Recent research delves into how dominance and prestige play distinct roles in social influence, particularly across genders. Dominance, linked to assertiveness and control, and prestige, associated with competence and cooperation, are key strategies for gaining social standing.

Traditionally, gender norms have influenced the perception of these traits—dominance typically correlates with masculine behaviors, while prestige aligns with feminine communal qualities. This framework raises important questions about the adaptability of these strategies across different genders and environments.

To explore these dynamics, Hemant Kakkar conducted a study focused on whether the effectiveness of dominance and prestige varies between men and women, and how these strategies evolve over time. Initial pilot studies established the groundwork, including the appropriateness of Twitter as a neutral platform to examine gendered social influence.

Investigating social influence

In the first pilot study, with 100 participants, researchers confirmed that Twitter provided a suitable context for analyzing gender influence without reinforcing stereotypes. The second study, involving 397 participants, established a correlation between dominance and masculine traits, whereas prestige was linked to feminine characteristics. The final pilot study highlighted that dominance behaviors could provoke backlash for women, while prestige traits are more acceptable across genders.

The main study included 188 participants who reported their tendencies toward dominance and prestige via a 17-item scale. Participants shared their public Twitter handles, allowing the research team to gather extensive data from their tweets and analyze their social interactions. In total, the study scrutinized 229,884 tweets, focusing on each participant’s original content.

Results of the study

Kakkar measured social influence based on the retweeting of participants’ tweets, while also assessing network centrality, which accounted for direct mentions and replies from followers. Key variables like emotional tone, reciprocity in interactions, and time trends were controlled to ensure a clear analysis of dominance and prestige effects.

The results indicated a complex interplay between gender, dominance, and prestige. For men, higher levels of dominance correlated with increased retweets and network centrality, affirming the effectiveness of assertiveness in aligning with masculine stereotypes. Conversely, women faced social penalties when exhibiting dominant behaviors, resulting in fewer retweets and lower visibility within their networks.

Interestingly, prestige emerged as a significant influence strategy for women, enhancing their social standing in line with expectations related to competence and cooperation. For men, although prestige did have a positive effect, it was less pronounced, as communal traits often conflicted with established masculine norms.

The role of time

Another notable finding was the evolving nature of these influences over time. The effectiveness of dominance diminished for both genders, as its aggressive nature often led to a decrease in likability and overall influence. In contrast, prestige became increasingly beneficial for both men and women as social networks grew familiar with their competencies and collaborative behaviors.

These insights underscore the importance of considering gender stereotypes and the temporal dynamics of influence strategies. Constraints tied to traditional perceptions can significantly impact the reception of dominant behaviors, especially among women.

Takeaways

The findings of this study highlight crucial aspects of social influence through the lens of gender:

• Dominance mostly benefits men, while women find greater success with prestige.
• Time plays a key role in shifting the effectiveness of these strategies.
• Gender stereotypes remain a significant factor in the perception and efficacy of dominance and prestige.

While relying on Twitter as the primary context for this research poses certain limitations, the study provides valuable insights into how social influences evolve and are shaped by gender norms over time.