Mad women: gendered divisions in the Swedish advertising industry, 1930–2012

Arnberg, Klara; Svanlund, Jonatan

doi:10.1080/00076791.2016.1182158

Cited by 10 publications

(9 citation statements)

References 15 publications

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“…Some of the past research discusses how certain changes in the industry may impact the vertical mobility of women in creative advertising and their entrance into higher roles. For example, the Swedish advertising industry has largely changed over time, from a small industry with a few large firms, to a more diverse industry with multiple small firms; this change has been beneficial to women in offering more opportunities for managerial positions and self-employment (Arnberg & Svanlund, 2016).…”

Section: Culturementioning

confidence: 99%

“…In terms of past literature, Mallia (2009), Windels and Lee (2012) and Grow & Deng (2014) offer a variety of reasons for this gender gap and present a range of factors that may contribute to this disparity, including: occupational stereotypes, creative advertising fostering a boys' club mentality, a lack of visibility of women at the top, the ways the industry is not responsive to the needs of employees (particularly women) to raise a family, and several more sociological, cultural and psychological factors. Arnberg and Syanlund (2016), Grow (2008) and Windels and Lee (2012) offer insight into the second research question and explain some of the ways the media A textual content analysis was used to observe the hashtags #changetheratio and #3percentconf, used by The 3% Conference, between March 20 th until March 29 th , and again between June 16 th and June 24 th . The first group of data was collected between…”

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confidence: 99%

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The 3% problem: Why Are There So Few Females in Creative Advertising?

Yermus¹

2021

Preprint

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The purpose of this Masters Research Paper is to examine the role of women in the creative advertising industry. After extensive research into this area of study, it is evident that globally, women make up a very small percentage of the creative roles and executive positions within the advertising industry (Jean Grow & Tao Deng, 2014). Given this state of affairs, consciousness-raising movements like The 3% Conference, for example, (Jesse Thomas, 2012) have emerged in order to raise awareness of this problem and to promote change for women in the advertising industry in the United States and beyond. The literature review that informs the original research conducted in this MRP will analyze the historical trends of women in the creative departments of the global advertising industry in practice and in popular culture and some of the factors that may contribute to this gender disparity – the objective was to examine and gain an understanding of why this gender gap persists. The data was then collected from three different media sources: the television show Mad Men, the documentary film Art & Copy and an online movement called The 3% Conference. My findings were derived from a series of content analyses that enabled me to determine how the media and online professional organizations like The 3% Conference portray women in creative advertising in North America. Lastly, the literature review was compared to the results from the data, to determine whether the media offers a reliable depiction of women in the creative advertising industry.

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Section: Culturementioning

confidence: 99%

mentioning

confidence: 99%

The 3% problem: Why Are There So Few Females in Creative Advertising?

Yermus¹

2021

Preprint

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“…Reklam sektörünün kurum kültürü, yapısı ve iş bölümü pratiklerinin kendine has özellikleri de içerdiğini kabul ederek, yukarıda açıklanan inşa süreçlerinin dışında kalmadığı belirtilebilir. Kadın istihdamının yüksek olması sebebiyle reklam sektörü "kadınlaşmış" bir alan olarak adlandırılmakta ancak sektörde cinsiyet ayrımcılığının mevcut olduğu ve kadınların özellikle karar verici ve yönetici pozisyonlarında yeterince yer alamadığı görülmektedir (Mallia ve Windels, 2015;van Het Hof ve Hoştut, 2016;García-González ve Piñeiro-Otero, 2011;Arnberg ve Svanlund, 2017). Ayhan (2010, s. 247) bu durumu "sözde kadınlaşma" (pseudo-feminization) kavramıyla açıklamıştır.…”

Section: Toplumsal Cinsiyetin İnşası Ve Reklam Sektörüunclassified

Reklam Ajansında Kadın Olmak: Reklam Sektörü ve Toplumsal Cinsiyet

Kara¹,

Özgen²

2021

Galatasaray Üniversitesi İleti-Ş-Im Dergisi

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Being a Woman in an Advertising Agency: The Advertising Industry and GenderWhile the recent increase in research in gender studies reflected the social structure and gender practices, it also created a repetitive academic accumulation. Especially, numerous studies in the field of communication studies that examine media output in order to study gender representation and discourse analysis constituted that repetitive accumulation. At that point, the main starting point of this study is not to examine the content of advertisements but to understand the gender position and problems of women working in the advertising industry as the creators of advertisements. For this purpose, in-depth interviews were conducted with 15 female advertisers from different departments. According to the interviews conducted, due to cultural construction, gender inequalities and patriarchal structure are also experienced within advertising agencies. As a social phenomenon, the agents of this production and reproduction of gender inequality are not only men but also women because of internalized gender codes and behaviours.

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“…Medan många forskare har vridit och vänt på industrialismens varuexposéer i staden, såsom varuhus och skyltgator, har den 202. Werner Aspenström, Bäcken, Stockholm: Aldus/Bonnier, 1965[1958 på landsbygden under samma tid mycket spridda postorderkatalogen rönt begränsad uppmärksamhet. 204 Katalogens form, innehåll och distribution gav också förutsättningar för att tryckvaran skulle bli något mer eller annat än en inköpskälla.…”

Section: Sammanfattningunclassified

En förbindelse med en större värld. Postorder i Sverige under tidigt 1900-tal

Nilsson¹

2020

Mediehistoriskt Arkiv

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Omvärlden skymtar fram under krigsåren 105 En lockande varuexposé 110 Bläddra, pricka för, drömma 113 De ungas katalog 117 Ett medierat flanerande bland varor -katalogen mellan varuhus och veckotidningar 122 "Och sist hamnade de på W.C. utomhus" 128 Närhet och förtroende på avstånd 132 Sociokulturella distinktioner och en föreställd svensk konsumtionsgemenskap 139 Sammanfattning 148 4 | lokalrepresentant eller entreprenör? postorderagentur som extraknäck, säljtävling och handelsskola Fullmakter och instruktioner 157 Tiotusentals agenter runt om i Sverige 163 En sysselsättning för barn och unga 166 Agentur bland kvinnor 171 Agentens mellanposition 173 Premieutdelningar, säljtävlingar och handelsstipendier 178 Sammanfattning 194 5 | nationella reklamaktiviteter, lokalt deltagande: turnéer och tävlingar 199 Turnéer 203 Tävlingar 226 Sammanfattning 238 6 | avslutning 243 Käll-och litteraturförteckning 255 Summary 271 Tack! 281 "Det här landet är lika randigt som mors förkläde," sade pojken. "Jag undrar vad det är för slags ränder, som stryker fram över det." "Åar och åsar, vägar och järnvägar," svarade vildgässen. "Åar och åsar, vägar och järnvägar." […] "Aldrig förr har jag sett så många vägar, som alla kommer från ett håll," tänkte pojken. "Det måtte vara mycket varor, som ska fraktas genom det här landet norrifrån." selma lagerlöf Nils Holgerssons underbara resa genom Sverige bd 2 (1907)

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Mad women: gendered divisions in the Swedish advertising industry, 1930–2012

Cited by 10 publications

References 15 publications

The 3% problem: Why Are There So Few Females in Creative Advertising?

The 3% problem: Why Are There So Few Females in Creative Advertising?

Reklam Ajansında Kadın Olmak: Reklam Sektörü ve Toplumsal Cinsiyet

En förbindelse med en större värld. Postorder i Sverige under tidigt 1900-tal

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