This document discusses gendered language in management literature from a feminist perspective. It notes that management is often associated with masculinity and that management literature tends to use androcentric language that excludes women. This can undermine women's careers and promote male supremacy. The study aims to evaluate gendered language usage and identify topics that are under-explored from a gender perspective. It finds that management literature still reflects gender inequality and stereotypes through common words and terms. Changing this language is an important first step but not sufficient on its own to achieve gender equality.

1. Gender Terminologies in
Management Literature:
A Feminine Perspective
Nimisha Nandan
Ph.D. Research Scholar
Department of Public Administration and Policy Studies
Central University of Kerala

2. INTRODUCTION
• The term Management is largely associated with men and
masculinity.
• Management Ethos favours masculine outlook and
masculinization of workplace norms..
• Historically in our society, men have held the power. Women
have held a subordinate and have not had a voice in society.
• Our religious texts had been written and assembled by men .
Management Literature also follows Androcentrism.
• Language is like an X-ray in providing visible evidences of
invisible thoughts.
• Management Literature refers to the unspoken rules and
arrangements that governs in workplace and gender
dynamics.
• Androcentric language have the potential to limit women’s
promotional opportunities and undermine their career.

3. Sexism and Language:
What’s in a Word?
• Sexism – “is discrimination against people on
the basis of their gender”.
• Our language is androcentric. Male is generic: Mankind, Man power, Man made…
• When you use ‘Business Woman’, you may subtly reinforce that it is unusual for women
to have that professions.
• Language is the most powerful tool by which sexism and gender discrimination are
created and reproduced.
• Sexist language perpetuates the notion of male supremacy.
• The language we learn, determines the way we view the world.

4. What is Sexism in language ?
• Though 52% of employees are female,
Management Literature uses androcentric
language.
• When we use "man" or "mankind" to refer to
humans as a whole, we systematically exclude
women.
• Androcentric practices reflect normative ideologies
+ instrumental in reproducing status quo.

5. Generic ‘He’
• English has no generic singular or common
sex pronoun. Generic pronoun "he“ is
used in textbooks.
• Grammarians of the 19th century argued that
the use of ‘he’ included women on
grammatically objective grounds.
• In 1850 an Act of Parliament legislated that
‘he’ stood for she in texts.

6. OBJECTIVES
 To evaluate the usage of sexist language
in Management Literature.
 To explore the developing field of gender
in Management Literature.
 To identify dominant research topics and
uncover those yet to be explored.

7. NEED OF THE STUDY
• Despite decades of feminist consciousness raising,
sexist language still exist in our culture.
• Every day we use words and languages with a sexist
connotation with out even being aware of it.
• The content of gender stereotypes according to
which women should display warmth traits and men
should display competence traits is reflected in the
lexical choices of every day communication.
• More number of women are cracking glass ceiling
and entering in to key leadership.
• The notion of what makes an effective leader is
changing and becoming more gender neutral.

8. METHODOLOGY
• This research was qualitative in nature.
• Secondary data was used for the research.
• Structured Literature Review was used to examine key terminologies and theories
relating to the ways in which gender is represented in Management Literature.
• Associated connotations of terms to describe male and females were examined.
• Qualitative software NVivo is used for analysis

9. FINDINGS
• Gender inequality is evident in Management Literature.
• Many times gender seeps in to a conversation where it is
irrelevant.
• Male dominated language reinforces sexist attitudes and
behaviours.
• Language mirrors society. It plays a crucial role in the process of
representation.Male words connote power, authority, or a
positively valued status. Female words have sexual connotations.
• The prevailing profile of a good business leader reflects the
stereotypical traits of masculinity.
• Women’s acts and experiences have been largely unrecorded and
ignored.When business is viewed through a narrow prism, the
skills and traits associated with feminine do not align with
business essentials.
• Use of Non-Gendered word most of the time ,we begin to see
people as non-gendered too.

10. CONCLUSION
Our language is androcentric. When the language
excludes women, the mental image created also excludes
women. The language we use not only reflects our culture
but also constructs it. Instead of gendered pronouns,
plurals can be used. Changing terms is only the top of
iceberg ,but it has a huge symbolic importance.

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Business Ethic; 2000, 27: 321-334.
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