Gender Specificities of Self-Presentation in "Male" Occupations (the Case of Business Aviation)

Gender differences are one of the most important subjects of modern sociology. Its relevance is caused not so much by scientific interest as by the agenda in modern social relations. The emergence of new concepts, trends of thought and ways of self-expression in the scientific and philistine environment requires not only an understanding of their origin, but also a search for ways to integrate them into the social system without disturbing its balance. Therefore, gender studies currently represent a cutting-edge area in the social sciences. The most well-established topic of the gender trend in sociology and social psychology is the differences between the sexes. Despite the fact that such works began to appear several decades ago, many gender problems are still unsolved in the practical field. Within the framework of the work, four main types of self-presentation of air brokers were identified. But their application can be based not only on personal qualities, attitudes and needs, but also depend on environmental conditions. If the environment is gender-marked, as in the case under study, then there are certain requirements for self-presentation. However, the assumption that the gender-marked environment forces aviabrokers to focus more on the projective image was not confirmed in this study. The survey showed that both men and women equally take into account the requirements of the profession for self-presentation, but do not put it in a leading position. It is the real and ideal images that become the basis for choosing the type of self-presentation of aviabrokers. This means that, despite the prevalence of gender stereotypes in business aviation, in real practice, the use of a variety of behavioral strategies in the course of interaction with customers is considered an advantage, and the departure from the canon of a salesman no longer causes rejection and is quite successfully used in professional activities by managers of both sexes. It can be concluded that the current trends of egalitarianism are gradually overcoming the influence of gender stereotypes in the professional environment. The study showed that women in some situations feel the need to change their self-presentation strategies to achieve equal interaction with the client. But men, due to other factors (age, appearance, lack of experience, etc.), can also find themselves in a similar situation. However, in general, women are more likely to demonstrate those goals, strategies, and types of self-presentation that correspond to their own ideas about a successful and effective employee. The data obtained show that the gender-marked environment can have a different impact on self-presentation. Therefore, it is necessary to continue research in this direction, analyzing the gender characteristics of self-presentation in various professional fields in order to obtain an objective picture.