Gender stereotypes are preconceived and persistent ideas about the roles of men and women in society, have generalized, simplified and often incorrect characterizations of the role and behaviour of men and women, and can be embedded in speech, entrenched in cultural and social constructions. The consequence of gender stereotypes is gender asymmetry in the language, which is considered as an uneven representation in the language of persons of different sexes [2].
Gender asymmetry in the modern socio-cultural reality reflects inequalities, and first of all inequalities between men and women at different levels of society. This concept covers not only the physical and biological differences between the sexes, but also a wide range of social, economic and cultural aspects [3; 4].
Some countries and public organizations are actively working to reduce gender asymmetry through various initiatives, such as awareness campaigns, legislative changes, aimed at ensuring equal rights, and supporting women in areas where they have historically been underrepresented.
The concept of gender stereotypes is also related to the definitions of femininity (forms of behavior expected of women in a given society) and masculinity (a set of social ideas, attitudes, characteristics of behavior and orders about what is offered to men in a given culture) [1; 7].
Currently, when studying the problem of the interaction of language and gender and the presence of certain features of male and female language behavior, the following main directions of research can be identified:
• dentification of certain differences in language levels: phonetics, morphology, semantics and syntax, as well as differences in the field of verbal stereotypes in the perception of women and men;
• identification of semantic differences, which are explained by the peculiarities of the redistribution of social functions in society - an approach exclusively from gender positions, related to the social nature of the language of women and men;
• construction of psycholinguistic theories, in which women's and men's languages are reduced to the characteristics of the behavior of women and men;
• cognitive explanation of the detected indicators, in this case it is important not only to determine the frequency of discrepancies, but also to establish a connection with various aspects of the world picture [5; 6].
Within the framework of this study, the analysis of words and nouns in fashion speech based on the vocabulary material of fashion magazines confirms the presence of a gender nuance that can reflect and support stereotypes regarding the roles and identities of men and women. As a result of the analysis, the following groups of words and nouns were identified.
• Gender adjectives – (e. g.: "elegant woman," "powerful man") – can reinforce stereotypes about the appearance and roles of men and women.
• Professional terms with a gender connotation – (e. g.: "male model," "designer") – can reflect stereotypes about what roles are considered typical for men or women in the fashion industry.
• Gendered nouns – (e. g.: "mistress," "master") – define roles in a family or social context can influence perceptions of gender stereotypes.
• The frequent use of gender pronouns – (e. g.: "she," "he") – can reinforce the distinction between men and women, which corresponds to traditional stereotypes.
• Valuable words and expressions – (e. g.: "attractive to men," "feminine grace") – can contribute to the formation of gender stereotypes related to appearance and behavior.
• Gendered subject names – (e. g.: "man's suit," "woman's dress") – can reinforce gender distinctions by using gender associations to name items of clothing.
The conducted research can give grounds to form a basis for understanding how speech in fashion interacts with gender constructs and influences the perception of gender in society.
At the current stage, gender research has formed as a new, relevant in its novelty direction of linguistics, where the main terms are recognized, the empirical base of research is expanded due to various languages that have not yet been considered from a gender perspective. Gender studies make it possible to consider modern language phenomena and processes in a new way, to give them a more versatile assessment.
References:
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2. Гендерна лінгвістика в Україні : історія, теоретичні засади, дискурсивна практика : колективна монографія. Харків–Дрогобич, 2014. 470 с.
3. Маслова Ю. П. Моделювання гендерних стереотипів сучасної жінки та сучасного чоловіка на сторінках друкованих ЗМІ. Наукові записки. Серія “Філологічна”. 2010. Вип. 17. С. 275–285.
4. Сизова О. Ф. Особливості відтворення в перекладі гендерної ідентичності суб‘єкта жіночого поетичного дискурсу (на матеріалі англомовних перекладів з української): дис... канд. філол.. наук: 10.02.04. Київ, 2007. 242 с.
5. Чуєшкова, О. В. Gender stereotypes fixing in lexicographical works. The Journal of V. N. Karazin Kharkiv National University. Series “Philology”. 2016. № 74. С. 235 – 240.
6. Eckert P. Language and Gender. Cambridge: Cambridge University Press, 2003. 379 p.
7. Olikova M. O., Semenyuk A. A., Tarnavska O. M. A Dictionary of Sociolinguistic and Ethnolinguistic Terms. Луцьк: ВНУ імені Лесі Українки, 2010. 364 с.
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