RT journal article
T1 Advertising and public relations degrees: profiles and the glass ceiling in the Spanish labour market
A1 Jiménez Marín, Gloria
A1 Álvarez Rodríguez, Víctor
A1 Palomo-Domínguez, Isabel
A2 Marketing y Comunicación
K1 advertising
K1 gender
K1 glass ceiling
K1 job placement
K1 university
K1 women
AB According to data from the Spanish Association of Advertising Agencies, 90% of management positions in communication companies are occupied by men. However, the percentage of women studying communication degrees in Spanish universities, and specifically bachelor’s and master’s degrees in advertising and public relations, is higher thanthat of male students. This study evaluates the gender perspective taught in advertisingand public relations degrees in Spain, to determine whether society demands this femalevision of communication, PR, advertising and institutional and corporate activity. Furthermore, it gathers opinions on the role of women in the structure of communicationcompanies. Based on triangulation, the methodology combines a content analysis of university syllabi, a questionnaire for students or graduates, and a panel of experts made up ofacademics teaching degree courses in advertising and public relations and communicationpractitioners. The results point to adequate and constantly (r)evolving training, in whichskills and curricula meet the professional environment. Factors such as crisis, digital progress, the expansion of new work formats and the new role of the consumer require multidisciplinary teams with transversal skills – where women have a significant role to play.
SN 2340-5236
YR 2023
FD 2023-01
LK http://hdl.handle.net/10498/32227
UL http://hdl.handle.net/10498/32227
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 12-nov-2026