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Maximova O.B., Maslikov A.A. [Gender stereotypes as a variety of social stereotypes: functions in social communication] World of Science. Series: Sociology, Philology, Cultural Studies, 2021, Vol. 12, No. 3. Available at: https://sfk-mn.ru/PDF/01SCSK321.pdf (in Russian).

Gender stereotypes as a variety of social stereotypes: functions in social communication

Maximova Olga Borisovna
Peoples’ Friendship University of Russia, Moscow, Russia
E-mail: maximova-ob@rudn.ru

Maslikov Alexander Albertovich
Dubna State University
Protvino branch, Protvino, Russia
E-mail: masspref@yandex.ru
ORCID: https://orcid.org/0000-0002-1495-8506

Abstract. The article deals with the main approaches to understanding gender stereotypes as a variety of social stereotypes in social sciences and humanities. The author reveals the most relevant approach to stereotypes as phenomena that contribute to perception and interpretation of social communication space, analyzes their functions and methods of their transmission in the process of communication.

The author dwells on in detail on the content of the very concept of «stereotype» and the approaches to understanding this phenomenon in modern science, and then proceeds to identify the specifics and patterns of gender stereotypes functioning.

The author compares four main approaches to the definition of social stereotype and concludes that, when we consider functions of gender stereotypes in social communication, the most convenient approach to “stereotype” is its understanding as an image/representation. Further, the author proceeds to a more detailed analysis of gender stereotypes and highlights functions of gender stereotypes in social communication. The author shows that gender stereotypes in the space of communication symbols can play a positive and constructive role in preserving traditional features and characteristics of the culture of a given society, and can, under certain conditions, lead to negative consequences and increase gender inequality.

In the conclusion, the author points out that each society and culture have their own generally accepted norms and forms of perpetuation of ideas about masculinity and femininity and this categorization is stable. Thanks to the representation of gender, the media convey the value system that determines both the gender identity of an individual and stereotypical ideas about men and women as social groups and their relationships.

Keywords: social stereotypes; social communication; gender stereotypes; gender relations; theory of social identity; gender representation; social functions of stereotypes; gender differentiation of society; sexual symbolism

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