Gender‐Fair Language (GFL) in Austrian Tabloid and Broadsheet Newspapers: A Corpus‐Based Frequency and Context Analysis

ABSTRACT Given their extensive reach, newspapers play an important role in shaping gender‐related language choices and promoting the use of gender‐fair language (GFL). In this regard, the newspaper landscape in Austria is particularly noteworthy, as it stands out among Western European countries due to the strong influence of tabloid newspapers, especially Neue Kronen Zeitung . Tabloids rely on numerous pictures and short, simple reports to attract readers with sensational headlines, in contrast to broadsheet newspapers. This difference in reporting style, combined with the significant influence of tabloids in Austria, raises the question of whether Austrian broadsheets and tabloids differ in the frequency and context of GFL usage. To address this question, four representative Austrian broadsheets and tabloids were selected. The German Reference Corpus was used to conduct a frequency and context analysis. While the frequency of all forms of GFL was analyzed, particular focus was placed on the most controversially discussed forms in the Austrian public discourse: the non‐binary asterisk, colon, and gender gap, as well as the binary capital‐I. The results indicate differences between the examined broadsheets and the influential tabloid Neue Kronen Zeitung regarding the frequency of binary and non‐binary GFL usage, with broadsheets using GFL more frequently than the selected tabloid. However, the recent development of non‐binary forms follows a similar, increasing pattern across newspapers, albeit at different levels. Furthermore, the majority of instances of the most intensely debated forms of GFL originated from the authors themselves across all four newspapers, rather than from quotes or letters to the editor. These usages predominantly reflect serious intentions rather than critical or ironic purposes. The findings supplement existing research on GFL usage in German‐speaking media and contribute to a better understanding of the matter. At the same time, the results reveal somewhat intricate dynamics that call for future monitoring and research.