ГЕНДЕРНЫЙ АСПЕКТ РЕЧЕВОЙ МАСКИ: ПОСТАНОВКА ПРОБЛЕМЫ И ПОИСК ОРИЕНТИРОВ
GENDER ASPECT OF SPEECH MASK: THE PROBLEM AND SEARCH LANDMARK

Summary/Abstract: Currently, gender studies are extremely important and are conducted in three main areas: socio-and psycholinguistic, lingvo culturological, discursive and communicative. The purpose of the article – to consider the concepts of gender and gender stereotypes of communication strategy «Speech Mask»: to reveal the conditions of success of the strategy in depends on the destination factor in cases of full or partial correspondence between speech mask and gender stereotypes. Thus, during the work it was found that, on the one hand, the mask must be based on gender stereotypes of behavior and speech, on the other, – a wholly-compliance with these stereotypes, as well as a complete mismatch them, makes speech and behavioral mask unconvincing and leads to failure strategy. At the same time, small deviations from the stereotypes normally perceived by the addressee and promote the success of communication strategies.

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