Evaluation of psychological and pedagogical strategies for creating gender motivation in modern glossy magazines as an “Overton Window” in an electronic and digital society

¹ Eurasian National University, 2 Pushkin St, Nur-Sultan, 010008, Kazakhstan, Nur-Sultan
² Yuga State University, 16 Chekhov St, Khanty-Mansiysk, 628007, Russian Federation, Khanty-Mansiysk
³ Astana IT University, EXPO business center, block C.1, Nur-Sultan, 010000, Kazakhstan, Nur-Sultan
⁴ Astana IT University, EXPO business center, block C.1, Nur-Sultan, 010000, Kazakhstan, Nur-Sultan
⁵ Eurasian National University, 2 Pushkin St, Nur-Sultan, 010008, Kazakhstan, Nur-Sultan
⁶ Moscow State Linguistic University, 38, Ostozhenka St, Moscow, 119034, Russian Federation

^* Corresponding author: uruna_cabchuk@mail.ru

Abstract

The authors consider modern glossy magazines as a tool for constructing and transforming gender attitudes in the context of psychological and pedagogical strategies for constructing gender in the conditions of an electronic-digital society and the specifics of communication in a pandemic situation of self-isolation, when information from the Internet has a dominant influence on modern people. A special aspect belongs to the analysis of the “Overton window” mechanism in preserving and / or transforming established gender roles in the modern electronic information society. Magazine discourse at the beginning of the 21st century acts as a powerful tool for influencing the recipient in a situation where digital communication and electronic advertising discourse prevail. The authors analyze the phenomenon of creating motivation for predictable gender behaviour, which is influenced by electronic glossy magazine discourse, considered from the perspective of psycholinguistics. The authors define this type of discourse as a special type of discursive process that acts as an explicit tool of globalization. The authors use the author’s synergetic approach based on the methods of linguistics, pedagogy, psychology and economic management as a methodology. The authors emphasize the novelty of this discourse in the context of its influence on the formation and transformation of the modern language personality in the context of gender stereotypes. The relevance of the research is emphasized by the fact that glossy mass-media discourse is the latest in terms of the chronology of the historical process. It actualizes the poly-ethno-socio-cultural and educational space of the beginning of the XXI century, demonstrates the processes of transformation of gender attitudes in the context of unification and globalization in the value orientations of the “philosophy of glamour”.