All-Russian academic journal
“Issues of Cognitive Linguistics”
Author: O.S. Issers
Affiliation: Dostoevsky Omsk State University
Abstract:
Based on media texts, blogosphere and social advertising the article touches upon social stereotypes of Russians about fathers’ rights and duties. Through the discursive practice of modern media, it also develops basic stereotypes, metaphoric models and peculiarities of father’s image in social ads.
The modern discourse “about fathers’ rights and duties” offers several groups of stereotypes. Russian people tend to cherish gender stereotypes based on the contrast of parents’ duties where a husband is a breadwinner and a wife is a careful mother. So, in case of a divorce according to Russian legal practice the children are usually left with mother. A group of axiological stereotypes about parents is very important for the social consciousness. In particular, there are prior beliefs about fathers blamed for the divorce.
At the language level conflict relations between divorced parents are usually expressed through the metaphoric models based on such semantic fields as war and prison.
Social advertising is special for its fathership image, as the frame of “father” is not fully presented there. Only those slots are made actual that are vital for social norms formation and their preventive control. Thus, the stress is given to the fathers’ duties not rights.
A revealed contradiction between the stereotypes of “Soviet” and “Russian” periods became
a significant result of the study. In conclusion, the models of fathership described in media and social advertising appeared to be different, as the latter stresses only fathers’ duties and “fathershaming” for divorce.
Keywords: fathership, stereotype, metaphor, blogs, social advertising
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Pages: 37-50