative, expressive-suggestive texts of a unidirectional and non-personal nature are created and distributed in order to encourage people to make choices and actions desired by the advertiser.

Advertising can be considered as mass information, business communication and propaganda, since the conditions of advertising speech are similar to the conditions of mass media. By function, advertising is part business communication, and advertising communication and business communication are characterized by the general intent of the speech. Advertising and propaganda have in common the common methods of influence.

I. R. Galperin). a work of speech-creative progress, possessing completeness, objectified in the form of a written document, literary processed in accordance with the type of this document;

consisting of a title or heading and a number of special units, united by various types of lexical, pragmatic, stylistic connections, having a certain purposefulness and pragmatic organization, the text itself is characterized by emotional richness, simplicity and correctness.

Relevance research is manifested by the urgent need to identify methods of linguistic-stylistic representation of gender stereotypes used in modern advertising, as well as the need to analyze the linguistic means of advertising texts in order to identify models of advertising text in accordance with gender stereotypes. In addition, the relevance of the study is due to the need to describe the structure and semantics of the advertising text with the subsequent identification of the mechanism of influence of the creolized text on the addressee.

The hypothesis lies in the possibility of identifying three types of gender stereotypes: male, female and mixed, the set of which makes up the individual’s mental map. In addition, we see the possibility of establishing a correlation between the linguistic representation of gender stereotypes and models of advertising text.

English-speaking modern magazines"New York Times" (NYT), "Washington Post" (WP), "USA Today", "Wall Street Journal" (WSJ), "US News & World Report", "Bridge's Guide", as well as Russian-language " 7 Days", "Cosmopolitan", "Behind the Wheel", "Peasant Woman", "Caravan of Stories", "Russia", "Expert", "FHM collections", "GEO". A total of 150 advertising texts were analyzed.

The criterion for selecting advertising texts for the linguistic-stylistic analysis of gender stereotypes was the classification of models of advertising texts developed by G. N. Kuznetsova in her PhD thesis “Structural and semantic features of the language of American advertising”

(1984). We found this selection criterion appropriate, since the developed models of advertising texts proposed by G.N. Kuznetsova are the most promising for identifying the relationship between gender stereotypes and these very models.

representing certain gender stereotypes.

The object of the study is linguistic-stylistic means of creating gender stereotypes in advertising texts.

The purpose of the study is to conduct a linguistic-stylistic analysis of gender stereotypes, as well as to identify the relationship between gender stereotypes and models of advertising texts.

In accordance with the purpose of the study, the following are stated in the work: tasks:

1. Develop an idea of three types of gender stereotypes based on the criterion of the prevalence of dominants in the form of value orientation in the mind of the individual.

2. Identify linguistic criteria that define male, female and mixed stereotypes and describe them as a linguistic representation of dominant men and women.

in accordance with the identified types of gender stereotypes.

5. Establish the relationship between gender stereotypes and advertising text models.

correlations of gender stereotypes with models of advertising texts.

Scientific novelty work consists of the following:

1. An idea of the relationship between gender stereotypes and advertising text models is developed.

2. Characteristic linguistic features of three gender stereotypes - female, male and mixed - in advertising texts are identified.

linguistically determined gender factor in advertising text models, as well as in determining the relationship between advertising text models and male, female and mixed gender stereotypes.

the use of its findings in classes on lexicology, pragmatics, grammar, interpretation and typology of text at universities at the faculty of Romano-Germanic philology, as well as in courses on psycholinguistics, linguoculturology, and sociolinguistics.

Submitted for defense the following provisions:

Research methods are determined by the specifics of the subject being studied and the assigned tasks. The main methods used are linguistic-stylistic analysis, the method of introspection, as well as the technique of statistical calculation.

Research results received approval at annual scientific conferences at TSTU, at interuniversity and international scientific conferences: “Current problems of language research: theory, methodology, teaching practice” (Kursk, 2002), “Proceedings of the Kazan school on computer and cognitive linguistics TEL-2002” (Kazan , 2002), “VIII Scientific Conference of TSTU” (Tambov, 2003), “Text Processing and Cognitive Technologies” (Varna - Moscow, 2004), “Comprehensive System of Language Training in the Region” (Borisoglebsk, 2004). The dissertation materials are presented in five publications.

Structure and scope of the dissertation. The dissertation occupies 144 pages of typewritten text, consists of an introduction, two chapters, a conclusion, and a list of references containing 165 titles.

CHAPTER I. TENDER AS BIOLOGICAL, SOCIAL AND

CULTURAL STEREOTYPE IN LINGUISTIC

RESEARCH

Talking about scientific works recent years in the field of gender psychology, it should be noted that they significantly expanded the range of research on the problem of gender differences from the point of view of gender psychology. Among the studies of domestic psychologists conducted in the 1990s, one can highlight works devoted to the following issues: differences in personality traits and behavioral characteristics of men and women (S. I. Kudinov, Yu. A. Tyumeneva and B. I. Khasan), the content and dynamics of masculinity-femininity stereotypes (T. A. Arakantseva and E. M. Dubrovskaya), psychological differences inherent in representatives of the two sexes and different age periods (N. A. Smirnova).

It should be noted that the significant contribution of these works to the development of gender issues is the accumulation of empirical facts about the differences in the psychological characteristics of male and female representatives, as well as drawing attention to the changes that have occurred in the system of gender-role ideas of people (stereotypes of masculinity and femininity have become less polar than before).

However, taking into account the scientific prerequisites of gender psychology created in the field of psychological science, one cannot ignore the role of ideological prerequisites, which are no less important than scientific ones for gender issues in all areas of knowledge. We are talking about feminist theory. “The development of gender studies in all areas of scientific knowledge (including psychology) was facilitated by the feminist movement, within the framework of which the mentioned studies began to develop both as research activities and as activities in the field of education”

(Kletsina, 2001:20).

Gender research is based on the idea that gender should be viewed not as a purely biological characteristic given by nature (a natural fact), but as a socio-cultural construct created as a result of historical circumstances (a historical idea). “The construction of gender begins at birth and represents the assimilation of roles and behaviors based on gender-role expectations” (Gender, 2003: 94).

“If gender is conceptualized in the categories of “man” and “woman,” then gender is in terms of “masculinity” (masculine) and “femininity” (feminine)” (Ryabov, 1997: 6). The very concepts of “masculinity” and “femininity” received categorical status and were considered as prototypes for describing real men and women. Opposite traits and qualities are assigned to people according to their gender and become normative.

Masculinity and femininity are important concepts of social consciousness. Being universal, i.e. concepts present in any culture, they at the same time contain certain specifics characteristic of a given society.

there is public consciousness component conceptual system of personality.

There are many studies confirming the differences between men and women in terms of sex differences at the physiological level.

Sex hormones begin to influence the brain at such an early age that the response to exposure external environment The differently wired brains of boys and girls differ significantly immediately after birth. The influence of gender on intellectual functions is manifested in the nature of mental abilities rather than in the general level of intelligence. For example, men are better able to navigate the road by following a certain route. They take less time to remember the route and make fewer mistakes. But after the route is memorized, women remember a larger number of road landmarks. Apparently, they tend to use visual cues more in everyday life.

Men are generally better at solving spatial problems than women. They perform better on tests that require them to mentally rotate or manipulate an object in some way. They outperform women on tests that require mathematical reasoning.

Women, as a rule, are superior to men in the speed of identifying similar objects, in arithmetic calculation, and they have better developed speech skills. Women cope faster with some manual tasks that require precision and finesse of movements.

Testosterone (male sex hormone) causes masculinization, promotes the formation of male genital organs, and also forms stereotypes of male behavior already in the early stages of life. The influence of estrogens (female hormones) is manifested by a tendency to softness in behavior.

Therefore, in all societies there is a belief in the essential difference between men and women, which provides a moral basis for the division of labor along sexual lines. The consequence of this is that women are mainly involved in raising children.

The concept of "tender" arose in the late 1960s - early 1970s with growing interest in pragmatic aspect linguistics, as well as with the development of sociolinguistics and psycholinguistics.

The term "gender" was used to describe the social, cultural, psychological aspects of "feminine" in comparison with "masculine", i.e. “by highlighting everything that forms the traits, norms, stereotypes, roles, typical and desirable for those whom society defines as women and men”

(Pushkareva, 1999: 16).

The 1980s saw the emergence of a more balanced understanding of gender as an issue of a comprehensive exploration of femininity and masculinity and the social and cultural expectations associated with them.

It should be noted that in the scientific literature to this day there is no single view on the nature of gender. It is classified, on the one hand, as mental constructs or models developed for the purpose of a more clear scientific description of the problems of gender and the differentiation of its biological and sociocultural functions. On the other hand, gender is considered as a social construct created by society, including through language.

The concept of “gender” takes into account the natural sex of a person and his numerous characteristics resulting from belonging to a particular sex. “Belonging to a certain gender is one of the essential characteristics of a person and throughout his life in a certain way influences this person” (Kirilina, 1999: 10).

The concept of "gender" is used in modern science, to draw a line between the concept of “biological sex” and the social and cultural characteristics that distinguish men from women.

Koshenova M.I. defines gender as “social sex”, which “is modeled by society and, through various macro- and microtechniques, is imputed by the same society as a behavioral pattern and as a component of mentality to representatives of biological sexes” (Koshenova, 2003: 180).

Despite the multidimensional nature of this concept, noted by scientists, we come to the conclusion that gender is a category that is designed to emphasize the social nature of relations between the sexes and exclude biological determinism. At the same time, gender relations are an important aspect of social organization.

Thus, the concept of “gender” includes the idea of the division of social roles, cultural traditions in relation to men and women, and certain patterns of behavior that are created by society and prescribed by institutions of social control and cultural norms of society. The creation and representation of certain gender images have the goal of encoding them as gender stereotypes and through showing and teaching.

repetition, control to achieve their assimilation in the process of socialization of the individual.

Socialization represents the entry of an individual into society, its adaptation in it, which occurs through the institutions of family, school, religion, politics, the media and the labor market. It is in them that gender stereotypes are consolidated and reproduced.

Scientists pay a lot of attention to the problem of tender and its aspects.

An interesting idea of social constructivism was developed by T. Parson, which I. Goffman later rethought somewhat. According to the concept of T. Parson, in the trichotomy “society-group-individual” society is dominant. Personification social relations carried out through social roles, which are understood as “the normatively regulated participation of a person in the process social interaction with certain specific partners” (Parsons, 1951: 21). Without denying the biological basis of gender, I. Goffman showed that “biological sex is only the starting point for the socially significant division of society into two classes depending on gender and for the creation of different norms for members of a particular class” (Goffman, 1994: 77).

It is impossible to dispute the assertion that social order and social attitudes are manifested in communication. Access to socially significant positions, ranks and functions is not external factor for communication, but is inherent in social contacts and is constantly reproduced in the process of these contacts. Thus, gender is an issue of institutionalization. This means that social sex (gender) becomes a habit, receives generally accepted forms of expression, acquires a recognizable appearance, and becomes a necessary part of external form, a component of behavior typical for all members of a given society and does not depend on the will and intentions of the individual. Gender influences the development of the precise characteristics of men and women, which at the same time create the rationale for the different attitudes of society towards men and women.

Although the forms of expression of masculinity and femininity have little to do with biology, it is the biological (external) difference between men and women that clearly outlines the range of phenomena that serve to justify the patriarchal order. The processes of consolidating gender role prescriptions are created by society and become rituals that are performed by individuals of this society.

However, as development scientific research The opinion has become established that there are much more similarities between men and women than differences in biological terms. What is important here is not the biological differences between men and women, but the cultural and social meaning that society attaches to them.

As noted above, in all religions, languages and cultures there are certain guidelines that set society’s perception of women and men as different hypostases. As a result, certain moral norms are developed based on gender differences.

through ritualization, which plays a big role in human life, including in communication. Communication is generally unthinkable without observing certain rituals. Tender is a component of many rituals.

Goffman I. interprets rituals as confirmation of fundamental social relations. Rituals are numerous, are performed constantly when people communicate and reproduce the norms and status relations accepted in society. Rituals facilitate communication because they have a signaling function. Thus, the clothing style of men and women is ritualized. Various actions or their components can also be ritualized: choice of vocabulary, style of speech, gestures, the very right to speak, the position of the speaker in space, intonation. The performance of ritual actions is regulated by society. However, a particular speaker may deviate from this regulation. Such relationships, to a greater or lesser extent, break the order of communication and contribute to its change. In general, ritual norms.

known to all participants in communications, form “the circle of people’s expectations and their willingness to behave in accordance with these expectations, which symbolize and reconstruct the social order” (Goffman, 2004:

The entire ritual life of society is permeated with the male-female dichotomy.

Names, forms of communication, voices, hairstyles, and self-presentation ritualize gender identity, which is an aspect of self-awareness that describes a person’s experience of himself as a representative of a certain gender. “Among the components of gender identity are:

biological sex (we have) - primary and secondary physical characteristics;

gender identity (we feel) - awareness of one’s gender; gender ideals (introducing) - cultural stereotypes of behavior of men and women;

gender roles (perform) - division of labor, rights, responsibilities in accordance with gender” (Smelser, 1994: 162).

Thus, we have come to the conclusion that there is no consensus among scientists about the concept of “tender”. However, having studied the existing definitions of gender, we can characterize it as a multidimensional category, where the leading ones are the social and cultural components, and the starting point must be considered the biological characteristics of the individual.

As a conclusion, we can say that the concept of gender takes into account the natural sex of a person and its social “consequences”, which is one of the essential characteristics of a person and throughout his life in a certain way influences his awareness of his identity, as well as the identification of the speaking subject by others members of society.

In connection with the ritualization of gender, gender stereotypes become important, which we will consider in the next paragraph.

in social and individual development Different authors understand gender stereotypes in different ways. There is no consensus on the definition of the concept of “gender stereotype”. Thus, U. Quasthoff believes that “a stereotype is a judgment that specifically simplifies certain properties for a certain class of persons or, conversely, denies them these properties” (Quasthoff, 1973: 28).

U. Maturana understands stereotypes as “special forms of storing knowledge and assessments, i.e. concepts of orienting behavior" (Maturana, 1996:

Bayburin A. understands stereotypes as “stable, regularly stereotyping experience, the core of the mechanism of tradition and the ethnic uniqueness of culture.

Stereotypes are often presented as social phenomena that are determined by socio-cultural mechanisms. At the same time, “usually a “social stereotype” is understood as a standardized, stable value-oriented image.” Standards of behavior correspond to the real stratification of society. Thus, it is legitimate to consider gender stereotypes from two positions: in male and female self-consciousness, on the one hand, and in the collective social consciousness, on the other. It is important that different fragments of social behavior have different social significance. Hence the difference between typified and free behavior, including verbal behavior.

“The more significant the areas of behavior, the more regulated they are, the stronger the control over compliance with standards” (Bayburin, 1985: 18).

Considering stereotypes from the standpoint of standards, Yu. Levada calls stereotypes ready-made templates, “the foundry molds into which the streams of public opinion are cast” (Levada, 1993: 43).

Social stereotypes reflect two features of public opinion: the existence of extremely standardized and simplified forms of expression, and the purpose, primacy of these forms in relation to specific processes or acts of communication. Some scientists (D. Myers, I. A. Tupitsina) believe that “a stereotype absorbs not only a statistically average opinion, but sets a norm, a simplified or averaged to the limit example of socially approved or socially acceptable behavior,” therefore, under stereotypes refers to “a stable, emotionally charged pattern of behavior and character traits of men and/or women” (Myers, 1999: 87).

Templates, including verbal ones, precede the action itself:

the need to choose from a ready-made set of stereotypes.

In the modern world, gender stereotypes are considered “true”, as a kind of social consensus used in solving problems for which there is no clear confirmation and objective criteria. According to F. L. Jays, gender stereotypes, being “true,” are transformed into values and form normative images of “true” femininity and masculinity. Thus, “the existing norm of behavior becomes a prescription” (Jays, 2001:

152). Summarizing the above, we came to the conclusion that a gender stereotype must be understood as standardized ideas about behavior patterns and character traits that correspond to the concepts of “male” and “female.”

The specificity and content of social roles in society are determined by gender.

psychological and social characteristics of the distribution of social roles.

The first group includes stereotypes of masculinity and femininity.

Masculinity and femininity are considered “a set of behavioral and mental traits, properties and characteristics, objective ideas, attitudes and beliefs about what a man and a woman are, what qualities are attributed to him and her” (Kon, 1998: 86). Typically, the stereotypical idea of masculinity contains “actively creative” characteristics, instrumental personality traits such as activity, dominance, self-confidence, aggressiveness; the logical is considered as a “passive-productive principle”, manifested in expressive personal characteristics such as dependence, caring , anxiety, low self-esteem, emotionality.

distribution of family and professional roles between men and women. For a woman, the most significant social role is considered to be that of a housewife and mother. A woman is prescribed to remain in the private sphere of life - home, giving birth to children; she is entrusted with responsibility for public life, professional success, and responsibility for providing for the family. The most significant social roles for a man are professional roles.

sodere/saniya labor. According to traditional ideas, it is assumed that women's labor must be performing, serving in nature, and be part of the expressive sphere of activity.

“Women most often work in trade, healthcare, and education. Creative and managerial work is possible for men; their work is determined in the instrumental sphere of activity” (Kletsina, 1998: 194).

Thus, a stereotype, being a complex multidimensional category, cannot be characterized unambiguously in terms of its impact on people, which also explains the presence different approaches to this phenomenon.

The stereotype underlying the process of stereotyping, serving its dynamic and procedural aspect, determines cognition social personality. In this case, we are talking about its two different levels: sociological and psychological. However, it is a mistake to see the determinants of the content side of stereotypes only in psychological process stereotyping, thus psychologizing social reality. They lie in factors of a social rather than psychological nature. Of course, this process, as V.S. Ageev emphasizes, “has the most direct relation to the formation of various kinds of stereotypes, but only as a mechanism of formation and in no case as their cause” (Ageev, 1990: 219).

The process of sex-role stereotyping, being a “universal” mechanism for perceiving and assessing the behavior of men and women and their differences, is updated at any level of their interaction, being the most significant psychological characteristic and distinctive feature, while determining the specific content of the sex-role stereotype.

Despite the fact that sex-role stereotypes inevitably simplify, schematize, and even directly distort the vision of social reality, stereotyping performs an objectively necessary and useful function, since these simplifications and schematization themselves are objectively necessary and useful in the general mental regulation of activity. Ageev V.S. notes that “rudeness, simplicity, schematism are the other side of the coin, the inevitable “costs” of processes absolutely necessary for the mental regulation of human activity, such as selection, limitation, stabilization, categorization, etc. information coming from the outside world" (Ibid., p. 221).

The French social psychologist S. Moscovici argues that one of the main functions of “social ideas” is precisely “the translation of everything new, unusual, unusual into the familiar, ordinary, banal, familiar” (Moscovici, 1961: 340).

According to L.N. Ozhigova, “stereotypes, including gender ones, often give rise to too conventional and simplified ideas about people, form expectations and attitudes towards others, promote simplified perception and deprive the benefits associated with knowing an individual” (Ozhigova , 2003: 201).

Zdravomyslova E. A. and Temkina A. A. believe that “stereotypes are recognized and acquired by the individual during socialization, and even an individual’s own ideas about himself can be closely related to stereotypes” (Zdravomyslova, Temkina, 1999: 181).

Gender stereotypes are remarkably resilient. Their strong rootedness in the consciousness of a large part of the population contributes to the contradiction with an active life style, so a significant number of women do not strive for self-realization in areas beyond those traditionally accepted. A woman who has demonstrated her abilities and wants to realize her potential often comes into conflict with the traditional views of others about a woman’s place in society and, possibly, into a conflict with her own ideas about herself as an individual. In many situations, women are faced with excessive demands, discrimination when hiring, during career advancement - all this impedes the realization of a woman’s personal, socially significant qualities.

But gender stereotypes also have an impact on men Negative influence. Components of the traditional male role include norms of success/status, mental, physical and emotional toughness, unattainability, which causes stress and leads to compensatory reactions:

“restricted emotionality, homophobia, obsessive desire for competition and success, etc.” (Troshev, 2001: 179).

Money J. and Tucker P. consider the positive aspect of gender stereotypes to be that they act as general agreements on the interaction of “male” and “female” and support interpersonal and intergroup mutual understanding and cooperation. In addition, cultural stereotypes, in their opinion, must be both “rigid and flexible in order, on the one hand, to ensure the stability of ideas, and on the other, not to stop the development of society” (Mani, Tucker, 2001: 129).

We believe that following gender stereotypes is often associated with ought mechanisms. In such a situation, personal interests are not taken into account, the sense of “I” is lost, and submission and dependence are formed.

Gender awareness is so pervasive in our society that we believe it is in our genes. Due to our own naturalistic orientation, it is difficult for us to say that gender differences are constantly created and recreated precisely in the course of human interaction and at the same time form the basis of social life and are its organizing principle. Gender consciousness and behavior determined by one's gender have become so commonplace that we usually do not attach importance to them. In most cases, we are able to determine at first glance that a person belongs to a certain gender.

However, as Judith Lorber noted, “if we meet a person whose behavior is ambiguous and does not allow us to determine whether he is a man or a woman, then we feel quite uncomfortable until we assign him to a certain gender category” (Lorber, 1999: 15).

Social stereotypes, writes Y. Levada, operate in those situations when a complex phenomenon is simplified to a familiar and familiar pattern, taken from the arsenal of historical memory, a well-known example from others, even mythological schemes. Recognition in such processes obviously replaces understanding. At the same time, a stereotype can also act as a guide to action: people not only recognize familiar images, but also try to formulate and update public opinion through the means of communication itself.

Language, religion, education and upbringing have always acted as gender technologies that accustom the masses to certain stereotypes.

The history of morals provides extensive material for analysis and allows us to see the roots of masculinity and femininity in the structures of everyday life. Currently, traditional tender technologies have been replaced by modern and more efficient technologies. This is, first of all, television, fashion, advertising.

Often stereotypes are not only a guide to action, but also a tool for shaping people, since, according to a stereotype, a person is prescribed certain psychological qualities, norms of behavior, occupation, profession and much more.

Such gender stereotypes are manifested primarily in the speech behavior of men and women, and also in some differences in perception are considered both from the standpoint of female or male self-awareness, and from the standpoint of collective consciousness.

We come to the conclusion that gender stereotypes are firmly fixed in people’s minds, since they begin to be internalized in childhood thanks to various institutions of socialization (parents, sisters and brothers, peers, school and the education system as a whole, the media, etc.). Gender stereotypes are associated with standardized ideas about men and women, their character traits and norms of behavior, as well as with the prescription that men and women are perceived as mothers, wives, housewives and have such characteristics, professional and social. Gender stereotypes perform a useful and necessary function in human cognition and social development. However, from the perspective of an individual, gender stereotypes act as a barrier in the process of his full and comprehensive development and self-realization.

Since tender is a phenomenon created and consolidated in society, the mechanisms of its occurrence should be considered.

3. Gender as a socially and culturally constructed phenomenon In the process of cognition, objects, properties, and processes of not only the real, but also the spiritual worlds are isolated and named from the surrounding world. The latter include images, “symbols, standards and stereotypes of culture, as well as values and ethical norms recognized by society” (Kirilina, 2000: 80). In the form of cognitive-conceptual structures, they form the basis of a picture of the world, “depending in the modern understanding on the characteristics of history and social structure, nature, traditional activities and other forms of manifestation of a given national-cultural community. The principles and models of communication occupy a special place in the picture of the world.”

(Gorodnikova, 1999:26).

Gender stereotypes that arise over biological and sexual reality reflect the totality of biological characteristics, social roles, mental characteristics and behavior inherent in representatives of a given gender within a given culture.

In relation to gender stereotypes, the terms “masculinity” and “femininity” are “conceptual metaphors that convey an internally contradictory and at the same time dynamic relationship between male and female substrates” (Khaleeva, 1999: 7).

The manifestation of masculinity and femininity can be observed in a variety of areas: “in types of behavior, in various types social activity, as well as in the language describing these phenomena" (Kirilina, 1999: 82).

Interpretation of genderism as “a reality mediated by signs, symbols and texts” (Khaleeva, 2000: 10), highlighting, along with the biological and social, cultural and symbolic component of gender, through which many phenomena and concepts not directly related to gender are identified with " male" and "female" suggest that in every culture there is a "gender picture of the world." This concept includes a set of ideas that make up a person’s vision of reality, where things, properties and relationships are categorized using binary oppositions, the sides of which are associated with masculine or feminine principles. The reasons underlying its functioning include two fundamental characteristics of the thinking process.

The first is the very way of conceptualizing reality with the help of binary oppositions as the most familiar and “economical” form of organizing the picture of the world, originating in the opposition “WE THEY”. The second is as follows: the general picture of the world is always “humanized,” which reveals itself in the allegorical, symbolic and metaphorical nature of its images, in reference, for example, to a bodily metaphor. Since a person is not gender neutral, a special case of anthropomorphizing the picture of the world is “endowing phenomena and things with gender characteristics, correlating them with male or female”

(Ryabov, 1997: 41).

One of the fundamental provisions of gender research is the thesis that the two components of gender - social and cultural symbolic - contain implicit value orientations and attitudes.

Nature and culture, emotional and rational, spiritual and physical - these phenomena are not directly related to gender, are identified with male or female in such a way that a kind of hierarchy is created within these pairs, called “gender asymmetry”. That which is defined as masculine is placed in the center and seen as positive and dominant, and that which is labeled feminine is seen as peripheral.

The hierarchy of “masculinity” and “femininity”, as values, influences the hierarchy of social subjects (both individuals and...

for example, cultures) for which to be represented or to present oneself as a woman or a man is to accept a whole range of such attributions. Thus, with the help of the gender metaphor, relations of inequality, power, and control are confirmed.

At the same time, two clarifications must be made, without which a correct explanation of many phenomena of the gender picture of the world is impossible. Firstly, the degree of noted androcentricity of cultures varies. So, probably, Russian culture, due to a number of factors, is less androcentric than Western culture. This reveals itself in its individual components, be it language or the philosophical conceptualization of masculinity and femininity.

Secondly, in addition to identifying the feminine with the subordinate, vulnerable, suffering, it is necessary to take into account other meanings contained in this concept, as well as in the picture of the interaction of the two principles. Thus, one should take into account a circumstance that is usually ignored in feminist discourse: the image of the feminine is inherently ambivalent. For example, J. Lacon believes that a woman “does not exist” in an androcentric culture, but it should be clarified that she does not exist as a reality. However, it is constantly present as the possibility of both worse and better. A woman is less than a man, but also more than a man. A man is a man, but only a man.

“The feminine as a threat of violation of certain norms and denial of certain values is at the same time the possibility of establishing other norms and values, which explains, for example, the deep rootedness in world culture of the idea of the saving mission of the feminine principle” (Ryabov, 1997: 42).

The masculine principle was interpreted “as the Apollonian principle of form, idea, initiative, activity, power, responsibility, culture, personality, reason, abstract conceptual thinking, consciousness, justice. The feminine principle is like the Dionysian principle of mother, passivity, submission, nature, feeling, instinctiveness, unconsciousness, concrete thinking, mercy. This interpretation of male and female qualities is traditional for both philosophical and mass consciousness" (Ryabov, 1997: 29).

This view of masculinity and femininity as two different hypostases served as the basis for the formation of ideas about gender stereotypes. Since the interpretation of male and female qualities is traditional, then “gender stereotypes reflected by language, on the one hand, are culturally conditioned, and, on the other hand, are recognized by the individual in accordance with his personal experience"(Kirilina, 1999: 94).

A person’s gender is one of his most important existential and socially significant characteristics, which largely determines the social, cultural and cognitive orientation of an individual in the world, including through language. The anthropocentric approach to the study of language and communication is closely related to the cognitive scientific paradigm and allows us to attribute the status of concepts to masculinity and femininity. One more important factor The study of masculinity and femininity is the recognition of them not only cognitively, but also culturally determined entities and the transfer of their study into the field of linguoculturology and other sciences related to the study of culture and society, as well as into the sphere of interaction of cultures and their individual representatives.

methodological principles, the most important of which is the relativization of gender, that is, the rejection of biodeterminism and the interpretation of gender as a socially and culturally constructed phenomenon. Recognition of the cultural conditioning of gender, its institutionality and ritualized nature also leads to the recognition of its conventionality, which manifests itself differently in different cultural and linguistic communities, and at different stages of their development. All this allows us to approach the phenomena of masculinity and e/sensuality not as an unchanging natural given, but as “dynamic, changeable products of the development of human society, amenable to social manipulation and modeling and subject to the strong influence of cultural tradition” (Kirilina, 2000:

The relatively recent expansion of gender research in linguistics beyond the study of a few languages and cultures has made it possible to obtain some new data about the peculiarities of the conceptualization of gender.

Initially, the discussion was only about androcentrism and proof of its presence in language and culture: language is not only anthropocentric - it is androcentric, i.e. reflects a male perspective and is aimed at a male person. This conclusion was supported at an early stage of research by the results of the analysis of a small number of languages (mainly English and German). Systematic and purposeful study of other language material began somewhat later.

Later, other languages, for example, Russian, came into the attention of scientists, and it became possible to compare the manifestation of masculinity and femininity in it with its manifestations in previously studied languages. At the same time, it turned out that “although androcentrism is inherent in the Russian language, it is not so clearly manifested” (Kirilina, 2000: 18).

Language does not function on its own, but reflects social and cultural processes “peculiar to society in a given period of its development, therefore it is necessary to highlight the degree of androcentrism of a particular culture and its language, intra- and extralinguistic factors” (Kirilina, 2000: 22).

Intralinguistic factors include:

The structure of language, its capabilities in the field of expressing the concept of gender (morphological, lexical and other means).

Characterological features of language, which can also be considered in terms of expressive capabilities in relation to gender.

Extralinguistic factors include:

Features of the culture under study and value parameters of masculinity and femininity, traditional gender roles, requirements for male and female subcultures, etc.

manipulation of the diverse gender concept has long been convincingly proven.

Interpenetration of cultures (multiculturalism).

At the intersection of intra- and extralinguistic factors there is a little-studied question in Russian science about the role of gender metaphor in various types of public discourse, i.e. studying the role of the cultural symbolic component of gender.

The gender metaphor is understood as the transfer of not only physical, but also the entire set of spiritual qualities and properties, united by the nominations “femininity” and “masculinity” to objects that are not associated with gender.

falling under both male and female characteristics, phenomena that can be correlated with both the male and female principles.

“The frequency and prevalence of gender metaphors depend on the culture and type of discourse” (Kirilina, 2000: 24).

Since the time of Z. Freud, the sexual metaphor has literally permeated psychoanalytic discourse and cannot but affect society’s attitude towards issues of gender and the significance of gender for the individual himself. It seems that in a society whose goal M. Foucault called self-care, gender, its problematization, public discussion create such a high significance of the “gender” factor in both public and individual consciousness. When studying this problem, it is necessary to take into account the processes of globalization, since they do not so much go in the direction of integration of cultures, but rather represent a process of economic, military and other resources.

conceptualized reality in human consciousness. The concepts of semantic biplane influence the consciousness of native speakers, forcing them to associate the abstract categories of “masculinity” and “femininity” with men and women. The process of categorization in human consciousness goes from the concrete to the abstract, therefore the very nomination of the metaphysical concepts of “masculinity” and “femininity” was motivated by concrete human experience - the presence of two types of people with different functions. The internal form of the metaphysical categories “masculinity” and “femininity” refers to people of different sexes and forces them to attribute qualities characteristic of these categories, but not necessarily characteristic of real men and women, which contributes to the formation of gender stereotypes and social expectations in relation to men and women.

4. Gender in communication and linguistic research has acquired works that consider gender as the individual’s appropriation of those idealized norms of behavior that distinguish a person’s social gender in a given culture.

“Gender differences are constantly created and recreated in the course of human interaction, creating the basis of social life” (Gender as an intrigue of knowledge, 2000: 95). Gender consciousness and behavior determined by one’s gender have become so commonplace that they are simply not given importance, taking them for granted. The belief, present in all societies, about the significant differences between men and women and their performance of different social roles is fixed in a certain way in language.

becomes the speech behavior of men and women, “which differs in the choice of lexical units, the preference of certain pronunciation options and syntactic structures: the strategies of speech behavior chosen by speakers are often gender-based” (Serova, 2001: 126).

In addition, a prominent place in the linguistic description is occupied by social plan, which considers language in connection with society and man in society, since man lives in a social environment created as a result of his activities.

According to E. Cassirer, “human activity is manifested, first of all, in its universal forms - in language, myth, art, religion, science, they are components of the cultural and symbolic circle in which a person lives” (Cassirer, 1996: 202 ).

Traditionally, in Russian-speaking society, the following gender stereotypes existed - women are predominantly preoccupied with their own appearance, their activity is limited and concentrated inside the home, while men are more independent and focused on external activity.

However, changes have occurred in the social sphere that have affected our entire society, and especially women. Now, according to stereotypes, women are attributed such traits as extravagance, excessive shopping, extravagance, desire for material wealth, etc. This is precisely what can explain the obvious quantitative predominance of advertising texts aimed at a female audience, among which the majority are devoted to the problems of beauty, health, family well-being, living comfort, the creation of household amenities, etc., i.e. those areas of our life, the responsibility for which, according to the tradition that has developed over many years, was assigned to the women of our country.

It has been established that today, representatives of the Russian-speaking middle class, regardless of their gender, are more concerned with external indicators of prestige and are more committed to conspicuous consumption.

The stereotypical idea of the social role of men and women in society as an object and a subject leads to the fact that the properties of a woman are used to give special value to the subject of advertising, and as a result, she herself is compared with the subject of purchase.

The main constitutive area of representations of hegemonic masculinity is currently the sphere of personal and professional employment. The attributive qualities of the present are highlighted: competitiveness, material independence - the combination of which allows us to consider him as a representative of the new “upper middle class”, the elite Russian society. “The sphere of power relations is not articulated in the representation of patterns of dominant masculinity.

The range of political leanings of the characters, presented as examples of real men, is wide. The sphere of consumption is represented by a nomenclature of things that make up “men's armor” and a wide palette of consumer images: “gentleman”, “athlete”, “collector”, “traveler”, etc. The sphere of emotional relationships (cathexis) includes two blocks of relationships: family-family and intimate. As for family relationships, a “real” man is represented in the roles of “father” and “son”. The “macho” image is based on the gender ideology of biological determinism, which defines the model of normative sexuality” (Gender, 2003: 116).

New living conditions have led to a change in the nature and style of communication between the sexes. However, in this case, we are talking not so much about the verbal communication of men and women, its content and methods of expression, but about the poorly studied features of their nonverbal communication.

In general, we can conclude that the problems of defining and distributing gender roles, formulating and justifying the principles of communicative interaction between the sexes are of great importance for the organization of society and human communication. The coincidence or confusion of different social and communicative gender roles is traditionally viewed as a threat to age-old social foundations, as a destruction of a rigid hierarchical model, or as a deviation from the norm.

The attention of linguists to this problem (M. D. Gorodnikova, I. A. Guseinova, A. V. Kirilina, M. V. Tomskaya) is explained not only by the novelty and relevance of the topic, but also by the fact that modern life has already changed the role characteristics of the sexes and relationships between the sexes. Gender stereotypes that seemed unshakable turned out to be broken, in particular, the attitude towards the functions and personal characteristics that culture and society assigned to men and women changed.

The cultural component of the tender is extremely important. Certain expectations in society are associated with male/female behavior, manner of dressing, and speaking. As a result, the individual’s self-presentation is largely focused on the gender stereotype. As a rule, women have a high voice and emotional intonation, while men have a low voice, a slower rate of speech, and restrained intonations. It so happens that the gender stereotype of male behavior in our society is more prestigious than that of women. This is evidenced by expressions like “a man in a skirt” (usually an expression of approval and delight), however, when they say about a man that he behaves “like a woman,” this will never be perceived as a compliment.

If gender is considered as a social construct created by society through language, then its content can be revealed by analyzing the structure of language. It follows from this that “gender relations are fixed in language in the form of culturally determined stereotypes, leaving an imprint on the behavior of the individual, including speech, and on the processes of his linguistic socialization” (Kirilina, 1999: 9). Gender is ritualized and institutionalized. Therefore, it is legitimate to study gender stereotypes of behavior and their reflection in language. “Each gender in a given culture is assigned a number of mandatory norms and assessments that regulate gender behavior” (Gender as an intrigue of knowledge, 2000: 97).

Certain differences in the speech behavior of men and women are considered proven; scientists O. Esperson and E. Sapir were the first to draw serious attention to them. Esperson O. writes that women use more euphemistic vocabulary and are not as prone to swearing as men.

The level of familiarity of men in conversations with women is comparable only to the level of familiarity in communication with children, and is completely unthinkable in a conversation between two men.

An explanation for this should be sought both in the social, subordinate position of women (as a consequence, the corresponding distribution of social roles), and in the biological difference between men and women - men are more aggressive and offensive, women prefer stability.

In female speech, actual communication takes up a lot of space, since women consider themselves responsible for maintaining interpersonal contacts. In general, the female strategy can be described as a cooperative strategy, while the male strategy is competitive.

Women are less categorical in their judgments; in their speech there are more forms of politeness and softening, for example, statements in the form of questions, tagquestions to express the illocution of uncertainty, although uncertainty itself may be absent; They widely use euphemistic exclamations and practically do not use communal vocabulary.

Women have more linguistic variability than men.

“Female” parameters of speech in European cultures are generally characteristic of the speech of educated people and representatives of the most respectable social groups. Women have a greater tendency to ask questions, maintain dialogue, express solidarity and agree with the interlocutor. Men often interrupt interlocutors, are inclined to disagree with the statements of their partners, ignore the comments of other participants in the conversation or react without enthusiasm, and tend to directly express opinions and report facts. The explanation for the difference in behavior between men and women is that men, while exercising power in society, also exercise power in conversation. The roots of the differences in the behavior of men and women lie in the basic guidelines for communication between girls and boys.

By communicating with each other, girls learn to create and maintain relationships of intimacy and equality, criticize others in an acceptable manner, and carefully interpret the speech of other girls. Boys learn to assert a position of dominance in communication, to attract and maintain the attention of the audience, to declare themselves when the word belongs to others.

Women avoid open competition in dialogue, wait for signs of approval in the form of nods and interjections, express signs of interest and attention, and give their partner the opportunity to finish his statement. “The female style of speech is characterized by greater implicitness and hints” (Zimin, 1981: 56).

Research conducted by I. A. Sternin showed that a woman pronounces “I don’t know” much easier than a man - for her this does not mean a demonstration of incompetence, she is always ready to expand her knowledge. For a man, “I don’t know” means he admits his incompetence.

Women usually better than men they know how to explain. When explaining, they do not demonstrate superiority. Women are more willing to act as listeners rather than as active participants in public events. In general, a woman is taught by society to be a listener; she does not interrupt, does not comment, or shifts the conversation to another topic. Men, not accustomed to being listeners, love to express their opinions.

Women tell a story about a particular event in detail, with numerous details, while men usually talk briefly about the essence.

It is better for women to perceive speech by ear. They trust oral information more than written information.

“Men understand written text better than spoken text. Men pay little attention to the form of speech, but more attention to its content.”

(Sternin, 1999: 48).

A woman’s communicative goal is to establish and maintain relationships, so she is prone to compromise and seeks agreement and reconciliation. There is no dominance in women's speech behavior; they are better able to listen and focus on the problems of their interlocutor. In general, women's speech behavior is characterized as more “humane.”

“Women’s speech is more redundant than men’s, since a third of the time the woman collects her thoughts and restores the planned course of the conversation”

(Sternin, 1999: 58).

In communication, women prefer the following topics: "Family", "

Work", "Books" and "Movies". The topics "Sports", "Politics", "Economics" are practically absent. In male communication, the topic "Family" is practically absent. And the predominant topic of male communication is "Work", "Sports", ""Policy"".

Male communication is almost always result-oriented, decision-making. Since a man has more control over the topic of conversation than a woman, including both development and switching of the topic, it is very important that there is no deviation from the topic of conversation.

For a man, it is important that communication (communication) is separated from business. Men are more categorical in their formulations than women.

The man prefers short assessments.

A man is “genetically” rude in expressing and displaying feelings; he does not know how to express emotions in words and does not try to learn this.

Sentences spoken by men are on average two to three words shorter than those spoken by women.

nouns and words with abstract meaning. In a woman’s speech, compared to a man’s speech, more proper names, more pronouns and adverbs are used. Women more often resort to diminutive suffixes.

Analysis of vocabulary confirms that men are more likely to use a variety of vocabulary related to the periphery of the vocabulary, while women prefer frequent vocabulary and clichés. Men's texts demonstrate greater quality and subjectivity of writing, which is expressed in the predominance of nouns and adjectives, and women's texts demonstrate the dynamism of feminine style, which is accordingly expressed in the predominance of verbal vocabulary.

Men have fewer associations to words than women, and men’s associative series are shorter.

A study of ways to intensify statements in the works of English writers of the 20th century reveals that women are more inclined to use lexical expressive means - for example, intensifying adjectives and adverbs, comparative phraseological units, lexical figurative means. Male writers resort mainly to syntactic expressiveness - they use a variety of syntactic repetitions with expansion, intensification and clarification, parcels, as well as silence. Apparently this verbal behavior corresponds to the ideal of masculinity: restraint of manner implies the image of a “strong man.”

“Experiments show that gender attribution of a text can be carried out on the basis of a syntactic feature, since men more often use a subordinating connection, and women - a coordinating connection in a sentence; women more often use interrogative and exclamatory sentences, and men use incomplete sentences and elliptical constructions” (Serova, 2003: 99).

Based on the analysis of the material, we can conclude that female speech production and perception have their own characteristics and differ from male speech production and perception. Consequently, perceived information is encoded and categorized differently in men and women. Based on the listed priorities, which are preferred by men and women in speech production and perception, analysis of the process of perception and processing of information, it is possible to identify certain dominants of men and women, which are value guidelines in the mental map of stereotypes.

Research shows that 75% of men and women have opposite value orientations in life. The main dominants that women and men are oriented towards do not coincide.

Women - homeliness, attraction to family, children, attraction to learning.

Mue1schiny - professional efficiency, attraction to the team, attraction to politics, science, art, sports.

As studies of works devoted to this issue have shown, in women emotional sphere prevails over the rational, and for men the rational sphere prevails over the emotional. Women's speech "human closeness" is the key to understanding the world, in which it is a question of achieving agreement and minimizing differences, and men's speech "independence" is the key to a static understanding of the world.

Deborah Tannen, a renowned researcher of gender differences in language, believes that the socialization of boys and girls into different gender stereotypes leads to conflicts and misunderstandings in the processes of communication and interaction.

In fact, according to Deborah Tannen, “men and women belong to different subcultures and their communication is in the nature of intercultural communication” (Tannen, 1996: 352). D. Tannen considers communication from the point of view of strategies, which represent great differences in the speech of the two sexes. The researcher proceeds from the fact that female communication is more inclined to perceive oneself and others as models, which is characterized by a horizontal attitude. Men, on the other hand, see relationships as hierarchical, top-down, and independent. The explanation is the subordination of the position of women in post-patriarchal societies and, as a consequence, the corresponding distribution of roles. In such situations, a man more often claims to be an expert, and a woman allows him to do this. At political shows, in the audience, and during socially significant events, men talk more, and women love to discuss emotions and trivial topics in a confidential setting.

Men and women do not speak the same language. Women and men are not only different, they speak and hear differently.

Men and women in communication evaluate the speech of representatives of the opposite sexes differently. Oppermann K. and Weber E. proceed from the fact that initially men and women pursue different goals when communicating. For men, it is mainly about information; when communicating, women look for accentuation of connection, human intimacy.

Women have a need to confirm their personal qualities and the “security” of relationships in conversation, although, as a rule, speech does not have such a need.

Such studies of male and female behavior made it possible to identify the frequency of use of lexical units by men and women in speech. For example, tender studies based on an association experiment were conducted in Voronezh by E. Yu. Getta.

All the remarks of men and women analyzed in literary texts made it possible to calculate the average percentage of use of certain speech structures. The experiment involved men and women aged 16 to 50 years. Based on the research data obtained, a model of communicative behavior of different gender types in the form of communication fields was built and their comparative analysis was carried out.

Research has shown that women are more active in their communicative behavior than men. The number of potential recipients of communication is narrower for men than for women.

informational, for women - communicative.

experience, they more often carry out the mental operation of translating thoughts into speech.

Consequently, units of thought and units of speech in the female consciousness are more interdependent, and in the male consciousness they are more isolated.

women - their comment.

The word spoken by a man has its meaning clearly assigned; women often do not have a clear idea of the meaning of the words they use.

statements, women - indirect.

It must be emphasized that “gender priorities are greatly influenced by parameters such as age, level of education, social status, profession” (Goette, 2002: 192).

certain features in the structure of male and female associative fields, the distribution of reactions by parts of speech, response strategies, as well as the lexical “filling” of associative fields, and on gender-marked material the differences between male and female associative behavior appear more contrasting. The influence of the age factor was manifested in a sharp decrease in the stereotypical structure of associative response fields obtained from women. For men, this indicator remained unchanged and did not depend on the age factor. Living conditions influenced mainly a sharp increase in the number of refusals to respond to a stimulus, as well as an increase in the number of reactions that were semantically unrelated to the stimulus. The number of reactions with a negative evaluative element in meaning also increased.

It should be especially noted that, in general, there are more similarities than differences in the associative behavior of the sexes.

As we can see, the conducted studies have outlined the range of preferences in the speech of men and women in the field of syntax and vocabulary. The features of the process of perception and production of speech by men and women were also identified in terms of communication strategies and goals. These preferences reveal, first of all, the manipulation of stereotypes. In general, linguistic studies of the representation of gender in speech help to identify differences in the speech behavior of men and women.

Since language is a means of putting thought into form, we can say that gender stereotypes are a linguistic phenomenon. Therefore, we will further dwell on the issue of the relationship between language and gender stereotypes.

as a set of concepts that determine a person’s position in life. The complex and multidimensional nature of tender determines the presence of different interpretations and views on this phenomenon. However, studying the connection between language and gender stereotypes can help us reveal the nature of individual aspects of the gender factor in a person’s life.

Knowledge, or the conceptual picture of the world, is formed with the participation of the highest form of knowledge - thinking. In the form of a conceptual picture of the world, knowledge changes, deepens, and is passed on from generation to generation.

Exist different shapes recording and transferring knowledge. The most acceptable, universal form is language.

According to the definition of U. Maturana, “stereotypes are special forms of storing knowledge and assessments” (Maturana, 1996: 102). This definition emphasizes their cognitive side, in other words, mental stereotypes are fixed using language or other semiotic code (kinetics, visual images, etc.). A number of scientists (M. Heidegger, X. Maturana, J. Lakoff, E. Husserl) also believe that the main function of language is not so much in transmitting information and making references to a reality independent of it, but in the fact that it helps personality to navigate in its own cognitive area. The significance of the individual parameters of the speaking subject is essential. According to O. L. Kamenskaya, gender stereotyping, characteristic of the collective, “naive” consciousness, is fixed in language. And in communication with the help of the set of gender stereotypes available in a given language the experience reflected by the individual is updated. Thus, the means of language are used as “a tool that allows the individual to build sign models in the external world that more or less adequately objectify fragments of his conceptual system.”

(Kamenskaya, 1990: 34). At the same time, it is important that the naive picture of the world reflected in language is not primitive; on the contrary, it has a deep logic dictated by the life experience of many generations, which includes observing the types of people called men and women, attributing to them certain qualities and simultaneously assessing them.

We share the opinion of A.K. Baiburin and A.V. Kirilina, according to which “stereotypes are fixed both in the sphere of ordinary consciousness and in the empirically observed layer of traditional everyday culture” (Baiburin, 1985: 7).

According to the theory of the gender scheme, which is proposed by I. S. Kletsina, the assimilation of the gender role occurs in two ways: through social learning, i.e. through parental models, and as a result of cognitive development, where the main thing is the activity of the child himself. In the light of this theory, the child learns information about himself and the world in the context of the concepts of “masculine-feminine.” I. S. Kletsin considers perception as a constructive process, i.e. creative, creative, and not just copying. In this case, there is an interaction between the incoming information and the individual’s existing schema. Ultimately, this interaction determines what the individual perceives (Kletsina, 2003: 133).

a certain set of gender stereotypes is formed that determine a person’s value orientation. An important category of cognitive activity is value orientation, which is carried out, in our opinion, based on a set of gender stereotypes.

A set of gender stereotypes determines the value orientation of an individual, which he relies on in the process of perceiving and processing information. Therefore, we consider assessment as one of the most important concepts in various spheres of social knowledge. Since all social formations were characterized by an evaluative approach to objects and phenomena of the surrounding reality, evaluation is considered a universal category of a universal human nature. In the process of reflecting “real” denotations, the assessment, passing through the prism of human mental activity, from the moral and ethical category passes into the conceptual category, which in turn receives the corresponding linguistic expression. Among the categories of assessments, those that constitute the mental value guidelines of men stand out or women. In this study, we call such mental value orientations dominants. For women, this is homeliness, attraction to family, attraction to study. For men - professional efficiency, attraction to the team, attraction to politics, science, art, sports.

This idea of dominants can be considered averaged according to the results of a number of studies by scientists such as I. A. Sternina, E. Yu. Goette, A. V. Kirillina, D. Tannen, etc. Of course, we recognize that such individual differences are possible in a set of dominants or differences in the qualitative side of these dominants, which may depend on the age, social status or nationality of the individual.

If these dominants are considered as averaged mental value guidelines of individuals, then perceiving new information, the latter try to evaluate this information in accordance with the value guidelines that already exist in their set of gender stereotypes. Our provisions for describing the structure of gender stereotypes are based on the assertion of psychologists that the process of perception and processing of information is the result of the selection and comparison of objects with a standard stored in a person’s long-term memory. It is assumed that on the basis of such recognition of objects, their identification occurs.

Since this study is devoted to identifying gender stereotypes in advertising, based on the above, we can argue that advertising text is a set of lexical units that are often aimed at a specific gender stereotype.

Of course, the perception of words when reading differs from the perception of other objects, since it includes some mechanisms unique to it. Therefore, the perception of gender stereotypes by men and women represented in advertising will be different.

We consider the process of perceiving advertising texts as a process when incoming information is first perceived by the senses, then an image of the perceived information is created and, finally, image recognition occurs, which consists of assigning it to a certain category, to a certain stereotype. In other words, recognition is a comparison of a stimulus with the information that was previously received about it and stored in long-term memory in encoded form. Among the encoded information in long-term memory, gender stereotypes are found. Thus, direct sensory perception is presented as a multidimensional two-stage process of information transformation, which begins with the impact of stimuli in the form of advertising texts on the senses and ends with its independent functioning in short-term memory.

The process of perceiving information in the form of texts is characterized by the selection of a perceptual base. “Experimental data increase the reliance on elements and decrease the perception of the word as a holistic entity. Signs of integrity in words indicate that words can be perceived as a whole, i.e. like gestalts. In their absence, the strategy of element-by-element perception begins to prevail, and other perceptual bases are connected” (Sazonova, 2000: 10).

psychophysiological criteria. For example, a woman receives a significant part of information - up to 75% - in the process of communication non-verbally, i.e. from observations of talking person- his intonation, facial expressions, gestures, etc. We believe that this is why the visual perception of advertising is more important for women than the textual information that accompanies women’s abilities. Therefore, such characteristics of statements as logic and conciseness are attributed to men. Apparently, based on this, the idea has developed that a woman needs to explain everything at length and in great detail, whereas a man only needs to be told the facts.

Real research shows that the speed of information processing in men and women does not have a big enough difference, since the speed of processing depends on many conditions: first of all, on the complexity of the information presented.

Repeated repetition, for example, of television advertising, creates a stable gestalt without involving effort on the part of the addressee. Whereas advertising text in newspapers and magazines requires great effort and attention from the recipient in order to be meaningful.

It is known that visual representation together with speech has a more effective impact on the addressee. In this regard, advertising texts presented in printed products, lose. Therefore, to create an advertising text, a copywriter needs to refer to a gender stereotype, which determines an individual’s value orientations.

A person’s wide variety of knowledge, beliefs and ideas about the world must be ordered in a certain way to provide quick access to meaning in the process of perceiving and interpreting a message. In this regard, turning to stereotypes or relying on a set of stereotypes allows you to quickly find the necessary information or integrate from the obtained minimal parts a complete idea that has more or less General characteristics with the standard. For example, since it is known that, due to their emotionality, women use more expressive vocabulary than men, when creating advertising texts, copywriters place emphasis on the use of expressive vocabulary, in which superlative adjectives prevail, lexical units, the semantic range of which is associated with emotions. And since it is believed that women need to hear more than see, images are often attracted to those with symbolic meaning. Therefore (and not only for this reason) it is very important to analyze advertising as a set of linguistic and visual means.

Since gender stereotypes are fixed in the human mind through language, gender stereotypes are a linguistic phenomenon.

Since evaluation is the basis of any cognition process, gender stereotypes are the result of evaluation of perceived information. Evaluation can be considered as a function built into the categorical system of any individual. Therefore, everything that a person perceives, he evaluates and categorizes according to this assessment. Language plays a big role in the categorization process.

Gender stereotypes are often conceptual structures that represent certain cultural values.

Since cultural values are already conceptual constructs, this means that they have already gone through the stage of processing through the categorical system, i.e. have already passed the assessment stage.

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Examples of gender stereotypes in advertising. Gender stereotypes in modern advertising. Tambov State Technical

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TAMBOV STATE TECHNICAL

UNIVERSITY

THESIS

INTRODUCTION

INTRODUCTION

CHAPTER I. TENDER AS BIOLOGICAL, SOCIAL AND

CULTURAL STEREOTYPE IN LINGUISTIC

RESEARCH