„Dziewczyny na politechniki” – analiza wybranych przekazów reklamowych promujących przełamywanie stereotypów zawodowych i barier płciowych w obszarze męskich kierunków studiów
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Date
2015
Authors
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Editor
Journal Title
Journal ISSN
Volume Title
Publisher
Wydawnictwo Naukowe UAM
Title alternative
“Girls to Technical Universities” – Analysis of Selected Commercial Messages Promoting Breaking the Occupational Stereotypes and Sex Barriers
Abstract
Nowadays it is difficult to clearly define what still belongs to strictly masculine domain and what no longer belongs to it. Considering the fight for women’s social equality as well as a number of socioeconomical strategies, practices and tendencies we can say about successive pushing back the boundaries and discovering more distant areas of knowledge, education and realisation of occupational duties. Broadly defined commercial messages that contribute to promoting occupations which
are non-stereotypically feminine are the subject matter of this article. Its aim is also to present how, through these kind of social practices, women’s attention is attracted to other, as yet inaccessible to
them majors, educational areas as well as which techniques are used firstly in order to direct women’s educational preferences and then their occupational aspirations as effectively as possible.
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Keywords
women, education, masculine educational areas, commercial messages, occupational stereotypes, sex barriers
Citation
Studia Edukacyjne, 2015, nr 36. s.87-112
ISBN
978-83-232-2958-2