Thematic Representation and Linguo-Cognitive Structure of the Businesswoman Image from the Perspective of Gender-Professional Axiology

The article is devoted to the field modeling of the verbal representation of the stereotypical image of a businesswoman - a new phenomenon in the Russian mentality. A comprehensive description is carried out in the sociolinguistic, linguo-cognitive, discursive and gender aspects based on the integrative cognitive-functional analysis of the linguo-culturally marked components of the stereotype image by the methods of a semantic-cognitive, discursive, contextual, conceptual analysis, the method of field modeling and interpretation of the data obtained. The described fragment of the worldview is a pioneering field of comprehension of new phenomena of reality in the framework of the analysis of business discourse and national conceptual spheres. The empirical material of the study was the results of a survey of professional feminine and masculine groups. The nucleus of the heterostereotype of a businesswoman was revealed, based on the ideas enshrined in the minds of the male entrepreneurs - “feminine strategies of business communication” and an integral set of roles and status positions of the performer and assistant, in which the leading place is given to men, and the secondary - to women. In addition, the analyzed linguistic material demonstrated the transformation of traditional female roles of a wife and a mother towards male roles of a breadwinner and a leader. So, the autoimage of a businesswoman is a complex cognitive structure that includes a set of social roles and functions, numerous gender prescriptions and stereotypes. The nucleus of auto-representations of a businesswoman has also made up a cognitive attribute of “female business communication strategies”. The feminine role-playing set, according to the women entrepreneurs, includes the traditional roles of a housewife, a mother, a wife, a weak woman, a parity spouse and a hybrid feminine-masculine image. According to the study, the actualization of new feminine roles does not eliminate the socio-cultural background of a woman’s development in society, but tends to preserve traditional female behavior patterns in combination with components determined by civilizational processes.