Advertising and public relations degrees
According to data from the Spanish Association of Advertising Agencies, 90% of management positions in communication companies are occupied by men. However, the percentage of women studying communication degrees in Spanish universities, and specifically bachelor's and master's degrees in a...
| Autores: | , , |
|---|---|
| Tipo de recurso: | artículo |
| Fecha de publicación: | 2022 |
| País: | España |
| Institución: | Universitat Autònoma de Barcelona |
| Repositorio: | Dipòsit Digital de Documents de la UAB |
| Idioma: | inglés |
| OAI Identifier: | oai:ddd.uab.cat:271305 |
| Acceso en línea: | https://ddd.uab.cat/record/271305 https://dx.doi.org/urn:doi:10.5565/rev/analisi.3555 |
| Access Level: | acceso abierto |
| Palabra clave: | Gender Glass ceiling Job placement University Women Advertising Publicidad Género Techo de cristal Puestos de trabajo Universidad Mujeres Publicitat Gènere Sostre de vidre Llocs de treball Universitat Dones |
| Sumario: | According to data from the Spanish Association of Advertising Agencies, 90% of management positions in communication companies are occupied by men. However, the percentage of women studying communication degrees in Spanish universities, and specifically bachelor's and master's degrees in advertising and public relations, is higher than that of male students. This study evaluates the gender perspective taught in advertising and public relations degrees in Spain, to determine whether society demands this female vision of communication, PR, advertising and institutional and corporate activity. Furthermore, it gathers opinions on the role of women in the structure of communication companies. Based on triangulation, the methodology combines a content analysis of university syllabi, a questionnaire for students or graduates, and a panel of experts made up of academics teaching degree courses in advertising and public relations and communication practitioners. The results point to adequate and constantly (r)evolving training, in which skills and curricula meet the professional environment. Factors such as crisis, digital progress, the expansion of new work formats and the new role of the consumer require multidisciplinary teams with transversal skills - where women have a significant role to play. |
|---|