Stereotyping a businesswoman in American media discourse

The article presents the research of media representation of American businesswoman stereotype.In the frame of the proposed study, a gender stereotype is considered a verbalized cognitive structure that conveys an oversimplified image of an individual, characterized by specific social roles, status attributes and a defined set of personal traits. Media stereotyping is viewed as the process of portraying different gender identities that are spread and perpetuated in the collective consciousness through both linguistic and non-linguistic signs. The research methodology adopts an interpretive approach to the study of linguistic representations of stereotypes in media discourse with implementation of cognitive and pragmatic, cultural-linguistic and motivational methods. The data analyzed include advertisements, analytical articles from well-known magazines and a popular feature film. The analysis reveals media stereotyping of gender focuses predominantly on moral and intellectual traits that are estimated according to gender ideals that ascribe courage and tenacity to men, whereas women are expected to be submissive and gentle. Contrasted with the idealized image of a businessman, whose leadership qualities are typically viewed as the standard, the stereotype of a businesswoman is depicted unfavorably. The lexical units and syntactic structures that represent a businesswoman stereotype in American media discourse demonstrate subjective views on descriptive and evaluative features associated with a businesswoman. Media portrayals of women actively pursuing their careers often convey a condemnation as they do not align with the expectations of respectful and compliant femininity. Though societal roles of women are no longer limited to housework, their professional achievements are frequently viewed as anomalies in the traditionally male-dominated sphere of leadership.