Intersectional dimensions of hubris and power: a linguistic analysis of female executive discourse in Turkey

Purpose This study aims to investigate the intersectional dimensions of gender, familial affiliation, socioeconomic status and industry sector in shaping the linguistic manifestations of hubris and power among female CEOs and senior executives in Turkey. By applying intersectionality theory to leadership communication, the research examines how overlapping identities influence executive rhetoric, specifically expressions of hubris, within a context that blends Eastern collectivist cultural values and Western corporate governance practices. Design/methodology/approach The research uses qualitative linguistic discourse analysis of 44 secondary-source interviews with female CEOs and senior executives in Turkey, published between 2017 and 2025 in reputable business magazines and company publications. The analysis is grounded in intersectionality theory and examines multiple identity dimensions including gender, familial affiliation, socioeconomic status, educational background, international exposure and sectoral context. Python programming was used for text pre-processing, keyword frequency extraction and pattern matching to facilitate robust and reproducible data parsing, with two independent coders manually identifying hubris markers and speech style indicators. Findings The study reveals distinctive patterns in how intersecting identities shape the rhetorical construction of hubris and power in female executive discourse. Family-affiliated female leaders leverage dynastic legitimacy in their rhetoric, enhancing perceived authority, whereas nonfamily female leaders rely more heavily on professional achievements and adaptive communication strategies. Educational background and international exposure significantly influence leaders’ rhetorical styles, with internationally educated executives using more sophisticated, globally oriented language. Sectoral contexts further modulate leadership communication, with female executives in traditionally male-dominated sectors adopting more assertive, metrics-driven language compared to those in consumer-oriented sectors. Originality/value This research extends traditional analyses of gendered discourse by revealing how overlapping identities influence executive rhetoric in a non-Western context. By applying intersectionality to leadership communication in Turkey’s unique corporate landscape, the study contributes to the broader understanding of hubris and power in leadership communication while enriching intersectional scholarship in management and organizational studies. The findings provide valuable insights for understanding how women leaders navigate complex identity intersections in their communication strategies across different organizational contexts and cultural settings.