Conceptual architectonics of the image of a female leader in modern English educational discourse
Conceptual architectonics of the image of a female leader in modern English educational discourse
The article deals with identifying the semantic content of the image of a female leader in the modern English-speaking business environment. The relevance of the topic is determined by the need to understand the mechanisms governing transformation of social stereotypes, particularly those concerning gender identity, in the globalizing world, including the business realm. The aim of the research is to identify and systemize the key semantic components that form the image of a female leader as a holistic concept in contemporary business culture. The empirical material for the study is provided by educational discourse, namely, authentic business communication textbooks published between 2013 and 2018. In total 1000 pages of printed text were analysed. The methodological framework of the study consists of discursive and contextual-semantic analysis tools, as well as the quantitative analysis techniques. As a result of the study, discrete semantic constituents of the image in question were identified, subsequently grouped into sub-concepts based on their semantic congruence, and then ranked according to the quantitative representation within the sub-concepts. The data obtained were objectified in the form of a conceptual scheme of the image under study. It was established that the image of a modern female leader is a multi-faceted construct reflecting both traditional feminine traits and characteristics previously associated exclusively with the masculine gender. The core zone is formed by three sub-concepts describing traditionally masculine qualities of the cognitive-volitional spectrum. The near-core zone comprises five sub-concepts nominating inherently feminine properties related to emotionality and care. The periphery of the concept contains eight components that collectively convey the idea of flexibility and adaptability as a necessary characteristic of a leader. A general conclusion is drawn about the complex semantic structure of the studied image, which on one hand clearly reflects dynamic trends towards changing social stereotypes, and on the other hand, maintains an adherence to traditional views on gender specifics, highlighting a high degree of adaptability as a necessary quality for every modern individual.
Sokolova M.A., Cherkunova M. V. Conceptual architectonics of the image of a female leader in modern English educational discourse. Issues of Applied Linguistics, 59, 109-134. https://doi.org/10.25076/vpl.59.05