Соціокультурний типаж ділового чоловіка (на матеріалі американських медіаджерел)

The article is devoted to the study of the lexical units that designate a sociocultural type of a businessman in the American media discourse of the 20th – 21th centuries. In the frame of this research, a sociocultural type is considered a stereotype that presents the portrayal of a social category, which is evaluated in accordance with its gender prescribed role. The purpose of this article is to present the results of a study of the features that determine the verbalization of the sociocultural type of a business man in American media discourse. The methodology of the study is based on motivational and semantic analysis within their historical and cultural contexts. The representation of a sociocultural type in media discourse is realized through syntactic units and nomina, which are in the form of words or stable word combinations codifies information about a social category and represent it in the media discourse. The act of designation of sociocultural types is carried out through the application of metaphorical, metonymic and allusive strategies. Encoded in the nomina information about the social category unfolds in the syntactic structures of media discourse. It has been found that the designation of a sociocultural type of a businessman in the American media discourse of the 20th– 21th century is conditioned by a conservative style of the attire, a social status, conformism, which determines the worldview and lifestyle of a successful man and the behavior that contradicts the laws of morality. The emergence of different nomina of the sociocultural type indicates changes in the perception of a social category of businessmen in American society. The emergence of various nomina of this type is conditioned by the ideological principles of the society in a certain historical period.