Presentation is loading. Please wait.

Presentation is loading. Please wait.

EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE1 Women entrepreneur in the business press: not enough visibility! Annie CORNET, Full professor.

Similar presentations


Presentation on theme: "EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE1 Women entrepreneur in the business press: not enough visibility! Annie CORNET, Full professor."— Presentation transcript:

1 EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE1 Women entrepreneur in the business press: not enough visibility! Annie CORNET, Full professor Valérie DUBOIS, Researcher EGiD, Diversity and Gender in Management

2 Research questions What is the visibility of women entrepreneurs in French Belgian business media, especially in “business heading”, presented as a personality of the economic sphere? What is the content of these articles? Is it different from those about men? EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE2

3 Literature Review Few studies on the image of women in the media: –Image of women in advertising (ARPP-Pub, 2013)ARPP-Pub, 2013 –Image of women in politics (Sourd, 2005).Sourd, 2005 Only a few studies on the image of women entrepreneur and of executive women in business media and on their visibility ( Radu & Redien-Collot, 2008, Summers, Eikhof, & Carter, 2014) Radu & Redien-Collot, 2008 Summers, Eikhof, & Carter, 2014 EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE3

4 Visibility of business women in media The Conseil Supérieur de l’Audiovisuel (CSA) shows the underrepresentation of women in debate and news shows: 18% of experts, 23,21% of representatives 15,6% of people interviewed during newscasts Rea (CSA, 2011, p.184) argues that “media works through elitist cooperation. People we know are the ones we pick”.CSA, 2011 EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE4

5 Women in Politics in media Women’s body, style and family are frequently more mentioned than their skills (Sourd, 2005).Sourd, 2005 They are also often portrayed as dominant women (The Huffington Post, janvier 2014). They are portrayed in their roles of wife and mother to show how they manage these roles linked with their professional life. Sometimes the article shows the choice they made like the ones who decided not to have children to be a leader in the economic sphere. In politics, “the daughter of…” or “the protected” are also used, as if women’s position was decided according to men. EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE5

6 6 Sample : French Belgian Economic Journals Weekly: - L’Echo Weekly: - Trends tendances Monthly: - Union et Actions, UCM - Forward (FEB) - CCI Mag (Liège/Brabant Wallon)

7 EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE7 Too difficult to analyse all articles which speak about women: multiple and heterogeneous pieces of information Focus on some recurrent articles (business headings) for an systematic analysis of the presence and visibility of women in these articles (one year – 2012) / first study (2006) Research Design

8 EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE8 Presentation of the « business headings » In the Trends tendances : – “Bizz: Starter” presents, every week in a page, a start-up and the people who founded it – “People” presents, every week in a page, a personality of the economic sphere – “Le réseau de…” (the network of …”) is published every two weeks and relates, as its name indicates, the network of a personality of the economic and/or political sphere – ”Portrait” is also published every two weeks and describes in two pages a top manager – “Parcours” draws each week the portray of three businessmen and/or businesswomen

9 EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE9 In L’Echo : – “Les décideurs” presents one or two people active in the economic sphere each day In the Forward (journal of the FEB): – “People” presents, in a few pages, two personalities of the economic sphere In the CCI mag (Liège – Verviers – Namur / Brabant wallon – Hainaut – Wallonie Picardie) – “L’invité du mois” presents, in a few pages, a personality of the economic sphere of the regions of Liège, Verviers and Namur. In Union & Actions (UCM): – “Portrait” presents in each publication a entrepreneur or an independent worker.

10 EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE articles (439 in 2006) 13% women (15% in 2006) 87% men (85 % in 2006) Results In Wallonia (French part of Belgium): 33% women in self-employement (INASTI) 34% in senior management position (OCDE) 10% of the boards of listed companies (OCDE)

11 EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE11 Content analysis People in the article : Men / Women / sometimes both Gender of the journalist Length of the article Editorial style (Interview – Portray – Reportage) Photography Information about the person: Age / Studies / Work experiences / Function as presented in the article: entrepreneur / administrator / manager / political man or woman / other Mention of physical aspects / skills / etc.

12 EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE12 Data Collection Information on the industry: Name / Sector / Revenues / Number of employees Thematic analysis: Women in Male-Dominated Industries Glass ceiling Information about family and work life balance

13 Women’s profiles (N=94) Entrepreneur (27 % - 26/94) Administrator / president / CEO ( 13% - 13/94) Manager / chief officer / director (27% - 26/94) Political woman (12% - 12/94) Others such as journalist (0,02% - 2/94) / scientist (0,01% - 1/94 )/ writer (0,01%-1/94) Two women cited twice: –Carine Doutrelepont (CEO- Belgacom Group) –Anne Marie Heller (Defimedia) EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE13

14 EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE14 No place for women in some business media ! N.S. – O,O (2006) MenWomenTotal Trends tendances81 (85) % (=253)19 (15) % (=61)100 % (=314) L’Echo92 (81) % (=345)8 (19) % (=32)100 % (=377) CCI – Hainaut100 (83) % (=10)0 (17) % (=0)100 % (=10) CCI – Liège92% (=11)8% (=1)100 % (=12) Forward1000 (87) %(=11)0 (14) % (=0)100 % (=11) Union&Actions (Ambassadrice et Mentor file) 100 (74)% (=25)0 (26)% (=0))100 % (=25) Total 87 (84,5) (=655)13 (15,5%)(=94)100 % (=749)

15 EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE15 Per article with a single person (Sept 2005 – June 2006) N.S. – O,O69 MenWomenTotal Bizz starter Trends Tendances 76% (=56)24% (=18)100% (=74) People Trends Tendances 88 % (=51)12% (=7)100% (=58) Le réseau de … Trends Tendances 95 % (=20)5% (=1)100% (=21) Portrait Trends Tendances 90 % (=18)10% (=2)100% (=20) Parcours Trends Tendances 77 % (=108)23% (=33)100% (=141)

16 EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE16 N.S. – O,O69 MenWomenTotal Les décideurs L ’ Echo 92% (=345)8% (=32)100% (=377) L’invité du mois CCI – Hainaut 100% (=10)0% (=6)100% (=0) L’invité du mois CCI – Liège 92% (=11)8% (=1)100% (=12) People Forward (FEB) 100% (=11)0% (=0)100% (=11) Portrait Union&Actions 100% (=25)0% (=0)100% (=25)

17 Some positive actions Trends tendances: Special Trends Women Awards linked with one special issue on women. Unions & Actions (2 special issues): –Ambassador women (Europe) –Mentor (Project Diane / women entrepreneurship) Prices and nominations –Women who receive the price GPWE (one category “women entrepreneur”) EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE17

18 EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE18 Sex of people in the address Book N.S. – O,O69MenWomenTotal Person who gives his/her address book 95 % (=20)5 % (=1)100 % (=21) Political sphere 62 %38 % (id.)100 % Circle of friends, family, mentor 83 % 17% (id.) 100 % Business world 90 %10 %100 % Cultural sphere or media 91%9 %100 % Academic sphere 955% (2%)100 %

19 EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE19 Gender of journalists More men journalists (61 = 65%) than women (33 = 35%) Women are authors of a greater number of articles –413 articles, 6.6 by men –312 articles, 9.4 by women Women journalists write twice as many articles dedicated to women (17%) than men journalists (10%).

20 Mention of the look EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE20 As often for women and for men: “to speak about the look is the way to make this portrait more human!” For men, their look is more often associated to the idea of power: – « Ce «géant» de deux mètres, […]. » (This two-meter ‘giant’) (Luiz Fernando Edmond, L’Echo du 25 janvier 2012 ). – « Grand, Lars Olofsson impressionne par sa carrure et un indéniable charisme. » (Big, Lars Olofsson impresses through its stature and its unquestionable charisma) (Lars Olofsson, L’Echo du 25 mai 2012). – « Bref, Nicolay, c’est un réel appétit d’ogre, au sens propre – l'homme affiche 1,95m pour 120 kg – comme au sens figuré. » (In short, Nicolay eats like a horse, literally – the man is 1.95m tall for 120 kg – and figuratively) (Frédéric Nicolay, Trends Tendance du 23 février 2012).

21 Personnality A great number of traits have been attributed to the subjects, men and women: –Optimism, enthusiasm, –Ambition –Perseverance, tenacity, hard-working. –Importance accorded to human relations: interest for humans, human contact and human relations, capacity to communicate, to discuss and to listen, empathy, openness of mind, respect of the others, solidarity, mutual aid, etc. EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE21

22 Specific for women A strong personality, women with a strong character The dynamism The energy The creativity EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE22

23 Family Women (12%) mention slightly more the fact to be married than men (9%). Some men highlight the importance that their family and more particularly their wife has in the success of their professional life. Women mention their children (33%) twice as much as men (16%). When women talk about their children, they refer to time organisation. Time management is felt to be dealt with as efficiently as the others. EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE23

24 The time spent with the family is, however, also perceived as important by men and is a factor that influences the choice of some professional decisions. EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE24

25 Picture of women in a male sector “Extraordinary” women Clients and business partners to convince To be a woman as an asset (not like the others)! EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE25

26 Women CEO and top management A discourse linked with the pressure to include women into the top management and CEOs. Women presented in these articles are often linked as having beneficiated from this movement. In these articles, it is often mentioned that these women are “the first women” to have such a function. “To be the first” makes someone popular. EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE26

27 EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE27 Conclusion Underrepresentation of women in business media Reasons: –Individual Choice of entrepreneur women / CEO (“they don’t want to accept an interview” “they don’t want toto be view as special”) Stereotypes, representations, prejudices of journalists and redaction committees –Organisational Editorial policy (ex: only firm with high economic growth) Network (male cooptation) –Societal Stereotypes, representations, prejudices


Download ppt "EGiD - Hec-Ulg / projet Diane (UCM-Hainaut) financé par le FSE1 Women entrepreneur in the business press: not enough visibility! Annie CORNET, Full professor."

Similar presentations


Ads by Google