Feminization in Public Relations

Essay , 2010 , 7 Pages , Grade: 1,0

Communications - Public Relations, Advertising, Marketing, Social Media

Back in the 1960s, women formed only 10 per cent of the American PR field. Only 20 years later, in the mid-80s, this percentage had increased to 50 per cent. This phenomenon, called the “Gender Switch”, initialized the quantitative feminization of public relations (Dozier, 1988, p.8). In 1986 Mathews wrote: “A women`s place is no longer in the home. It seems to be in the communication department.” (Matthews, 1986, p.28). At the end of the 1990s, according to the US Department of Labor, two thirds of PR specialists were women (Grunig, Toth & Hon, 2001, p.5).

Inhaltsverzeichnis (Table of Contents)

• What has happened so far: The quantitative feminization of PR
• What is happening right now: Natural born communicators, good ol' boys networks and a feminist theory of PR
• What might happen in the future: PR bunnies caught in the agency ghetto?

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This paper examines the trend of feminization in the public relations (PR) field. It explores the historical progression of women's increasing dominance in the field, analyzes the current state of affairs, and speculates on potential future developments. The paper also delves into the complex interplay between gender roles, organizational structures, and the perception of PR as a profession.

• Historical Development of PR Feminization
• Gender Discrimination and the Glass Ceiling
• The "Velvet Ghetto" and the "Polyester Ghetto"
• The Role of Gender Stereotypes and Socialization
• The Impact of Agency Culture on PR Feminization

Zusammenfassung der Kapitel (Chapter Summaries)

• What has happened so far: The quantitative feminization of PR

  This chapter presents a historical overview of the growing presence of women in PR, highlighting the significant increase from 10% in the 1960s to two-thirds in the late 1990s. It explores the concerns around the potential decline in PR prestige due to its association with a female-dominated workforce, and introduces the concept of the "velvet ghetto" and the "polyester ghetto."

• What is happening right now: Natural born communicators, good ol' boys networks and a feminist theory of PR

  This chapter focuses on current trends, discussing the persistent salary gap between men and women in PR, as well as the prevalence of "good ol' boys networks" in organizations, which can hinder women's advancement. It examines the structuralist perspective of discrimination and the challenges women face in balancing work and family commitments. The chapter also explores the development of a "feminist model of leadership" and the potential drawbacks of emphasizing "feminine" qualities as natural assets in the field.

• What might happen in the future: PR bunnies caught in the agency ghetto?

  This chapter discusses the increasing presence of women in PR agencies, exploring the reasons behind this shift and its potential implications for the profession. The chapter highlights the "agency profile" and its perceived compatibility with "female talents," as well as the influence of flat hierarchies in agencies.

Schlüsselwörter (Keywords)

The key terms and concepts explored in this paper include: PR feminization, gender discrimination, glass ceiling, "velvet ghetto," "polyester ghetto," structuralist perspective, "good ol' boys networks," feminist model of leadership, agency profile, and PR professionalism.

• College: University of Westminster
• Grade: 1,0
• Author: Marlena Bräu (Author)
• Publication Year: 2010
• Pages: 7
• Catalog Number: V213048
• ISBN (eBook): 9783656409786
• Language: English
• Tags: pr, public relations, trends, feminization, gender switch, velvet ghetto, feminisierung, grunig, glass ceiling, gender