GENDERLECTS IN DIGITAL COMMUNICATION: ANALYSIS OF THE LANGUAGE OF MALE AND FEMALE INFLUENCERS
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Abstract
This study explores the dynamics of gender-specific linguistic patterns in the digital sphere, focusing on the communication of influencers on the YouTube platform in Serbia. In today’s digitalized society, influencers occupy a central role in the creation and dissemination of media content, making the analysis of their linguistic expression essential for understanding how gender identities are constructed and transmitted in a digital context. The research is based on the theory of genderlects, which examines how linguistic forms differ depending on the speaker’s gender, providing important insights into how gender identity is performed in communication. The goal of the research was fourfold: first, to identify and categorize genderlects in the language of male and female Serbian influencers; second, to analyze their similarities and differences; third, to examine the validity of analyzing the syntactic-semantic features of influencers' language, particularly the manifestation of genderlects at the lexical and syntactic levels of the Serbian language; and fourth, to highlight the tendencies in the expression of genderlects in the language of influencers. To achieve these objectives, the authors applied a combined methodological approach that includes quantitative analysis of the frequency of use of certain linguistic characteristics and qualitative analysis of the linguistic and stylistic aspects of language. In the quantitative part of the study, linguistic characteristics such as word count, sentence length, lexical density, and readability were analyzed. The results showed specific differences in language use between male and female influencers, with female influencers tending towards more comprehensive and descriptive expression styles, while male influencers showed a preference for a more direct and concise expression. These differences reflect existing social norms and expectations related to gender identities. The qualitative analysis provided a deeper understanding of the context in which linguistic patterns manifest. Overall, the research findings indicate a complex interaction between gender, language, and digital communication, showing that the digital space provides a rich platform for the performance and perception of gender identities. The study contributes important insights into how gender identities are constructed in the digital environment, contributing to broader discussions in the field of sociolinguistics and digital studies.
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