Advertising and public relations degrees: profiles and the glass ceiling in the Spanish labour market

ISSN 2340-5236 Anàlisi 67, 2022 87-104 Advertising and public relations degrees : profiles and the glass ceiling in the Spanish labour market Gloria Jiménez-Marín Universidad de Sevilla [email protected] Víctor Álvarez-Rodríguez Universidad de Cádiz [email protected] Isabel Palomo-Domínguez Mykolas Romeris University [email protected] Submission date: June 2022 Accepted date: December 2022 Published in: January 2023 Recommended citation: JIMÉNEZ-MARÍN, G.; ÁLVAREZ-RODRÍGUEZ, V. and PALOMODOMÍNGUEZ, I. (2022). “Advertising and public relations degrees: profiles and the glass ceiling in the Spanish labour market”. Anàlisi: Quaderns de Comunicació i Cultura, 67, 87-104. DOI: <https://doi.org/10.5565/rev/analisi.3555> Abstract 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 than that of male students. This study evaluates the gender perspective taught in advertising and public relations degrees in Spain, to determine whether society demands this female vision of communication, PR, advertising and institutional and corporate activity. Furthermore, it gathers opinions on the role of women in the structure of communication companies. 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 of academics teaching degree courses in advertising and public relations and communication practitioners. The results point to adequate and constantly (r)evolving training, in which skills 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. Keywords: advertising; gender; glass ceiling; job placement; university; women G. Jiménez-Marín; V. Álvarez-Rodríguez; I. Palomo-Domínguez 88 Anàlisi 67, 2022 G. Jiménez-Marín; V. Álvarez-Rodríguez; I. Palomo-Domínguez Resum. Titulacions de publicitat i relacions públiques: perfils i sostre de vidre al mercat de treball espanyol Segons dades facilitades per l’Associació Espanyola d’Agències de Publicitat, el 90% dels llocs directius de les empreses de comunicació estan ocupats per homes. No obstant això, el percentatge de dones que cursen graus de Comunicació i, concretament, graus i màsters de Publicitat i Relacions Públiques a les universitats espanyoles és superior al dels estudiants masculins. Aquest estudi avalua la perspectiva de gènere que es dona a les titulacions de Publicitat i Relacions Públiques a Espanya per determinar si la societat exigeix aquesta visió femenina de la comunicació, les relacions públiques, la publicitat i l’activitat institucional i corporativa. A més, recull l’opinió sobre el paper de la dona en l’estructura de les empreses de comunicació. A partir de la triangulació, la metodologia combina una anàlisi de contingut dels plans d’estudis, un qüestionari per a estudiants o titulats, i un panel d’experts format per acadèmics del Grau de Publicitat i Relacions Públiques i per professionals. Els resultats apunten a una formació adequada i en constant (r)evolució, en la qual les competències i els plans d’estudis s’ajusten a la realitat professional. Factors com la crisi, el progrés digital, l’expansió de nous formats de treball i el nou paper del consumidor requereixen equips multidisciplinaris amb competències transversals, on les dones tenen un paper important. Paraules clau: publicitat; gènere; sostre de vidre; llocs de treball; universitat; dones Resumen. Titulaciones de publicidad y relaciones públicas: perfiles y techo de cristal en el mercado laboral español Según datos de la Asociación Española de Agencias de Publicidad, el 90% de los puestos directivos de las empresas de comunicación están ocupados por hombres. Sin embargo, el porcentaje de mujeres que estudian carreras de Comunicación y, en concreto, grados y másteres de Publicidad y Relaciones Públicas en las universidades españolas es superior al de los estudiantes varones. Este estudio evalúa la perspectiva de género que se da en las titulaciones de Publicidad y Relaciones Públicas en España para determinar si la sociedad demanda esta visión femenina de la comunicación, las relaciones públicas, la publicidad y la actividad institucional y empresarial. Además, recoge la opinión sobre el papel de la mujer en la estructura de las empresas de comunicación. Basada en la triangulación, la metodología combina un análisis de contenido de los planes de estudio, un cuestionario para estudiantes o graduados, y un panel de expertos formado por académicos pertenecientes al Grado de Publicidad y Relaciones Públicas y por profesionales. Los resultados apuntan a una formación adecuada y en constante (r)evolución, en la que las competencias y los planes de estudio responden a la realidad profesional. Factores como la crisis, el avance digital, la expansión de nuevos formatos de trabajo y el nuevo papel del consumidor exigen equipos multidisciplinares con competencias transversales, en los que la mujer tiene un papel relevante. Palabras clave: publicidad; género; techo de cristal; puestos de trabajo; universidad; mujeres Advertising and public relations degrees Anàlisi 67, 2022 89 1. Introduction 1.1. Glass ceiling In recent decades, women have multiplied their presence in the workplace (Flego and Ortega, 2020). Nevertheless, their role differs significantly from that of male colleagues in terms of equality. The report Gender Diversity in Senior Positions and Firm Performance: Evidence from Europe, published by the International Monetary Fund (Christiansen et al., 2016), shows that in 600 large European companies, women held only 19% of senior positions. Even less are the 4% of female CEOs in these companies. These figures reveal a clear shortfall from the 40% target set by the European Commission for 2020, which, in 2021, has still not been reached. This scenario, daily articulated in the work teams of most industries, is also true in the business field of advertising. Communication is a profession where the scarce presence of women in managerial positions stands out (Caro et al., 2007). Many researchers have studied the situation of women in managerial roles in Spanish communication. Recently, various studies have addressed the issue, explaining the situation as due to certain specific characteristics of the advertising industry, such as the fact that in creative services departments the dominant culture is highly masculine (Nixon, 2003). Moreover, some authors identify additional organisational barriers in the advertising industry: demanding and irregular working hours, which do not favour work-family balance (Mallia, 2009); the lack of activities for supporting women (Klein, 2000); the lack of female role models in creative leadership positions (Pool, 2001); and the lack of policies to support work-family balance (Martín, 2007). In the 21st century, undergraduate students doing university degrees relating to advertising and public relations are predominantly female (Corredor and Farfán, 2010). Meanwhile, according to research by the General Association of Advertising Companies (2000), the profile of managers in agencies was already predominantly male at the beginning of the current millennium. Despite the evidence (Hernández, Martín and Beléndez, 2008), there is also a glimpse of change (Melgar, 2019). In Spain, the report published by Martín (2007) in collaboration with the Spanish Association of Advertising Agencies is notable in its gender perspective. According to this study, women represent 56% of the advertising labour market; and the departments with the highest proportion of women are production (56%), research (63%), accounts (72%) and public relations (83%). However, women only represent 33% of creative staff, and are barely found in the positions of art directors (33%) or copywriters (40%). This study also shows that men occupy 90% of top management positions while women remain in middle management positions. The main consequences of this gender division of labour are wage differentials and unequal job opportunities for female advertising executives. 90 Anàlisi 67, 2022 G. Jiménez-Marín; V. Álvarez-Rodríguez; I. Palomo-Domínguez Women were paid 10 to 25% less than men in the advertising industry in 2005, and women in senior positions earn only 70% of the average salary of men (Farris, 2005). Moreover, female executives tend to be lower paid, which can lead to a pay gap between male-dominated (creative) and female-domi- nated (account services) advertising departments (Ocaña and Luque, 2007). In this regard, there are two additional problems in the advertising industry. First, a lack of equal representation of men and women in print and broadcast advertising, and the transmission of gender stereotypes that legitimise and perpetuate gender inequalities and discrimination (Simancas- González, 2019). Second, a vertical and horizontal segregation of personnel in advertising agencies based on gender (Martín-Llaguno and Navarro- Beltrá, 2015), with men dominating management positions and creative departments, which are the most prestigious ones (Alvarado-López and Martín- García, 2020; Montes and Roca, 2016). Thus, single, white men between 25 and 35 years old rule the advertising industry (Cuneo and Petrecca, 1997). Consequently, the standards of advertising creativity are masculine and discriminatory (Cadwalladr, 2005). To challenge this situation, the association #MujeresCreativas was founded in Spain, as an “open, independent and collaborative platform (…) that works for visibility and equal opportunities in the sector” (Melgar, 2019). As the website <www.masmujerescreativas.com> states, in Spain most advertising graduates are women, but in the creative departments of agencies, only 20% are women; of the country’s creative directors, only 14% are women; among chief creative directors, the figure drops to 1%. And yet 80% of buying power is held by women (Jiménez-Marín, Simancas-González and González-Oñate, 2022). 1.2. New professional profiles in the field of communication The advertising communication business has always been (and will always be) in constant revolution. We must add the arrival of the digital revolution and the expansion of online media, which have led to a new media scenario in which these act as essential catalysts for profound transformations in the advertising industry (Corredor-Lanas, 2011). The arrival of the internet into the advertising business brought revolutionary changes. It affected the organisational structures of advertising agencies and advertiser companies. It has also influenced consumers and how they relate to brands (De-Salas, Martínez and Roca, 2019). It is essential to know what the advertising system requires from the workplace in order to respond to the challenges posed by the current professional scenario. For this purpose, and given that it is not easy to design a unique organisational chart model that applies to all advertising agencies, a map is proposed as an alternative to the traditional organisational chart (Palomo-Domínguez, 2022): Advertising and public relations degrees Anàlisi 67, 2022 91 Figure 1. Basic map of advertiser-agency relations Source: Palomo-Domínguez (2022). Diversity is a hallmark of today’s advertising agency: diversity in its specialisation, and diversity in its structures, whether larger or smaller, where outsourcing of services is frequent. Also, flexibility, since the typical division of departments in an agency is clear but not fixed, including accounts, strategy, production, media and creativity. This new scenario calls for multidisciplinary teams with transversal skills, new knowledge that is constantly updated, skills directly related to the digital world and, above all, a new vision when it comes to an understanding of the relationship between brands and society (Gutiérrez and Recalde, 2018). The demonstration of professional skills is key to the competitiveness of agencies (Sánchez-Moreno, 2019). The so-called professional talent (technical skills and abilities) is what currently provides differential value in the results offered by agencies. Problem-solving profiles and constructive feedback skills have become values demanded by companies that do not only belong to the advertising business (Castellblanque, 2006). Moreover, according to the InfoAdex report (2020), for the first time, digital media occupies the leading position by volume of investment, with an overall growth of 8.8%; and a higher volume of advertising investment com- 92 Anàlisi 67, 2022 G. Jiménez-Marín; V. Álvarez-Rodríguez; I. Palomo-Domínguez pared to previous years. So digital media generated 38.6% of the total investment in 2019. This increase in investment in digital media by advertising companies has driven the demand not only for new professional profiles but also the transformation of current ones that include new skills and areas of expertise (Carretón-Ballester and Lorenzo-Sola, 2016; Hernández, 2010). 1.3. The discipline of advertising and PR in Spanish universities Against this backdrop of new and future profiles, the role of efforts to train future professionals in their passage through universities, business schools and creative schools is key. University studies in the European Higher Education Area (EEES) focus their teaching on models that concentrate on problem-based learning, project-based work, network teaching or the skill-orient- ed teaching model. However, the rhythms of business and academia are very different. There is a gap between the training received and the demands of the professional environment. Additionally, the presence of women is very limited in university curricula. This lack of female role models becomes a lack of knowledge of primary cultural references and the social undervaluing of women (Carretón-Ballester and Lorenzo-Sola, 2018). As a result, there is no education in equal opportunities; and inequality and discrimination against women are fostered (López-Navajas, 2015). Regarding university communication studies, the effective incorporation of the gender perspective is still not guaranteed (Elías-Zambrano, Barrientos- Bueno and Ramírez-Alvarado, 2022). Although regulations and legislation oblige the curricula to include content that enables the acquisition of skills around equality (Fernández-Galarza and Postigo-Sánchez, 2016), the effective incorporation of the gender perspective is not certain. 2. Objectives The work-family balance of people with degrees related to communication, especially female graduates, is very complicated in practical terms, which makes very evident the glass ceiling for women to ascend to top management positions in communication companies (Jiménez-Marín et al., 2022; Caro et al., 2007). From a gender perspective, faced with the prominence of eminently male management staff in communication companies, several questions arise: RQ1. Does the advertising business require a more female approach? RQ2. Is a radical transformation of the curricula necessary to achieve equality in the private communication sector? RQ3. Are there an increasing number of female managers? RQ4. Should equality in the private communication sector be enforced? Advertising and public relations degrees Anàlisi 67, 2022 93 The present research approaches the professional and academic situation by analysing communication studies (advertising and public relations) at university level. It also focuses on students and practitioners to contribute to the advancement and possible improvement of academic performance and competitiveness. Based on scientific literature and previous scientific works, this study attempts to confirm the following hypotheses: H1: The exercise of advertising activity in Spain calls for greater involvement of advertising profiles exercised by female roles. H2: There is no need for a radical transformation of university curricula for the degree course in advertising and public relations, but there is a need for a more comprehensive adaptation to the gender perspective. H3: Women are gradually and progressively reaching managerial positions in communication companies, so advertising activity is becoming more feminised. The objectives that lead on from these hypotheses are as follows: O1. To evaluate the adequacy of the training received on degree courses in advertising and public relations in Spain, paying attention to those specific subjects with a gender perspective, to confirm if the syllabus meets the demands of the professional advertising sector. O2. To determine whether society demands a more female vision both in the communication industry itself and in the advertising and institutional and corporate communication it produces. O3. To find out opinions regarding the current role of women in communication companies, on equality, and its possible obligatory nature in the private sphere of communication. 3. Methodology The research takes a mixed methodology approach based on triangulation (Yin, 1989). First, a quantitative-qualitative content analysis describes the curricula of communication studies at Spanish universities (Silverman, 2016; Igartua-Perosanz, 2006; Krippendorff, 2004). Next, a mass questionnaire (Martínez, 2002) investigates the opinions of students and graduates of communication degrees. To complement this, a Delphi study (Gideon, 2012) gathers the opinions of experts (academics and communication professionals) on the results obtained in the two previous phases, the content analysis and the questionnaire (see Table 1). 94 Anàlisi 67, 2022 G. Jiménez-Marín; V. Álvarez-Rodríguez; I. Palomo-Domínguez Table 1. Research methodology employed Technique Corpus/profile of interviewees Objective PHASE 1 Content analysis Syllabus of degree in Advertising and Public Relations Objective 1 PHASE 2 Survey Graduate students and teaching and research staff Objective 2 PHASE 3 Delphi Advertising professionals Objective 3 Source: Own elaboration from Sanz-Marcos, Jiménez-Marín and González-Oñate (2021). 3.1. Phase 1: Content analysis The first phase begins with an analysis of the syllabi of degree courses in advertising and public relations. For this, an exhaustive documentary review was carried out of all the syllabi of public and private university institutions in Spain that offer such courses. This review included all the degree courses found through the university degree search engine on the ANECA website (Libro Blanco. Títulos de Grado en Comunicación, 2005), accessed in 2022. The syllabi of 28 Spanish universities were reviewed: One in Alicante, six in Barcelona, one in Cádiz, one in Cantabria, one in Castellón de la Plana, one in Girona, one in the Balearic Islands, six in Madrid, one in Málaga, two in Murcia, one in Navarra, one in Pontevedra, one in Seville, two in Valencia, one in Valladolid, and one in Vizcaya. The documentary review was carried out in February 2022 and referred to the study plans for the 2021/2022 academic year. An earlier analysis of communication subjects in Spanish MBAs by Matilla, Cuenca-Fontbona and Compte-Pujol (2018) inspired the instrumental design of the content analysis. The research questions included the following variables: — Province where each centre is located. — Name of the university, and type (private or public). — Name of the subjects relating to creativity. — Number and percentage of ECTS credits assigned to each subject. — Type of subject (compulsory or optional). — Year in which it is taught. These criteria were applied to all the syllabi published on the websites of the different universities, following the pattern of analysis in the study by Sanz-Marcos et al. (2021). 3.2. Phase 2: Quantitative surveys A multi-response questionnaire (Martínez, 2002) evaluated and determined whether society demands a more female vision both in the communication industry itself and in the advertising and institutional and corporate communication it produces. The sample included graduate students of degrees in advertising and public relations, and teaching and research staff. The survey Advertising and public relations degrees Anàlisi 67, 2022 95 was carried out using the Google Forms platform, and SPSS software was used for data mining. The questionnaires were completed between 15 January and 15 February 2022. A total of 327 questionnaires were filled in, of which 279 were valid. The questionnaire, consisting of eight closed multi-re- sponse questions, was structured according to thematic blocks (Sanz-Marcos et al., 2021), as follows: — Current employment situation. — Skills developed. — Estimation of the difference in training between male and female students. — Incorporation into the world of work. — Assessment of equality in communication companies. The student sample was selected according to the following criteria: — Graduates who are already incorporated into the labour market as active employees in the advertising sector, either employed or self-em- ployed. — Workers in the advertising industry with higher education in fields different than communication degrees: administrative, legal, accounting, etc. Additionally, given that teaching staff play a crucial role in students’ understanding and training, the survey included 25 lecturers and research staff. As with the questionnaire for graduates, this was carried out using the Google Forms platform and subsequently analysed using SPSS software. The fieldwork occurred between 16 February and 15 March 2022. The criteria for sample selection were full-time teaching and research staff teaching on degree courses in advertising and public relations. The questionnaire for teaching staff included 10 closed, multiple-choice questions based around three thematic blocks linked to the propositions highlighted by the studies discussed above: — Block 1: Respondent profile. — Block 2: Assessment of the curricula of the degree course in advertising and public relations. — Block 3: Assessment of the glass ceiling in the activity of advertising. 3.3. Phase 3: Delphi After completing phases one and two, a panel of experts was consulted (Linstone and Turoff, 2002). The experts belong to the following Spanish advertising or PR agencies or platforms: C de C (E1), Más Mujeres Creativas (E2), Dircom Andalucía (E3), El Ruso de Rocky (E4) and McCann Erickson (E5). 102 Anàlisi 67, 2022 G. Jiménez-Marín; V. Álvarez-Rodríguez; I. Palomo-Domínguez ANECA (2005). Libro Blanco. Títulos de Grado en Comunicación. Madrid: ANECA. 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