Techos de cristal en la industria publicitaria española: profesionales femeninas tras las campañas galardonadas en los Premios a la Eficacia de la Comunicación Comercial 2002-2018
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Resumen: Se presentan los resultados de un estudio sobre la existencia de techos de cristal en las agencias publicitarias y departamentos de publicidad de anunciantes en España; y se cuantifican, mediante análisis de contenido, los responsables de las campañas galardonadas en los Premios a la Eficacia de la Comunicación Comercial 2002-2018. Los resultados indican mayor presencia femenina en cuentas, planificación y anunciantes, mientras la creatividad sigue bajo dominio masculino. Subsiste un techo que impide a las féminas ocupar puestos de poder en la industria publicitaria, siendo la brecha menor en los departamentos publicitarios del anunciante que en las agencias y, dentro de éstas, en cuentas que en planificación y creación. La principal aportación radica en la obtención diacrónica de datos del contexto español sobre departamentos distintos del creativo, y en el contexto favorable al cambio que abre la extensión de los movimientos feministas de la segunda década del siglo XXI.
Abstract: This article presents the results of a study on the existence of glass ceilings in advertising agencies and advertising departments of advertisers in Spain; and quantified through content analysis those responsible for the campaigns awarded in the Commercial Communication Effectiveness Awards 2002-2018. The results indicate a greater female presence in accounts, planning and advertisers, while creativity remains under masculine control. A ceiling persists that prevents females from occupying positions of power in the advertising industry, with the smaller gap in the advertising departments of the advertiser than in agencies and, within these, in contact and planning departments. The main contribution lies in obtaining data from the Spanish context on departments other than creative, and in the auspicious context for the change that opens the extension of the feminist movements in the second decade of the 21st century.
Abstract: This article presents the results of a study on the existence of glass ceilings in advertising agencies and advertising departments of advertisers in Spain; and quantified through content analysis those responsible for the campaigns awarded in the Commercial Communication Effectiveness Awards 2002-2018. The results indicate a greater female presence in accounts, planning and advertisers, while creativity remains under masculine control. A ceiling persists that prevents females from occupying positions of power in the advertising industry, with the smaller gap in the advertising departments of the advertiser than in agencies and, within these, in contact and planning departments. The main contribution lies in obtaining data from the Spanish context on departments other than creative, and in the auspicious context for the change that opens the extension of the feminist movements in the second decade of the 21st century.