The net effect of the Organic Law for Effective Equality of Women and Men on the advertisers awareness of gender policies and the vertical and horizontal segregation in Spanish agencies

TitleThe net effect of the Organic Law for Effective Equality of Women and Men on the advertisers awareness of gender policies and the vertical and horizontal segregation in Spanish agencies
Publication TypeConference Paper
Author(s)Llaguno, M. M., and M. Navarro Beltra
Affiliation (1st Author)Communication and Social Psychology Department University of Alicante Spain
Section or WGLaw Section
DateThurs 27 June
Slot CodeLAWT3b
Slot Code (Keyword)LAWT3b
Time of Session14:00-15:30
RoomC165
Session TitleRepresentation and Policy-Making
Submission ID5515
Abstract

The eradication of gender inequalities, target of international public-policies since the 70s, has originated a comprehensive legal framework in Spain. Despite scientific interest raised by the enactment of some laws, the impact of these standards has never been evaluated in some sectors. Specifically, their net effect on mass media are still unknown. Given this context, the purpose of this study is to evaluate the evolution of the vertical and horizontal segregation, and the employees opinion about gender equity, in large Spanish advertising agencies in an attempt to indirectly evaluate the impact of the Organic Law 3/2007, of March 22, for Effective Equality of Women and Men on employment structures. Based on Cross-sectional study with the administration of an adapted questionnaire for workers (563 employees in 2004 and 309 in 2010), results shows raising people's awareness about gender bias and rights. Indeed, indicators show that vertical segregation would have lesser, while the horizontal would have increased. Thus, being a man is not anymore a risk to cope senior positions whereas being a woman does not mean anymore to hold basic positions. Nevertheless,  sex is increasingly a major risk factor for belonging to Creativity department (masculinized)  and Accounts department (feminized) . In this regard, it should be noted that the existence of systematic departmental locations by gender (horizontal segregation) may perpetuate indirect discrimination effects, for example, in pay.

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