Stereotypy ról kobiet w reklamie telewizyjnej i praktyce rynku pracy

Abstract

This work concerns issues of women’s discrimination in labour market. Includes description of women’s position in Polish labour market in different aspects: historical, economical, legal and social, especially gendered expectations towards social role. Social stereotypes of women in general and women as employees are important elements of those expectations. They are commonly presented by mass media, especially advertising. This text focuses on presenting the findings of research, described in full in doctoral thesis Stereotypisation of women's role and its impact on discrimination in labour market. The results reveal the role of stereotypes and show their impact on women’s position in labour market and their employment opportunities. The research consists of two projects. Content analysis of advertising (1997) was the first one and intended to research into women’s portrayal in mass media and mass culture. Case studies of womens professional careers, based on interviews (1999) was the second research project, it intended to compare media stereotypes and stereotypes existing and functioning in labour market practice, reported by women and having had impact on their careers. The findings show that media and labour market stereotypes are similar and do play important role in discrimination in labour market. Moreover, working women also reveal stereotypes in their own opinions.