성별에 따른 리더의 비행동적 언어적 특성 비교 연구: LIWC-22를 활용한 뉴미디어 콘텐츠 분석을 중심으로

Over the past 50 years, leadership research has evolved from the study of leader traits and behavior to contingency theory. Although communication has been emphasized as an important quality of leaders as they communicate with various stakeholders, including members of the organization, there are not many empirical studies that specifically examine the non-behavioral characteristics of leaders from a linguistic perspective. In addition, as the number of female leaders in the corporate environment has increased in recent years, there is a need to investigate whether the linguistic characteristics of leaders differ by gender. In this study, the linguistic characteristics of leaders by gender were empirically verified using a content analysis program called LIWC-22. The results showed that there were statistically significant differences between male and female leaders in the categories of linguistic expression, social dimensions, and emotional dimensions. Specifically, male leaders were found to use relatively more individual-oriented expressions, while female leaders used more expressions that referred to themselves and their groups. In addition, male leaders used more power-oriented and relationship-oriented expressions, but there was no gender difference in task-oriented expressions. This qualitative approach has important implications for leadership research, revealing that while there are gender differences in the non-behavioral linguistic characteristics of leaders, there are also similarities in the linguistic characteristics of successful leaders.