КОММУНИКАТИВНЫЕ СТРАТЕГИИ В ДИСКУРСЕ ЖЕНСКИХ И МУЖСКИХ ГЛЯНЦЕВЫХ ЖУРНАЛОВ КАК ОТРАЖЕНИЕ ГЕНДЕРНОЙ СПЕЦИФИКИ ПОВЕДЕНИЯ
DISCOURSE STRATEGIES IN WOMEN AND MEN’S GLOSSIES AS A REFLECTION OF GENDER-SPECIFIC BEHAVIOUR

Summary/Abstract: Glossy magazines as a kind of mass-media have emerged on the Russian market; however, they have not been much analyzed yet. Among them the so-called life-style magazines are identified, encompassing women and men’s glossies which are designed to create, establish and reproduce gender stereotypes. (Re)production of stereotypes is achieved through certain discourse strategies aimed at constructing feminine and masculine ideals. The article examines gender stereotypes embedded in life-style magazines, highlighting certain inconsistencies and conflicts. Discourse strategies are investigated, with a particular emphasis on their association with gender-specific behaviour. Along with the strategies common to all life-style magazines, the article points out some strategies typical of either women or men’s glossies. In particular, the conflict of discourse strategies is claimed to constitute a distinctive feature of women’s magazines as opposed to men’s. This discrepancy is accounted for the difference in feminine and masculine conversational styles.

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