Gender schematicity, identity salience, and -linked language use
Gender schematicity, gender identity salience, and gender-linked language use
Abstract
The gender-linked language effect demonstrates that men and women differ in their language
use which results in different evaluative outcomes for communicators. Individuals using prototypical
male language are judged to be more dynamic than individuals using prototypical female language,
whereas individuals using prototypical female language are judged to be more aesthetically pleasing
and socio-intellectual than individuals using prototypical male language. Despite the consistent
support for the construct, there is no clear theoretical account of the gender-linked language use
differences that determine, in large part, the gender-linked language effect. As such, this research
offers an initial step towards a theoretical account of gender-linked language use.
Utilizing self-
categorization theory, the current research examines the effects of sex, chronic gender identity
accessibility (i.e., gender schematicity), and gender identity salience on gender-linked language
use.
Sex, gender schematicity, and gender identity salience were expected to have effects on gender-
linked language use independently and interactively. However, results confirmed interactive effects
only. Specifically, men and women use prototypical gender-linked language only when they are
gender schematic and have a salient gender identity. When gender identity is not salient individuals
use language prototypical of the opposite gender group. The results are discussed regarding previous
research on gender-linked language use, the nature of gender identity salience with regards to the
ostensibly conflictual gender-as-culture and dominance hypotheses, and the need to examine gender-
linked language under a variety of contextual factors.