Keywords
gender
concept
image
radio
How to Cite
Abstract
Introduction. Holiday days in a calendar of any country, as well as certain rituals and ceremonies, can be considered through the prism of the mental specificity of the national lingua-cultural community. The holiday as a concept is a mental, informational structure that reflects the knowledge and socio-cultural experience of the people.
The purpose of the study. The main objective of the study is to characterize the concept of March 8 as a manifestation of discursive, gendered power in mass-media.
Methodology. The method of systematization and interpretation of data of actual scientific researches, as well as monitoring of publications of authoritative Internet publications on the topic, allowed to reveal the reasons of the variability of the content of the holiday of March 8 in the process of historical development of Ukrainian society. Linguacultural conceptual analysis allowed to investigate the «March 8» as a cultural determined concept. Its nominators are vividly imaginative, have a stable value component in their own structure, and broad semantic contexts in mass-media a particular. The monitoring of programs of Ukrainian commercial radio stations enabled to reveal leading gender attitudes and stereotypes, based on which the image of March 8 as a linguistic-cultural concept in mass-media was created.
Results. Understanding the essence of the International Women’s Day varied under the influence of socio-historical, politico-ideological and socio-cultural changes. Today, the mass media in the broadcast of the meanings of the Ukrainian post-totalitarian society of March 8 are preferring those messages that impose the woman’s image as an object, almost natural dependence of woman on various manifestations of male attention. The linguacultural analysis of the concept of March 8, namely the breadth of the contextual functioning of his nominees («woman», «berehynia», «spring»), revealed the cultural-historical tradition of denying women’s subjectivity, the affirmation of women’s dependence on men.
Conclusions. The monitoring of the programs of popular Ukrainian radio stations showed the image of March 8 on the radio air is constructed according to the laws of discursive, gendered power of the hegemonic culture of masculinity.
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