Gender and language in online job advertisements - a cross-cultural study

The aim of this project is to investigate the use of gender-fair language from a cross-linguistic perspective. Specifically, we are interested in whether the use of gender-fair language correlates with socio-economic rankings of gender equality and with structural features of a language. We decided to analyze online job advertisements, as they reflect common language use and can easily be compared across languages. Moreover, formulations in job advertisements have been shown to impact personnel selection via the way target groups are addressed and referred to. In the present study we examined to what extent job advertisements are formulated in a gender-fair way and how this correlates with factors such as language, culture as well as status and gender-typicality of the job advertised. The data consisted of job advertisements published online in four European countries which occupy different positions in socio-economic rankings of gender equality (World Economic Forum, 2011): Switzerland (10), Austria (rank 34), Poland (42), and Czech Republic (75). We randomly selected 100 job advertisements from four lines of business characterized by different proportions of female employees – steels/metals, science, restaurants/food services, and health care. The advertisements were analyzed with regard to the linguistic form of the job title and the remaining text; we also noted indicators of job status, reference to gender-typical traits, pictures of women/men and other information which might be relevant to the use of gender-fair language (e.g., equal opportunity policies). A first analysis of the data indicates that the phrasing of job titles is closely related to the gender-typicality of a profession. While mainly gender-fair forms are used in healthcare, masculine forms are used more often in the domain of steels and metals. Feminine forms only, however, are almost never used. Cultural differences as well as correlations with associated variables will be discussed.

How women and men are addressed in job advertisements

Research has shown that gender references in job advertisements play an important role for gender (in)equality in personnel selection. In advertisements gender is referred to in different ways, for instance, by using grammatically masculine and feminine human nouns (e.g., German Mechaniker/Mechanikerin 'mechanic, masc./fem.'), by mentioning typically feminine or typically masculine traits (e.g., kind and friendly versus determined and independent) as well as by showing pictures of women and men. The present study addresses the questions which forms of gender references occur in job advertisements, how these forms are distributed across different lines of business and across different countries. We collected job advertisements published online in four countries with different rankings of gender equality (i.e., Switzerland, Austria, Poland, and Czech Republic; World Economic Forum, 2011). We randomly selected 100 advertisements per country from four lines of business that are characterized by different proportions of female and male employees: (1) steels/metals, (2) science, (3) restaurants/food services, and (4) health care. The advertisements were analyzed with regard to the linguistic form of the job title and of the remaining text as well as reference to gender-typical traits. We also examined indicators of job status and other information (e.g., equal opportunity policies) which might be related to the use of gender references in job advertisements. The results show that, in general, gender-fair language occurs much more often in job ads from Switzerland and Austria than in those from Poland and the Czech Republic, where job titles are mostly masculine. While exclusive use of feminine forms are almost never used in Switzerland and Austria, they are more frequently used in Poland and Czech Republic. In general, gender-fair forms are more common when there are many women in a line of business, whereas more masculine forms are used where the proportion of women is low. In Switzerland and Austria, masculine forms are mostly combined with the supplement m/f to indicate that both women and men are addressed. The present data provide a sound basis for future studies on gender references in job advertisements. Furthermore it sheds a light on how companies comply with national guidelines of gender equality.

Communality sells: The impact of perceivers' sexism on the evaluation of women's portrayals in advertisements

Portrayals of women in advertisements have a significant impact on the maintenance of gender stereotypes in society. Therefore, the present research investigates the effectiveness of communal and agentic female characters in advertisements as well as the question how evaluations of such characters are influenced by perceivers' sexist attitudes toward women. Results show that communal female advertising characters are evaluated more favorably than agentic ones and that these evaluations predict advertising effectiveness. Benevolent sexism predicts more positive evaluations of communal female advertising characters (studies 1 and 2). Moreover, hostile sexism predicts less positive evaluations of agentic female advertising characters when it is assessed under time pressure (Study 2). Implications of these findings for the perpetuation of gender stereotypes in advertisements and in society are discussed.

Gender-fair language use in online job advertisements - relations to job status and gender equality

Purpose Gender fair language use in job advertisements has been shown to impact the outcome of personnel selections. It is thus important to assess, to what extent gender fair language is used in job advertisements and with which factors it is associated, e.g., language, culture, status, and gender typicality of profession. Design/Methodology In the present research we investigated gender fair language use in job advertisements published online in four European countries with different socio-economic rankings of gender equality (World Economic Forum, 2011), namely Austria (rank 34), Czech Republic (75), Poland (42), and Switzerland (10). From four lines of business with different percentages of female employees – steels/metals, science, restaurants/food services, and health care –we randomly selected 100 job advertisements, summing up to 1600 job advertisements in total. Results A first analysis of the Swiss data indicates that the phrasing of job advertisements is closely related to a profession’s gender typicality (e.g., merely masculine forms are used in steels and metals, gender-fair forms in healthcare). Feminine forms however are almost never used. Cross-cultural comparisons will be presented. Limitations We analyzed job advertisements of four specific lines of business in four European countries. To what extend results can be generalized remains an open question. Research/Practical Implications The present data provide a sound basis for future studies on gender fair language use in job advertisements. Furthermore it sheds a light on how companies comply with national guidelines of gender equality. Originality/Value This is the first time that gender fair language use in job advertisements is investigated (a) across different countries and languages and (b) considering status and gender typicality of professions.

Gender references in job advertisements – relations to job status and gender equality

Research has shown that gender references in job advertisements play an important role for gender (in)equality in personnel selection. The use of pair forms (masculine and feminine form) in German-language job advertisements, for example, was found to reduce the lack of fit between women and leadership roles (Horvath & Sczesny, 2013). Therefore the present study addresses the question which forms of gender reference are used in job advertisements, how these forms are distributed in different countries and how language use is related to gender typicality and status of the job. We collected job advertisements published online in four countries with different rankings of gender equality (i.e., Switzerland, Austria, Poland, and Czech Republic; World Economic Forum, 2011). We randomly selected 100 advertisements per country from four branches that are characterized by different proportions of female and male employees: steels/metals, science, restaurants/food services, and health care. The advertisements were analyzed with regard to gender references as well as different indicators of job status. The results show that, in general, men and women are addressed more equally in Swiss and Austrian job advertisements compared to Polish and Czech job advertisements. The results also show that women and men are addressed more equally in branches where the proportion of women is high than where the proportion of women is low. We thus can conclude that the use of gender references is associated with the degree of gender equality achieved in a country and with the gender typicality of a profession.

Do Ads Add Up? The Impact of Parties' Advertisements on the Stability of Vote Choice at the Swiss National Elections 2011

Our contribution analyses the influence of campaign advertisements on vote choice in the 2011 elections to the Swiss National Council. Concretely, we ask whether and to what extent the relative exposure to party ads of a preferred party exerts a reinforcing effect on an individual's party choice. We make use of the two-wave panel structure contained in the RCS survey data of the Selects 2011 and combine it with data on advertisements in 20 important national and regional newspapers. We find that increasing exposure to the campaign of one's preferred party may reinforce individuals with strong party attachment in their initial vote choice. Yet this effect only materializes with substantial campaign duration and exposure. Additional and exploratory analyses revealed that particularly the two recently emerged parties, the GLP and BDP, might have made a slight difference by potentially persuading defecting voters with the help of their campaign.

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

Linguistic forms which refer to individuals impact mental representations of these individuals: When masculine generics are used, women tend to be cognitively underrepresented, whereas feminine–masculine word pairs are associated with a higher cognitive inclusion of women. The present research investigates whether linguistic forms affect women’s perceived lack of fit with leadership positions, which is particularly pronounced for high-status leadership positions. In a hiring-simulation experiment (N = 363), we tested the effects of different linguistic forms used in German-language job advertisements: (1) masculine forms (e.g., Geschäftsführer, ‘CEO, masc.’); (2) masculine forms with (m/f) (e.g., Geschäftsführer (m/w), ‘CEO, masc. (m/f)’); and (3) word pairs (e.g., Geschäftsführerin/Geschäftsführer, ‘CEO, fem./CEO, masc.’). The job ads announced either a high- or low-status leadership position. Results showed that female applicants were perceived to fit less well with the high-status position than male applicants when either the masculine or the masculine form with (m/f) was used––even though they were perceived to be equally competent. However, female and male applicants were perceived as fitting the high-status leadership position similarly well when word pairs were used.

Are claims made in orthodontic journal advertisements evidence-supported?

OBJECTIVE To examine the supporting evidence of advertisements published in six leading orthodontic journals. MATERIALS AND METHODS The 2012-2013 printed issues of American Journal of Orthodontics and Dentofacial Orthopedics, Australian Orthodontic Journal, Journal of Orthodontics, European Journal of Orthodontics, Journal of Clinical Orthodontics, and Journal of Orofacial Orthopedics were screened for advertisements implying superior performance compared with competitor products. Advertisements were classified according to type of product, availability, and currency of supporting references. RESULTS A total of 99 unique advertisements claiming clinical benefit or superiority were identified. The overwhelming majority of the identified advertisements promoted appliance products (62.6%), orthodontic materials (14.1%), and dental operatory equipment, including imaging systems (12.1%). Advertisements were found to provide references or not regardless of the product type. Half of the advertisements referred to at least one peer-reviewed publication, whereas unpublished studies were cited by 25% of the advertisements. Most of the referenced articles were published within the past 5 years. CONCLUSIONS The scientific background of advertisements in the orthodontic literature appears limited. While surveillance of journal advertising needs to be regulated, clinicians are urged to critically appraise the claims being made in orthodontic print advertisements by consulting the associated existing evidence.

Sexual health of ethnic minority MSM in Britain (MESH project): design and methods

Background Men who have sex with men (MSM) remain the group most at risk of acquiring HIV infection in Britain. HIV prevalence appears to vary widely between MSM from different ethnic minority groups in this country for reasons that are not fully understood. The aim of the MESH project was to examine in detail the sexual health of ethnic minority MSM living in Britain. Methods/Design The main objectives of the MESH project were to explore among ethnic minority MSM living in Britain: (i) sexual risk behaviour and HIV prevalence; (ii) their experience of stigma and discrimination; (iii) disclosure of sexuality; (iv) use of, and satisfaction with sexual health services; (v) the extent to which sexual health services (for treatment and prevention) are aware of the needs of ethnic minority MSM. The research was conducted between 2006 and 2008 in four national samples: (i) ethnic minority MSM living in Britain; (ii) a comparison group of white British MSM living in Britain; (iii) NHS sexual health clinic staff in 15 British towns and cities with significant ethnic minority communities and; (iv) sexual health promotion/HIV prevention service providers. We also recruited men from two "key migrant" groups living in Britain: MSM born in Central or Eastern Europe and MSM born in Central or South America. Internet-based quantitative and qualitative research methods were used. Ethnic minority MSM were recruited through advertisements on websites, in community venues, via informal networks and in sexual health clinics. White and "key migrant" MSM were recruited mostly through Gaydar, one of the most popular dating sites used by gay men in Britain. MSM who agreed to take part completed a questionnaire online. Ethnic minority MSM who completed the online questionnaire were asked if they would be willing to take part in an online qualitative interview using email. Service providers were identified through the British Association of Sexual Health and HIV (BASHH) and the Terrence Higgins Trust (THT) CHAPS partnerships. Staff who agreed to take part were asked to complete a questionnaire online. The online survey was completed by 1241 ethnic minority MSM, 416 men born in South and Central America or Central and Eastern Europe, and 13,717 white British MSM; 67 ethnic minority MSM took part in the online qualitative interview. In addition 364 people working in sexual health clinics and 124 health promotion workers from around Britain completed an online questionnaire. Discussion The findings from this study will improve our understanding of the sexual health and needs of ethnic minority MSM in Britain.

Implicit and explicit evaluations: a declaration of dependence

This section presents abstracts of three studies on how consumer choices can be influenced by the name letter effect of brands without decision makers being aware of this influence. The first paper examined whether making brand names similar to consumers' names increases the likelihood that consumers will choose the brand. One prediction is that people will prefer and be more likely to choose products or services whose names prominently feature the letters in their own first or last names. The results showed that subjects' preference rankings and evaluations of name letter matching brands were higher than those of non-name letter matching brands. The second paper tested the possibility of using subliminal priming to activate a concept that a persuasive communicator could take advantage of. To examine the idea, two experiments were presented. In the first experiment, participants' level of thirst were manipulated and then subliminally presented them with either thirst-related words or control words. While the manipulations had no effect on participants' self-reported, conscious ratings of thirst, there was a significant interactive effect of the two factors on how much of the drink provided in the taste test was consumed. In a second, follow up experiment, thirsty participants were subliminally presented with either thirst-related words or control words after which they viewed advertisements for two new sports beverages. In conclusion, the research demonstrates that under certain conditions, subliminal printing techniques can enhance persuasion. The third paper hypothesized that the lack of correlations between implicit and explicit evaluations is due to measurement error.