GENDER CHARACTERISTICS IN ADVERTISING TEXTS
Chapter 1: Investigation in Advertising Texts
1.1
1.2
1.3
Chapter 2: Genderology and its Issues
2.1
2.2
2.3
Chapter 3:
The portrayal of men and women in advertising has received conside rable atten tion over the last several decades, both by practitioners and academics. Research
has primarily focused on the visual portrayal of men and women in advertising,
within the realm of which, there appears to be a fundamental difference in the way
men and women are portrayed. Men are generally stereotyped as competent,
assertive, independent, and achievement oriented, whereas women are generally
stereotyped as warm, sociable, interdependent, and relationship-oriented. Women
are more often portrayed as young and concerned with physical attractiveness than
their male counterparts. Masculine and feminine stereotypes are complementary in
the sense that each gender group is seen as possessing a set of strengths that
balance out their own weaknesses and that supplement the assumed strengths of
the other group.
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Gender Stereotypes in Advertising
Anna Kniazian
Yerevan State University
Abstract
The portrayal of men and women in advertising has received conside rable atten tion over the last several decades, both by practitioners and academics. Research
has primarily focused on the visual portrayal of men and women in advertising, within the
realm
of which, there appears to be a fundamental difference in the way men and women
are
portrayed. Men are generally stereotyped as competent, assertive, independent, and
achievement oriented, whereas women are generally stereotyped as warm,
sociable,
interdependent, and relationship-oriented. Women are more often portrayed
as young and concerned with physical attractiveness than their male counterparts.
Masculine and feminine stereotypes are complementary in the sense that each
gender
group is seen as possessing a set of strengths that balance out their own
weaknesses and
that supplement the assumed strengths of the other group.
Key words: gender advertising, gender roles, masculine and feminine stereotypes
in
TV advertising.
Introduction
Human differentiation on the basis of gender is a fundamental phenomenon that
affects
virtually every aspect of people’s daily lives. Gender can be defined as the sex-role
that a
person takes on according to standards instilled in us by society. The traditional
roles of
men and women are different and they are developed in their childhood, moreover
their
behaviors are differentiated when being little boys and girls (Smith 1985). The
difficulty in
differentiating gender roles in modern societies can be a perfect example of the
negative
social effect of using stereotypes. The traditional feminine gender role is a social
orientation that emphasizes closeness and solidarity, whereas the traditional masculine
gender role
is a social orientation that emphasizes power and status (Henley, Kramarae 1991).
A division of gender roles is deeply rooted in the social archetypes. Through the
ages
men have been considered to be financial providers, career-focused, assertive and
inde-
pendent, whereas women have been shown as low-position workers, loving wives
and
mothers, responsible for raising children and doing housework. Nowadays a family
model is based rather on a partnership than on patriarchy, and women have more
rights and possibilities. Feminist environment had a significant impact on the
change in
this situation. Although females and males are still not equal, the differences
between
gender are not so vast anymore. Nevertheless, many social institutions, such as
mass
media, still use gender stereotypes, proceeding from the assumption, that they are
well
known to everyone and help the receivers to understand the content of the
message.
People organize their knowledge about the world, by sorting and simplifying the
received
information. Therefore, they create cognitive schemes, which are certain
representations
Armenian Folia Anglistika Linguistics
82
of the reality displaying its most typical and fundamental elements and properties.
These schemes are responsible for defining the essence of our worldview and have
a significant influence on understanding and anticipation. Stereotypes are the most
important types of schemes used for orientation in the social environment. They can be
the
result of our own observations or be adopted from the influence of the social
environ-
ment, such as family, friends, teachers and media. But stereotypes present
incomplete,
subjective and sometimes false image of the reality. They are often based on
tradition and
are resistant to change. However, they can be not only negative but also positive.
Gender stereotypes occur in communication patterns, habits, and traditions across
cultures, proving that gender communication is a form of intercultural
communication.
The role of culture in communication practices directs us to an intercultural
perspective
on gender and communication (Penington 1985).
Gender and Mass Media
Gender stereotypes in the mass media have a great power and reach large
audiences.
In order to create a medium which is universal, understandable and acceptable for
numerous and diverse recipients, senders of message very often use stereotypes, which
fill the
social life and evoke certain associations. However, mass media not only gives
people
information and entertainment, but, according to theCanadian communication
theorist
Marshall McLuhan, it also affects people’s lives by shaping their opinions,
attitudes and
beliefs (McLuhan 1964).
Commercial radio and television channels, newspapers, magazines, the Internet are
today present in countries all over the globe, and advertisements, commercials are
a natural part of people’s lives. Companies use different media to reach out to potential
and
existing consumers.
Commercial television has spread worldwide since the seventies and most people
are
today subjected to a great quantity of television advertisements (Furnham, Mak
1999).
There exists a huge interest among marketing researchers in gender-related
research,
since gender is one of the largest segmentation variables (Milner and Collins,
2000;
Milner and Higgs 2004).
Research on gender stereotypes in television advertisements was scarce up until the
middle of the 1970s. From that time on, however, as television and television
advertisements have spread all over the world, an extensive bulk of research has been
undertaken
(Courtney, Whipple 1974; Furnham, Abramsky, Gunter 1997; Furnham, Skae
1997).
Numerous studies in the 1970s systematically demonstrated that both women and
men
portrayed in the media reflect gender stereotypes. There have been different
approaches
for gender stereotyping research. Milner and Higgs (2004) argue that the way men
and
women are portrayed in advertisements is one indicator to measure society’s
attitudes
towards gender. Gunter (1995) argues that gender stereotyping in television affects
young
people who learn appropriate gender attitudes and behavior. Due to the present
situation
where companies and organizations use television commercials to reach men,
women,
and children, there is a significant interest in how gender stereotypes are portrayed
in television advertisements (Jennings, Geis, Brown 1980; Kolbe, Langefeld 1993).
Hawkins
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Linguistics
83
and Coney (1976) suggest that different cultural perceptions of what is seen as a
proper
role for a woman can result in national differences in how women are portrayed in
advertisements. Men and women in television advertisements are portrayed following
traditional gender stereotypes (Furnha, Mak 1999). It is the television advertisements
that
influence the mode society views appropriate roles for men and women. The
studies indicate that there are more men than women in television advertisements (Furnham,
Bitar
1993; Furnham, Babitzkow, Uguccioni 2000). Men often occupy dominant roles, a
professional expert or interviewer. Men have been perceived as the head of the
household, and
women were mainly housewives. Nowadays the differences between male and
female
roles are smaller, however mass media still perpetuates traditional gender
stereotypes.
Moreover, due to their great influence on people’s attitudes, they can depict certain
social
groups in negative and unrealistic manner. By manipulating the message, media
can create a certain image of reality, which is consistent with the policy of the dominant
group.
As a result, the reflection of the real world is incomplete and distorted. Although
people
are aware of the unequal representation of certain social groups in mass media, it is
hard
to remain objective and insensitive to its influence.
Thus, gender issues in communication have attracted the attention of many
researchers. There has been considerable interest in the possible contributions of
the
mass media to the origins and maintenance of gender roles (Courtney & Whipple
1974).
Gender stereotyping refers to one of the most common tactics used by the media to
generalize female and male characteristics, personalities and attributes. By creating a
certain
type of message, media can manipulate people’s attitudes and opinions.
The advertisements of modern times have a great effect on society as a whole. The
advertising industry spends countless hours and millions of dollars preparing and
shaping the way and place in which a person will view their advertisements. Overtly
they help
to shape the consuming habits of both men and women, however, the deeper
implications
of advertisements have an effect on society as well.
It is interesting to examine how stereotypes are reflected in TV advertising. TV
advertisements aimed at men differ from those aimed at women. Men appear more often
than
women in television advertisements. Men and women differ in terms of credibility
(men
being authorities and women users), role (women are portrayed in terms of their
relationship to others and men in a role independent of others), location (men are shown in
occupational settings and women at home), persuasive arguments (men give more
scientific
arguments than women), rewards (women are shown obtaining approval of family
and
males, while men obtain social and career advancement) and product type (men are
authorities on products used primarily by women). Men are portrayed as being
aggressive. They are usually in the pursuit of power, speed, wealth, or physical
domination.
Product names can reflect these traits for men.
Commercials are a vast source of gender stereotyping, because they are adapted to
the specific, either male or female target. The aim of the modern commercial is not only
the satisfaction of needs but also their creation. Women are seen as responsible for making
everyday purchases. Men generally advertise cars, cigarettes, business products or investments,
whereas
women are shown rather in the commercials with cosmetics and domestic
products. They are
Armenian Folia Anglistika Linguistics
84
also more likely portrayed in the home environment, unlike men, who are shown
outdoors.
One can observe mainly the presence of very thin actresses in this type of
commercials, which
can lead to the assumption, that only thin women can be beautiful and healthy.
Male stereotypes are also various. The first model is “a real man”, athletic,
successful, professional, seducer with a beautiful woman by his side. He also has a
branded car.
The other type is less popular and presents men devoted to their families who can
save
enough time for them. Men are very rarely presented during housecleaning. Men
are presented as acting together, for instance by going to a football match or to the pub.
They
share the same interests and opinions, and they enjoy spending time together by
doing
something extremely interesting and adventurous.
Women are shown in an entirely different light by the advertising world. Instead
of
being strong, powerful people in advertisements, women are usually seen in a more
domestic role. It is not uncommon for women in ads to be seen as a housewife,
mother,
or simply cooking. They are put into a passive role. The woman in the
advertisement is
not aggressive; rather she waits to be selected by the man and then follows his
lead. This
pushes the message that an attractive, confident woman should focus on being
noticed by
the other gender instead of taking action. Advertisements more often sexually
objectify
women’s bodies than men’s to sell merchandise, and women are more often
depicted in
a way emphasizing their sexuality. This cultural milieu of sexual objectification
functions
to socialize girls and women to evaluate their own value based on appearance, and
become preoccupied with their own physical appearance. Many women feel
pressured to
conform to the beauty standards generally accepted in the society and are willing to
go
to great lengths to manipulate and change their faces and bodies. They are
conditioned
to view their faces as masks and their bodies as objects, and discover that their
bodies
and faces are in need of alteration, augmentation, and disguise.
Male and female adult characters are also still clearly associated with activities
traditionally connected with their gender. Finally, male characters are often shown
alone, participating in stereotypically male behavior. Men are most likely to be portrayed as
celebrities in occupational settings or in unspecified locations, while women are
most
likely dependent on others.
Age is often one of the best indicators of sex-role stereotyping. Studies show that
central
figures in TV advertisements are dominated by middle-aged males and young
females.
The depiction of female figures as young is a typical feature of advertisements.
This
implies that advertisers consider it important for women to be portrayed as
youthful and
consequently attractive, whereas this is not as important for men. Instead male
figures are
depicted as being older or middle aged.
The observations show that in advertising males are likely to appear as voice-overs
whereas females are depicted visually. The higher proportion of males comprising
the
voice-over category suggests that men are considered to have knowledge about
products
more than women. Even advertisements for children feature male voice-overs.
Advertisements for girls usually, but not always, use female voice-overs. Although
women have a reputation for being more verbal than men, boys are more likely to
be
speaking in advertisements showing both boys and girls. Usually an adult voice is
used
Armenian Folia Anglistika
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85
for the male voice-overs, but about one-sixth of the girl-oriented advertisements
use a
girl’s voice for the voice-over. Voices, whether male or female (Gilligan, Carol
1982), are
caricatured in the majority of advertisements, with male voices often sounding
unnaturally deep, husky or loud, and female voices unusually high-pitched and squeaky.
There are certain roles where feminine and masculine traits do a better job
conveying
a particular message. Advertisers have spent mass dollars researching, studying,
and
attempting to understand these trends so that they can effectively capitalize on
them.
Conclusion
Thus, mass communication, and specifically TV advertising, is a reflection of
gender
stereotypes in society. Although the image of women depicted in mass media
seems to
be relatively more positive than in the past, gender stereotypes and inequality
through the
mass media is still a prominent phenomenon. The presentation of advertisements
creates
social and cultural norms for those exposed to them. The media reinforces gender
differences and stereotypes. Mass mediated messages offer the most contemporary,
powerful,
technologically and rhetorically sophisticated stereotypes for shaping cultural
reality.
The main aim of mass media is to be universal and suitable for everyone, in order
to gather the largest possible audience. Advertising is a powerful tool used for creating
and
shaping people’s opinions. Advertisement text contains dominant and well-known
characteristics of the reality. Male and female stereotypes are very often used in
advertisement as one of the most popular techniques of persuasion.
References:
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Lexington,
MA: D.C. Heath.
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of
Communication, 24, 110-118.
3. Furnham, A.; Abramsky, S. & Gunter, B. (1997) A Cross-Cultural Content
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Alisher Navoiy nomidagi Tosh DO`TAU O`zbek filologiyasi fakulteti bitiruvchisi
Qurbonova Shodiyaning «Badiiy matnning gender xususiyatlari» mavzusidagi
bitiruv malakaviy ishiga ilmiy rahbar xulosasi Bugungi kunda dunyo
tilshunosligida tilni immanent o‟rganishdan tilni uning egasi bilan bog'lab
o'rganish, ya'ni antropotsentrik tadqiq usuliga o'tildi. Masalaning bu tarzda
qo'yilishi natijasida tilshunoslikning boshqa fanlar bilan kesishish nuqtasida hosil
bo'lgan sotsiolingvistika, psixolingvistika, lingvokulturologiya, kompyuter
lingvistikasi kabi qator yo'nalishlar shakllandi. Genderolingvistika sohasi ham ana
shunday fanlardan bo'lib, unda til hodisasi gender (jins) parametrlari yordamida
tadqiq etiladi. Har qanday matnda uning muallifiga xos qator belgilar, jumladan,
jinsiy belgilar o'z aksini topadi. Shu sababdan barcha matnlarni gender aspektda
o'rganish juda muhim xulosalarni ilgari surishga asos bo'lishi, shubhasiz. Bitiruv
malakaviy ishining 1-bobi "Tilshunoslikda matnning o'rganilish muammosi" deb
nomlanib, bu qismda matnning o'rganilish tarixi va taraqqiyoti, badiiy matnning
o'ziga xos xususiyatlari hamda gender tilshunosligining O`zbekistonda rivojlanishi
masalalari xususida fikr yuritiladi. Talaba bu qismda mavzuga oid adabiyotlarga
batafsil to'xtaladi, ayniqsa, o'zbek tilining gender tadqiqiga bag'ishlangan ishlar
tahlilga tortilgan va munosabat bildirilgan. Bitiruv malakaviy ishining keyingi bobi
badiiy matnni gender aspektda o'rganish muammolariga, xususan, insonga xos
tashqi korinishni ifodalovchi gender sterotiplar, murojaat shakllari va mulozamat manzirat ifodalovchi birliklarning gender xoslanishi va qarindoshlik asosidagi
shaxs nomlarining gender xususiyatlariga to'xtaladi. Bitiruv malakaviy ishining 3bobida leksik, morfemik, morfologik va sintaktik vositalarning gender tadqiqi kabi
masalalarga e'tibor qaratilladi. Sh.Qurbonova ishni tayyorlash davomida gender
tilshunoslikga oid tushunchalarni o'zlashtirdi, gender tahlil haqida muayyan
tasavvurga ega bo'ldi. 5 Umuman, mazkur bitiruv malakaviy ishini muvaffaqiyatii
tugalladi, talaba o'z oldiga qo'ygan maqsadiga to'la erishdi. Yuqoridagi fikrlardan
kelib chiqgan holda ishni himoyaga tavsiya etaman. filologiya fanlari doktori,
professor M.M. Qurbonova 7-may 2018-yil llmiy rahbar 6 MUNDARIJA
KIRISH..............................................................................................................2-5
IBOB. TILSHUNOSLIKDA MATNNING O'RGANILISHI 1.1. Badiiy matn
taraqqiyoti. Badiiy matnning o`ziga xos xususiyatlari......... 6-12 1.2.Badiiy
matnning gender tadqiqi xususida ................................................ 13-16 1.3. Gender
tilshunosligining O'zbekistonda rivojlanishi................................17-21 Bob bo'yicha
xulosalar ...................................................................................22-23 II BOB.
GENDER TADQIQ MUAMMOLARI 2.1.Insonga xos tashqi ko`rinishni
ifodalovchi gender stereotiplarning aks
etishi..........................................................................................................................2
4 2.2.Murojaat shakllari va mulozamat - manzirat ifodalovchi birliklarning gender
xoslanishi……………………………………………………………………………
30 2.3.Qarindoshlik asosidagi shaxs nomlarining gender
xususiyatlari…………...38 Bob bo'yicha
xulosalar………………………………………………………...44 UMUMIY
XULOSA…………...…………………………………………………………46
ADABIYOTLAR
RO`YXATI………………...…………………………………………………49 7 I
BOB. TILSHUNOSLIKDA MATNNING О‟RGANILISHI 1.1. Badiiy matn
taraqqiyoti. Badiiy matnning o'ziga xos xususiyatlari Bugungi kunda jahon
tilshunosligida matn va uning lisoniy tabiatini o'rganishga qaratilgan tadqiqotlar
XX asr o'rtalaridan amalga oshirila boshladi. Buni biz rus, ingliz, fransuz, nemis
tilshunosligi kabi bir necha lingvistik maktablar misolida ko'rishimiz mumkin.
Matn haqida fikr yuritishdan oldin uning qanday jarayon ekanligini aniqlab
olishimiz zarur. Matnning til tizimidagi o'rni haqida tilshunoslikda turli xil
qarashlar mavjud. Masalan, matnni nutqiy birlik sifatida talqin qiluvchi olimlar
uning belgilar tabiati nimalardan iborat, matnni nutqiy jarayon deb atash lozimmi
yoki matnni nutqiy jarayonning natijasi sifatida talqin etish kerakmi, matnni
og'zaki nutq bilan yoki yozma nutq bilan bog'lab o'rganish to'g'ri bo'ladimi, degan
savollarni kun tartibiga qo'ymoqdalar. Matnnig nutq kategoriyasi ekanligi masaiasi
psixolingvistikada "nutqiy jarayon" yoki "nutqiy faoliyat natijasi" sifatida
izohlanadi. Matn tuzilishiga ko'ra og'zaki va yozma shakllarda bo'lishi mumkin.
Rus tilshunosi I.R. Galperinninig talqiniga ko'ra, matn har tomonlama mukammal
holatlarga keltirilgan yozma nutq mahsulidir. XX asrning 2-yarmida tilshunoslikda
yangi yo'nalish - "Matn tilshunosligi" paydo bo'ldi. Bu nisbatan yosh soha bo„lgani
uchun ham uning ichki tuzilishida muayyan nazariyalar borasida hozirga qadar bir
ilmiy qarorga kelinmagan. O`tgan asrning 90-yillaridan boshlab o'zbek olimlari
matn tilshunosligining nazariy muammolari bilan shug'ullana boshladilar. Bu
jihatdan B.O'rinboyev, R.Qo`ng'urov, J.Lapasovlarning "Badiiy tekstning
lingvistik tahlili" nomli o'quv qo „llanmasini alohida qayd etishimiz zarur. Bu
asarning kirish qismi "Tekst - lingvistik tahlil obyekti " deb nomlanadi. Bunda
matn tiplari, ularning umumiy va o'ziga xos belgilari, matnning lisoniy tahlili,
metodologik tamoyillari, matn yaratish muammolari ifoda vositalarining tanlanishi
va ularning matn tuzilishidagi 8 roli singari dolzarb masalalar o'zbek tilida berilgan
misollar orqali yoritilgan. A.Mamajonov 1989-yilda nashr qilingan "Tekst
lingvistikasi" nomli qo`llanmasida matn nazariyasi va matn tahlili bilan bog'liq
masalalarga to'xtalgan. O`zbek tilshunoslari A.Nurmonov va N.Mahmudovlar
"O`zbek tilining mazmuniy sintaksisi" asarida matn kategoriyasining o`rganilishi,
matn sintaksisi xususida nuhum ma'lumotlarni beradi. M.Yo`ldoshevning doktorlik
dissertatsiyasi badiiy matn lingvopoetikasiga bag'ishlangan bo"lib, u mazkur
tadqiqot bilan bog'liq bir qancha o'quv qo'llanmalarni nashr qilgan: "Badiiy matn
va uning lingvopoetik tahlili asoslari" (Toshkent, 2007), "Badiiy matn
lingvopoetikasi" (Toshkent, 2008), "Badiiy matnning lisoniy tahlili" (Toshkent,
2010). Olimning asarlarida matnning nazariy masalalari, uning maqomi, birliklari,
matn turlari, matn tarkibiy qismlari, matn tarkibiy qismini bog'lovchi vositalar,
badiiy matnni tahlil qilish tamoyillari (shakl va mazmun birligi tamoyili; makon va
zamon birligi tamoyili; xususiylikdan umumiylikka o4ish tamoyili), badiiy matnni
tahlil qilish usullari (lisoniy tabdil usuli; matn variantlarini qiyoslash usuli;
lug'atlarga asoslanish usuli; lisoniy birliklar indeksini tuzish usuli), badiiy
matnning lingvistik tahlili (badiiy matnning fonetik-fonologik xususiyatlari, badiiy
matnning leksik-semantik xususiyatlari, badiiy matnning morfologik xususiyatlari,
badiiy matnning sintaktik xususiyatlari), badiiy matnda ko'chimlar kabi masalalar
haqida ma'lumot beradi. O'zbek tilshunosligida matn muammolari tadqiqida yana
bir salmoqli ish S.Boymirzayevaning "O`zbek tilida matnning kommunikativpragmatik mazmunini shakllantiruvchi kategoriyalar" mavzusidagi doktorlik
dissertatsiyasidir. Mazkur tadqiqot ham o'zbek lingvistikasida matn tilshunosligi
yo`nalishining rivojiga zalvorli hissa qo'shdi. Hozirgi paytga kelib, o'zbek
tilshunosligida matn muammolarini tadqiq etishda salmoqli yutuqlarga erishildi
hamda lingvistikada "Matn tilshunosligi" yo"nalishining mavqeyi yanada
mustahkamlandi. Matn maqsad-mohiyatida tilning ikki muhim vazifalaridan biri:
kommunikativ vazifa yoki estetik vazifaning qay biri yetakchilik qilishiga ko`ra 9
matnning ikki oppozitiv tipi farqlanadi, ya'ni badiiy matn va nobadiiy matn. Asosiy
maqsad-mohiyatida estetik vazifa yetakchilik qilgan matnni badiiy matn
deyishimiz mumkin. Badiiy matnning yaratilishi asosini badiiy uslub unsurlari
tashkil etadi. Badiiy uslub o'zbek tili vazifaviy uslublari orasida o'ziga xos
mavqega ega bo'lib, ayni paytda o'zining alohida me'yorlariga ham ega. Til
materialini qamrab olish imkoniyatining kengligi, umumxalq tilida mavjud bo`lgan
barcha lingvistik birliklarning, boshqa vazifaviy uslublarga xos bo`lgan
elementlarning ham ishlatilaverilishi va ularning muhim bir vazifaga badiiy-estetik
vazifani bajarishga xizmat qilishi badiiy uslubning asosiy xususiyati sanaladi.
Shuningdek, badiiy uslubda, xususan, poetik nutqda hozirgi adabiy orfografik
me'yor talablariga muvofiq kelmaydigan qator so'zlar ham ishlatilaveradi. Bu
uslubda metafora, metonimiya, sinekdoxa, mubolag'a singari badiiy vositalardan
keng foydalaniladi. O'zbek tilshunosligida badiiy matn tadqiqi sohasida jiddiy
izlanish olib borgan M.Yo'ldoshev badiiy matnni tahlil qilish tamoyillari haqida
quyidagi fikrlarni ilgari suradi: 1. Shakl va mazmun birligi tamoyili. 2. Makon va
zamon birligi tamoyili. 3. Badiiy matn tilining umumxalq tili va adabiy tilga
munosabatini aniqlash tamoyili. 4. Badiiy matndagi poetik aktuallashgan til
vositalarini aniqlash tamoyillari.1 5. Badiiy matndagi intertekstuallik
mexanizmlarini aniqlash tamoyili. 1. Shakl va mazmun birligi tamoyili. Borliqdagi
narsa va hodisalar o'rtasidagi aloqadorlik, bog'lanish turlaridan biri shakl va
mazmun birligidir. Shakl va mazmun munosabati tushunchasi har qanday matn
uchun zaruriy omil hisoblanadi. Faylasuflar mazmunga «muayyan narsa va
hodisalarni tavsiflovchi ichki elementlar va o'zgarishlarning majmuyi» deb baho
beradilar. Shaklni esa «mazmunni ifodalash usuli, tashkil etuvchisi» sifatida talqin
qiladilar. Shakl va 1 Yo'ldoshev M. Badiiy matn lingvopoetikasi -Toshkent, Fan,
2008. 10 mazmun bir-biri bilan shunday bog`lanib ketganki, birida sezilgan nuqson
ikkinchisidagi butunlikka putur yetkazishi mumkin. Shakl va mazmun muvofiqligi
buzilsa, muallifning niyati to`la namoyon bo`lmay qolishi turgan gap. Bunda
asosiy e'tiborni matn va uning janr xususiyati o'rtasidagi muvozanatga qaratgan
holda, matndagi lisoniy birliklarning tabiatiga mosligi masalasini ham diqqat
markazidan qochirmaslik kerak. Badiiy matn ham shaklan, ham mazmunan
mutlaqo o'ziga xos bo`lgan murakkab va serqatlam estetik butunlikdir. Unda
mazmun qanchalik muhim bo`lsa, shakl ham shunchalik favqulodda ahamiyatlidir.
Ba'zan shakl, hatto, mazmun darajasiga ko'tarilishi, mazmun maqomini olib,
haqiqiy mazmunning qimmatiga daxl qilishi ham mumkin. Badiiy matnda
muallifning mazmunni shaklga solishdagi mahorati, bundagi individual
xususiyatlar alohida qimmatga ega. Badiiy matnda, eng avvalo, ana shu jihat, ya'ni
shakl va mazmun birligi birlamchi tamoyil sifatida nazarda tutilishi lozim. Shakl
va mazmunning ochiq yoki yashirin muvofiqligi muallif badiiy niyatining aniq va
to„la namoyon boishi uchun jiddiy zamindir. 2. Makon va zamon birligi tamoyili.
Badiiy matnning til xususiyatlari tekshirilayotganida undagi har bir hodisaga
makon va zamon birligi tushunchasini hisobga olib yondashish kerak. Har qanday
asar davr va makon bilan bog'liq holda yuzaga keladi. Tarixiy mavzudagi asar
tilida muayyan zamon ruhini tashuvchi voqealarning qaysi makonda, qanday
muhitda yuz berayotganini oydinlashtiruvchi leksik-grammatik birliklar ishtirok
etadi. Makon va zamon birligi tushunchasi badiiy asargagina xos belgi emas. U har
qanday matn ko'rinishiga taalluqlidir. Ushbu tamoyil asosida tahlil olib
borilayotganda matn yozilgan davr, matnda ko'tarilgan mavzu va matn
birliklarining tabiatiga qarab diaxron va sinxron aspektlardan biri tanlanishi kerak.
3. Badiiy matn tilining umumxalq tili va adabiy tilga munosabatini aniqlash
tamoyili. Tahlil etilayotgan matn tilining umumxalq tili va adabiy tilga
munosabatini nazarda tutish ham yana bir tamoyildir. V.V.Vinogradov "Badiiy
adabiyot tili haqida" (1959) nomli asarida ta'kidlaganidek, badiiy adabiyot tilining
tarixiy harakatini umumxalq tili hamda uning turli tarmoqlanishi 11 tarixidan
tamoman ajratilgan holda o'rganish mumkin emas. Badiiy matnning ikki turini
farqlash mumkin: 1) zamonaviy matn (bugun yaratilgan), 2) tarixiy matn
(o„tmishda yaratilgan). Zamonaviy matnning ham o„z navbatida ikki turini
kuzatish mumkin, ya'ni: a) bugungi kun mavzusidagi zamonaviy matn; b) tarixiy
mavzudagi zamonaviy matn. Masalan, S.Ahmadning "Azroil o„tgan yo'llarda"
hikoyasi bugungi kun mavzusidagi zamonaviy matn, M.Alining "Ulug" saltanat"
romani tarixiy mavzudagi zamonaviy matn, Navoiyning "Farhod va Shirin" asari
esa tarixiy matndir. 4. Badiiy matnda poetik aktuallashgan til vositalarini aniqlash
tamoyili. Badiiy asardagi poetik aktuallashgan til vositalarini aniqlash ham muhim
tamoyillardandir. Bunday vositalarning lingvistik va badiiy mohiyatini ochib
berish orqali badiiy mazmunning shakllanishi va ifodalanishi mexanizmlarini aniq
tasavvur qilish mumkin. 5. Badiiy matndagi intertekstuallik mexanizmlarining
lisoniy va semantik xususiyatlarini aniqlash tamoyili. Matn ichida qo'llanilgan
o'zga matn ko'rinishlarini (nazira, taqlid, naql, hadis, rivoyat, miflar, afsonalar,
didaktemalar, u yoki bu ijodkorning asari yoki parchasi kabi) aniqlash va ularning
asar mazmuni bilan qay darajada uyg'unligi, badiiy mazmun ifodasidagi o'rni,
asosiy matn bilan lisoniy va semantik boglanishidagi muhim holatlar haqida fikr
yuritish badiiy matn lingvopoetikasini ochishda favqulodda zarurdir. O'zbek
tilshunosligida badiiy matn tadqiqi sohasida jiddiy izlanish olib borgan
M.Yoldoshev badiiy matnni tahlil qilish usullari sifatida quyidagilarni sanaydi: 1.
Lisoniy tabdil usuli. 2. Matn variantlarini qiyoslash usuli. 3. Lug'atlarga asoslanish
usuli. 4. Lisoniy birliklar indeksini tuzish usuli.2