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Human beings adapt their language to the audience they interact with. Tostudy the impact of audience and gender in a natural setting, we choose adomain where gender plays a particularly salient role: parenting. We collectposts from the three popular parenting Subreddits (i.e., topical communities onReddit) r/Daddit, r/Mommit, and r/Parenting. These three Subreddits gatherdifferent audiences, respectively, self-identifying as fathers and mothers(ostensibly single-gender), and parents (explicitly mixed-gender). By selectinga sample of users who have published on both a single-gender and a mixed-genderSubreddit, we are able to explore both audience and gender effects. We analyseposts with word embeddings by adding the username as a token in the corpus.This way, we are able to compare user-tokens to word-tokens and measure theirsimilarity. We also investigate individual differences in this context bycomparing users who exhibit significant changes in their behaviour (highself-monitors) with those who show less variation (low self-monitors). Resultsshow that r/Parenting users generally discuss a great diversity of topics whilefathers focus more on advising others on educational and family matters.Mothers in r/Mommit distinguish themselves from other groups by primarilydiscussing topics such as medical care, sleep and potty training, and food.Both mothers and fathers celebrate parenting events and describe or comment onthe physical appearance of their children with a single-gender audience. Interms of individual differences, we find that, especially on r/Parenting, highself-monitors tend to conform more to the norms of the Subreddit by discussingmore of the topics associated with the Subreddit. In conclusion, this studyshows how mothers and fathers express different concerns and change theirbehaviour for different group-based audiences.

Using word embeddings to analyse audience effects and individual differences in parenting Subreddits