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Information technology and social relations: Portrayals of gender roles in high tech product advertisements

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  • Juris Dilevko
  • Roma M. Harris

Abstract

Advertisements for technology products were sampled from professional journals in the fields of business, computing science/engineering, and library and information science. Content analyses revealed that men are portrayed in the ads more frequently than women, although the distribution of male and female figures in various poses is more egalitarian in ads found in traditional library journals. The depictions of male and female roles in relation to technology is largely stereotypic. Men are often portrayed as deep thinkers who are connected to the future, whereas women are often present in ads in order to convey the notion of simplicity of product use. © 1997 John Wiley & Sons, Inc.

Suggested Citation

  • Juris Dilevko & Roma M. Harris, 1997. "Information technology and social relations: Portrayals of gender roles in high tech product advertisements," Journal of the American Society for Information Science, Association for Information Science & Technology, vol. 48(8), pages 718-727, August.
    • Handle: RePEc:bla:jamest:v:48:y:1997:i:8:p:718-727
    DOI: 10.1002/(SICI)1097-4571(199708)48:83.0.CO;2-V
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    Cited by:

    1. Pezoldt, Kerstin & Schliewe, Jana & Lotze, Verena, 2011. "Geschlechtsstereotype im Technikmarketing - Analyse der häufigsten Stereotype und deren Nutzung im Marketing," Ilmenauer Schriften zur Betriebswirtschaftslehre, Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre, volume 4, number 42011.
    2. Neil Granitz & Dana Loewy, 2007. "Applying Ethical Theories: Interpreting and Responding to Student Plagiarism," Journal of Business Ethics, Springer, vol. 72(3), pages 293-306, May.
    3. Vivek K. Singh & Mary Chayko & Raj Inamdar & Diana Floegel, 2020. "Female librarians and male computer programmers? Gender bias in occupational images on digital media platforms," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 71(11), pages 1281-1294, November.
    4. Maseeh, Haroon Iqbal & Jebarajakirthy, Charles & Pentecost, Robin & Ashaduzzaman, Md. & Arli, Denni & Weaven, Scott, 2021. "A meta-analytic review of mobile advertising research," Journal of Business Research, Elsevier, vol. 136(C), pages 33-51.

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