Abstract
Does language reflect psychological reality, or does it form psychological reality? In other words, does the language we use to discuss something determine our attitudes toward that thing? Feminist literature has made much of the Sapir-Whorf Hypothesis, which asserts that linguistic bias is a cause rather than a symptom of social bias (F.W. Frank and P.A. Tretchler, 1989; F.J. Newmayer, 1986). However, conflicting views do exist on the direction of influence. The article discusses a recent study published by M.A. Dyrud illustrating a clear gender bias in computer clip art (see Business Commun. Quart., vol.60, no.4, p.30-51, 1997). Dyrud argues that if language, as a symbol system, both reflects and invents our reality, the same can be said of another symbol system, that of visual images. If the images are predominantly one gender, they may reflect cultural mores, but at the same time they help to sustain those beliefs by shaping our concept of what is real. Her study examines more than 14000 images in Windows based programs. She found that gender bias does exist in available visuals. In addition to a bias in presentation, clip art is also a man's world in terms of sheer numbers of images. Of 14108 images, there were three times as many male as female. The attitude of available images also differs: male figures-often of athletic build with full heads of hair-are usually in motion; female figures are usually standing, waiting, or even posing fashion-model style.