Gender-Fair Language in Job Advertisements: A Cross-Linguistic and Cross-Cultural Analysis

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 countr...

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Bibliographic Details
Published in:Journal of cross-cultural psychology 2017-04, Vol.48 (3), p.384-401
Main Authors: Hodel, Lea, Formanowicz, Magdalena, Sczesny, Sabine, Valdrová, Jana, von Stockhausen, Lisa
Format: Article
Language:English
Subjects:
Advertisements
Advertising
Cultural differences
Cultural values
Egalitarianism
Equality
Exhibits
Femininity
Food service
Gender equity
Gender inequality
Gender stereotypes
Grammatical gender
Health care
Health services
Healthy food
Hierarchies
Job titles
Language usage
Masculinity
Sex Stereotypes
Slavic Languages
Socioeconomic factors
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Summary: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.
ISSN:0022-0221
1552-5422
DOI:10.1177/0022022116688085