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THE DIVERSITY OF GERMAN TOP ORGANISATIONS’ WEBSITES AND SOCIAL MEDIA

Year 2021, , 310 - 332, 25.09.2021

Dominik Pietzcker , Lara Lüthgens

https://doi.org/10.30520/tjsosci.920636

Abstract

Considering the potential impact diverse and not diverse communication could have on an organisation’s stakeholders there is a lack of research about how diversity is communicated externally by organisations. Different studies have shown that gender-neutral language can positively influence peoples’ attitudes towards members of the LGBTQIA+ community and that pictures can have a significant influence on their recipients. Therefore, the goal of this article is to find out how diverse the communication of organisations in Germany is. Through a quantitative analysis of media content, the websites and Instagram accounts of twelve German companies chosen through a ranking of Germany’s best employers are analysed. The study’s results show that the external communication of the analysed companies is not yet completely diverse, that there are differences between the diversity communication on the companies’ websites and on social media and that the company size doesn’t seem to be connected to the level of diversity. Furthermore, some companies are starting to adapt gender-neutral language and also show symbols that show support of the LGBTQIA+ community. Ultimately, the study shows that companies still need to improve on some levels, especially regarding the representation of people with disabilities and members of the LGBTQIA+ community, until their communication can really be seen as diverse - and until they will potentially have an impact on their stakeholders.

Keywords

Diversity Inclusion Communication LGBTQIA+ People with disabilities

Supporting Institution

Macromedia University of Applied Sciences, Hamburg

Project Number

-/-

Thanks

Prof. Dr. Sebastian Meißner

References

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  • Antidiskriminierungsstelle des Bundes. (2017). Ergebnisse der Studie “Out im Office?!”. Erste Ergebnisse zur Arbeitssituation lesbischer, schwuler, bisexueller und Trans*-Beschäftigter in Deutschland. Retrieved October 20, 2020, from https://www.antidiskriminierungsstelle.de/SharedDocs/Downloads/DE/publikationen/Umfragen/20170719_Umfrageergebnisse_Out_im_Office.pdf;jsessionid=0908F9A7C639995D25FB446A31BA23CE.2_cid341?__blob=publicationFile&v=2
  • Antidiskriminierungsstelle des Bundes. (2017). Ergebnisse der Studie “Out im Office?!”. Erste Ergebnisse zur Arbeitssituation lesbischer, schwuler, bisexueller und Trans*-Beschäftigter in Deutschland. Retrieved October 20, 2020, from https://www.antidiskriminierungsstelle.de/SharedDocs/Downloads/DE/publikationen/Umfragen/20170719_Umfrageergebnisse_Out_im_Office.pdf;jsessionid=0908F9A7C639995D25FB446A31BA23CE.2_cid341?__blob=publicationFile&v=2
  • Antidiskriminierungsstelle des Bundes. (2017). Ergebnisse der Studie “Out im Office?!”. Erste Ergebnisse zur Arbeitssituation lesbischer, schwuler, bisexueller und Trans*-Beschäftigter in Deutschland. Retrieved October 20, 2020, from https://www.antidiskriminierungsstelle.de/SharedDocs/Downloads/DE/publikationen/Umfragen/20170719_Umfrageergebnisse_Out_im_Office.pdf;jsessionid=0908F9A7C639995D25FB446A31BA23CE.2_cid341?__blob=publicationFile&v=2
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  • Bandura, A. (2001). Social cognitive theory of mass communication. Mediapsychology, 3, 265-299. Retrieved January 11, 2021, from DOI:10.1207/S1532785XMEP0303_03
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  • Bell, M. P., Özbilgin, M. F., Beauregard, T. A. & Sürgevil, O. (2011). Voice, silence and diversity in 21st century organizations: Strategies for inclusion of gay, lesbian, bisexual and transgender employees. Human Resource Management, 50(1), 131-146. Retrieved November 11, 2020, from https://eprints.mdx.ac.uk/19110/1/HRM_voice_final%20-%20Word%20version.pdf
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THE DIVERSITY OF GERMAN TOP ORGANISATIONS’ WEBSITES AND SOCIAL MEDIA

Year 2021, , 310 - 332, 25.09.2021

Dominik Pietzcker , Lara Lüthgens

https://doi.org/10.30520/tjsosci.920636

Abstract

Considering the potential impact diverse and not diverse communication could have on an organisation’s stakeholders there is a lack of research about how diversity is communicated externally by organisations. Different studies have shown that gender-neutral language can positively influence peoples’ attitudes towards members of the LGBTQIA+ community and that pictures can have a significant influence on their recipients. Therefore, the goal of this article is to find out how diverse the communication of organisations in Germany is. Through a quantitative analysis of media content, the websites and Instagram accounts of twelve German companies chosen through a ranking of Germany’s best employers are analysed. The study’s results show that the external communication of the analysed companies is not yet completely diverse, that there are differences between the diversity communication on the companies’ websites and on social media and that the company size doesn’t seem to be connected to the level of diversity. Furthermore, some companies are starting to adapt gender-neutral language and also show symbols that show support of the LGBTQIA+ community. Ultimately, the study shows that companies still need to improve on some levels, especially regarding the representation of people with disabilities and members of the LGBTQIA+ community, until their communication can really be seen as diverse - and until they will potentially have an impact on their stakeholders.

Keywords

Diversity Inclusion Communication LGBTQIA+ People with disabilities

Project Number

-/-

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There are 944 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Dominik Pietzcker 0000-0002-1420-9396

Lara Lüthgens 0000-0002-2444-2976

Project Number -/-
Publication Date September 25, 2021
Published in Issue Year 2021

Cite

APA Pietzcker, D., & Lüthgens, L. (2021). THE DIVERSITY OF GERMAN TOP ORGANISATIONS’ WEBSITES AND SOCIAL MEDIA. The Journal of Social Science, 5(10), 310-332. https://doi.org/10.30520/tjsosci.920636