Linguistic Means of Creating Female Images in Contemporary Russian Fashion Media Discourse

The paper examines the principles of constructing female images in the Russian fashion media discourse through the use of language tools. It analyzes texts from the fashion media discourse and identifies the linguistic means of influence used in modeling female images. The study evaluates how fashion media discourse impacts women’s self-identification and their social roles in contemporary society. The aim of the research is to identify the specific linguistic means employed in the Russian media discourse for creating fashionable female images. Research methods include observation, description, classification, complete sampling, descriptive-analytical methods, lexical-semantic analysis, and contextual analysis. The material for this study consists of 100 articles from Russian fashion websites, 325 linguistic units that serve to create the image of a woman were analyzed. As a result of the research, specific characteristics of contemporary Russian fashion media discourse are described; the principles of creating fashionable female images are studied; and the linguistic means used to describe the image of women in fashion industry articles are identified and systematized.