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Features of the reflection of gender stereotype and its impact on the speech activity of the individual

The article highlights the concept of „gender stereotype” in its close connection to gender relations. The origins and evolution of the concept of „stereotype”, which was introduced into science in 1922 by the American media researcher W. Lippman, are investigated. It is established that stereotypes are divided into three groups (individual, group and mass); have a specific model of behavior in accordance with their title; a specific program of action in accordance with accepted ideas and images. The content of stereotypes allows the researchers to divide them into two categories: stereotypes which characterize people as members of certain groups (national, social, political), and stereotypes which characterize the personal qualities of people in accordance with their behavior, physical qualities, and appearance. The definitions of the concept of „gender stereotypes” are given as stable ideas about the distinction between a man and a woman, about their place and role in the family and society, which are typical for a certain society in a particular historical period. It is established that gender stereotypes perform various functions in the socio-cultural aspect. The broadest classification of the functions of gender stereotypes is presented. It was introduced by Lyudmila Kim and includes six main functions of stereotypes: stratifying, communicative, cognitive (explanatory), regulatory, translational and socializing. Gender stereotypes are divided into three groups (masculinity and femininity; those associated with the performance of certain social roles; those that reflect the differences between women and men in the professional sphere). As a result of the study, it was found that there are factors which determine the possibility and efficiency of the influence of gender stereotypes on the speech activity of a person (linguistic, extralinguistic, semiotic, social and cognitive), and also the following four types of speech influence are distinguished: social, informational, volitional, and evaluative-emotional.