Revistes Catalanes amb Accés Obert (RACO)

La mujer en la industria publicitaria. La concentración horizontal en la comunicación comercial

Marta Martín Llaguno

Resum


Years to date, no human resources studies, with a gender scope, had been made in Spain in the field of commercial communication, a sector that, impelled by the technological and structural advances, has experienced an enormous growth in the last decade. This research wants to describe horizontal structure of the work force in the advertising sector with a gender scope. A national study within advertising firms, associated to AEAP (Spanish Association of Advertising Agencies), was conducted between october 2004 to december 2005. 23 firms and 819 employees took part in it. This paper describes how the high level of feminization of the sector has not been homogeneus among different sections. Thus, the likewood for a woman to work in PR, Service Client or Administration is four, three and two times more than for a man The likewood for a man to work in Creative, Design and Copy departments is almost four and three times higher than for a woman. Differences in human capital do not explain this inequality. Employers and employees of conducted focus groups suggest that functional and cultural characteristics of some positions and gender stereotypes from advertisers and society may explain partially this sexual concentration.

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Anàlisi és una publicació electrònica editada per la Universitat Autònoma de Barcelona
ISSN 2340-5236

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