Gendered discursive practices on-line

► On-line advice among strangers in Spanish websites is examined. ► We explore gender differences in content and linguistic realization of advice. ► We examine systematically potential effects of gender advice givers and receivers. ► Advice receivers’ gender does not impact significantly on the structure or content. ► Advice givers’ discursive practices challenge entrenched gender expectations. This study aims to gain in-depth understanding on whether and how asynchronous computer mediated communication (CMC), exemplified by advice giving in web-based discussion forums, is instrumental in the construction of gender identities and can thus be taken to reflect gendered discursive practices. While there is a growing body of literature on this topic, this paper extends the discussion into a less explored issue in the area of gender and advice, namely, the potential effect that the sex of the recipient may have on the linguistic structure of the message. Unlike advice-givers, advice-seekers unambiguously reveal their sex in their posts, while typically omitting other personal information or identifying features. Sex is thus the only identifiable variable. This study therefore examined how men and women are given advice – not just on how they produce advice – in terms of directness, politeness considerations and affect display. The picture that emerges is complex and points to potential changing discursive practices and gender role expectations.