Gender-inclusive language fails to reduce political leadership stereotypes

Researchers from SWPS University and the University of Exeter conducted an international study to see if gender-fair language could weaken the stereotype that political leaders are men.

The team led by professor Kim Peters analyzed how people in 42 countries perceived political leaders when presented with different linguistic prompts. They specifically looked at whether using paired pronouns like "he or she" would make people view leaders as less masculine and more balanced in their attributes.

The project involved nearly 23,000 participants across six continents who spoke 30 different languages. These languages included systems with natural gender, like English, and more formalized grammatical gender systems, such as Polish or German. Participants rated political leaders on various traits, including dominance, competence, and kindness, to see how these traits aligned with gendered stereotypes. The results showed that stereotypes remain deeply ingrained regardless of the language used.

Even when researchers introduced gender-inclusive phrasing, participants continued to associate political leadership more closely with masculine traits like assertiveness and competitiveness. The study suggests that minor linguistic adjustments in media or documents are insufficient to dismantle social and cultural structures that favor men in leadership. The researchers noted that participants often believed community stereotypes were stronger than their own personal views. This perception of widespread bias can act as a barrier for women seeking power.

The authors conclude that achieving gender balance requires comprehensive educational and system-wide interventions rather than just changes to vocabulary.