Por favor, use este identificador para citar o enlazar este ítem: https://repositorio.consejodecomunicacion.gob.ec//handle/CONSEJO_REP/3845
Registro completo de metadatos
Campo DC Valor Lengua/Idioma
dc.contributor.authorMensa-Torras, Marta-
dc.contributor.authorGrow, Jean M.-
dc.date.accessioned2023-03-16T17:09:11Z-
dc.date.available2023-03-16T17:09:11Z-
dc.date.issued2015-
dc.identifier.citationMensa-Torras, M. and Grow, J.M. (2015). Creative women in Peru: outliers in a machismo world.Communication & Society 28(2), 1-18. https://doi.org/10.15581/003.28.35962es_ES
dc.identifier.issn2386-7876-
dc.identifier.urihttps://repositorio.consejodecomunicacion.gob.ec//handle/CONSEJO_REP/3845-
dc.description.abstractGender segregation begins early and is reinforced within the workplace. Advertising creative departments appear to have extreme gender segregation with women representing just 20% of all those working within creative departments worldwide. Yet, creativity does not depend on gender. Thus, the underrepresentation of women is particularly troubling. In Peru women comprise 3% to 10.4% of all people working in advertising creative, which suggests the situation for creative women in Peru is dire. In order to understand this phenomenon, and with the hope of finding solutions, this study uses indepth interviews to explore the experiences of Peruvian women working in advertising creative departments. The study investigates three primary aspects of Peruvian creative women’s experiences. First, it looks at relationships with colleagues and clients. Second, work/life balance is explored. Third, the study examines how the environment within creative departments constrains creative women’s employment and advancement opportunities. Findings suggest that Peruvian creative departments are strongly machismo environments where discrimination and gender segregation are staunchly entrenched. This machismo environment creates challenging relationships between creative women and their colleagues and clients, it negatively impacts creative women’s work/life balance and it leads to severely constrained hiring, promotion and retention of creative women in Peruvian advertising agencies. The discussion closes with suggestions to help creative women succeed in Peruvian creative departments.es_ES
dc.language.isoenes_ES
dc.publisherCommunication & Societyes_ES
dc.subjectadvertisinges_ES
dc.subjectcreativees_ES
dc.subjectdiscriminationes_ES
dc.titleCreative women in Peru: outliers in a machismo worldes_ES
dc.title.alternativeCommunication & Societyes_ES
dc.typeArticlees_ES
Aparece en las colecciones: Documentos internacionales sobre libertad de expresión y derechos conexos

Ficheros en este ítem:
Fichero Descripción Tamaño Formato  
Creative women.pdfCreative women554,03 kBAdobe PDFVisualizar/Abrir


Los ítems de DSpace están protegidos por copyright, con todos los derechos reservados, a menos que se indique lo contrario.