The neosexist attitudes of the Spanish advertising workforce: a gender-based analysis

Alejandra Hernández, Marta Martín-Llaguno, Marina Beléndez

Abstract


In Spain, the political efforts to eliminate the gender gap in the labour market have crystallised with the recent adoption of the law of effective equality between women and men. However, despite the inclusion of the gender issues in the political agenda, a research on the women’s role in the Spanish advertising sector reveals that occupational sex segregation is still alive. On the one hand, an extremely low percentage of women are in top level positions and, on the other hand, some departments are over-represented by men. Given this background, this article attempts to analyse if there is a disguised form of sexism that could impede women’s upward mobility. Thus, the aim of this study, focusing on gender, is to examine the neosexist attitudes of a sample of 753 Spanish advertising employees. Our results indicate that, in line with previous findings, men scored significantly higher on the Neosexism scale than women. However, there was little observed absolute separation of neosexist attitudes between males and females. It would be needed, as a future line of research, to analyse the process and routines involved in the human resources selection methods to explore if there are prejudiced criteria that exclude women from the advertising decision-making positions.

Keywords


Spain, gender gap, neosexism, advertising industry

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DOI: https://doi.org/10.15847/obsOBS312009258