Management Seminars: Andrea Prothero (University College Dublin)

30 October 2018, 12.00 PM - 30 October 2018, 1.30 PM

Andrea Prothero (University College Dublin)

1.01 Howard House

Title: Death by a Million Cuts’: Gender (In) Equality in the Marketing Academy


This presentation will explore two topics currently being investigated by the author (in conjunction with co-author Pierre McDonagh, University of Bath) – gender inequality in the marketing academy, and an assessment of the gender discourse and gender representation in marketing’s journals (1993-2016).

The first study is an exploratory, interpretive one; from which the authors hope to build a picture of what it is like to be a woman within the marketing academy. Participants were invited via email to participate in an open-ended survey asking for their personal experiences of gender (in)equality in the workplace. The findings will be presented in the form of an I-Poem, a methodology which originates in the psychology field (Debold 1990; Gilligan et. Al 2003; Hesse-Biber and Leavy 2006) and which has seen some recent use in marketing (Brown and Woodruffe-Burton 2015). Utilising the I-poem allows the authors to “to represent sensitively individual voices and first-person experience” while also “reveal(ing) the essence of the voice, often in a  powerfully striking and moving way” (Brown and Woodruffe-Burton, 2015).

The second study provides an assessment of how gender has been explored and represented in marketing’s journals. The authors have conducted a review and bibliometric analysis of the ABS 4*/4 ABS 3 and FT 50 journals for the marketing discipline between 1993-2016. Categories which are examined include an assessment of the gender topics explored; the specific marketing issue under examination; as well as an assessment of the method utilised and the study samples.  The authors will present an in-depth assessment of these topics. Finally, we provide a wider assessment of the gender composition of our ‘leading’ journals.

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