Reklam Ajansında Kadın Olmak: Reklam Sektörü ve Toplumsal Cinsiyet

Abstract

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.