engleski

Job Advertisments in Croatian Newspapers - Gender Perspective

The analysis of job advertisements published in Croatian newspapers which were not included in the monitoring of the implementation of the Gender Equality Act conducted by the Gender Equality Ombudsperson, showed that the selection of lexical means constructs and realises the identity in the specific language use following socio-cultural stereotypes of conservative male and female characteristics. By using specific nouns and adjectives employers define the identity of their targeted social group and job seekers define themselves. The selection of adjectives is also a sign of socio-culturally conditioned male and female stereotypes. The results of the analysis also indicate that the gender identity is linguistically constructed and realised in the interrelation with other variables in different ways for women and men with the use of specific nouns and adjectives. For women, important variables are age, physical appearance and marital status, whereas for men the most important factors are education and age.

job advertisments, linguistically constructed gender identity, lexical means, socio-cultural stereotypes, nouns, adjectives

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