GENDER SETERIOTYPES IN NATIONAL CULTURE

Abstract

The paper explores gender stereotypes as one of the most important aspects of social and cultural life of society. The opposition «men’s» - «women’s» is fundamental to human culture, and there are numerous proofs to it originating in ancient philosophical ideas of the world. The purpose of this publication is studying an ethnic component of gender stereotypes in language consciousness of carriers of the German and Adyghe cultures. The comparative - typological method is used to identify and to analyze national cultural specifics of gender stereotypes in the German and Adyghe language consciousness. An attempt is undertaken for the first time to reveal gender stereotypes in language consciousness of carriers of the cultures under study. The general components and ethnic component of gender stereotypes are defined, as well as national and cultural specifics of language consciousness of Germans and Adyghes are detected that promotes accumulation of data on ethnocultural specifics of language consciousness of people of the world. Gender stereotypes in language consciousness of representatives of various ethnoses demonstrate the original cultural specifics which are displayed in cross-cultural communication. The successful solution of problems of optimization of communication requires studying national and cultural specifics of language consciousness, ethnic and gender stereotypes.