THE ROLE OF GENDER IN LANGUAGE USE IN FOOD VLOGS: A SOCIOLINGUISTIC STUDY OF ENGAGEMENT STRATEGIES

This research investigates the use of gender in language in food vlogs, where it centers on adjective use and strategies of engagement using a sociolinguistic framework. With Hyland's Metadiscourse Model and Tannen's Report vs. Rapport Talk, the research examines ten food vlogs (five by male and five by female uploaders). Findings identify male uploaders as using more descriptive adjectives and utilizing stronger interactive metadiscourse markers that stress information delivery ("report talk"). Compared to female vloggers, male vloggers employ more emotional adjectives and prefer interactional markers to promote audience affiliation ("rapport talk"). Quantitative results indicate that male vloggers lead the use of transitions and engagement markers, whereas females exhibit higher usage of hedges and self-mentions in relational storytelling. The differences imply that gendered styles of communication have an impact on digital content creation. The research has implications for sociolinguistic studies and digital media research, with an understanding of the limitations of the sample size and cultural diversity. Future studies ought to extend to cross-cultural settings and other linguistic features like metaphors and narrative structures.