Obituaries of Female and Male Leaders From 1974 to 2016 Suggest Change in Descriptive but Stability of Prescriptive Gender Stereotypes

Abstract

We analyzed 1415 newspaper obituaries of female and male leaders published in Germany, 24 Austria, and Switzerland from 1974 to 2016, covering a time-span of 42 years, to investigate 25 change in descriptive and prescriptive gender stereotypes. The obituaries’ content was 26 condensed to four categories: agency, competence, and communion were used to investigate 27 changes in descriptive stereotypes. The category likability was used to infer changes in 28 prescriptive stereotypes. Consistent with theories claiming changeability of stereotypes, our 29 results indicate changes in descriptive stereotypes. Female leaders were described as 30 increasingly agentic over time, but not as increasingly competent. Descriptions regarding 31 communion remained unchanged. In contrast, the description of male leaders remained 32 relatively stable at first, followed by changes in recent years, where men were described as 33 decreasingly competent and increasingly communal. Simultaneously, our results support 34 theories suggesting stability of stereotypes over time indicating unchanged prescriptive 35 stereotypes. Accordingly, increases in female leaders’ agency were associated with decreases 36 in likability. In male leaders, increases in communion were associated with decreases in 37 likability. Overall, our results reconcile divided theories regarding the changeability of gender 38 stereotypes. Furthermore, our results emphasize that research and praxis need to enhance 39 attention on prescriptive stereotypes to facilitate female leadership.