Gender dialect stereotypes: national standards of male beauty

This article aims to identify and substantiate the existence of specific national standards male beauty as nation’s value orientation. The research was conducted using methods descriptive, comparative contextual analysis, well quantitative calculations. confirms that carriers modern dialects have idea secondary importance over such qualities strength, activity, intelligence, etc., which represent dominance status superiority. reflects traditional attitudes. It is noted that, although society does not recognize social significance beauty, this phenomenon its find representation in dialects. following content characteristics meet aesthetic ideas Russian people, were confirmed by paroemiological materials: strong harmonious body, physical manner, good height, round face, blond hair, light-coloured eyes, etc. In addition, it found disdainful attitude men towards their appearance associated with adherence "norm anti-femininity", typical a patriarchal society. norm also implies consider care about attractiveness disrespectful, lowering status. A conclusion made specificity reveal national-cultural masculinity. Assumptions necessity analyse viability stability these stereotypes context aggressive globalisation made.