Information technology and social relations: Portrayals of gender roles in high tech product advertisements
✍ Scribed by Dilevko, Juris ;Harris, Roma M.
- Publisher
- John Wiley and Sons
- Year
- 1997
- Tongue
- English
- Weight
- 75 KB
- Volume
- 48
- Category
- Article
- ISSN
- 0002-8231
No coin nor oath required. For personal study only.
✦ Synopsis
Advertisements for technology products were sampled libraries, almost the entire April 1995 issue of Communifrom professional journals in the fields of business, comcations of the ACM was devoted to a discussion of the puting science/engineering, and library and information digital library (Fox, Akscyn, Furuta, & Leggett, 1995). science. Content analyses revealed that men are por-Moreover, the journal Computers in Libraries: Complete trayed in the ads more frequently than women, although Coverage of Library Information Technology, solicits the distribution of male and female figures in various poses is more egalitarian in ads found in traditional linew subscribers in full page ads using the slogan ''A brary journals. The depictions of male and female roles Survival Kit for Today's Librarian.'' Its credo is exin relation to technology is largely stereotypic. Men are pressed in a typically enthusiastic editorial (January often portrayed as deep thinkers who are connected to 1996) whose first sentence contains the assertion that the future, whereas women are often present in ads in ''libraries and technology can be combined to help create order to convey the notion of simplicity of product use.
a sense of community among individuals and groups'' (Hoffman, 1996, p. 6). The title of Herbert S. White's * To whom all correspondence should be addressed. tion. However, as this decentering occurs, and as librarians confront the changes to their profession wrought by