Associative Experiment in the Study of Sociocultural Stereotype

Abstract

<jats:p> As complex phenomena of social and cultural experience, sociocultural stereotypes manifest in behav­ioural, material and verbal spheres. Notable advances in the study of various aspects of sociocultur­al stereotypes in humanities have not eliminated the necessity of their study in research paradigm of cognitive-linguistics that incorporates psycholinguistic methods within interpretative framework. An in-depth study of sociocultural stereotypes requires rigorous empirical investigation of language evidence received from competent speakers in experimental situations. The experimental work provides a high level of empirical accuracy to verify emotional evaluation and pragmatic presuppositions conveyed by sociocultural stereotypes. The aim of this study was to unveil the meaning of a sociocultural stereotype flapper in contemporary culture and to model its cognitive structure on results of associative exper­iment. This sociocultural stereotype was chosen for its importance in changing standards of women behaviour in modern American culture. Flappers were young and daring American women, whose look and behaviour were criticised rigorously by traditionalists. An associative experiment conducted in the Lock Heaven College of Pennsylvania University showed the stereotype of flappers, though emerged in 1920s, still exists in national consciousness as a stereotypical image and a symbol of the epoch. The work contributes to the methodology of systematising experimental data in cognitive-linguistic research.</jats:p>

The Associative Field of the Concepts “Japan” and “ウクライナ” (Ukraine) based on the Results of an Associative Experiment among Japanese and Ukrainians as the Cultural Stereotypes Evidence

“…A similar study was conducted by S. Lyubymova (2020), but she focused on the stereotypes of Ukrainians about the English. She noted that representatives of Great Britain usually prefer a practical and concrete solution to the case, without using abstract approaches.…”

“…There can be made an assumption that the reaction of "shiatsu" indicated personal experience because it was quite possible that the respondent had practiced that type of massage; "shibari" (the technique of artistic tying for sexual pleasure) belonged rather not to the individual experience, but the category of fantasies, because few people in Ukraine practiced that technique. The lack of causative and synonymous reactions, just as during the associative experiment regarding the stimulus word Ukraine, is caused by the characteristics of the stimulus word itself (the stimulus word Japan has no cause-and-effect relationships with other lexemes, and its poetic synonym "Yamato" is unknown outside Japan) (Lyubymova, 2020;Terletska, 2019).…”

Onyms in Russian-language Rap Discourse as a Means of Intertextuality

“…Onyms in Russian-language rap discourse as a means of intertextuality Alfiya Aznabaeva • Olga Novikova • Yuliya Kalugina people) were asked to respond to the word-stimulus with the first word (reaction) that came to mind without any restriction either in form or in semantics; the time interval between the stimulus and the reaction is minimized; the stimulus material is presented in the form of questionnaires; this type of survey is objective, reliable and verifiable (KARPENKO and STOYANOVA, 2019;LYUBYMOVA, 2020;SHEPHERD and MARSHALL, 2018;VINOGRADOVA and STERNIN, 2016). The reaction under the conditions of such experiment is free, and this allows us to interpret it as a verbal actualization of a certain semantic component of the stimulus word, considered by the subject as the most vivid, significant and important for his linguistic consciousness (VINOGRADOVA and STERNIN, 2016:47).…”

Associative Dictionaries as an Ethnic Mental Phenomenon: Basic Values in the Core of Ethnic Group Language Consciousness

“…The associative experiments is also successfully used for didactic purposes: in the process of learning to master vocabulary (Baydak et al, 2015;Bekova, 2013), for exploring the memory associative structure in the perception and interpretation of the unknown foreign words, and to study the problems of bilingualism (Lubimova, 2020;Mukhametzyanova & Shayakhmetova, 2014;Kheirzadeh & Hajiabed, 2016), to study the sociocultural stereotypes and the specifics of the linguistic consciousness (Raible, 2003;Izbasarov et al, 2017;Sharifian, 2017), to study the mechanisms of speech perception in the paradigm of activity psycholinguistics (Kharchenko, 2017).…”