MEDIA DISCOURSE'S “AMERICAN DREAM” REPRESENTATION IN WOMEN'S STEREOTYPES (ON”GLOSSY” MAGAZINES)

Abstract

The article is devoted to the verbal representation study in socio-cultural stereotypes as "American Dream" achievement models. Sociocultural stereotypes are considered to be verbalized conventionally evaluative groups' images that emerge in the social categorization process. The stereotypes study in the linguocognitive perspective is aimed at describing categorization verbal means and evaluation with taking into account extralinguistic information. The stereotypes manifestation in media discourse conditioned the language material choice , which was selected from "glossy" magazines. These priodicals are considered to be extremely powerful means to spread stereotypes by people, who have realized their "American dream". The "American dream" is a stereotypic prosperity symbol , which, above all, is understood as getting comforts: a rich home, unlimited funds, success and compliance with beauty standards. The paper presents women’s verbalized "American dream" realization models, which are evaluated by society in different ways. The stereotype about successful woman, who achieved her "American dream" through her hard work is highly appreciated in American society, while comforts received through marriage or rich men’s support are assessed negatively. The stereotypes about women, who received wealth without any efforts, are expressed in the language by metaphors means, that reflect their subordination to men for the comfortable life sake. The "glossy" magazines' entertaining orientation and commercial character influence implicit socio-cultural stereotypes assessment. Raising important ethic issues, the authors turn to a diary form or confession to make the narrative more expressive and vivid for the readers. Irony is an implied negative assessment expression of sociocultural stereotypes. It is often used in "glossy" magazines. Future advances are concerned with expression linguistic means analysis of socio-cultural stereotypes, as well as discursive strategies comparison in different media discourse genres.