La visibilidad de las mujeres científicas en la comunicación externa de las universidades a través de las redes sociales

  1. Maider Eizmendi-Iraola 1
  2. Simón Peña-Fernández 1
  1. 1 Universidad del País Vasco UPV/EHU, España
Journal:
Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales

ISSN: 1696-019X

Year of publication: 2023

Issue: 37

Pages: 245-261

Type: Article

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More publications in: Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales

Abstract

As agents of innovation and knowledge generation, universities take advantage of their high symbolic capital to expand the communication work they were already carrying out through legacy media on to social networks. For its part, science communication has been characterized by a gender gap in which, despite initiatives to boost their presence in the field of science, women have a reduced visibility that has repercussions on their social image. This research analyzes the content that three leading universities have published on Twitter and Facebook through a gender perspective with the aim of understanding what type of content they publish, the scientific areas to which it belongs, and the engagement it generates. The results indicate that science communication constitutes a significant part of the communicative activity that universities develop through their social network accounts. The data also indicate that, at the same time, quantitatively fewer women are present and that their positions are qualitatively more subordinate, particularly in STEM areas.

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