Credibility in Context: The Impact of Gender and Ethnicity on DEI Communication

Date of Award

5-1-2025

Degree Name

M.A. in Communication

Department

Department of Communication

Advisor/Chair

Jee-Hee Han

Abstract

In light of mounting political backlash against diversity, equity and inclusion (DEI) initiatives, this study investigates how the gender and racial identity of a spokesperson influence audience perceptions of credibility and the effectiveness of DEI messaging. Grounded in source credibility theory, the study examines the impact of trustworthiness, expertise, and goodwill alongside identity congruence between speaker and audience. Using a between-subjects experimental design (N = 208), participants were exposed to a DEI message delivered by a spokesperson varying by race (Black/White), gender (male/female), and credibility profile. Results showed that all three credibility dimensions significantly predicted message effectiveness, with trustworthiness as the strongest predictor. Unexpectedly, female spokespersons were rated higher in perceived expertise, and messages delivered by Black spokespersons were viewed as more effective. However, shared identity effects were mixed: shared gender identity decreased perceived message effectiveness, and shared racial identity showed no significant effect. These findings underscore the importance of identity cues in DEI communication and offer timely implications for organizational messaging strategies at a time when the legitimacy of DEI efforts is increasingly contested.

Keywords

Source Credibility, Gender and Ethnicity, DEI, Communication

Rights Statement

Copyright 2025, author.

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