The Effect of Social Status and Sex on Social Media Language Use
Abigail Alger
Catawba College
Abstract
Instagram was the social media platform from which data was collected for this study. The
purpose of this study was to examine how sex and status influence the use of affect language in
social media captions. A list titled “Top 100 Most Powerful Celebrities” was obtained from
www.ranker.com and was the source from which the celebrities in this study were gathered. The
celebrities were divided by sex as well as by social status (high or low). A total of 947 captions
were collected from Instagram. The celebrities were classified as either high or low as a result of
the number of followers their verified account possessed. The captions were run through the
Linguistic Inquiry Word Count program in order to examine affect word use. The data showed that
men used more angry words than women. Also found by the data was that high-status individuals
used the word “I” more than low status individuals. The findings of this study are important in that
it allows for an understand as to how celebrities use Instagram as a way promote themselves and
The Effect of Social Status and Sex on Social Media Language Use
Nearly everyone is familiar with social media to some extent. Whether people are
scrolling through a Facebook newsfeed to hear from friends or reading the most recent Tweets
from today’s most popular celebrities, social media is very relevant in today’s day and age.
Social media platforms such as Facebook, Twitter, and Instagram are used every single day by
people from all walks of life whether it be the local grocery store clerk or the President of the
United States. These forms of mass communication work as a central location where both
professional and personal information can be shared with close friends and the public alike. The
posts of celebrities are the posts most often seen and criticized by the public (Ozguyen & Mucan,
2013). People look to celebrities for the newest information regarding nearly everything, from
fashion and music to politics and hot button topics. Celebrities are an important group of people
to review due to the strength and influence their words tend to have over their audience (Kern, et.
al., 2016). By gathering the captions of social media captions from celebrities and analyzing the
language and different wording used in the captions, data can be collected and interpreted for
trends. Analysis can be done to look for trends in concepts such as pronoun use, cognitive
mechanisms, personal concerns, negative emotion, and social processes (Park, et. al.,2014).
Social status is a large indicator as to the importance placed on social media content.
People who have high social status often have a more numerous follower count on social media
platforms, meaning that the posts shared often reach a larger audience than those who are
considered to be of lower social status (Kern, et. al., 2016). Celebrities are people who hold an
increased social status when compared to the everyday person who does not live a life in the
public eye. Celebrities often use their platforms to discuss topics which are important to them
and to share personal experiences (Westaby, Pfaff, & Redding, 2014). When people are said to
THE EFFECT OF SOCIAL STATUS 4
have a higher social ranking, more people are likely to listen to and care about the information
Kacewicz, Pennebaker, Davis, Jeon, and Graesser (2013) used the Linguistic Inquiry and Word
Count program in order to analyze differences in language use. The goal of this research was to
look at the difference in language used by people in leadership roles versus people taking on the
role of a follower. In the first study, people were told to take on the roles of a team. One person
was assigned to be the “leader” and the others were told they were the “subordinates.” The
participants were told to discuss solutions for a problem regarding customer service at a mock
store in which they were all staff of. The group discussions were recorded by video. The
language used by the people in this study was analyzed through the LIWC program and it was
determined that the people in leadership roles used pronouns such as I, we, you, she/he, and they
more frequently as opposed to the pronouns of it, anyone, and its which were used less
frequently. The use of words such as these suggests that people in leadership roles are more
“people” or “group” oriented. The results of this study are important in that understanding how
language used by leaders differs from those used by followers, an understanding may be gained
as to why some leaders are more successful than others as their use of language appeals to those
Language is a tool used by all humans (Pennebaker, 2013). Over time, everyone acquires
new words and builds on to their vocabulary. In the case of social media, people are using
language to share information they believe to be important with the world around them. The
choice of works used by people reveals more about a person than only the message they are
THE EFFECT OF SOCIAL STATUS 5
portraying. A person’s choice of words reveals a lot of information about who they are as a
person, both socially and psychologically (Pennebaker, Matthias, & Niederhoffer, 2002).
People look to celebrities for inspiration when it comes to overcoming difficulties in life.
Some people choose to talk about their experiences positively, and some choose to talk about
experiences negatively. Depending on how the person coped with the experience after its
occurrence, word use in social media captions as well as other forms of writing becomes
impacted (Pennebaker & Graybeal, 2001). People are shaped by their experiences as they occur
in their lives. As humans grow and mature, they experience more and are able to use those
experiences to change shape their view of the world. Personality is an aspect of all human life
that changes over time and as personality changes, language choice and language use changes
experience which they have undergone, Pennebaker and Graybeal (2001), designed an
experiment with the intent of understanding the importance of specific wording used in personal
writing and how word choice impacts a person’s psychological state in terms of stability. In this
study, researchers gathered writing samples from diary entries of people from several different
backgrounds and analyzed them through the Linguistic Inquiry and Word Count (LIWC)
computer program in order to analyze the use of words which fell into different categories.
Pennebaker and Graybeal (2001) experienced use of words which fell under the categories of
emotional words, causal words, and cognitive words. The purpose of this study was to
understand how word choice allows for positive growth in the psychological state of an
individual over a period of time. Researchers found that people who wrote about their traumatic
experiences often showed improvement in mental health as time progressed. Pennebaker and
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Graybeal (2001) also found that people who were not willing to discuss their traumatic
experiences showed no improvement in mental health over the period of observation. The
observation of the lack of improvement is important in that journaling and writing could be used
in the future as a potential long-term tool for bettering patient health after having experienced a
traumatic event.
Along with the study performed by Pennebaker and Graybeal (2001), comes the
understanding of the importance of the different components examined by the LIWC. Language
of social processes is the understanding of how word choice reflects the user’s family, friends,
and humans (Newman, Groom, Handelman, & Pennebaker, 2008). Another important
discrepant language (should, could, would) and data shows that women tend to use this type of
language more so than men (Newman, Groom, Handelman, & Pennebaker, 2008). A third
component examined by the LIWC is pronoun usage. Pronouns are used to signal the user
themselves or someone they are discussing (I, you, she, he, etc.) (Newman, Groom, Handelman,
Understanding the personality of people is also a key component in terms of their word
use. On social media platforms, people display traits such as neuroticism, modesty, and many
more (Park, et. al. 2014). Personality is something that is unique to a person as an individual. By
observing a person’s word choice on social media, word choice is able to be observed over a
span of time and a greater understanding as to how the personality of a person can be understood
To investigate how personality traits of social media users impacts social media use,
Ozguven and Mucan (2013) examined the relationship among the Big Five Inventory
THE EFFECT OF SOCIAL STATUS 7
life satisfaction scale, and a social media marketing activity scale, hypothesizing that there would
be a positive relationship between social media use and each of the Big-Five Inventory Traits.
Ozyguyen and Mucan (2013) found that participants who were more educated and had a higher
income used social media more frequently than those who were not as educated and made less
income. The results of this study show that people who displayed the traits of conscientiousness
and openness to experience displayed a higher use of social media. The other factors observed in
this experiment did not show relevant information. The findings of this study are important in
that they allow for an understanding as to who is most active on social media. Social media is a
In sum, word choice is impacted by multiple factors surrounding a person’s life. People
who are considered to be of higher social status tend to use words that are more group oriented.
Personal experiences can also shape the word choices used by people and a person’s personality
can also be understood and observed by examining the choice of words they choose to use when
speaking out loud in a discussion as well as when they write. The purpose is to examine how sex
and social status impact the words used by celebrities in Instagram captions. The hypothesis of
this study is that men of low status will use more first-person pronouns than others of high status.
Another hypothesis of this study is that men would use more negative emotion related language
Method
Design
THE EFFECT OF SOCIAL STATUS 8
A list consisting of the “Most Powerful Celebrities with Highest Social Ranking” was
obtained from www.ranker.com. The original list consisted of 100 celebrities, but people and
groups who did not have Instagram accounts were removed from the list. (All celebrities were
under the condition of status (high or low) and under the condition of sex (male or female)). The
celebrities were arranged into groups following a 2 x 2 between subjects design in which they
were placed into one of four groups (high status women, low status women, high status men, low
status men). The distinction between high and low status was made by performing a median split
Dependent Measures
Instagram captions were taken and recorded from each of the celebrities. The Instagram
captions were recorded and analyzed through the Linguistic Inquiry and Word Count (LIWC)
program and analyzed. 947 total Instagram captions were gathered from the samples. From the
LIWC, the results for the following categories were analyzed: Person pronouns, positive and
negative emotion, cognitive mechanisms, social processes, and personal concerns. Under person
pronouns, first person singular, first person pleural, second person, third person singular, and
third person pleural words were analyzed. Under positive and negative emotions, anxiety,
sadness, and anger words were analyzed. Under cognitive mechanisms, insight, causation,
discrepancy, tentative and certainty words were analyzed. Under social processes, family,
friends, and human words were analyzed. Under personal concerns, work, achievement, leisure,
and home.
Procedure
The list of “Most Powerful Celebrities with Highest Social Ranking” was taken from
ranker.com. The members of the list who were either listed as groups, such as bands, were
THE EFFECT OF SOCIAL STATUS 9
removed from the list. Participants who did not have Instagram accounts were also removed
from the list. My partners and I recorded the number of followers had by each of the remaining
participants on the list. The number of followers was used to classify the celebrity as either high
or low status. My partners and I then collected the Instagram captions from each of the
celebrities from the date of August 14, 2018 until September 28, 2018. Each individual caption
was copied and pasted into an individual word document and was labeled according to
participant sex, status, and the number of caption. Three people combined the gathered captions
into one place where all of the captions were then entered into and analyzed by the Linguistic
Inquiry and Word Count program. The results from the LIWC analysis were entered into another
single document. The data gathered from the LIWC was then analyzed through the Statistical
Results
Overview
Because of the large number of celebrities involved in this study (42 celebrities),
celebrity subjects were divided into two groups based on a median split of the number of
followers had by the verified Instagram account. The grouping was used as a two-level factor, to
form a 2 x 2 (Sex x Social Status). Each dependent measure was then entered into a MANOVA.
Pronoun Usage
In order to test the hypothesis that men of low social status use more first-person
pronouns than others of high social status, an analysis of variance (ANOVA) was calculated on
the effect of sex on the personal concern for achievement. The means and CIs from this analysis
are located in Figure 1. The analysis was significant F(3, 941) = 8.05, MSE = 22.25, p < .001, hp2
= .013. Post hoc Scheffe tests demonstrated that achievement discussion by high status men (M =
THE EFFECT OF SOCIAL STATUS 10
3.86, SD = 6.28) was greater than achievement discussion by low status men (M = 2.27, SD =
4.64) p ≤ .001. The analysis also showed there that men talked more about work than women (M
In order to examine the effect of sex and social status on personal pronoun use, a 2 x 2
(Sex x Status) Univariate Analysis of Variance (ANOVA) was calculated with “I” as the
dependent measure. The analysis produced a non-significant effect of the interaction between sex
and social status. A main effect was produced for sex, F(3, 941) = 5.10, p = .024, hp2 =.005. A
significant effect was produced for social status, F(3,941) = 7.18, p = .007, hp2 =.008. The means
Personal Concerns
In order to examine the effect of sex and social status on personal concerns, a 2 x 2 (Sex
x Social Status) Multivariate Analysis of Variance (MANOVA) was calculated with four
personal concerns as dependent measures. The analysis produced a non-significant effect for
social status F(1,943) = 0.59. A significant effect for sex was produced F(3, 941) = 6.45, p < 1,
hp2 =.027. These are Univariates done after the initial analysis. A significant effect resulted for
the dependent measure of work, F(3, 941) = 10.13, p < 1, hp2 = .011, and leisure, F(1, 941) =
9.76, p = .002, hp2 = .003. A significant effect resulted for the dependent measure of
achievement, F(3, 941) = 15.33, p < 1, hp2 =.016. Men discussed achievement more so than
women (M = 2.10, SD = 3.99). A significant effect for the social status by sex interaction was
produced, F(3, 941) = 3.16, p = .014, hp2 =.013 meaning that men of high social status talked the
most about achievement. The means and standard deviations of this analysis can be seen in Table
1.
Cognitive Mechanisms
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In order to examine the effect of sex and social status on cognitive mechanisms, a 2 x 2
(Sex x Social Status) Multivariate Analysis of Variance (MANOVA) was calculated with the
five cognitive mechanisms as dependent measures. The means and standard deviations of this
analysis can be seen in Table 1. This analysis produced a non-significant effect for social status
F(3, 941) = 3.00 and the social status by sex interaction F(3, 941) = 1.79. A significant effect for
sex was produced, F(3, 941) = 3.00, MSE = 32.19, p = .001, hp2 = 0.02. The Univariates of
cognitive mechanisms were insight, cause, discrepancy, tentative, and certainty. Women used
Negative Emotion
In order to examine the effect of sex and social status on negative emotion, a 2 x 2 (Sex x
Social Status) Multivariate Analysis of Variance (MANOVA) was calculated with three negative
emotions as dependent measures (Anger, Anxiety, and Sadness). The means and standard
deviations of this analysis can be seen in Table 1. The analysis produced a non-significant effect
for social status F(3, 941) < 1 and the interaction between sex and social status F(3, 941) <1
meaning that social status did not impact the use of angry language. A significant effect was
produced for sex, F(3, 941) = 2.91, p = .033. Men used more angry language than women (M =
Social Processes
In order to examine the effect of sex and social status on social processes, a 2 x 2 (Sex x
Social Status) Multivariate Analysis of Variance (MANOVA) was calculated with three social
processes as dependent measures (Family, Friends, and Humans). The means and standard
deviations of this analysis can be seen in Table 1. The analysis produced a non-significant effect
for social status, F(1,943) = 1.89, p = .130, hp2 =.006. A non-significant effect was produced for
THE EFFECT OF SOCIAL STATUS 12
sex, F(1,943) = 1.99, p = .115, hp2 =.006. The analysis produced a non-significant interaction
between social status and sex, F(3, 941) <1, p = .521, hp2 =.002. The analyses showed that
celebrities did not differ in talking about social processes such as friends, family, or humans.
Discussion
The results of this study showed multiple findings. This study found that men used more
angry language than women. The use of anger was not impacted by the celebrity’s social status,
only their sex. Also found by this study was that people of high status used the word “I” more
than their low status counterparts. Celebrity sex did not impact the use of “I.” Another interesting
finding of this study was that women used discrepant language more than men on social media.
This study also found that men discuss work more on social media than women do and also talk
more so about leisure on social media than women do. A final finding of this study is that there
were no differing findings in terms of talk of family, friends, and humans by either men or
women. These results of this experiment confirmed the hypothesis that men would use more
The data from this study reflected similar results to that of a study performed by
Bamman, Eisenstein, and Schnoebelen (2014) in that there was in fact a difference in language
use depending on the sex of the person being observed. In this study, Instagram captions were
gathered and analyzed for differing types of affect language. One of the topics of this experiment
was to examine the use of words related to negative emotions. The negative emotion areas
specifically examined in this study were anger, anxiety and sadness. The results of this study
found that men used more angry language on social media than women. This does not come as a
surprise, as men are seen as more aggressive in general (Newman, Groom, Handelman, &
THE EFFECT OF SOCIAL STATUS 13
Pennebaker, (2008). In this study, social status of the celebrity did not impact the use of language
The data collected in this experiment showed that there was an increased use in the
personal pronoun “I” by people who are of high social status. There was not an impact of sex on
the use of this personal pronoun. Our findings in this study differ from what we anticipated and
from what has been found by previous studies before. Kern, et. al., (2014) found that people who
are considered to be of low social status tend to use the word “I” more frequently than their high-
status counterparts. Previous research has shown that people of low status, specifically women,
use “I” more frequently than men (Kern, et. al., 2014). The reason behind using this type of
language is that pronouns are said to show what a person is focusing on, also people tend to
become more self-conscious during times of social or financial suffering (Kacewicz, Pennebaker,
Davis, Jeon, & Graesser, 2009). This being said, it would make more sense for the findings to
have found that the celebrities who possessed fewer followers and were considered to be of
lower social status to be the frequent users of “I” but it was interesting to find that the exact
Another portion of the results from this study examined the use of discrepant language.
Discrepant language includes words such as “could, should, or would.” Discrepant language has
been shown to be used more times by women than by men. Women use this type of language
more because they are frequently interrupted by the people they are speaking to and are also
more likely to try and speak to appease the audience whom they are addressing (Pennebaker, &
King, 1999). Our study found that women did use discrepant language more than men did.
Through our Instagram caption collection and analysis, it was found that women did use this type
THE EFFECT OF SOCIAL STATUS 14
of language more than men did, but the usage was not influenced by the level of social status had
by the women.
The fourth set of findings from the results of this study examine the use of language in
regard to personal concerns. Personal concerns language includes words that discuss topics such
as work, achievement, leisure, and home (Pennebaker, Mehl, & Niederhoffer, 2002). Previous
research has found that men with higher social status tend to talk more about their work and
achievements than those men who have a lower social status or women of either social status
(Hirsh & Peterson, 2009). The data from our study is comparable to the data found by others in
that we found that overall, men talk more about their achievements than women do. Also found
in this study is that, as was found by Hirsh and Peterson (2009), men of high status spoke about
their achievement the most. This data resembles the findings of studies done before it also in the
aspect of leisure discussion. Our study found that men discussed leisure activities more than
One of the more interesting findings of this study is that we did not find any differences
in the use of social language. The social language topics that were analyzed through this study
were language regarding family, friends, and humans. Social media platforms are used by people
to discuss mainly those three topics (family, friends, and humans) so it was strange for use to not
find any results reflecting an influence of celebrity sex or social status on these factors. A
possible reason behind this is that celebrities use social media differently than most non-celebrity
people. Celebrities use social media as a place to promote themselves as well as the causes they
feel are important. Celebrities may choose to use their social media accounts only for the purpose
of work and may choose to keep their private lives just that, private.
THE EFFECT OF SOCIAL STATUS 15
In terms of what these results mean for people, the findings showed a great deal of
similarities as to what we expected to find. Instagram captions were used by the celebrities in
this study in ways that are, for the most part, similar to how non-celebrity people use social
media, with a few varying results. Celebrities are humans and they use language to communicate
A possible critique of the methods of this study would be the list from which we acquired
the celebrities to be used as data points. The list is from the year 2010, so some of the celebrities
within the list are no longer socially active and in the public eye. Many of the celebrities on the
list were older in age and did not have Instagram accounts, so those people had to be removed
from the list. A great deal of the names on the list had to be removed from the study, as there was
The results of this experiment have shown to be concurrent with the results of similar
studies that were performed in the past, with the exception of a few interesting findings along the
way. The results showed that there are differences in the way men and women use language. The
results also showed that, in some cases, the social status of a person does influence the way they
use language as well. This is interesting due to how celebrities are viewed by the rest of the
world. Their thoughts and words are seen and heard by thousands, if not millions of people all
around the world on a daily basis. The words used by these celebrities can be very influential to
the people who are following them, so it is interesting to view how different factors influence
just how they choose to speak and broadcast their thoughts and feelings to the world around
them.
THE EFFECT OF SOCIAL STATUS 16
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THE EFFECT OF SOCIAL STATUS 19
Table 1
Means and Standard Deviations of Sex and Social Status on Cognitive Mechanisms, Social
Celebrity Sex
Men Women
Celebrity Status
Cognitive Mechanisms
Table 1 Continued
Means and Standard Deviations of Sex and Social Status on Cognitive Mechanisms, Social
Social Processes
Personal Concerns
Table 1 Continued
Means and Standard Deviations of Sex and Social Status on Cognitive Mechanisms, Social
Negative Emotion