The Language of Love: Sex, Sexual Orientation, and Language Use in Online Personal Advertisements

Stereotypes and biological theories suggest that psychological gender differences found in predominantly heterosexual samples are smaller or reversed among gay men and lesbians. Computerized text analysis that compares peoples language style on a wide range of dimensions from pronoun use to body references offers a multivariate personality marker to test such assumptions. Analysis of over 1,500 internet personal advertisements placed by heterosexual men, heterosexual women, gay men, and lesbians found little evidence that orientation alters the impact of gender on linguistic behaviors. Previously reported gender differences were replicated in the gay as well as the heterosexual advertisements studied. Main effects of sexual orientation indicated that gay people of both sexes apparently felt less need to differentiate themselves from potential mates than did heterosexual people. Virtually no crossover sexual orientation by sex interactions emerged indicating that several popular models of sexual orientation are not supported on a linguistic level.