The stumbling block of gender: linguistic provocation counteracts the longing for social togetherness

Young generation relies on gendering, but wants flexible use in the right context - in-depth psychological rheingold study of 14-35 year-olds

The lack of clarity about the meaning of gender leads to numerous misunderstandings and proxy wars about general societal failures. These include, for example, lack of diversity, unequal pay between men and women, and problems of everyday racism. Yet, paradoxically, gendering often counteracts the longing for better togetherness.

Above all, the pause in the flow of language "is like a bumpy, abrupt hole" (interview quote), a stumbling block that distracts from the content. More than half of the young people between 14 and 35 surveyed tend to reject the gender debate for these various reasons, feel "annoyed" or provoked. At the same time, young women in particular see it as an important signal on the way to more equality and a more modern understanding of gender. 44 % of all respondents consider the discussion important and justified.

These are the central findings of a qualitative depth-psychological as well as quantitatively representative study on gendering conducted by the rheingold institute in cooperation with the Castenow agency. Young people between the ages of 14 and 35 were surveyed. A special focus was placed on advertisements for personnel recruitment. Conclusion: in employer branding as a whole, gendering is an important signal of a contemporary and individualized approach. A lack of gendering makes the employer appear old-fashioned and less attractive to younger target groups.

"The differences in perception clearly show that the right measure and the right context are particularly important now," says study director Judith Barbolini. It doesn't make sense, she says, for gendering to deepen social divides. Dissonance is more likely to occur if gendering is enforced too aggressively and too strictly. The transition to gendering as a contribution to a growing awareness of better inclusion can be facilitated by a relaxed, even humorous attitude and flexible manners.

Study design: rheingold Study design/sample:
Qualitative survey: N=46, gender: 50 % women, 50 % men, age: 14-35 years, Germany-wide. 2 rheingold videoGroups™ and 36 rheingold videoInterviews™
Quantitative survey: N= 2000, gender: 50% females, 50% males, age: 16-35, population representative by age, gender, education, and state.

The results in detail

The topic of gendering moves and polarizes strongly

Gendering is currently still very controversial, and is often perceived as an alteration of the language, as annoying, pointless or exaggerated. Approximately 54% of respondents tend to reject the gender debate and in some cases feel strongly "annoyed" or provoked. On the other hand, 44% of respondents consider the discussion to be (rather) important and justified. In particular, 54% of the younger women rate the meaningfulness of the debate particularly highly.

The study differentiates four different backgrounds for the agitation and polarization of the debate:

1. claims to equal rights are far from being fulfilled

The study shows that the view of gender is noticeably changing. The classic role models are still in place. Surprisingly, however, only 73% of respondents in the study clearly classify themselves as either male or female - 27% place themselves somewhere in between. Moreover, reality does not live up to the ideal of an equal society. Only 3% of women and 11% of men see full equality achieved. 53% of women (and 41% of men) say there is little to no equality. 57% of women feel disadvantaged at least "from time to time" as a woman in everyday life or at work. Since reality and the ideal are still quite far apart at this point, this causes psychological resentment.

2. widespread lack of clarity about the meaning and significance of gendering.

Many respondents are not exactly clear what gendering is supposed to achieve or what it stands for. The actual background of making women more visible in language is therefore often not recognized. Only 36% of all respondents believe that gendering is intended to make women more visible in language and to ensure greater equality. More than 50% think that it is intended to create neutrality between all genders, 33% see it as an inclusion of people beyond men and women, and 20% see gendering as an expression of feminism.

3. gendering becomes a proxy war for societal gaps

Due to this ambiguity, gendering often becomes a cipher for general social grievances. Thus, a proxy war against various gaps and failures of our society unfolds via gendering: from the lack of integration of the female, the lack of diversity, the gender pay gap, to the poor integration of refugees and the problem of racism. All of these issues often lead to bitter trench warfare in everyday life.

"I've walked out of the room in school because everyone was yelling at each other over a gender issue."

Pupil, male, 16 years

4. growing longing for connecting togetherness is paradoxically fulfilled and violated by the "stumbling block" of gendering

In a society increasingly torn apart by many crises and debates of recent years, there is a growing longing for better togetherness, for inclusion and tolerance. Psychologically, this longing can paradoxically be served as much as counteracted by gendering. Above all, the pause experienced by gendering in the flow of language "is like a bumpy, abrupt hole" (interview quote) that eventually takes one away from the content and distracts. This hole is often described like a linguistic "stumbling block," but it is perceived quite differently. Some see it as an impediment in the flow of language that reinforces rather than removes what is divisive: "Gender language makes the difference between men and women much more apparent, it makes it more blatantly divisive, that's just not what it's supposed to do." "Where there's an *inside, there's an outside."

The others - especially the younger generation - see gendering as a sign of tolerance and modernity. For them, the stumbling block is a friendly reminder that sensitizes them to unresolved social problems, not only in terms of equality.

Since language not only depicts reality but also creates it, gendering should and can at least draw attention to these deficits.

Used in moderation, gendering thus promotes better coexistence.

"For me, gendering has something of a stumbling block, a bumpy piece of info that shows: we have an inequality here. It's good to stumble over this linguistic stumbling block, but if you stumble too often, the stone loses its function. After all, if it's too cluttered, you're just busy trying not to fall down.

Prognosis: Resistance to gendering will remain symptoms of a transitional phase as soon as flexible manners become established

Many interviewees who already actively use gendering observe that "the stumbling blocks of the language are very disturbing at the beginning, but habituation also occurs quickly." A split is more likely to occur if the lack of gendering is demanded too aggressively and too strictly. The transition to gendering can be facilitated by a relaxed attitude and flexible manners:

a) Observe gender spaces

The significance, relevance and acceptance of gendering are strongly dependent on the contexts and linguistic spaces. In official contexts in particular, gendering is a form of respect that is now part of good manners and is definitely to be recommended. Also, the written context is clearly more relevant than the oral one, since oral language is allowed to remain more flexible in terms of pragmatic communication. The figures also show this. More than 50% find gendering in the written-public context, in written communication with official institutions or authorities, in lectures/conferences rather important to very important. In the private circle of friends/acquaintances, only 26% find this important.

b) No togetherness without tolerance margins

A topic that socially promotes more tolerance and inclusive coexistence must not itself appear too categorical and rigid. Flexibility, tolerance, humor and a culture of error are necessary in dealing with the gender debate so that it does not turn into its opposite. Respondents most often want gender to be handled tolerantly (39%) - each as and where he/she wants it; and loosely and flexibly (31%) - not to micromanage it. Only 11% are in favor of enforcing it everywhere and consistently.

Gender forms should not depict the gap - slash and gender star more popular than underscore

When it comes to concrete gender forms, all those are recommended that do not show social gaps too clearly in language, but rather integrate themselves fluidly into the linguistic structure. Gendering should be understood as a friendly reminder that we socially want to stand up again and again for more inclusion and a good togetherness.

Here, the 'and' forms, the slash (as a learned part of the German language), and the gender star as a symbol for the footnote (all those that cannot be named in the text are included) are recommended. Also in quantification, these forms show up as preferred in the ranking . The underscore in particular is unpopular because it visually symbolizes the gap. It should be avoided if possible, as it only opens up wounds that currently cannot be closed socially.

Gendering in employer branding a must

In employer branding as a whole, gendering is also an important signal of a contemporary and individualized approach. A lack of gendering makes the employer appear old-fashioned and less attractive to younger target groups.

The study showed that the participants are quite tolerant with regard to the different forms of gendering. It is important THAT gender is used, but not necessarily HOW. In employer branding, it is also important to find a relaxed approach to the topic. Excessive gendering acts as a disruptor and tends to distract from the content. It has become common practice to use (m/f/d). Also, the topic should not be explicitly advertised, but the content of the job should be in the foreground.

Gendering also relevant in visual language

Furthermore, a 'counter-gendered visual language' is of importance. Here, however, it is similar to the written language: Women must take place in the visual language, but not predominate. Content, job profile and atmosphere are clearly in the foreground here. Clichés and role typifications in job advertisements are perceived as discriminatory by the younger generation and are rejected.

Provocative equality campaigns that play on stereotypes and clichés also have a counterproductive effect and tend to make the employer less attractive.