The portrayal of Australian women in property publications

Antoniades, H; Warren, CMJ

The portrayal of Australian women in property publications

Antoniades, H

Warren, CMJ

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Publication Type:: Journal Article
Citation:: Property Management, 2018, 36 (1), pp. 119 - 129
Issue Date:: 2018-01-01

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Field	Value	Language
dc.contributor.author	Antoniades, H https://orcid.org/0000-0003-0462-2221	en_US
dc.contributor.author	Warren, CMJ	en_US
dc.date.issued	2018-01-01	en_US
dc.identifier.citation	Property Management, 2018, 36 (1), pp. 119 - 129	en_US
dc.identifier.issn	0263-7472	en_US
dc.identifier.uri	http://hdl.handle.net/10453/129474
dc.description.abstract	© 2018, Emerald Publishing Limited. Purpose: The purpose of this paper is to undertake an analysis of the visual portrayal of women published in a professional journal within the built environment and to establish whether or not there is gender stereotyping through these published images. Design/methodology/approach: A prominent property professional industry journal was selected for the research analysis. This journal was selected because of the national coverage within Australia and high prominence within the property industry. The analysis focused on a total of 166 pictures in the 2015 issues. The coding identified the publication year, issue number and page number of each photograph analysed and total number of pictures on each page. After this information was tabulated, each photograph was analysed using a thematic analysis approach. Findings: The research identified that given the opportunity to be photographed ad hoc, women tend to take the dominant stance and yet when the pictures were posed, the women showed a tendency to adopt a submissive stance. Male images were 13.39 per cent in the dominance category indicating a higher score in comparison to females at 3.45 per cent. Practical implications: Whilst it is generally accepted that there are more males in the built environment, the reality leans towards the notion that with less woman on property boards and management roles, it will be difficult to portray women in positions of authority and to balance the gender portrayal. In summary, the marginalisation of women is evident, and marketing media can be highly influential and unintentionally promote gender inequity with image portrayal. Originality/value: This research provides a valuable insight on how women are portrayed in the property profession. The property industry and the professional bodies can provide an influential role to promote gender equality.	en_US
dc.relation.ispartof	Property Management	en_US
dc.relation.isbasedon	10.1108/PM-10-2017-0058	en_US
dc.subject.classification	Urban & Regional Planning	en_US
dc.title	The portrayal of Australian women in property publications	en_US
dc.type	Journal Article
utslib.citation.volume	1	en_US
utslib.citation.volume	36	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1299 Other Built Environment and Design	en_US
utslib.for	12 Built Environment and Design	en_US
utslib.for	15 Commerce, Management, Tourism and Services	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Design, Architecture and Building
pubs.organisational-group	/University of Technology Sydney/Faculty of Design, Architecture and Building/School of Built Environment
utslib.copyright.status	closed_access
pubs.issue	1	en_US
pubs.publication-status	Published	en_US
pubs.volume	36	en_US

Abstract:

© 2018, Emerald Publishing Limited. Purpose: The purpose of this paper is to undertake an analysis of the visual portrayal of women published in a professional journal within the built environment and to establish whether or not there is gender stereotyping through these published images. Design/methodology/approach: A prominent property professional industry journal was selected for the research analysis. This journal was selected because of the national coverage within Australia and high prominence within the property industry. The analysis focused on a total of 166 pictures in the 2015 issues. The coding identified the publication year, issue number and page number of each photograph analysed and total number of pictures on each page. After this information was tabulated, each photograph was analysed using a thematic analysis approach. Findings: The research identified that given the opportunity to be photographed ad hoc, women tend to take the dominant stance and yet when the pictures were posed, the women showed a tendency to adopt a submissive stance. Male images were 13.39 per cent in the dominance category indicating a higher score in comparison to females at 3.45 per cent. Practical implications: Whilst it is generally accepted that there are more males in the built environment, the reality leans towards the notion that with less woman on property boards and management roles, it will be difficult to portray women in positions of authority and to balance the gender portrayal. In summary, the marginalisation of women is evident, and marketing media can be highly influential and unintentionally promote gender inequity with image portrayal. Originality/value: This research provides a valuable insight on how women are portrayed in the property profession. The property industry and the professional bodies can provide an influential role to promote gender equality.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/129474