Study: How Gender Identity Can Shape Work Experiences for Women in Advertising Agencies
A new study has found that gender identity can shape work experiences for women in advertising agencies and influence their desire to remain in the industry. The findings by Kasey Windels, University of Florida College of Journalism and Communications (UFCJC) Advertising associate professor, and UFCJC doctoral students Sophia Mueller and Eliana Dubosar were featured in “From Below the Glass Ceiling: Female Perspectives in the World of Advertising” published in the Journal of Gender Studies on Aug. 29.
The research team focused on why women are exiting the advertising industry despite the growth in the number of women earning advertising-oriented degrees in recent years.
According to the authors, “Qualitative interviews with 18 female professionals from various departments within advertising agencies were analyzed through the lens of Conservation of Resources Theory and Status Characteristics Theory to develop an appreciation of the lived experiences of female agency employees via a top-down (managerial) and bottom-up (employee) approach.”
They add, “Results revealed four key themes highlighting women’s experiences: ‘Barbie Girls in an Advertising World,’ ‘The Stepford Wives of the Agency,’ ‘Its a Girl’s Job,’ and ‘Boys Will Be Boys.’”