Мовні засоби експлікації гендерних стереотипів у сучасному українському масмедійному дискурсі

Abstract

The article clarifies the meaning of the concept of «gender stereotype», emphasising that gender stereotypes affect the perception, memorisation and interpretation of information by a person in accordance with the ideas of masculine and feminine formed in his or her mind. The paper interprets a gender stereotype as a generalised cultural idea of the features of appearance, character, status and role attributed to women or men, etc. It is emphasised that gender stereotypes operate in the public consciousness as standardised ideas about behavioural patterns and character traits that correspond to the concepts of «masculine» and «feminine». The linguistic means of expressing gender stereotypes in modern media discourse are identified. The attention is focused on the description of femininity-masculinity stereotypes; stereotypes related to the ideas about the distribution of family and professional roles between men and women; stereotypes that determine the specifics of the content of work. Stereotypes of femininity and masculinity give an idea of somatic, mental and behavioural properties that are characteristic of men and women. The media discourse provides ample opportunities for further study of gender stereotypes against the background of global gender development processes, and this can serve as the subject of new scientific research.