Kadın Yöneticilerin Reklam Ajanslarındaki Toplumsal Cinsiyet Rolü Deneyimlerinin İncelenmesi

Yıl 2021, Sayı: 36, 350 - 365, 31.12.2021

Ayse Binay Kurultay

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.

Anahtar Kelimeler

Toplumsal Cinsiyet Rolleri, Reklam Ajansı, Kadın Yöneticiler, Reklamcılık, Toplumsal Cinsiyet Eşitliği

Exploring Women Managers’ Gender Role Experiences in Advertising Agencies

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.

Anahtar Kelimeler

Gender Roles, Advertising Agency, Women Managers, Advertising, Gender Equality

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