Linguistic Behaviour of Men at Work: Strategic Use of “Feminine” Language Markers

Abstract

Our paper proposes a new approach to language use and gender: it explores the effects of globalization on language use from the perspective of gender studies. It explores if men go along with the expectation to use “feminine” language at work in a fast food restaurant. In our research we attempt to find out what happens to male fast-food workers’ perceived masculine identity if they have to fit in with the stereotypes of “women’s language”. Therefore we examine what kind of conflict management strategies they use in relation to the expected linguistic standard. The research is inspired by Cameron’s (2000) study on the linguistic stylization of workers in call centres. According to Cameron, globalization and its enhanced competition requires new language management strategies, with language use becoming integral to the meaning of the brand, so that it needs to be managed to meet the late-capitalist demands. This entails the use of a language variation that is traditionally seen as women’s symbolic marker. At some key points our findings challenge Cameron’s observation about the arguably strict managerial control over workers’ language standard.