1. Introduction

In modern society mass media occupies a key role in the formation of public consciousness and cultural stereotypes. The language of mass media serves as a powerful tool of communication, which actively participates in the creation and consolidation of existing socio-cultural reality. The study of gender aspects of media language is of particular importance in this process, since it is through it that ideas about the social roles of individuals are disseminated and legitimized.

Nowadays media content has a huge impact on the perception and self-esteem of various population groups, forming expectations, behavioral norms and stereotypical attitudes. Despite significant social changes, the movement for equality and gender justice, the media test still retains numerous stereotypical images, fixed in language, which hinder the creation of an equal and inclusive space for all groups.

The relevance of the topic “Gender stereotypes in the language of mass media” is also determined by the rapid development of digital technologies and globalization of the information flow, which have strengthened the role of media in the formation of mass representations of gender roles. In modern conditions, it is necessary to conduct a systematic analysis of linguistic mechanisms that contribute to the consolidation or destruction of gender stereotypes, as well as to develop recommendations for the use of more inclusive and neutral language in the media environment. Thus, the study of the influence of media language on the consolidation and transformation of gender stereotypes is an urgent task, the solution of which is important for promoting the idea of equality and building a more tolerant and inclusive society.

The aim of the study is to identify and analyze the mechanisms of formation, consolidation and mutual influence of gender stereotypes in the language of mass media.

Objectives of the study: 1. To study the theoretical basis of the concept of “gender stereotypes” and the peculiarities of the media language as a communicative tool. 2. Linguistic analysis means (lexicon, grammar, stylistics) of the media text that contributes to the consolidation of gender stereotypes. 3. To carry out a practical analysis of examples from modern mass media in rder to identify stable samples of gender stereotyping. 4. To determine the influence of linguistic stereotypes in the media on the formation of social behaviour and perception of the roles of men and women.

The object of study is different news. The subject of research is gender stereotypes. The theoretical and methodological basis of the study is the systemic and gender approaches to the study of socio-cultural and linguistic phenomena. It influenced the choice of research methods, namely, theoretical analysis of scientific literature; content analysis of media texts; comparative analysis of linguistic elements; component analysis of cognitive representation of situations in terms of participants, sociological review of studies of media influence on public opinion. “The gender approach is based on the idea that it is not the biological or physical differences between men and women that matter, but the cultural and social significance that society attaches to these difference” [5, p.25].

The degree of study of the problem can be traced in domestic and foreign sources, such authors as Y.P. Budantsev, I.N. Zasursky, Y.N. Zasursky, I.S. Melyukhin, V.D. Popov, G.G. Pocheptsov, D. Bell, M. Castells, M. McLuhan, S. Moscovici, E. Toffler and othes who considered the function of media language in a social context. The cognitive mechanisms of gender constructions were studied by L. Bloomfield and his school, R. Lakoff (feminist linguistics), F. de Saussure, N. Chomsky and others.

According to these scientific approaches, it is possible to judge the peculiarities of media functioning and their impact on the modern generation. Whose socialization in the conditions of audiovisual and digital culture takes place through television and the Internet. This fact allows us to constructively consider the processes of formation of gender stereotypes in the media.

Definition of the concept of “gender” and “gender stereotypes”.

The concept of “gender” (from the English gender – gender, social sex) in modern humanitarian science is understood as a socio-cultural construct reflecting social roles, behaviour, expectations and norms attributed to men and women in society. Unlike biological sex, gender describes the social and cultural aspects associated with human identity and behaviour. Gender is a “socially and culturally constructed phenomenon” [5, p. 26].

Gender stereotypes are stable generalized ideas about the properties, roles and behaviour of men and women, which are formed under the influence of culture and social institutions. These stereotypes often reflect traditional, simplistic and often discriminatory attitudes that perpetuate inequality and limit individual freedom of expression. “The term gender originated in the English-speaking space and is an English homonym for the grammatical category of gender”, which in some linguistic situation leads to confusion [5, p. 9].

Gender incorporates “socially and culturally determined model” of a man or a woman in a certain society and at a certain time. Thius, gender is a broader concept, for the study of which it is necessary to investigate a much larger number of language phenomena than only those of its units, the semantics of which includes the component of sex. At the same time, the very existential characteristics of a person, in particular his/ger gender, are interpreted by society depending on how it realizes the concepts of masculinity and femininity. Therefore, those units of the lexical structure of the language that reflect the natural essence of “sexus” are also of interest tor the study of gender, sine its perception by native speakers is largely socially conditioned and corresponds to models of masculinity of femininity, in which belonging to the biological individual may not coincide with his or her natural sex. All this makes it legitimate to study the representations of masculinity and femininity fixed in language and related models of orienting behaviour of individuals.

Language as a means of reflecting and reinforcing social norms.

Based on the concepts in the works of Husserl and Heidegger, W. Maturana and J Lakoff, it becomes clear that language not only reflects social reality, but also actively participates in its reproduction and transformation. As David Lee notes, “given that language is an instrument for categorizing the phenomena of human experience, it clearly cannot be a mere mirror reflecting reality. Rather, it imposes its structure on our perception of the world” [5]. Rather, it imposes (imposes) its structure on our perception of the world” [6, p. 8]. Through linguistic means, ideas about social structure, roles and norms are transmitted and consolidated, i.e. language is seen as a system of guiding behaviour, in which meaning plays a decisive role.

Gender norms and stereotypes are manifested in language in the form specific vocabulary, grammatical forms, styles and discourses. Scientific literature has explored the notion of a “genderlect” which includes a set of characteristics of male and female speech. However, we agree with H. Cottoff that the notion of “genderlect” doesn’t apply to most cultures [5, p. 609]. The problems of language and gender were organisen in 1970 by Mary Key at California University, and in 1975 she published the book “Male Female Language”.

Within the pragmatic and sociolinguistic paradigm, language is seen as s tool for shaping social consciousness. The use of certain words and constructions can influence the perception of reality, contributing to the reinforcement of patriarchal mechanisms or, conversely, promoting equality and the elimination of stereotypes.

Features of gender discourse in linguistics.

The gender discourse is studied as a set of linguistic practices that reflect and create gender inequality. Linguistics distinguishes several levels of analysis of gender manifestations in language: lexical (mentioned above gender vocabulary, metaphors, clichés), grammatical (gender forms, pronouns and gender agreement), pragmatic (stereotypical communication models) and discursive (speech strategies, narrative patterns). At the same time, many studies show that the language of mass media is particularly important as a place where gender stereotypes are not only represented, but also actively constructed and disseminated due to the mass coverage of the audience.

Media language has its own peculiarity determined by genre, communicative and social features. The media disseminates information quickly and widely, striving for maximum communication effectiveness, often simplifying and standardising language. As a result, the language of the media often relies on established clichés and stereotypes, including gender stereotypes, which contributes to their widespread use and perception as socially normal and natural.

The lexical composition of the language of men in the media

The lexicon describing the images of men in the media includes a set of words, expressions and stylistic means that form the image of a male hero, leader, professional or stereotypical “male” type of behaviour.

Main features of the lexicon: 1. Conservative and professional terms. Most media use words related to leadership, power, technology, sports when describing men. For example: “leader”, “boss”, “warrior”, “hero”, “scientist”, “engineer”, “sportsman”, “serviceman”. This creates an image of a strong, competent and purposeful person.

— “US leader Donald Trump’s withdrawal from participation in the new round of talks between Russia and Ukraine will become Kiev’s capitulation” [8].

— “When officials in the home province of Vietnam’s top leader went door to door recently, pressing residents to sign letters agreeing to the Trump Organisation’s plans for a new golf community, Le Van Truong wanted to refuse’’ [10].

2. Lexis associated with strength and courage. Words and expressions emphasizing physical strength, toughness, confidence are used: “mighty”, “tough”, “manly strong”, “stern”, “unkind”, “owner”, ”dominant”. There are often metaphorical expressions emphasizing strength and authority. 3. Vocabulary related to “technology”, “cars”, “weapons”.

The media actively use terms and jargon related to cars, weapons, machinery: “motor”, “armoured”, “master on the road”, “weapons”, “ammunition”, which reinforces the image of male strength and power. 4. The use of action verbs. They create a dynamic image: “leads”, “fights”, ”conquers”, “forces”, which emphasizes activity and initiative:

— “Former Czech goalkeeper Dominik Hašek has lost his mind due to injuries and is trying to attract attention to himself with loud statements” [12]. 5. Images through phraseological turns and cliches. For example: “proud father”, “steely character”, “a fighter”, “a beast on the field”, “a man of word and deed”. These expressions reinforce the character of the male character: — “one of them kidnaps a man they believe tortured them in prison”; “Panahi, who has been imprisoned several times, drew his inspiration from stories he heard from other inmates while he was at Evin Prison in Tehran” [11].

The grammatical composition of men’s language in the media tends to be associated with the frequent use of forms emphasizing confidence, status and activity. 1. Male personal pronouns “he” and first names or generis designations (“businessman”, “professional”, “athlete”) are used more frequently in the media, focusing attention of specific male images and roles. 2. The predominance of verbs in the active form (e.g. “leads the team”, “gains ground”, “fights for the right”) emphasizes initiative and strength. 3. Descriptions of men often use compound and participial constructions to emphasise professionalism, decisiveness:

— “Leading the company, he has achieved great success”;

— “…the head of the Kiev regime first tried to emphasise the rigidity of his position by signing a decree banning negotiations with Moscow, and now seeks to make himself look like a supporter of peace” [17]. 4. Generic forms of nouns. Cf: “expert”, “broker”, “serviceman”, in most cases are used in the masculine gender, which fixes the masculine image. 5. The description often use nominative constructions denoting the status and role of men in society, e.g.: “he is a leader”, “hie position is key”. 6. Use of definitions in the superlative degree: “the strongest”, “the hardest”, “the greatest”, etc.: “White House Chief of Staff Donald Trump reiterated that the greatest contribution to the Victory in World War II was allegedly made by the United States”. [13]. “The award capped a contest that was widely seen as the strongest in years” [11].

Thus, the image of men in the media is formed through lexical means associated with strength, activity, power and professionalism. In grammatical terms, active forms of verbs prevail, pronouns and masculine nouns are used, which creates the image of a confident and influential character.

Media language often uses vocabulary associated with leadership, power and responsibility. Active verb forms emphasizing activity and initiative predominate. Strong word combinations and metaphors create the image of a strong, confident man. In “Argumenty I Farty” there is a more pronounced emphasis of family roles (father, protector), in “The Times” – on leadership and professional success.

The composition of female language in the media also covers many aspects, including lexical, grammatical and stylistic features. In terms of lexical composition, we can observe emotional vocabulary such as joy, care, support and inspiration. This makes the text more expressive and human. Women may use phrases and idioms that emphasise their emotional attachment, such as “the life of the party” or “their heart is in their hands”: “Jacinda Ardern, the former prime minister of New Zealand, urged students at Yale’s Class Day to remember that “we are connected” beyond national borders” [18].

The use of buzzwords and slang that are appropriate for the target audience, such as in articles on fashion or health, which show that their language is adaptable. Mentioning women’s social experiences and issues such as “motherhood”, “gender equality”, “feminism” which helps to form an opinion about inclusive vocabulary. “It was the mother, Sofia Garifullina, choir conductor, Honoured Art Worker of the Republic of Tatarstan, director of the Centre for Contemporary Music, who encouraged the development of her daughter’s talent and her entrance onto the stage”. [16].

Texts can emphasise topics close to women – health, family, career, fashion, personal development and relationships. This forms specific terminology and words choice.

The grammatical structure differs from that of the masculine gender. Sentence structure consists of complex and compound sentences, which allows for a deeper analysis and explanation of thoughts. Women often use rhetorical questions in their speech to engage the reader emphasizing important aspects of the topic. Imperative sentences galvanize and captivate readers, like the call to action: “Let’s take this step together!” Using first-person pronouns (“I”, “we”) more frequently fosters a personal and intimate tone. These strategies forge a connection with the reader, rendering the text more accessible and engaging. The use of modal verbs to express certainty, possibilities or assumptions, such as: “can”, “must”, “want”. This creates a sense of reliance and support for readers.

Stylistic features. Generally, texts by women in the media may contain a softer and more empathic tone, which is an attempt to establish a trusting and friendly rapport with the audience. The use of emotional and phrases of support and inspiration that motivate female readers to act or change their lives. Women’s texts often contain real-life examples and personal stories, which makes them more personalized.

The composition of women’s language in the media can vary depending on the target audience and context, but in general it is characterized by emotional expressiveness, inclusiveness and the use of constructions that promote engagement effective use of these lexical and grammatical aspects helps to increase trust and connection with readers, which in turn can increase audience interest and engagement.

Media language acts as a tool to reinforce gender stereotypes. It forms and maintains images of men and women. The media use certain language forms to create stereotypical images: men are associated with strength, power, professional success. Words and expressions are often used to describe men as a “leader”, “strong”, “decisive”, “defender”. Women are associated with care, gentleness, domestic role. The phrases used to describe them are: “caring”, “beauty”, “attractive”, “homemaker”.

Madia language is saturated with metaphors and images that reinforce gender perceptions: “strong shoulder” is symbol of male strength. – “Women’s intuition” – association with emotionality. – “Host of the men’s club” or “gentle hostess” – consolidation of social roles. The constant repetition of stereotypical images in the media influences public perception and self-identification, forms stable ideas in the audience about “how men and women “should look like” and “how they should behave”. This dictates behaviour, expectations, attitudes, and the comfort or discomfort of certain roles for representatives of each gender.

Media language influences the formation of new stereotypes or the transformation of existing ones. For example, negative characteristics to describe men who violate traditional roles are perpetuated. Emphasis on “traditional values” or, conversely, on progressive change, influences the continuity or change of gender perceptions. At the same time, gender stereotypes shape the language of the media itself: the use of masculine or feminine pronouns and guidelines for their use, the selection of words corresponding to expected roles and characteristics, the use of gender stereotypes in headlines, descriptions and comments to attract the attention of certain audiences. [14].

Patterns of language fixed in the media, in turn, reinforce stereotypical representations of society, creating a feedback effect. The media form cultural norms that are reflected in the language used by society in general and the media in particular. Certain “natural” roles are perpetuated in society, which is again supported by language [15].

“As far as gender is an image phenomenon” [5, p. 610], we observe that it is gradually shifting within performative representation and “linguistic differences may no longer be important”. As a result, the interaction between gender stereotypes and media language is a two-way process in which language not only reflects existing stereotypes but also actively shapes and reinforces them. This creates a stable systemin which words and images work to maintain, develop or transform gender norms in society.

Thus, analysing gender stereotypes in media language allows us to identify the mechanisms of linguistic construction of social reality and find ways to create more inclusive discourse.