Executive women: argumentative strategies and facework

Abstract

In recent times, the incorporation of women into managerial positions has led to the creation of a new style of leadership, characterized by its promotion of teamwork, the strengthening of affiliation and the establishment of horizontal power relations. In order to determine whether this leadership style conditions the argumentative and facework activities used by Spanish managers, we have analyzed 25 interviews conducted by the media. The results show how the sex of the interlocutors conditions both the strategic use of facework activities and the roles performed and the argumentative tactics used. The ultimate goal of the executive women is to enhance the corporate image and persuade future consumers or potential shareholders. Consequently, the existence of a bifunctional relationship between the argumentative strategies and facework is verified.