Powerless Language in Health Media: The Influence of Biological Sex and Magazine Type on Health Language

Powerless language influences how media consumers perceive the believability and trustworthiness of news sources. Past studies have suggested females use more powerless language, which can negatively influence credibility. However, previous research also suggests powerless language may be preferred in certain contexts. To investigate powerless language use in written health media, a content analysis investigated health-related articles in issues of 12 magazines between October 2008 and September 2009. Analysis compared differences in powerless language frequencies relative to three variables: biological sex of the author, biological sex of the audience, and the magazine's overall topic focus. Female authors and health-focused magazines used more powerless language than male authors and generic-focused magazines, and powerless language was more often directed towards a female audience than a male audience.