THE REPRESENTATION OF THE FEMININE PRINCIPLES IN BUSINESS MANAGEMENT (According to the Media)

In the article, on the material of interviews with women entrepreneurs in the Russianlanguage press of the North Caucasus, the selfimage of a business woman is built. In sociolinguistic and psycholinguistic perspectives, the self conceptualization of a business woman is carried out through the analysis of feminine principles of management. Based on cognitive, semantic and conceptual approaches cognitive features, ethnic and gender marked values characteristics of the concept and language means of its representation in the female ntrepreneurs Russian-speaking picture of the world in the North Caucasus are established.