ETALONS OF MAN AND WOMAN IN RUSSIAN LINGUOCULTURE

Abstract

The article deals with the etalons of man and woman in Russian linguoculture. Etalons are verbal signs of culture, which embody stereotypical ideas about a person. Semantic analysis of etalons allowed us to identify norms in relation to men and women, their prototypical roles. The main means of identification is the figurative basis, which fulfills the role of a verbal stereotype. In a number of semantic groups there is no differentiation of standards into male and female at all. It is established that for a woman it is very important to conform to the norm of appearance. The parameter of physical strength becomes significant for a man. An important characteristic of a woman is skill. Courage is emphasized in the character of a man.