Entre un gueto de terciopelo y un techo de cristalSituación de las creativas en españa
- Marina Ramos-Serrano
- Blanca Miguélez-Juan
- Víctor Hernández-Santaolalla
ISSN: 0719-3661
Année de publication: 2022
Número: 53
Pages: 273-294
Type: Article
D'autres publications dans: Cuadernos.Info
Résumé
Esta pesquisa investiga a situação profissional das mulheres criativas nas agências de publicidade espanholas e as barreiras que freiam a ascensão das mulheres publicitárias nos departamentos criativos, concentrando-se em três áreas principais: guetos rosas e promoção, preconceitos inconscientes e maternidade. Foi realizado um questionário respondido por 252 mulheres criativas com idades entre 21 e 59 anos. Dentro dos departamentos, observou-se uma distribuição de contas enviesada, ou seja, uma distribuição desigual de clientes e briefings que condena as mulheres a trabalharem continuamente contas altamente feminizadas. Em termos de preconceitos inconscientes, estes foram resumidos em termos de rejeição e exclusão, autoconfiança e competição. No que diz respeito à maternidade, ainda é difícil para as mulheres criativas conciliar a vida familiar com a vida profissional, o que significa que o equilíbrio tende a ser inclinado a favor da carreira profissional. Em suma, é evidente que a criatividade é uma profissão masculinizada em que os preconceitos de gênero têm de ser eliminados
Références bibliographiques
- Alvarado-López, M. C. & Martín-García, N. (2020). Techos de cristal en la industria publicitaria española: profesionales femeninas tras las campañas galardonadas en los Premios a la eficacia de la comunicación comercial (2002-2018) (Glass ceilings in Spanish advertising industry: Female professionals behind the campaigns awarded in the commercial communication effectiveness awards (2002-2018)). Profesional De La Información, 29(3), 1-12. https://doi.org/10.3145/epi.2020.may.14
- Alvesson, M. (1998). Gender Relations and Identity at Work: A Case Study of Masculinities and Femininities in an Advertising Agency. Human Relations, 51(8), 969-1005. https://doi.org/10.1177/001872679805100801
- Arnberg, K. & Svanlund, J. (2017). Mad women: gendered divisions in the Swedish advertising industry, 1930–2012. Business History, 59(2), 268-291. https://doi.org/10.1080/00076791.2016.1182158
- Bernal-Triviño, A. (2018, June 11). Hacia una publicidad creada por mujeres (Towards advertising created by women). Publico.es. https://www.publico.es/sociedad/industria-publicidadmujeres-doble-discriminacion.html
- Bourdieu, P. (1988). La distinción: Criterios y bases sociales del gusto (Distinction: A Social Critique of the Judgement of Taste). Taurus.
- Bretl, D. J. & Cantor, J. (1988). The portrayal of men and women in U.S. television commercials: A recent content analysis and trends over 15 years. Sex Roles, 18, 595-609. https://doi.org/10.1007/BF00287963
- Broyles, S. J. & Grow, J. M. (2008). Creative women in advertising agencies: why so few “babes in boyland”? Journal of Consumer Marketing, 25(1), 4-6. https://doi.org/10.1108/07363760810845354
- Chalá, P. (2018). Capital de género y segregación vertical: efectos en la trayectoria creativa publicitaria (Gender capital and vertical segregation: effects on creative advertising trajectory). Cuadernos.Info, (42), 197–215. https://doi.org/10.7764/cdi.42.1244
- Club de Creativos & APG España. (2019). I Estudio de la población publicitaria de España (1st report of the advertising industry’s profesionals in Spain). https://www.clubdecreativos. com/wp-content/uploads/2019/05/ESTUDIO_Poblacio%CC%81n_Publicitaria.pdf
- Club de Creativos & APG España. (2022). II Estudio de la población publicitaria de España (2nd report of the advertising industry’s profesionals in Spain). https://cloud.clubdecreativos. com/index.php/s/Fvh4jE1KpefmWd3
- Crewe, L. & Wang, A. (2018). Gender inequalities in the City of London advertising industry. Environment and Planning A, 50(3), 671-688. https://doi.org/10.1177/0308518X17749731
- Csikszentmihalyi, M. (1999). Creatividad. El fluir y la psicología del descubrimiento y la invención (Creativity. The flow and psychology of discovery and invention). Paidós.
- Fullerton, J. A. & Kendrick, A. (2017). Profiles of Advertising Students: Are “Creatives” Different from the Rest? Journalism and Mass Communication Educator, 72(3), 349–365. https://doi.org/10.1177/1077695817712289
- Furnham, A. & Mak, T. (1999). Sex-role Stereotyping in Television Commercials: A Review and Comparison of Fourteen Studies Done on Five Continents Over 25 years. Sex Roles, 41, 413-437. https://doi.org/10.1023/A:1018826900972
- Gause, A. (2022). Presenting Without Pandering – Self-Marketing for Creatives. A Psychological Guide. Springer Berlin. https://doi.org/10.1007/978-3-662-64305-1
- Grau, S. L. & Zotos, Y. C. (2016). Gender stereotypes in advertising: a review of current research. International Journal of Advertising, 35(5), 761-770. https://doi.org/10.1080/02650487.2016.1203556
- Gregory, M. R. (2009). Inside the Locker Room: Male Homosociability in the Advertising Industry. Gender, Work and Organization, 16(3), 323-347. https://doi.org/10.1111/j.1468-0432.2009.00447.x
- Grow, J. M. & Broyles, S. J. (2011). Unspoken Rules of the Creative Game: Insights to Shape the Next Generation Advertising & Society Review. Advertising & Society Review, 12(1), 1-16. https://doi.org/10.1353/asr.2011.0009
- Grow, J. M. & Deng, T. (2014). Sex Segregation in Advertising Creative Departments Across the Globe. Advertising & Society Review, 14(4), 1-15. https://doi.org/10.1353/asr.2014.0003
- Grow, J. M. & Deng, T. (2021). Time’s Up/Advertising Meets Red Books: Hard Data and Women’s Experiences Underscore the Pivotal Nature of 2018. Journal of Current Issues & Research in Advertising, 42(1), 34-48. https://doi.org/10.1080/10641734.2020.1753599
- Grow, J. M., Roca, D., & Broyles, S. (2012). Vanishing acts. Creative women in Spain and the United States. International Journal of Advertising, 31(3), 657-679. https://doi.org/10.2501/IJA-31-3-657-679
- Hsu, C. K. (2018). Femvertising: State of the art. Journal of Brand Strategy, 7(1), 28-47.
- Kang, H. J. & Kim, B. (2019). Research on Correlation of Self-Confidence and Creativity. Journal of Digital Convergence, 17(6) https://doi.org/10.14400/JDC.2019.17.6.381
- Klebba, J. M. & Tierney, P. (1995). Advertising Creativity: A Review and Empirical Investigation of External Evaluation, Cognitive Style and Self-Perceptions of Creativity. Journal of Current Issues & Research in Advertising, 17(2), 33-52.
- Koslow, S., Sasser, S. L., & Riordam, E. (2003). What Is Creative to Whom and Why? Perceptions in Advertising Agencies. Journal of Advertising Research, 43(01), 96-110. https://doi. org/10.1017/S0021849903030113
- Linting, M., Meulman, J. J., Groenen, P. J. F., & van der Kooj, A. J. (2007). Nonlinear principal components analysis: Introduction and application. Psychological Methods, 12(3), 336-358. https://doi.org/10.1037/1082-989X.12.3.336
- Mallia, K. (2009a, August 31). Creativity Knows No Gender, but Agency Creative Departments Sure Do. Adage. https://adage.com/article/talentworks/advertising-motherhood-mixcreative-directing/138709
- Mallia, K. (2009b). Rare Birds: Why So Few Women Become Ad Agency Creative Directors. Advertising & Society Review, 10(3), 1-13. https://doi.org/10.1353/asr.0.0032
- Mallia, K. (2017). The Creative Career Dilemma: No Wonder Ad Women Are Mad Women. In K. Golombisky & P. Kreshel, Feminists, Feminisms, and Advertising: Some Restrictions Apply (pp. 177-206). Lexington Books.
- Mallia, K. & Windels, K. (2011). Will Changing Media Change the World? An Exploratory Investigation of the Impact of Digital Advertising on Opportunities for Creative Women. Journal of Interactive Advertising, 11(2), 30-44. https://doi.org/10.1080/15252019.2011.10722183
- Martín Llaguno, M. (2007). La mujer en la industria publicitaria. La segregación vertical en la comunicación comercial: techo de cristal y suelo pegajoso (Women in the Advertising Industry. Vertical Segregation in Commercial Communication: Glass Ceiling and Tacky Floor). ZER: Revista de Estudios de Comunicación=Komunikazio Ikasketen Aldizkaria, 12(22), 429-452. https://ojs.ehu.eus/index.php/Zer/article/view/3704
- Martín Llaguno, M. (2008). Radiografía del sector publicitario con enfoque de género (Gendered radiography of the advertising sector). Telos, 75, 140-152. https://telos.fundaciontelefonica.com/archivo/numero075/radiografia-del-sector-publicitario-conenfoque-de-genero/
- Martín Llaguno, M., Beléndez Vázquez, M., & Hernández Ruiz, A. (2007). La mujer en las agencias de publicidad (Women in advertising agencies). Asociación española de Agencias de Publicidad.
- McArthur, L. Z. & Resko, B. G. (1975). The Portrayal of Men and Women in American Television Commercials. The Journal of Social Psychology, 97(2), 209-220. https://doi.org/10.1080/00224545.1975.9923340
- McLeod, C., O’Donohoe, S., & Townley, B. (2009). The elephant in the room? Class and creative careers in British advertising agencies. Human Relations, 62(7), 1011-1039. https://doi.org/10.1177/0018726709335551
- Mensa Torras, M. & Grow, J. M. (2015). Creative women in Peru: outliers in a machismo world. Communication and Society, 28(2), 1–18. https://doi.org/10.15581/003.28.2.1-18
- Miguélez-Juan, B. (2016). Necesidades formativas y competencias profesionales en dirección de arte en los estudios de comunicación publicitaria en el estado español (Training needs and professional competences in Art Direction in Advertising Communications studies in Spain) (Doctoral dissertation, Universidad del País Vasco). http://hdl.handle.net/10810/21889
- Miguélez-Juan, B. (2019). El director de arte: revisión de la definición en la literatura científica y propuestas de los expertos (The art director: revision of the definition in the scientific literature and proposals of the experts). Gráfica, 7(13), 33-44. https://doi.org/10.5565/rev/grafica.138
- Montes, C. & Roca, D. (2016). El liderazgo femenino en la creatividad publicitaria (Female leadership in advertising creativity). Cuadernos.Info, (39), 113–131. https://doi.org/10.7764/CDI.39.1039
- Nixon, S. (2003). Advertising cultures: Gender, commerce, creativity. SAGE.
- Nuñez-Gómez, P., Rodrigo-Martín, L., Rodrigo-Martín, I., & Mañas-Viniegra, L. (2020). Autoconfianza y expectativas de carrera profesional en los menores en función del género. El uso de la creatividad para determinar el modelo aspiracional (Self-confidence and professional expectations in kids according to gender. The use of creativity in defining a career aspiration model). Espacios, 41(46), 5. https://doi.org/10.48082/espacios-a20v41n46p05
- Papí-Gálvez, N., Hernández-Ruiz, A., & López-Berna, S., (2020). Transformación digital en la industria publicitaria con enfoque de género: análisis de las empresas líderes (Digital transformation in the gender-sensitive advertising industry: analysis of leading companies). Profesional De La Información, 29(3) 1-14. https://doi.org/10.3145/epi.2020.may.23
- Pueyo Ayhan, N. (2010). Sex structure of occupations in the advertising industry: Where are the female ad practitioners? Observatorio (OBS*), 4(3), 243-267. http://obs.obercom.pt/index.php/obs/article/view/416
- Pueyo Ayhan, N. (2012). The Spanish advertising industry and female advertising professionals: A gendered view of the creative department. Catalan Journal of Communication & Cultural Studies, 4(2), 185-201. https://doi.org/10.1386/cjcs.4.2.185_1
- Roca Correa, D., Alegre Rodríguez, I., & Pueyo Ayhan, N. (2012). The Absence of Creative Women as Judges in Advertising Awards: a Case Study of El Sol (1998-2008). Tripodos. Blanquerna School of Communication and International Relations-URL, 1(31), 143-157. https://raco.cat/index.php/Tripodos/article/view/262080
- Roca, D. & Pueyo, A. (2011). La ausencia de mujeres en el departamento creativo (The absence of women in the creative department). In M. García López et al. (Eds.), Medios de comunicación y cultura. ¿Cultura a medias? (pp. 69-78). Los libros de la frontera. Sánchez.
- Revilla, M. A. (2021). Estudio de la inversión Publicitaria en España 2021(Report of advertising investment in Spain 2021). InfoAdex. https://www.infoadex.es/home/wpcontent/uploads/2021/02/Estudio-InfoAdex-2021-Resumen-1.pdf
- Soria, M. & Gómez, B. (2017). Análisis del rol profesional de mujeres y hombres en las agencias de publicidad españolas. Percepciones e integración de igualdad de oportunidades (Analysis of professional role of women and men in Spanish advertising agencies: perception and integration of equal opportunities). Sphera Publica, 2(17), 167-193. https://sphera.ucam.edu/index.php/sphera-01/article/view/313
- Stern, S. R. & Mastro, D. E. (2004). Gender Portrayals Across the Life Span: A Content Analytic Look at Broadcast Commercials. Mass Communication and Society, 7(2), 215-236. https://doi.org/10.1207/s15327825mcs0702_5
- The 3% Conference. (2014). Female CDS on the rise. A 2014 study of women serving as advertising creative Directors. https://www.3percentmovement.com/sites/default/files/resources/3percent-ResearchResults_FINAL.pdf
- The 3% Conference. (2016). Elephant on Mad Ave. https://www.elephantonmadisonavenue. com/sites/default/files/misc-files/EOMA-White-Paper.pdf
- Thompson-Whiteside, H. (2020). Something in Adland doesn't add up: It's time to make female creatives count. Business Horizons, 63(5), 597-606. https://doi.org/10.1207/s15327825mcs0904_1
- Topić, M. (2020). Two Englands? Blokishness, masculine habitus and the North-South divide in the advertising industry. Gender in Management, 36(2), 205-220. https://doi.org/10.1108/GM-12-2019-0263
- Toth, E. (1988). Making peace with gender issues in public relations. Public Relations Review, 14(3), 36-47. https://doi.org/10.1016/S0363-8111(88)80046-8
- Windels, K. (2016). Stereotypical or just typical: How do US practitioners view the role and function of gender stereotypes in advertisements? International Journal of Advertising, 35(5), 864-887. https://doi.org/10.1080/02650487.2016.1160855
- Windels, K. & Lee, W.-N. (2012). The construction of gender and creativity in advertising creative departments. Gender in Management, 27(8), 502-519. https://doi.org/10.1108/17542411211279706
- Windels, K., Lee, W.-N., & Yeh, Y.-H. (2010). Does the Creative Boys’ Club Begin in the Classroom? Journal of Advertising Education, 14(2), 15-24. https://doi.org/10.1177/109804821001400206