From the 2019 ANZMAC conference: the language of 10-K reports, from the analytical to the post-emotional

Abstract

ABSTRACT The theory of the post-emotional-self and post-emotional society proposes that the industrialized world has become a post-emotional society in which emotion has become separated from action and feeling. If this were the case, then the language used over time should reflect a change from actual emotions, inner feelings, and sensitivities, to outer directed signals designed to influence and manipulate. To test this hypothesis, we analyze the text of almost a quarter of a century of 10-K reports – detailed, objective records of financial performance, filed annually by a publicly traded company. The textual analysis approach we employ is that of Linguistic Inquiry and Word Count (LIWC). This considers language in terms of analytical thinking, clout, authenticity, and tone. Our findings largely confirm the rise of the post-emotional society and offer intriguing insights into the direction of how language is changing. Implications for the theory and practice of public relations are discussed.