Abstract
The article is devoted to the field modeling of the verbal representation of the stereotypical image of a businesswoman - a new phenomenon in the Russian mentality. A comprehensive description is carried out in the sociolinguistic, linguo-cognitive, discursive and gender aspects based on the integrative cognitive-functional analysis of the linguo-culturally marked components of the stereotype image by the methods of a semantic-cognitive, discursive, contextual, conceptual analysis, the method of field modeling and interpretation of the data obtained. The described fragment of the worldview is a pioneering field of comprehension of new phenomena of reality in the framework of the analysis of business discourse and national conceptual spheres. The empirical material of the study was the results of a survey of professional feminine and masculine groups. The nucleus of the heterostereotype of a businesswoman was revealed, based on the ideas enshrined in the minds of the male entrepreneurs - feminine strategies of business communication and an integral set of roles and status positions of the performer and assistant, in which the leading place is given to men, and the secondary - to women. In addition, the analyzed linguistic material demonstrated the transformation of traditional female roles of a wife and a mother towards male roles of a breadwinner and a leader. So, the autoimage of a businesswoman is a complex cognitive structure that includes a set of social roles and functions, numerous gender prescriptions and stereotypes. The nucleus of auto-representations of a businesswoman has also made up a cognitive attribute of female business communication strategies. The feminine role-playing set, according to the women entrepreneurs, includes the traditional roles of a housewife, a mother, a wife, a weak woman, a parity spouse and a hybrid feminine-masculine image. According to the study, the actualization of new feminine roles does not eliminate the socio-cultural background of a womans development in society, but tends to preserve traditional female behavior patterns in combination with components determined by civilizational processes.
Highlights
Social-historical transformations in the modern Russia, which began in the 1990s of the twentieth century, led to the formation of a new social-gender group — businesswomen
A comprehensive description is carried out in the sociolinguistic, linguo-cognitive, discursive and gender aspects based on the integrative cognitive-functional analysis of the linguo-culturally marked components of the stereotype image by the methods of a semantic-cognitive, discursive, contextual, conceptual analysis, the method of field modeling and interpretation of the data obtained
The nucleus of the heterostereotype of a businesswoman was revealed, based on the ideas enshrined in the minds of the male entrepreneurs — “feminine strategies of business communication” and an integral set of roles and status positions of the performer and assistant, in which the leading place is given to men, and the secondary — to women
Summary
Social-historical transformations in the modern Russia, which began in the 1990s of the twentieth century, led to the formation of a new social-gender group — businesswomen. We mean simplified, stable, emotionally colored images of behavior, character traits, social roles and status positions enshrined in society [5]. An attempt to describe a businesswoman was carried out on the material of the German and Russian-language media in the work of I.F. Badanyan, who repeatedly emphasized the broad influence of precedent media texts as a phenomenon of mass culture on the formation of linguo-cultural types, noting that stereotypes about a business woman in the linguistic consciousness of the Russians and Germans are culturally and historically conditioned [23] in a number of other studies [24; 25]
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