Capital de género y segregación vertical: efectos en la trayectoria creativa publicitaria
DOI:
https://doi.org/10.7764/cdi.42.1244Palabras clave:
mujeres, discriminación, creatividad, capitales, estereotipos, socializaciónResumen
La investigación analiza los efectos del capital de género en los capitales creativo, académico, social, económico, erótico, humano, psíquico y emocional de la trayectoria profesional de un grupo de creativos y creativas del campo publicitario ecuatoriano. Mediante 16 entrevistas semiestructuradas basadas en el análisis de contenido temático se realiza una aproximación a las experiencias en el comienzo, ingreso, permanencia y ascenso mediadas por el género. Los hallazgos sugieren que la aparente paridad que se advierte en las primeras fases se desdibuja, mientras que las asimetrías que determinan que las trayectorias se encaminen hacia la segregación vertical se acentúan.
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Broyles, S. & Grow, J. (2008). Creative women in advertising agencies: why so few “babes in boyland”? Journal of Consumer Marketing, 25(1), 4-6. https://doi.org/10.1108/07363760810845354
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Bourdieu, P. (1988). La distinción: Criterios y bases sociales del gusto [Distinction: A Social Critique of the Judgement of Taste]. Madrid: Taurus.
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Bourdieu, P. (2007). El sentido práctico [Practical sense]. Buenos Aires: Siglo XXI Editores.
Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa
Broadbridge, A. (2010). Social Capital, Gender and Careers: Evidence from Retail Senior Managers. Equality, Diversity and Inclusion, 29(8), 815-834. https://doi.org/10.1108/02610151011089546
Broyles, S. & Grow, J. (2008). Creative women in advertising agencies: why so few “babes in boyland”? Journal of Consumer Marketing, 25(1), 4-6. https://doi.org/10.1108/07363760810845354
Casullo, M. (2006). El capital psíquico. Aportes de la psicología positiva [The Psychological Capital: Main contributions from Positive Psychology]. Psicodebate. Psicología, cultura y sociedad, 6, 59-72. https://doi.org/10.18682/pd.v6i0
Conor, B., Gill, R., & Taylor, S. (2015). Gender and creative labour. The Sociological Review, 63(S1), 1-22. https://doi.org/10.1111/1467-954X.12237
Correll, S., Benard, S., & Paik, I. (2007). Getting a Job: Is There a Motherhood Penalty? American Journal of Sociology, 112(5), 1297-1338. https://doi.org/10.1086/511799
Cottingham, M. (2016). Theorizing emotional capital. Theory and Society, 45(5), 451-470. https://doi.org/10.1007/s11186-016-9278-7
Csikszentmihalyi, M. (1998). Creatividad. El fluir y la psicología del descubrimiento y la invención [Creativity. The flow and the psychology of discovery and invention]. Barcelona: Paidós.
DiSesa, N. (2008). Seducing the boys club: Uncensored tactics from a woman at the top. New York: Ballantine Books.
El-Murad, J. & West, D. (2004). The Definition and Measurement of Creativity: What Do We Know? Journal of Advertising Research, 44(2), 188-201. https://doi.org/10.1017/S0021849904040097
Endicott, R. (2002). Slim pickings for agency raises. Advertising Age, 73(48), S2.
Estrella, G. (2015). Género y publicidad: tendencias de género de egresados de la UTE en el campo profesional publicitario a partir del año 2009 en la ciudad de Quito [Gender and advertising: gender trends of UTE graduates in the professional advertising field since 2009 in the city of Quito] (Bachelor’s degree thesis). Universidad Tecnológica Equinoccial, Quito, Ecuador. Retrieved from http://repositorio.ute.edu.ec/bitstream/123456789/15490/1/64765_1.pdf
Feeney, B. & Lemay, E. (2012). Surviving relationship threats: The role of emotional capital. Personality and Social Psychology Bulletin, 38(8), 1004-1017. https://doi.org/10.1177/0146167212442971
Fernández, J. M. (2013). Capital simbólico, dominación y legitimidad. Las raíces weberianas de la sociología de Pierre Bourdieu [Symbolic Capital, Domination and Legitimacy: the Weberian Roots in the Sociology of Pierre Bourdieu]. Papers: revista de sociologia, 98(1), 33-60. https://doi.org/10.5565/rev/papers/v98n1.342
Florida, R. & Goodnight, J. (2005). Managing for creativity. Harvard Business Review, 83(7), 124-131. Retrieved from https://hbr.org/2005/07/managing-for-creativity?autocomplete=true
Gifford, J. & Maggard, J. (1975). Top agency executives’ attitudes toward academic preparation for careers in the advertising profession in 1975. Journal of Advertising, 4(4), 9-14. https://doi.org/10.1080/00913367.1975.10672602
Giroux, S. & Tremblay, G. (2004). Metodología de las ciencias humanas [Methodology of the human sciences]. Mexico City: Fondo de Cultura Económica.
Graña, F. (2015). La pugna femenina por la equidad laboral: El caso de las primeras comunicadoras en la TV uruguaya [Women’s struggle for employment equality. The case of the first female communicators in Uruguayan TV]. Cuadernos.info, (36), 39-51. https://doi.org/10.7764/cdi.36.731
Gregory, M. (2009). Inside the Locker Room: Male Homosociability in the Advertising Industry. Gender, Work and Organization, 16(3), 323-347. https://doi.org/10.1111/j.1468-0432.2009.00447.x
Grow, J. (2017). Exporting Gender Bias: Anglo-American Echoes in Swedish Advertising Creative Departments. In K. Golombisky & P. Kreshel, Feminists, Feminisms, and Advertising: Some Restrictions Apply (pp. 207-227). Lanham: Lexington Books.
Grow, J. & Deng, T. (2014). Sex segregation in advertising creative departments across the globe. Advertising & Society Review, 14(4). https://doi.org/10.1353/asr.2014.0003
Grow, J. M., Mallia, K., Williams, L., Pollock, M., & Klinger, L. (2015, January). Preparing Women And Minorities For Success And Leadership In Creative. In American Academy of Advertising Conference. Proceedings (Online). American Academy of Advertising.
Grow, J., Roca, D., & Broyles, S. (2012). Vanishing acts: Creative women in Spain and the United States. International Journal of Advertising, 31(3), 657-679. https://doi.org/10.2501/IJA-31-3-657-679
Hackley, C. & Kover, A. (2007). The trouble with creatives: Negotiating creative identity in advertising agencies. International Journal of Advertising, 26(1), 63-78. https://doi.org/10.1080/02650487.2007.11072996
Hakim, C. (2012). Capital erótico. El poder de fascinar a los demás [Erotic Capital: The Power of Attraction in the Boardroom and the Bedroom]. Barcelona: Debate.
Hartman, J. (1988). Assessing Women in the Creative Department: What Creative Directors Think. Paper Presented at the 71st Annual Meeting of the Association for Education in Journalism and Mass Communication, Portland, OR, July 2-5. Retrieved from https://eric.ed.gov/?id=ED295252
Hooijmaaijers, B. & Keukeleire, S. (2016). Voting Cohesion of the BRICS Countries in the UN General Assembly, 2006–2014: A BRICS Too Far? Global Governance: A Review of Multilateralism and International Organizations, (22)3, 389-407. Retrieved from http://journals.rienner.com/doi/abs/10.5555/1075-2846-22.3.389?code=lrpi-site
Heilman, M. & Okimoto, T. (2008). Motherhood: a potential source of bias in employment decisions. Journal of Applied Psychology, 93(1), 189-198. https://doi.org/10.1037/0021-9010.93.1.189
Hernández, R., Fernández C., & Baptista, P. (2014). Fundamentos de metodología de la investigación [Fundamentals of research methodology]. Madrid: McGraw-Hill.
Hitt, M., Black, S., & Porter, L. (2006). Administración [Management]. Mexico: Pearson Educación.
Huppatz, K. (2009). Reworking Bourdieu’s ‘Capital’: Feminine and female capitals in the field of paid caring work. Sociology, 43(1), 45-66. https://doi.org/10.1177/0038038508099097
Huppatz, K. (2012). Gender Capital at Work: Intersections of Femininity, Masculinity, Class and Occupation. New York: Palgrave Macmillan.
Huppatz, K. (2015). Theories of vertical segregation in feminized occupations: rethinking dominant perspectives and making use of Bourdieu. In A. Broadbridge & S. Fielden (Eds.), Handbook of gendered careers in management: getting in, getting on, getting out, (pp. 179-193). Cheltenham: Edward Elgar.
Huppatz, K. & Goodwin, S. (2013). Masculinized jobs, feminized jobs and men’s ‘gender capital’ experiences: Understanding occupational segregation in Australia. Journal of Sociology, 49(2-3), 291-308. https://doi.org/10.1177/1440783313481743
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2018-06-30
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Chalá, P. (2018). Capital de género y segregación vertical: efectos en la trayectoria creativa publicitaria. Cuadernos.Info, (42), 197–215. https://doi.org/10.7764/cdi.42.1244
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