Gender relations and identity: Masculinities and femininities at work in an advertising agency

Forskningsoutput: TidskriftsbidragArtikel i vetenskaplig tidskrift

Abstract

The paper explores gender relations and gender identity, based upon an ethnography of a Swedish advertising agency. The organization is of special interest as it has a strong gender division of labor, where men hold all senior posts, at the same time as creative advertising work seems to have much more similarity with what gender studies describe as "femininity" rather than with forms of "masculinity." The paper discusses how gender is constructed in an organizational context. Emphasis on workplace sexuality is related to identity work of men in response to the highly ambiguous and contested context of advertising work. Tendencies toward the "femininization" of the work and client relationships put some strain on (gender) identity for men, triggering a structuring of gender relations and interaction at the workplace to restore feelings of masculinity. The paper problematizes ideas of masculinities and femininities and argues for a rethinking of their roles in nonbureaucratic organizations. Also assumptions about a close connection between domination of masculinity and of males are critically discussed.

Detaljer

Författare
Enheter & grupper
Forskningsområden

Ämnesklassifikation (UKÄ) – OBLIGATORISK

  • Företagsekonomi

Nyckelord

Originalspråkengelska
Sidor (från-till)969-1005
TidskriftHuman Relations
Volym51
Utgåva nummer8
StatusPublished - 1998
PublikationskategoriForskning
Peer review utfördJa