Reducing women’s lack of fit with leadership positions? Effects of the wording of job advertisements

Effects of gender sensitive language in job listings: A study on real-life user interaction

The possible impact of gender-sensitive language on readers is among the most controversially debated issues in linguistics and beyond. Previous studies have suggested that there is an effect of gender-sensitive language on mental representations, based on data gathered in laboratory settings with small groups of participants. We add a new perspective by examining correlations of authentic language use with authentic user interaction on a recruitment website. Drawing upon a large dataset provided by the recruitment platform StepStone, we evaluate whether job advertisements using certain kinds of gender-sensitive language in their titles correlate with higher proportions of views by female users. Our results indicate that there are differing effects depending on the type of gender-sensitive language that is used. Overall, the strongest correlation can be found with terms that include the feminine suffix -in.

Personal pronouns and person perception - Do paired and nonbinary pronouns evoke a normative gender bias?

Research on gender-fair language aims to identify language inclusive to a multitude of individuals, for example, increasing the visibility of women by using paired pronouns (he/she) instead of generic masculine forms (he). However, binary presentations like he/she might come with unwanted side effects and evoke what we label as normative gender bias. A normative gender bias is defined as when words lead to stronger associations with individuals with normative gender expressions than with individuals with non-normative gender expressions, thus contributing to making non-normative individuals invisible. In three experiments, we compared the extent to which the paired pronoun he/she (Swedish and English), the neo-pronouns hen (Swedish), ze (English), and the generic pronoun singular they (English) evoked a normative gender bias. Swedish- (N = 219 and 268) and English- (N = 837, from the UK) speaking participants read about individuals referred to with the paired pronoun he/she or with hen, ze, or they. In Experiment 1 (Swedish), there was no main effect of condition on a normative bias, but in Experiment 2 (Swedish), the paired pronouns he/she evoked normative gender bias while hen did not. In Experiment 3 (English), both ze and singular they evoked normative gender bias, although normative associations were lower in these conditions compared to he/she. Furthermore, the normative bias was lower among participants who had knowledge about the use of ze as a nonbinary pronoun. Finally, neither ze nor they evoked a normative gender bias when their use was explicitly stated to be nonbinary. A potential explanation for why singular they did not generally result in less normative associations, despite almost all participants knowing about it, may include its more common use as a generic pronoun. Taken together, our results suggest that neo-pronouns, but not paired pronouns, have the potential to evoke less normative associations, but that they must be both (1) actively created new words and (2) well-known to language users as nonbinary pronouns.

How to make a difference: the impact of gender-fair language on text comprehensibility amongst adults with and without an academic background

Introduction

The proliferation of gender-fair language as a medium of communication that represents all genders can be considered as an exciting development in today's rapidly changing world. In this context, the use of the gender asterisk has become especially prominent in German, it being a grammatical gender language. However, critics often argue that gender-fair language makes texts less comprehensible and decreases its aesthetic appeal. The present study tests this assumption for the German language and is the first one to test the influence of an academic background on the comprehensibility of gender-fair language.

Method

A text, either written in gender-fair language using the gender star in its singular and plural form or a version using only masculine-only forms, was randomly assigned to 81 adults without an academic background and 82 adults with an academic background (77% women in both groups). Participants were asked to fill out a web-based questionnaire answering questions on text comprehensibility and on their attitudes toward gender-fair language.

Results

The results show no statistically significant difference in comprehensibility ratings between participants who read a text in gender-fair language and those who read a text in masculine-only language. In addition, attitudes toward gender-fair language did not affect comprehensibility ratings in participants who read the text written in gender-fair language using the gender star. Further, the academic background had no effect on the assessment of gender-fair language.

Discussion

To conclude, the present study suggests that there is no evidence that gender-fair language reduces the comprehensibility of texts.

The impact of gender-exclusive language on women's anticipated ostracism: A preregistered replication of Stout and Dasgupta (2011)

In a 2011 study, Stout and Dasgupta exposed men and women to what they termed gender-inclusive language, which used both male and female referents, or to what they termed gender-exclusive language, which used male referents only. They found that, in comparison to gender-inclusive language, a job description that used gender-exclusive language negatively impacted women; they reported higher anticipated job-based ostracism and perceived sexism and lower job-based motivation and identification. This work reports a high-powered, preregistered study with women that fully replicated Stout and Dasgupta's findings. Moreover, in an exploratory analysis, we found that, for women, gender-exclusive language is perceived as sexist, which in turn predicted feelings of greater anticipated ostracism, which in turn predicted lower job-based motivation and identification. Therefore, our findings support past research that subtle linguistic cues can be interpreted as exclusionary, that this interpretation can trigger negative outcomes, and that people can experience group-level ostracism based on their social identity.

Do Men Apply Differently Than Women? An Analysis of Language in Standardized Application Documents

Based on previous research about gender differences we investigated whether varying language utilization across gender can be found in standardized text documents such as job applications. To this end, 581 cover letters, CVs and complete application documents were analyzed using linguistic inquiry and word count. Some language differences between men and women could be shown, even if as expected, there were smaller effects than in comparative studies in less formalized contexts. These differences were specific for cover letters and CVs. A differentiated examination showed that gender differences in the cover letters were largely determined by function words. In contrast, differences in the CVs were mainly due to differences in content words. The findings add the context of recruiting to lend support to the framework of gender differences in language across different contexts. Implications for candidates, recruiters and companies are discussed.

I am one of you! Team prototypicality as a facilitator for female leaders

In the present study, we complement role congruity theory with insights from the Social Identity Model of Leadership. We propose that especially female leaders benefit from team prototypicality, i.e., being representative of the group they are leading. We assume that team prototypicality shifts the comparative frame away from higher-order categories like gender and leader roles to more concrete team-related properties and thereby reduces disadvantages for female leader that stem from the incongruity between the leader role and the female gender role stereotypes. Further, this effect should affect both (female) leaders themselves and their perception by their followers. Building on previous research, we predict, first, lower authentic leadership behavior for female than male leaders. Second, that team prototypicality positively relates to authentic leadership and trust in leader. Third, that team prototypicality has stronger relations to authentic leadership and trust in leader for female compared to male leaders. We tested assumptions in a randomized online experiment (Study 1, N = 315) and a cross-sectional survey study (Study 2, N = 300). We did not find consistent support for the assumed gender differences in authentic leadership. But our results (both in manifest and in latent analyses) show that team prototypicality—both self-perceived (Study 1) and as perceived by employees (Study 2)—is related to more authentic leadership and more trust in leader (Study 2) and that these relations are stronger for female than for male leaders. Furthermore, we tested in Study 2 an extended model including follower’s job satisfaction as the final follower outcome affected via team prototypicality, leader gender, authentic leadership, and trust in leader. Thereby, we found that team prototypicality has direct and indirect effects on job satisfaction as carried through authentic leadership and trust in leader, respectively. Together, the results of both studies support our assumptions and show that female leaders can reduce role incongruity barriers through high team prototypicality. Implications for future research and practical implications of these results for gender equality are discussed.

Towards gender-inclusive job postings: A data-driven comparison of augmented writing technologies

Job advertisements are often worded in ways that might pose discrimination risks leading to the exclusion of certain groups of applicants, particularly in relation to their gender. Especially in male-dominated professions or leadership roles, the specific linguistic formulation of job postings acquires relevance if more women are to be attracted to apply. Various technologies have emerged that offer automated text screening, some of them even suggesting alternative formulations to increase gender inclusivity. In this study we analyze four software providers on the German market using a corpus of ∼160, 000 job ads from three different platforms. We identify the relevant social psychological research on gender and language that is at the scientific core of these technologies. We show that, despite sharing a common foundation, the four tools assess the potential for exclusion in job postings in a considerably divergent way on multiple levels of comparison. We discuss the levers in the software pipeline of all four technologies, as well as the potential effect of certain implementation decisions, such as string-based vs. semantic approaches to computational processing of natural language. We argue that the ‘technological translation’ of research is extremely involved and further studies of its use in practice are needed to assess the potential for more gender equality.

Are Second Person Masculine Generics Easier to Process for Men than for Women? Evidence from Polish

In Polish, it is obligatory to mark feminine or masculine grammatical gender on second-person singular past tense verbs (e.g., Dostałaś list 'You received-F a letter'). When the addressee's gender is unknown or unspecified, masculine but never feminine gender marking may be used. The present self-paced reading experiment aims to determine whether this practice creates a processing disadvantage for female addressees in such contexts. We further investigated how men process being addressed with feminine-marked verbs, which constitutes a pragmatic violation. To this end, we presented Polish native speakers with short narratives. Each narrative contained either a second-person singular past tense verb with masculine or feminine gender marking, or a gerund verb with no gender marking as a baseline. We hypothesised that both men and women would read the verbs with gender marking mismatching their own gender more slowly than the gender-unmarked gerund verbs. The results revealed that the gender-mismatching verbs were read equally fast as the gerund verbs, and that the verbs with gender marking matching participant gender were read faster. While the relatively high reading time of the gender-unmarked baseline was unexpected, the pattern of results nevertheless shows that verbs with masculine marking were more difficult to process for women compared to men, and vice versa. In conclusion, even though masculine gender marking in the second person is commonly used with a gender-unspecific intention, it created similar processing difficulties for women as the ones that men experienced when addressed through feminine gender marking. This study is the first one, as far as we are aware, to provide evidence for the male bias of second-person masculine generics during language processing.

Does the use of Gender-Fair Language Impair the Comprehensibility of Video Lectures? – An Experiment Using an Authentic Video Lecture Manipulating Role Nouns in German

Gender-fair language makes women and other genders, their interests, and their achievements more visible and is particularly relevant to grammatical gender languages such as German, in which most nouns and personal pronouns are assigned to a specific gender. The present study tested the often repeated critical claims that gender-fair language impairs the comprehensibility and aesthetic appeal of videos. In an experiment with N = 105 students, participants watched a video on self-determination theory, either with masculine-only forms or using the glottal stop, a form of spoken gender-fair language that inserts an abrupt and sustained closure of the vocal cords in the larynx between the masculine form or the stem and the feminine ending of words (e.g. in German “Leserʔinnen”, ∼feʔmale readers). Subsequently, participants completed a questionnaire regarding the video's comprehensibility. The results show no statistically significant impairment regarding the general subjective comprehensibility (partial η2 < .01), the ease of ascribing meaning to the words (partial η2 < .01), the ease of decoding the syntax of the sentences (partial η2 = .03), or the aesthetic appeal of the videos (partial η2 = .02). The critics’ claims are therefore questioned.

"Broad" Impact: Perceptions of Sex/Gender-Related Psychology Journals

Because men are overrepresented within positions of power, men are perceived as the default in academia (androcentrism). Androcentric bias emerges whereby research by men and/or dominated by men is perceived as higher quality and gains more attention. We examined if these androcentric biases materialize within fields that study bias (psychology). How do individuals in close contact with psychology view psychology research outlets (i.e., journals) with titles including the words women, gender, sex, or feminism (sex/gender-related) or contain the words men or masculinity (men-related; Study 1) versus psychology journals that publish other-specialized research, and do these perceptions differ in the general public? While the men-related journal was less meritorious than its other-specialty journal, evidence emerged supporting androcentric bias such that the men-related journal was more favorable than the other sex/gender-related journals (Study 1). Further, undergraduate men taking psychology classes rated sex/gender-related versus other-specialty journals as less favorable, were less likely to recommend subscription (Studies 1-2), and rated the journals as lower quality (Study 2 only). Low endorsement of feminist ideology was associated with less support for sex/gender-related journals versus matched other-specialty journals (Studies 1-2). Decreased subscription recommendations for sex/gender-related journals (and the men-related journal) were mediated by decreased favorability and quality beliefs, especially for men (for the sex/gender-related journals) and those low in feminist ideology (Studies 1-2). However, we found possible androcentric-interest within the public sphere. The public reach of articles (as determined by Altmetrics) published in sex/gender-related was greater than other-specialty journals (Study 3). The consequences of these differential perceptions for students versus the public and the impact on women's advancement in social science and psychological science are discussed.

Balancing Gender Bias in Job Advertisements With Text-Level Bias Mitigation

Despite progress toward gender equality in the labor market over the past few decades, gender segregation in labor force composition and labor market outcomes persists. Evidence has shown that job advertisements may express gender preferences, which may selectively attract potential job candidates to apply for a given post and thus reinforce gendered labor force composition and outcomes. Removing gender-explicit words from job advertisements does not fully solve the problem as certain implicit traits are more closely associated with men, such as ambitiousness, while others are more closely associated with women, such as considerateness. However, it is not always possible to find neutral alternatives for these traits, making it hard to search for candidates with desired characteristics without entailing gender discrimination. Existing algorithms mainly focus on the detection of the presence of gender biases in job advertisements without providing a solution to how the text should be (re)worded. To address this problem, we propose an algorithm that evaluates gender bias in the input text and provides guidance on how the text should be debiased by offering alternative wording that is closely related to the original input. Our proposed method promises broad application in the human resources process, ranging from the development of job advertisements to algorithm-assisted screening of job applications.

The Influence of the Gender Asterisk ("Gendersternchen") on Comprehensibility and Interest

Recently, the gender asterisk ("Gendersternchen") has become more widespread in grammatical gender languages in order to represent all genders. Such gender-fair language is intended to help better address women and other genders and make their interests and achievements more visible. Critics often argue this would make the language less comprehensible and less aesthetically appealing. Two experiments examined the effects of the gender asterisk on text comprehensibility, aesthetic perception, and interest. N = 159 and N = 127 participants were randomly provided with a text in either masculine-only form or alternatively in gender-fair language with the gender asterisk. The results of the first experiment showed no impairment of comprehensibility and aesthetic evaluation of the texts by the gender asterisk and no effect on interest in the game, while the second experiment showed significant impairments of comprehensibility, aesthetic evaluation, and interest in the game by the gender asterisk. The proportion of singular forms is discussed as a possible explanation for the different results. Experiment 1 predominantly used plural forms like die Spieler*innen (∼"the fe*male players") and did not include forms such as der*die Spieler*in (∼"the*the fe*male player"), whereas Experiment 2 included many such more complex singular forms. We argue that this issue might be crucial, and that it deserves full attention in future studies.

Chair Versus Chairman: Does Orthopaedics Use the Gendered Term More Than Other Specialties?

BACKGROUND

Orthopaedics is the least gender-diverse medical specialty. Research suggests that the use of gendered language can contribute to workforce disparity and that gender-neutral language supports the inclusion and advancement of women, but the degree to which gender-neutral language is used by academic departments in what typically is a department's highest position (department chair) has not been characterized.

QUESTIONS/PURPOSES

(1) Is the proportion of department websites that use the term chairman (as opposed to chair) greater in orthopaedics than in five other surgical and medical specialties? (2) Are departments led by chairs who are women less likely to use "chairman" than those led by men, and does this vary by specialty?

METHODS

Seven hundred fourteen official websites of orthopaedic, neurosurgery, general surgery, internal medicine, pediatrics, and obstetrics and gynecology departments affiliated with 129 allopathic medical schools were screened. Any use of the term chairman on title pages, welcome messages, and faculty profile pages was identified using a Boyer-Moore string-search algorithm and terms were classified based on their location on the site. The overall use of the term chairman was compared by specialty and gender of the chair.

RESULTS

Sixty percent of orthopaedic department websites (71 of 119) used the term chairman at least once, a proportion higher than that of pediatrics (36% [46 of 128]; OR 0.38; 95% CI, 0.23 to 0.63; p < 0.001), internal medicine (31% [38 of 122]; OR 0.030; 95% CI, 0.18 to 0.53; p < 0.001), and obstetrics and gynecology (29% [37 of 126]; OR 0.28; 95% CI, 0.17 to 0.48; p < 0.001), but no different than that of neurosurgery (57% [54 of 94]; OR 0.91; 95% CI, 0.52 to 1.6; p = 0.74) and general surgery (55% [69 of 125]; OR 0.83; 95% CI, 0.50 to 1.4; p = 0.48). Across disciplines, departments whose chairs were women were much less likely to use the term chairman than departments whose chairs were men (14% [17 of 122] versus 50% [297 of 592]; OR 0.16; 95% CI, 0.09 to 0.28; p < 0.001).

CONCLUSIONS

The frequent use of the term chairman in orthopaedics, coupled with the preference of women to use the term chair, suggests considerable room for growth in the use of gender-equal language in orthopaedics.

CLINICAL RELEVANCE

Our current efforts to increase the number of women in orthopaedics may be undermined by gendered language, which can create and reinforce gendered culture in the field. Electing to use gender-neutral leadership titles, while a relatively small step in the pursuit of a more gender-equal environment, presents an immediate and no-cost way to support a more inclusive culture and counteract unconscious gender bias. Future studies should explore the individual attitudes of chairs regarding the use of gendered titles and identify additional ways in which biases may manifest; for example, the use of gendered language in interpersonal communications and the presence of unconscious bias in leadership evaluations. Continued efforts to understand implicit bias in orthopaedics can guide actionable strategies for counteracting gendered stereotypes of the specialty, in turn aiding initiatives to recruit and promote women in the field.

Four Dimensions of Criticism Against Gender-Fair Language

The gender-neutral third-person pronoun singular hen was recently introduced in Swedish as a complement to she (hon) and he (han). The initiative to add hen initially received strong criticism. In the present study, we analyzed 208 arguments from 168 participants with critical attitudes toward hen. We used Blaubergs’ (1980) and Parks and Roberton’s (1998) taxonomies of critical arguments against past gender-fair language reforms in English in the 1970s and 1990s as a basis for coding the arguments. A majority of arguments (80.7%) could be coded into existing categories, indicating that criticisms of gender-fair language initiatives are similar across different times and cultural contexts. Two categories of arguments did not fit existing categories (19.3%): gender-neutral pronouns are distracting in communication and gender information is important in communication. Furthermore, we established four overarching dimensions that capture assumptions and beliefs underlying gender-fair language criticism: (a) Defending the Linguistic Status Quo (39.4%), (b) Sexism and Cisgenderism (27.4%), (c) Diminishing the Issue and Its Proponents (26.9%), and (d) Distractor In Communication (6.3%). These dimensions of criticisms should be considered and addressed in different ways when implementing gender-fair language.

Motives relate to cooperation in social dilemmas but have an inconsistent association with leadership evaluation

A common assumption is that good leaders are driven by a power motive that motivates them to influence others. However, leaders need to restrain themselves in social dilemmas where cooperation maximizes collective outcomes. We theorize that in social dilemmas, a desire for positive relationships (affiliation motive) is more beneficial than a power motive because it draws attention away from short-term self-interest towards understanding others. In a game of Settlers of Catan in the laboratory, we find that a functional variant of the affiliation motive relates to verbal encouragement of cooperation, to fewer occurrences of oil spills, to higher ratings of transformational leadership and, in a field survey, to fewer selfish business decisions. Furthermore, a dysfunctional variant of the power motive relates to two of three indicators of selfishness. Group members perceive selfish individuals as assuming leadership roles which indirectly relates to slightly higher ratings of transformational leadership. This pattern of evaluation may privilege men who, on average, show more selfish behaviour which can be partially attributed to their motives. Mere awareness of gender-based discrimination does not enable raters to circumvent this pattern of evaluation. This work suggests a need for interventions that increase appreciation of cooperative leaders.

Overlooked Leadership Potential: The Preference for Leadership Potential in Job Candidates Who Are Men vs. Women

Two experiments tested the value people attach to the leadership potential and leadership performance of female and male candidates for leadership positions in an organizational hiring simulation. In both experiments, participants (Total N = 297) valued leadership potential more highly than leadership performance, but only for male candidates. By contrast, female candidates were preferred when they demonstrated leadership performance over leadership potential. The findings reveal an overlooked potential effect that exclusively benefits men and hinders women who pursue leadership positions that require leadership potential. Implications for the representation of women in leadership positions and directions for future research are discussed.

Does the Use of Gender-Fair Language Influence the Comprehensibility of Texts?

Abstract. In many languages masculine nouns and pronouns can be interpreted to refer to both male and female referents. However, even when the authors expressly point out that masculine forms are being used to refer to both women and men, readers and listeners predominantly form mental images of men. A gender-fair language that uses either masculine and feminine forms or gender-neutral forms to refer to women and men more equally elicits mental images of women and men. Critics often argue, however, that gender-fair language makes texts less comprehensible (readable). The present study tests this assumption for the German language: 355 students read a randomly assigned text that either used masculine-only forms or consistently used both masculine and feminine forms. After that, they answered the comprehensibility questionnaire by Friedrich (2017) . Participants who had read a text in gender-fair language did not give statistically significant lower ratings of comprehensibility than participants who had read a text that used masculine-only forms (partial η2 < .01; p > .05). The results indicate that the use of gender-fair language does not impair the comprehensibility of texts.

Kick-Starting Female Careers

Abstract. Entrepreneurship programs often aim at increasing women’s lower entrepreneurial activities. We investigate how advertisements for entrepreneurship programs can be designed to increase women’s application intentions. Results of an experiment with 156 women showed that women indicate (1) lower self-ascribed fit to and interest in the program after viewing a male-typed image (compared to a gender-neutral or female-typed image) in the advertisement; and (2) lower self-ascribed fit to and interest in the program as well as lower application intentions if the German masculine linguistic form of the term “entrepreneur” (compared to the gender-fair word pair “female and male entrepreneur”) is used in the recruitment advertisement. Women’s reactions are most negative when both a male-typed image and the masculine linguistic form appear in the advertisement. Self-ascribed fit and program interest mediate the relationship of advertisement characteristics on application intentions.

Combatting gender discrimination: A lack of fit framework

Gender inequalities in the workplace persist, and scholars point to gender discrimination as a significant contributor. As organizations attempt to address this problem, we argue that theory can help shed light on potential solutions. This paper discusses how the lack of fit model can be used by organizations as a framework to understand the process that facilitates gender discrimination in employment decisions and to identify intervention strategies to combat it. We describe two sets of strategies. The first is aimed at reducing the perception that women are not suited for male-typed positions. The second is aimed at preventing the negative performance expectations that derive from this perception of unsuitability from influencing evaluative judgments. Also included is a discussion of several unintentional consequences that may follow from enacting these strategies. We conclude by arguing for the importance of the interplay between theory and practice in targeting gender discrimination in the workplace.

Is Man the Measure of All Things? A Social Cognitive Account of Androcentrism

Androcentrism refers to the propensity to center society around men and men's needs, priorities, and values and to relegate women to the periphery. Androcentrism also positions men as the gender-neutral standard while marking women as gender-specific. Examples of androcentrism include the use of male terms (e.g., he), images, and research participants to represent everyone. Androcentrism has been shown to have serious consequences. For example, women's health has been adversely affected by over-generalized medical research based solely on male participants. Nonetheless, relatively little is known about androcentrism's proximate psychological causes. In the present review, we propose a social cognitive perspective arguing that both social power and categorization processes are integral to understanding androcentrism. We present and evaluate three possible pathways to androcentrism deriving from (a) men being more frequently instantiated than women, (b) masculinity being more "ideal" than femininity, and/or (c) masculinity being more common than femininity.

Gender-Fair Language in Job Advertisements

The present study investigates whether and how the use of gender-fair language is related to linguistic, cultural, and socioeconomic differences between countries with grammatical gender languages. To answer this question, we analyzed job titles in online job advertisements from four European countries differing in achieved gender equality and egalitarian versus hierarchical cultural values (Switzerland, Austria, Poland, and Czech Republic). Results show that gender-fair job titles were more frequent in more egalitarian countries with higher levels of socioeconomic gender equality (Switzerland, Austria) than in countries with a higher acceptance of hierarchies and inequalities (Poland, Czech Republic). In the latter countries, gender-specific (masculine or feminine) job titles predominated. Moreover, gender-fair job titles were more prevalent in a female-dominated branch (health care) and a gender-balanced economic branch (food services) than in a male-dominated branch (constructional steel and metal work). Thus, our findings suggest that the language use in job advertisements indeed corresponds with linguistic, cultural, and socioeconomic aspects and may contribute to the transmission of gender (in)equalities and gender stereotypes.

The Social Perception of Heroes and Murderers: Effects of Gender-Inclusive Language in Media Reports

The way media depict women and men can reinforce or diminish gender stereotyping. Which part does language play in this context? Are roles perceived as more gender-balanced when feminine role nouns are used in addition to masculine ones? Research on gender-inclusive language shows that the use of feminine-masculine word pairs tends to increase the visibility of women in various social roles. For example, when speakers of German were asked to name their favorite “heroine or hero in a novel,” they listed more female characters than when asked to name their favorite “hero in a novel.” The research reported in this article examines how the use of gender-inclusive language in news reports affects readers’ own usage of such forms as well as their mental representation of women and men in the respective roles. In the main experiment, German participants (N = 256) read short reports about heroes or murderers which contained either masculine generics or gender-inclusive forms (feminine-masculine word pairs). Gender-inclusive forms enhanced participants’ own usage of gender-inclusive language and this resulted in more gender-balanced mental representations of these roles. Reading about “heroines and heroes” made participants assume a higher percentage of women among persons performing heroic acts than reading about “heroes” only, but there was no such effect for murderers. A post-test suggested that this might be due to a higher accessibility of female exemplars in the category heroes than in the category murderers. Importantly, the influence of gender-inclusive language on the perceived percentage of women in a role was mediated by speakers’ own usage of inclusive forms. This suggests that people who encounter gender-inclusive forms and are given an opportunity to use them, use them more themselves and in turn have more gender-balanced mental representations of social roles.

Does Gender-Fair Language Pay Off? The Social Perception of Professions from a Cross-Linguistic Perspective

In many languages, masculine forms (e.g., German Lehrer, “teachers, masc.”) have traditionally been used to refer to both women and men, although feminine forms are available, too. Feminine-masculine word pairs (e.g., German Lehrerinnen und Lehrer, “teachers, fem. and teachers, masc.”) are recommended as gender-fair alternatives. A large body of empirical research documents that the use of gender-fair forms instead of masculine forms has a substantial impact on mental representations. Masculine forms activate more male representations even when used in a generic sense, whereas word pairs (e.g., German Lehrerinnen und Lehrer, “teachers, fem. and teachers, masc.”) lead to a higher cognitive inclusion of women (i.e., visibility of women). Some recent studies, however, have also shown that in a professional context word pairs may be associated with lesser status. The present research is the first to investigate both effects within a single paradigm. A cross-linguistic (Italian and German) study with 391 participants shows that word pairs help to avoid a male bias in the gender-typing of professions and increase women's visibility; at the same time, they decrease the estimated salaries of typically feminine professions (but do not affect perceived social status or competence). This potential payoff has implications for language policies aiming at gender-fairness.

Can Gender-Fair Language Reduce Gender Stereotyping and Discrimination?

Gender-fair language (GFL) aims at reducing gender stereotyping and discrimination. Two principle strategies have been employed to make languages gender-fair and to treat women and men symmetrically: neutralization and feminization. Neutralization is achieved, for example, by replacing male-masculine forms (policeman) with gender-unmarked forms (police officer), whereas feminization relies on the use of feminine forms to make female referents visible (i.e., the applicant… he or she instead of the applicant… he). By integrating research on (1) language structures, (2) language policies, and (3) individual language behavior, we provide a critical review of how GFL contributes to the reduction of gender stereotyping and discrimination. Our review provides a basis for future research and for scientifically based policy-making.