Woman Language Features of Susan Wojciki, Youtube’s CEO

Abstract

This study examines women’s language features used by Susan Wojcicki, the CEO of YouTube, in selected interview videos on YouTube. The research employs Lakoff’s (1975) theory to investigate the types and functions of women’s language in Wojcicki’s speech. The study addresses two main research questions: the types of women’s language features Wojcicki used and the functions these features serve. A descriptive-qualitative method was adopted to analyze and describe the data in the form of words and sentences. The data were taken from Wojcicki’s utterances in selected interview videos. These utterances were identified, analyzed, and explained based on Lakoff’s framework of women’s language features. The functions of these features were further examined and categorized. The findings reveal that Wojcicki used 10 types of women’s language features: lexical hedges, intensifiers, tag questions, empty adjectives, hypercorrect grammar, super polite forms, rising intonation, precise color terms, avoidance of strong swear words, and emphatic stress. Among these, lexical hedges and intensifiers were most frequently observed. Regarding the functions, the study identifies two of Lakoff’s six language functions in Wojcicki’s speech: expressive and referential. Expressive functions were dominant, with 53 utterances expressing feelings, thoughts, and opinions, while 37 utterances served referential purposes by conveying information. This study highlights the relevance of women’s language features in leadership communication, particularly in the context of digital media and technology. It also provides insights into how gendered language contributes to communication strategies.