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Title: „Dziewczyny na politechniki” – analiza wybranych przekazów reklamowych promujących przełamywanie stereotypów zawodowych i barier płciowych w obszarze męskich kierunków studiów
Other Titles: “Girls to Technical Universities” – Analysis of Selected Commercial Messages Promoting Breaking the Occupational Stereotypes and Sex Barriers
Authors: Szymczak, Emilia
Keywords: women
masculine educational areas
commercial messages
occupational stereotypes
sex barriers
Issue Date: 2015
Publisher: Wydawnictwo Naukowe UAM
Citation: Studia Edukacyjne, 2015, nr 36. s.87-112
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.
DOI: 10.14746/se.2015.36.6
ISBN: 978-83-232-2958-2
ISSN: 1233-6688
Appears in Collections:Studia Edukacyjne, 2015, nr 36

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