How do Voters Respond to Gender Inclusive Language in Political Discourse? Evidence from German Politicians

Cultural issues have gained importance in contemporary political debates. Even symbolic issues that have no distributive consequence appear of pivotal importance in electoral campaigns. In this paper, we examine how voters respond to progressive politics by testing reactions to gender-inclusive language (GIL), a linguistic form that embraces all gender identities. Drawing on two complementary research designs—an observational study based on social media data and two vignette experiments—we assess voters’ affective and threat responses to GIL in Germany. Our analysis reveals that on social media, GIL generates an emotionally polarizing effect, eliciting both positive and negative reactions. In contrast, experimental evidence indicates that GIL predominantly triggers a backlash, increasing negative emotions and perceptions of threat from social change. This backlash is especially pronounced when minority candidates employ GIL, and it is most evident among historically privileged individuals, particularly lower- and middle-income males. Overall, our study contributes to a deeper understanding of the complex interplay between symbolic political communication and voter behavior, offering valuable insights for both political practitioners and scholars.