The neosexist attitudes of the Spanish advertising workforce: a gender-based analysis

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Title: The neosexist attitudes of the Spanish advertising workforce: a gender-based analysis
Authors: Hernández-Ruiz, Alejandra | Martín Llaguno, Marta | Beléndez, Marina
Research Group/s: Comunicación y Sociedad del Conocimiento
Center, Department or Service: Universidad de Alicante. Departamento de Comunicación y Psicología Social
Keywords: Neosexist attitudes | Sex segregation | Spain | Advertising sector
Knowledge Area: Comunicación y Psicología Social
Date Created: 20-Oct-2009
Issue Date: 2009
Publisher: OberCom - Observatorio da Comunicação
Citation: HERNÁNDEZ RUIZ, Alejandra; MARTÍN LLAGUNO, Marta; BELÉNDEZ VÁZQUEZ, Marina. “The neosexist attitudes of the Spanish advertising workforce: a gender-based analysis”. Observatorio (OBS*). Vol. 3, No. 1 (2009). ISSN 1646-5954, pp. 275-285
Abstract: In Spain, the political efforts to eliminate the gender gap in the labour market have crystallised with the enactment of the Law 3/2007, 22 March on effective equality between women and men. However, despite the inclusion of gender issues in the political agenda, there is evidence that occupational sex segregation remains a significant barrier toward gender equality, in particular, in the Spanish advertising sector. Given that advertising speech has a great potential in fostering egalitarian attitudes in our society, it is necessary to make research focused on achieving the full gender equality between the advertising professionals (the creators of these messages). With this background, this article attempts to analyse if there is a disguised form of sexism (neosexism) that could impede advertising women’s upward mobility and could concentrate them in activities related to their gender roles. Thus, the aim of this study, focusing on gender, is to examine the neosexist attitudes of a sample of 753 Spanish advertising employees. Our results indicate that, in line with previous findings, men scored significantly higher than women on the Neosexism scale. However, there was little observed absolute separation of neosexist attitudes between males and females. It would be necessary, as a future line of research, to analyse if there are gender-biased methods in the Human Resources Selection Units that could exclude women from advertising decision-making positions and from departments like creative services.
Sponsor: This study is part of a larger project, “The woman in the advertising industry”, supported by the Ministry of Labour and Social Affairs (Spanish National Women’s Agency) (ref. i+d+i1/03) to the second author.
URI: http://hdl.handle.net/10045/11923
ISSN: 1646-5954
Language: eng
Type: info:eu-repo/semantics/article
Peer Review: si
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