Gender stereotyping over instant messenger: The effects of gender and context

Researchers have observed that contrary to the high expectations for online communications, gender stereotyping has not disappeared in this medium, and is sometimes even accentuated. This study aimed to understand the effect of gender over instant messenger, a relatively new and unexplored medium. Instant messenger was chosen because it is a medium that is used most by youth who have grown up communicating online. Participants were interviewed over instant messenger about a potential online support service and were then asked to judge the effectiveness of their interviewer. The interviewer was identified only by a masculine or feminine name and was computer-simulated so as to remove any bias. The topic of discussion was stereotypically masculine or stereotypically feminine. Male participants were found to employ a male superiority heuristic, whereby they judged the male interviewer as more competent, regardless of the context. Female participants were hypothesized to judge the female interviewer as more competent in the feminine context, and the male interviewer as more competent in the masculine context (the context-gender match heuristic), but this hypothesis was not supported. The findings are discussed in the context of previous research on gender stereotyping in online communication.