Araştırma Makalesi
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Kadın Yöneticilerin Reklam Ajanslarındaki Toplumsal Cinsiyet Rolü Deneyimlerinin İncelenmesi

Yıl 2021, , 350 - 365, 31.12.2021
https://doi.org/10.31123/akil.989050

Öz

Kadınlar reklam endüstrisinde görünüşte rahatlıkla yer alıyor gibi görünse de, sektörde cam tavan ve yapışkan zemin sorunlarının yanı sıra belirli departmanların genellikle kadınlardan oluşmasıyla kendini gösteren güçlü bir yatay ayrım mevcuttur. Bu nedenle, kadınların ajanslarda toplumsal cinsiyete dayalı iş deneyimleri aracılığıyla varlıklarını nasıl müzakere ettiklerini araştırmak önemlidir. Bu makale, gelişmekte olan bir ülkede kadın yöneticilerin reklam ajanslarında toplumsal cinsiyet rollerini nasıl deneyimlediklerine odaklanmaktadır. Küresel kapitalizme entegre olarak gelişmekte olan bir ülke olan Türkiye'de reklam sektörü, ağırlıklı olarak uluslararası network reklam ajanslarından oluşmaktadır. Kadınların reklamcılıktaki artan yerinin izini sürmek, gelişmekte olan ülkelerde toplumsal cinsiyet eşitliği ve kadın hakları için bir model sunmak açısından önemlidir. Bu çalışma,15 yıldan fazla reklam ajansı deneyimine sahip 15 kadın yöneticiyle yapılan görüşmelerin yorumlayıcı fenomenoloji yoluyla, reklam ajanslarında yöneticilik pozisyonlarında bulunan kadınların kendilerini kadından ziyade yönetici olarak tanımlama eğiliminde olduklarını ortaya koyuyor. Reklam sektöründeki kadın yöneticiler ideal işçiler olabilmek için, kadınsı olmamayı gerçekleştirmeyi öğrenirken heteronormatif matris içindeki hegemonik erkekliği ve çelişik duygulu cinsiyetçiliği kucaklarlar. Kadınlar için güçsüzleştirici ve marjinalleştirici unsurlar olarak işlev gören toplumsal cinsiyet anlamlarına ve kategorilerine itiraz etmemeyi tercih etmektedir.

Kaynakça

  • Acker, Joan (1990), "Hierarchies, Jobs, Bodies: A Theory of Gendered Organizations," Gender and Society, 4 (2), 139–158.
  • Allen, Amy (1998), "Power Trouble: Performativity As Critical Theory," Constellations, 5 (4), 456-471.
  • Bourdieu, Pierre (2001), Masculine Domination. Cambridge: Polity Press.
  • Bristor, Julia M. and Eileen Fischer (1993), "Feminist Thought: Implications for Consumer Research," Journal of Consumer Research, 19 (4), 518–36.
  • Butler, Judith (1988), "Performative Acts and Gender Constitution: An Essay in Phenomenology and Feminist Theory," Theatre Journal, 40 (4), 519-531.
  • ——— (1993), Bodies That Matter: On the Discursive Limits of Sex. New York, NY: Routledge.
  • ——— (1994), "Gender as Performance: Judith Butler Interviewed by Peter Osborne and Lynne Segal," Radical Philosophy, 67 (Summer), 109–25.
  • ——— (1998), "How Bodies Come to Matter: An Interview with Judith Butler," Signs, 23 (Winter), 275–86.
  • Connell, Raewyn W. (1993), "The Big Picture: Masculinities in Recent World History," Theory and Society, 22 (5), 597-624.
  • Creswell, John W. (2013), Qualitative Inquiry and Research Design: Choosing Among Five Approaches, Thousand Oaks, CA: Sage Publications.
  • Creswell, John W. and Cheryl, N. Poth (2018), Qualitative Inquiry and Research Design Choosing among Five Approaches, Thousand Oaks: SAGE.
  • de Beauvoir, Simone (1949), The Second Sex. London: David Campbell Publishers.
  • Ecevit, Yildiz (1998), “Turkiye’de Ucretli Kadin Emeginin Toplumsal Cinsiyet Temelinde Analizi,” in 75 Yilda Kadinlar ve Erkekler, Ayse Berktay Hacimirzaoglu, ed., Istanbul: Turk Tarih Vakfi.
  • Ensher, Ellen A., Susan E. Murphy and Sherry E. Sullivan (2002), "Reel Women: Lessons from Female TV Executives on Managing Work and Real Life," Academy of Management Executive, 16 (2), 106-121.
  • Featherstone, Mike (1991), Consumer Culture and Postmodernism. London: Sage.
  • Garcia Gonzales, Aurora and Teresa Pinero Otero (2011), "Women in Advertising Production. Study of the Galician Advertising Sector from a Gender Perspective," Revista Latina de Communication Social, 66, 505-525.
  • Gencturk Hizal, Senem (2005), “Reklam Endustrisinin Topografyasi: Turkiye Ornegi,” Iletisim: Arastirmalari 3 (1-2), 105-131.
  • Glick, Peter, and Susan T. Fiske (1996), "The Ambivalent Sexism Inventory: Differentiating Hostile and Benevolent Sexism," Journal of Personality and Social Psychology, 70, 491–512.
  • ———, and ——— (1997), "Hostile and Benevolent Sexism: Measuring Ambivalent Sexist Attitudes toward Women," Psychology of Women Quarterly, 21, 119–135.
  • ———, and ——— (2001), "An Ambivalent Alliance: Hostile and Benevolent Sexism as Complementary Justifications for Gender Inequality," American Psychologist, 56, 109–118.
  • ——— and ——— (2011), "Ambivalent Sexism Revisited," Psychology of Women Quarterly, 35 (3), 530-535.
  • Gregory, Michele R. (2009), "Inside the Locker Room: Male Homosociability in the Advertising Industry," Gender, Work and Organization, 16 (3), 323-347.
  • Grow, Jean and Sheri J. Broyles (2011), "Unspoken Rules of the Creative Game: Insights to Shape the Next Generation from top Advertising Creative Women," Advertising and Society Review, 12 (1).
  • ———, and Tao Deng (2014), "Sex Segregation in Advertising Creative Departments Across the Globe," Advertising and Society Review, 14 (4). DOI: 10.1353/asr.2014.0003
  • Hirshman, Elizabeth C. (2013), "Role-based Models of Advertising Creation and Production," Journal of Advertising, 18 (4), 42-53.
  • Leslie, Deborah (1995), "Global Scan: The Globalization of Advertising Agencies, Concepts, and Campaigns," Economic Geography, 71 (4), 402-426.
  • Lovell, Terry (2000), "Thinking Feminism with and Against Bourdieu," Feminist Theory, 1 (1), 11–32.
  • Grewal, Inderpal and Caren Kaplan (2005), An Introduction to Women's Studies: Gender in a Transnational World, New York: McGraw-Hill.
  • Jost, John T., Mahzarin R. Banaji and Brian A. Nosek (2004), "A Decade of System Justification Theory: Accumulated Evidence of Conscious and Unconscious Bolstering of the Status Quo," Political Psychology, 25, 881–919.
  • Kazenoff, Ivy, and Anthony Vagnoni (1997), "Babes in Boyland," Creativity, 5 (8), 18-20.
  • Klein, Debbie (2001), Women in Advertising: 10 Years on. London: IPA.
  • Mallia, Karen L. (2009a), "Rare Birds: Why so Few Women Become Ad Agency Creative Directors," Advertising and Society Review, 10 (3). doi:10.1353/asr.0.0032
  • ——— (2009b), "Creativity Knows No Gender, but Agency Creative Departments Sure Do," Advertising Age, http://adage.com/article/talentworks/advertising-motherhood-mix-creative-directing/138709
  • ———, and Kasey Windels (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.
  • Mavin, Sharon (2006), "Venus Envy: Problematizing Solidarity Behavior and Queen Bees," Women in Management Review, (21), 264-276.
  • McNay, Lois (1999), "Gender, Habitus and the Field: Pierre Bourdieu and the Limits of Reflexivity," Theory, Culture, and Society, 96 (1), 95–117.
  • Meijer, Irene Costera and Baukje Prins (1998), "How Bodies Come to Matter: An Interview with Judith Butler," Signs, 23 (2), 275–286.
  • Mills, Mary Beth (2003), "Gender and Inequality in the Global Labor Force," Annual Review of Anthropology, 32, 41-62.
  • Moustakas, Clark (1994), Phenomenological Research Methods. Thousand Oaks, CA: Sage.
  • Nixon, Sean and Ben Crewe (2004), "Pleasure at Work? Gender Construction and Work-based Identities in the Creative Industries," Consumption, Markets and Culture, 7 (2), 129-147.
  • Pritchard, Annette and Nigel J. Morgan (2000), "Constructing Tourism Landscapes: Gender, Sexuality and Space," Tourism Geographies, 2 (2), 115–139.
  • Pueyo Ayhan, Natalia (2010), "Sex Structure of Occupations in the Advertising Industry: Where are the Female Ad Practitioners?," Observatorio, 4 (3), 243-267.
  • Ritchie, Jane and Jane Lewis (2003), Qualitative Research Practice: A Guide for Social Science Students and Researchers. London: Sage Publications.
  • Runco, Mark A., Bonnie Cramond and, Alexander R. Pagnani (2010), "Gender and Creativity," in Handbook of Gender Research in Psychology, J. C. Chrisler and D. R. McCreary, eds., New York: Springer, 343–357.
  • RD (2021), "Uye Listesi," Reklamcilar Dernegi, available at http://www.rd.org.tr (accessed August 2, 2021)
  • Smith, Jonathan A. (2011), "Evaluating the Contribution of Interpretative Phenomenological Analysis," Health Psychology Review, 5 (1), 9–27.
  • ———, Flowers, Paul and Larkin, Michael (2009), Interpretative Phenomenological Analysis: Theory, Method, and Research, Thousand Oaks, United States: Sage.
  • ——— and Osborn, Mike (2007), "Interpretative Phenomenological Analysis," In J. A. Smith (Ed.), Qualitative Psychology: A Practical Guide to Research Methods (2nd ed.). London: SAGE.
  • Staines, Graham L., Tavris, Carol and Toby E. Jayerante (1973), "The Queen Bee Syndrome," Psychology Today, 7 (8), 55-60.
  • Thompson, Craig J. and Tuba Ustuner (2015), "Women Skating on the Edge: Marketplace Performances as Ideological Edgework," Journal of Consumer Research, 42 (2), 235–265.
  • Tuncay Zayer, Linda and Catherina A. Coleman (2015), "Advertising Professionals' Perceptions of the Impact of Gender Portrayals on Men and Women: A Question of Ethics?," Journal of Advertising, 44 (3), 264-275.
  • Tore, Evrim (2014), “Turkiye’de Reklam Endustrisi Deger Zinciri ve Temel Gostergeler,” The Turkish Online Journal of Design Art and Communication, 1 (2), 34-42.
  • van Manen, Max (1990). Researching Lived Experience: Human Science for an Action Sensitive Pedagogy, Albany, NY: State University of New York.
  • West, Candace and Don H. Zimmerman (1987), "Doing Gender," Gender and Society, 1 (2), 125-151.
  • Windels, Kasey and Wei‐Na Lee (2012), "The Construction of Gender and Creativity in Advertising Creative Departments," Gender in Management: An International Journal, 27, 502-519.
  • Windels, and Mallia, Karen, L. (2015), "How Being Female Impacts Learning and Career Growth in Advertising Creative Departments," Employee Relations, 37 (1), 122-140.
  • World Bank (2011), "Globalization's Impact on Gender Equality: What's Happened and What's Needed," World Development Report 2012, available at https://doi.org/10.1596/9780821388105_ch6 (accessed June 17, 2021).

Exploring Women Managers’ Gender Role Experiences in Advertising Agencies

Yıl 2021, , 350 - 365, 31.12.2021
https://doi.org/10.31123/akil.989050

Öz

Although the advertising industry seemingly welcomes women globally, strong horizontal segregation resulting in the feminization of specific departments exists alongside glass ceiling and sticky floor issues. Thus, it is essential to explore how women negotiate their existence through gendered work experiences in organizations. This paper focuses on how women managers experience gender roles in advertising agencies in a developing country. As a developing country integrated into global capitalism, Turkey's advertising industry is mainly made up of international network advertising agencies. Tracing women's growing place in advertising is important for presenting a model for gender equality and women's rights in developing countries. Through an interpretive phenomenological analysis of interviews with 15 women managers with more than 15 years of advertising agency experience, the study finds that women who are in managerial positions in ad agencies tend to define themselves as a manager rather than a woman. In order to become ideal workers, they embrace the hegemonic masculinity and ambivalent sexism within the heteronormative matrix as they learn to perform unfemininity. They choose not to contest gender meanings and categories that function as disempowering and marginalizing elements for women.

Kaynakça

  • Acker, Joan (1990), "Hierarchies, Jobs, Bodies: A Theory of Gendered Organizations," Gender and Society, 4 (2), 139–158.
  • Allen, Amy (1998), "Power Trouble: Performativity As Critical Theory," Constellations, 5 (4), 456-471.
  • Bourdieu, Pierre (2001), Masculine Domination. Cambridge: Polity Press.
  • Bristor, Julia M. and Eileen Fischer (1993), "Feminist Thought: Implications for Consumer Research," Journal of Consumer Research, 19 (4), 518–36.
  • Butler, Judith (1988), "Performative Acts and Gender Constitution: An Essay in Phenomenology and Feminist Theory," Theatre Journal, 40 (4), 519-531.
  • ——— (1993), Bodies That Matter: On the Discursive Limits of Sex. New York, NY: Routledge.
  • ——— (1994), "Gender as Performance: Judith Butler Interviewed by Peter Osborne and Lynne Segal," Radical Philosophy, 67 (Summer), 109–25.
  • ——— (1998), "How Bodies Come to Matter: An Interview with Judith Butler," Signs, 23 (Winter), 275–86.
  • Connell, Raewyn W. (1993), "The Big Picture: Masculinities in Recent World History," Theory and Society, 22 (5), 597-624.
  • Creswell, John W. (2013), Qualitative Inquiry and Research Design: Choosing Among Five Approaches, Thousand Oaks, CA: Sage Publications.
  • Creswell, John W. and Cheryl, N. Poth (2018), Qualitative Inquiry and Research Design Choosing among Five Approaches, Thousand Oaks: SAGE.
  • de Beauvoir, Simone (1949), The Second Sex. London: David Campbell Publishers.
  • Ecevit, Yildiz (1998), “Turkiye’de Ucretli Kadin Emeginin Toplumsal Cinsiyet Temelinde Analizi,” in 75 Yilda Kadinlar ve Erkekler, Ayse Berktay Hacimirzaoglu, ed., Istanbul: Turk Tarih Vakfi.
  • Ensher, Ellen A., Susan E. Murphy and Sherry E. Sullivan (2002), "Reel Women: Lessons from Female TV Executives on Managing Work and Real Life," Academy of Management Executive, 16 (2), 106-121.
  • Featherstone, Mike (1991), Consumer Culture and Postmodernism. London: Sage.
  • Garcia Gonzales, Aurora and Teresa Pinero Otero (2011), "Women in Advertising Production. Study of the Galician Advertising Sector from a Gender Perspective," Revista Latina de Communication Social, 66, 505-525.
  • Gencturk Hizal, Senem (2005), “Reklam Endustrisinin Topografyasi: Turkiye Ornegi,” Iletisim: Arastirmalari 3 (1-2), 105-131.
  • Glick, Peter, and Susan T. Fiske (1996), "The Ambivalent Sexism Inventory: Differentiating Hostile and Benevolent Sexism," Journal of Personality and Social Psychology, 70, 491–512.
  • ———, and ——— (1997), "Hostile and Benevolent Sexism: Measuring Ambivalent Sexist Attitudes toward Women," Psychology of Women Quarterly, 21, 119–135.
  • ———, and ——— (2001), "An Ambivalent Alliance: Hostile and Benevolent Sexism as Complementary Justifications for Gender Inequality," American Psychologist, 56, 109–118.
  • ——— and ——— (2011), "Ambivalent Sexism Revisited," Psychology of Women Quarterly, 35 (3), 530-535.
  • Gregory, Michele R. (2009), "Inside the Locker Room: Male Homosociability in the Advertising Industry," Gender, Work and Organization, 16 (3), 323-347.
  • Grow, Jean and Sheri J. Broyles (2011), "Unspoken Rules of the Creative Game: Insights to Shape the Next Generation from top Advertising Creative Women," Advertising and Society Review, 12 (1).
  • ———, and Tao Deng (2014), "Sex Segregation in Advertising Creative Departments Across the Globe," Advertising and Society Review, 14 (4). DOI: 10.1353/asr.2014.0003
  • Hirshman, Elizabeth C. (2013), "Role-based Models of Advertising Creation and Production," Journal of Advertising, 18 (4), 42-53.
  • Leslie, Deborah (1995), "Global Scan: The Globalization of Advertising Agencies, Concepts, and Campaigns," Economic Geography, 71 (4), 402-426.
  • Lovell, Terry (2000), "Thinking Feminism with and Against Bourdieu," Feminist Theory, 1 (1), 11–32.
  • Grewal, Inderpal and Caren Kaplan (2005), An Introduction to Women's Studies: Gender in a Transnational World, New York: McGraw-Hill.
  • Jost, John T., Mahzarin R. Banaji and Brian A. Nosek (2004), "A Decade of System Justification Theory: Accumulated Evidence of Conscious and Unconscious Bolstering of the Status Quo," Political Psychology, 25, 881–919.
  • Kazenoff, Ivy, and Anthony Vagnoni (1997), "Babes in Boyland," Creativity, 5 (8), 18-20.
  • Klein, Debbie (2001), Women in Advertising: 10 Years on. London: IPA.
  • Mallia, Karen L. (2009a), "Rare Birds: Why so Few Women Become Ad Agency Creative Directors," Advertising and Society Review, 10 (3). doi:10.1353/asr.0.0032
  • ——— (2009b), "Creativity Knows No Gender, but Agency Creative Departments Sure Do," Advertising Age, http://adage.com/article/talentworks/advertising-motherhood-mix-creative-directing/138709
  • ———, and Kasey Windels (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.
  • Mavin, Sharon (2006), "Venus Envy: Problematizing Solidarity Behavior and Queen Bees," Women in Management Review, (21), 264-276.
  • McNay, Lois (1999), "Gender, Habitus and the Field: Pierre Bourdieu and the Limits of Reflexivity," Theory, Culture, and Society, 96 (1), 95–117.
  • Meijer, Irene Costera and Baukje Prins (1998), "How Bodies Come to Matter: An Interview with Judith Butler," Signs, 23 (2), 275–286.
  • Mills, Mary Beth (2003), "Gender and Inequality in the Global Labor Force," Annual Review of Anthropology, 32, 41-62.
  • Moustakas, Clark (1994), Phenomenological Research Methods. Thousand Oaks, CA: Sage.
  • Nixon, Sean and Ben Crewe (2004), "Pleasure at Work? Gender Construction and Work-based Identities in the Creative Industries," Consumption, Markets and Culture, 7 (2), 129-147.
  • Pritchard, Annette and Nigel J. Morgan (2000), "Constructing Tourism Landscapes: Gender, Sexuality and Space," Tourism Geographies, 2 (2), 115–139.
  • Pueyo Ayhan, Natalia (2010), "Sex Structure of Occupations in the Advertising Industry: Where are the Female Ad Practitioners?," Observatorio, 4 (3), 243-267.
  • Ritchie, Jane and Jane Lewis (2003), Qualitative Research Practice: A Guide for Social Science Students and Researchers. London: Sage Publications.
  • Runco, Mark A., Bonnie Cramond and, Alexander R. Pagnani (2010), "Gender and Creativity," in Handbook of Gender Research in Psychology, J. C. Chrisler and D. R. McCreary, eds., New York: Springer, 343–357.
  • RD (2021), "Uye Listesi," Reklamcilar Dernegi, available at http://www.rd.org.tr (accessed August 2, 2021)
  • Smith, Jonathan A. (2011), "Evaluating the Contribution of Interpretative Phenomenological Analysis," Health Psychology Review, 5 (1), 9–27.
  • ———, Flowers, Paul and Larkin, Michael (2009), Interpretative Phenomenological Analysis: Theory, Method, and Research, Thousand Oaks, United States: Sage.
  • ——— and Osborn, Mike (2007), "Interpretative Phenomenological Analysis," In J. A. Smith (Ed.), Qualitative Psychology: A Practical Guide to Research Methods (2nd ed.). London: SAGE.
  • Staines, Graham L., Tavris, Carol and Toby E. Jayerante (1973), "The Queen Bee Syndrome," Psychology Today, 7 (8), 55-60.
  • Thompson, Craig J. and Tuba Ustuner (2015), "Women Skating on the Edge: Marketplace Performances as Ideological Edgework," Journal of Consumer Research, 42 (2), 235–265.
  • Tuncay Zayer, Linda and Catherina A. Coleman (2015), "Advertising Professionals' Perceptions of the Impact of Gender Portrayals on Men and Women: A Question of Ethics?," Journal of Advertising, 44 (3), 264-275.
  • Tore, Evrim (2014), “Turkiye’de Reklam Endustrisi Deger Zinciri ve Temel Gostergeler,” The Turkish Online Journal of Design Art and Communication, 1 (2), 34-42.
  • van Manen, Max (1990). Researching Lived Experience: Human Science for an Action Sensitive Pedagogy, Albany, NY: State University of New York.
  • West, Candace and Don H. Zimmerman (1987), "Doing Gender," Gender and Society, 1 (2), 125-151.
  • Windels, Kasey and Wei‐Na Lee (2012), "The Construction of Gender and Creativity in Advertising Creative Departments," Gender in Management: An International Journal, 27, 502-519.
  • Windels, and Mallia, Karen, L. (2015), "How Being Female Impacts Learning and Career Growth in Advertising Creative Departments," Employee Relations, 37 (1), 122-140.
  • World Bank (2011), "Globalization's Impact on Gender Equality: What's Happened and What's Needed," World Development Report 2012, available at https://doi.org/10.1596/9780821388105_ch6 (accessed June 17, 2021).
Toplam 57 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İletişim ve Medya Çalışmaları
Bölüm Makaleler
Yazarlar

Ayse Binay Kurultay 0000-0001-6021-9010

Yayımlanma Tarihi 31 Aralık 2021
Gönderilme Tarihi 31 Ağustos 2021
Yayımlandığı Sayı Yıl 2021

Kaynak Göster

APA Binay Kurultay, A. (2021). Exploring Women Managers’ Gender Role Experiences in Advertising Agencies. Akdeniz Üniversitesi İletişim Fakültesi Dergisi(36), 350-365. https://doi.org/10.31123/akil.989050