Entre un gueto de terciopelo y un techo de cristalSituación de las creativas en españa

  1. Marina Ramos-Serrano
  2. Blanca Miguélez-Juan
  3. Víctor Hernández-Santaolalla
Revista:
Cuadernos.Info

ISSN: 0719-3661

Año de publicación: 2022

Número: 53

Páginas: 273-294

Tipo: Artículo

DOI: 10.7764/CDI.53.39485 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Cuadernos.Info

Resumen

Esta investigación analiza la situación profesional de las creativas en las agencias de publicidad españolas y las barreras que ponen freno al ascenso de las mujeres publicistas en los departamentos creativos, con foco en tres áreas: pink ghettos y promoción, sesgos inconscientes, y maternidad. Se aplicó un cuestionario que fue respondido por 252 creativas de edades entre 21 y 59 años. Se observa, dentro de los departamentos, una adjudicación sesgada de las cuentas, esto es, un reparto no equitativo de clientes y briefings que las condena a trabajar continuamente con cuentas altamente feminizadas. Los sesgos inconscientes quedaron resumidos en términos de rechazo y exclusión, autoconfianza y competencia. Con respecto a la maternidad, se sigue constatando la dificultad de las creativas por conciliar la vida en familia con el trabajo, lo que hace que se suela decantar la balanza en favor de la trayectoria profesional. Se evidencia, en definitiva, que la creatividad es una profesión masculinizada en la que se necesita acabar con los sesgos de género

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Fuente de los datos: Dialnet