Interpersonal Impressions, Gender Stereotypes, and Visual Speech

Abstract

This study had two aims: (a) to establish whether interpersonal impressions made from visual speech followed the same patterns as those made from auditory speech; and (b) to determine the effect of gender stereotypes on interpersonal impressions made from visual speech. Forty-eight speechreaders (24 male and 24 female) saw 24 talkers (12 male and 12 female) on videotape without sound. After speechreading, speechreaders rated each talker on 14 semantic differential items. Factor analysis of the items revealed three factors, labelled Solidarity, Status, and Performance. Significant talker gender differences were shown in Status and Performance ratings, reflecting gender stereotypes. Variation in semantic differential scores contributed to a small but significant proportion of the variation in speechreading scores. Gender differences in this relationship also mirrored gender stereotypes. The results are discussed with reference to literature concerning speech perception, language attitude, and impression formation with auditorily received language, and gender stereotypes.