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| Autor | Romy Fröhlich |
| Titel | Feminine and Feminist Values in Communication Professions: Exceptional Skills and Expertise or "Friendliness Trap?" |
| Sammlung | Gender and Newsroom Cultures: Identities at Work |
| Herausgeber | Marjan de Bruin / Karen Ross |
| Ort | Cresskill, NJ |
| Verlag | Hampton Press |
| Jahr | 2004 |
| Seiten | 65-77 |
| ISBN | 1-57273-588-0 |
Literaturverz. |
yes |
| Fußnoten | yes |
| Fragmente | 3 |
| [1.] Dsi/Fragment 290 01 - Diskussion Zuletzt bearbeitet: 2022-12-29 20:51:28 Schumann | BauernOpfer, Dsi, Fragment, Fröhlich 2004, Gesichtet, SMWFragment, Schutzlevel sysop |
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| Untersuchte Arbeit: Seite: 290, Zeilen: 1 ff. (entire page) |
Quelle: Fröhlich 2004 Seite(n): 67, 72, Zeilen: 67: 7 ff.; 72: 16 ff. |
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| [Lana Rakow (1989) claims that positive qualities such as the ability to establish and maintain intrapersonal and interpersonal relationships at all levels, in both public and] private situations, which are attributed to women in western culture and society, are crucial prerequisites for a successful career in the communications professions, such as journalism or public relations. Grunig, Toth, and Hon (2000) concur, linking values that are presumably linked to the feminine gender, for instance, morality, cooperation, and honesty or fairness, with the norms of public relations practice. Supposedly female characteristics in the public relations field, such as thoughtfulness, empathy, the need to reach consensus, a talent for dealing with people, and the ability to work in a team- oriented atmosphere, are all considered to be beneficial career qualifications as opposed to the supposedly typical male characteristics such as cool rationality, competitiveness, aggression, and individualism (Aldoory & Toth, 2001). Aldoory (1998) outlines within this context her ‘feminist model of leadership’ in public relations, and Grunig, Toth, and Hon (2000, p. 63) even refer to a ‘revolution of the heart,’ saying that in the field of public relations itself, women’s ‘natural’ intuition and profound sense of ethical responsibility may serve as means for shaping the image of public relations as responsible, more efficient, and more reputable (Rakow, 1989; Grunig, Toth, & Hon, 2000). Nonetheless, because of the argument that women are better communicators, more importance will be attached to gender as a social category, and once again gender is linked to strict, culturally determined stereotypes.
The fact that public relations requires communication skills that particularly aim toward reaching a consensus and dialogue gives women more access to this profession at the entry level because of the very skills they have (Berryman-Fink, 1985; Christmas, 1997). Ironically, these skills do not necessarily have an influence on how long women stay in the profession or how far they will be able to advance in their careers. It seems [that the very attributes that get women into the communications sector – sensitivity, caring, honesty, fairness or morality – often are also associated with a lack of assertiveness and weak leadership skills (Cline, 1989).] Aldoory, L. (1998). The Language of Leadership for Female Public Relations Professionals. Public Relations Journal, 10(2), 73-101. Aldoory, L. & Toth, E. L. (2001). Two feminists, six opinions: The complexities of feminism in communication scholarship today (pp. 345–361). In W. B. Gudykunst (Ed.), Communication Yearbook (24, [sic] Thousand Oaks, CA: Sage. Berryman-Fink, C. (1985). Male and female managers’ views of communication skills and training needs of women in management. Public Personnel Management, vol.(14), [sic] 307–313. Christmas, L. (1997). Chaps of both sexes? Women decision-makers in newspapers: Do they make a difference? London: The BT Forum. Cline, C. G. (1989). Public Relations. The $1 million penalty for being a woman. In P. J. Creedon (Ed.), Women in mass communication. Challenging gender values (pp. 263–275). Newbury Park, London, New Delhi: Sage. Grunig, L.A., Toth, E. L., & Hon, L. C. (2000). Feminist values in public relations. Journal of Public Relations Research, 12(1), 49–68. Rakow, L.F. (1989). Feminist studies: The next stage. Critical Studies in Mass Communication, 6(2), 209-213. |
[page 67]
Rakow (1989a, 1989b) supported the argument that it is exactly those positive qualities that are attributed to women in Western culture and society, such as being able to establish and maintain intra- as well as interpersonal relationships at all levels (in both public and private situations), which comprise important prerequisites for a successful career in the field of professions like journalism or public relations. [...] Furthermore, Grunig, Toth, and Hon (2000) even juxtaposed values supposedly associated with the feminine gender, for example, cooperation, honesty or fairness, and morality, with the norms of public relations practice. In the fields of communication professions, “female” characteristics such as empathy, thoughtfulness, the need to reach consensus, a talent for dealing with people, and the ability to work in a team-oriented atmosphere, are all considered to be qualifications that could be used as career advantages in contrast to supposedly typical male characteristics such as cool rationality, competitiveness, aggression, and individualism (see Aldoory & Toth, 2001). In the case of public relations, for example, it has been argued that women's “natural" intuition and profound sense of ethical responsibility can potentially serve as catalysts for shaping the image of public relations as responsible, more efficient and more reputable (Bates, 1983; Grunig et al., 2000; Rakow, 1989b; Wakefield, 1993). Within this context, Aldoory (1998) outlined her “feminist model of leadership" in public relations and Grunig et al. (2000) even referred to a “revolution of the heart" (p. 63). [...] I believe that as a result of the thesis that women are better communicators, more importance will be attached to gender as a social category and it will once again be linked to strict, culturally determined stereotypes. [page 72] That public relations and journalism require communication skills especially oriented toward consensus and dialogue allows women more access to communication professions at the entry level because of the very skills they possess. However, these skills do not have a significant influence on how long women remain in the profession or how far they will be able to advance: Women continue to drop out of media careers. Perhaps the very attributes that get women into the communications sector—sensitivity, caring, honesty, fairness or morality—are also associated with a lack of assertiveness, poor conflict management, and weak leadership skills (see, e.g., Cline, 1989). Aldoory, L. (1998). The language of leadership for female public relations professionals. Journal of Public Relations Research, 10, 73-101. Aldoory, L. & Toth, E. L. (2001). Two feminists, six opinions: The complexities of feminism in communication scholarship today. In W. B. Gudykunst (Ed.). Communication yearbook (Vol. 24, pp. 345-361). Newbury Park, CA: Sage. Bates, D. (1983). A concern: Will women inherit the profession? Public Relations Journal, 7, 6-7. Cline, C. G. (1989). Public relations. The $1 million penalty for being a woman. In P. J. Creedon (Ed.), Women in mass communication. Challenging gender values (pp. 263–275). Newbury Park, CA, London, New Delhi: Sage. Grunig, L. A., Toth, E. L., & Hon, L. C. (2000). Feminist values in public relations. Journal of Public Relations Research, 12(1), 49-68. Rakow, L. F. (1989a). A bridge to the future: Re-visioning gender in communication. In P. J. Creedon (Ed.), Women in mass communication: Challenging gender values (pp. 299-312). Newbury Park, CA: Sage. Rakow, L. F. (1989b). From the feminization of public relations to the promise of feminism. In E. L. Toth & C. G. Cline (Eds.). Beyond the velvet ghetto (pp. 287-298). San Francisco: IABC Research Foundation. Wakefield, G. (1993). Trouble, trouble, trouble. PR Update, 4, 4. |
A reference to Fröhlich 2004 is given on the next page for another statement. However, it is not made clear that this entire page closely follows that source, with occasional synonym replacement. |
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| [2.] Dsi/Fragment 291 01 - Diskussion Zuletzt bearbeitet: 2022-12-29 20:53:16 Schumann | BauernOpfer, Dsi, Fragment, Fröhlich 2004, Gesichtet, SMWFragment, Schutzlevel sysop |
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| Untersuchte Arbeit: Seite: 291, Zeilen: 1-3, 8-13 |
Quelle: Fröhlich 2004 Seite(n): 69, 72, Zeilen: 69: 26-36; 72: 22-28 |
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| [It seems] that the very attributes that get women into the communications sector – sensitivity, caring, honesty, fairness or morality – often are also associated with a lack of assertiveness and weak leadership skills (Cline, 1989). This, as Fröhlich (2004) argues, will result in women falling into the “friendliness trap” without even knowing it because people who are accustomed to being applauded because of their particular skills usually would not consider that these same skills could actually be a disadvantage later on in their career.
The truth is, as in many other professions, women often seem to leave behind their journey to the top of the corporate ladder in public relations. The reasons behind this include: starting a family; taking care of children; “double shifts” in career and home (Rakow, 1989); discrimination through sex-role stereotyping; lack of support from home and from employers; male-female interaction and/or social norms (Grunig, 1989); as well as greater control from management. Cline, C. G. (1989). Public Relations. The $1 million penalty for being a woman. In P. J. Creedon (Ed.), Women in mass communication. Challenging gender values (pp. 263–275). Newbury Park, London, New Delhi: Sage. Fröhlich, R. (2004). Feminine and feminist values in communication professions: Exceptional skills and expertise or 'friendliness trap'? In M. de Bruin and K. Ross (Eds.), Gender & newsroom cultures: Industries at work (pp. 67-80). Cresskill, NJ: Hampton Press. Grunig, J. (1989). Symmetrical presuppositions as a framework for public relations theory. In C.H. Botan & V. Hazelton (Eds.), Public relations theory (pp. 17-44). Hillside, NJ: Lawrence Erlbaum. Rakow, L.F. (1989). Feminist studies: The next stage. Critical Studies in Mass Communication, 6(2), 209-213. |
[page 72]
Perhaps the very attributes that get women into the communications sector—sensitivity, caring, honesty, fairness or morality—are also associated with a lack of assertiveness, poor conflict management, and weak leadership skills (see, e.g., Cline, 1989). The result is that women fall into the “friendliness trap” without even realizing it. People who are constantly praised because of their particular skills would perhaps not consider that these same skills could prove to be a disadvantage at some later point in their career.
DO WOMEN COMMUNICATE BETTER? That women appear to abandon their journey to the top of the corporate ladder is a process that has been witnessed in other professions. In regions such as North America and Europe, the reasons behind women’s “disappearing act" in communications professions are sufficiently well-known: starting a family, the associated responsibilities of raising children, “double shifts" in career and home (Gallagher, 1981; Lafky, 1991; Neveu, in press; Rakow, 1989a; Robinson, in press; van Zoonen, 1994); lack of support at home and from employers, discrimination through gender-role stereotyping, male-female interaction and/or social norms (Grunig, 1989), and greater control from management (Löfgren-Nilsson, 1993). Cline, C. G. (1989). Public relations. The $1 million penalty for being a woman. In P. J. Creedon (Ed.), Women in mass communication. Challenging gender values (pp. 263–275). Newbury Park, CA, London, New Delhi: Sage. Gallagher. M. (1981). Unequal opportunities. The case of women and the media. Paris: UNESCO. Lafky. S. (1991). Women journalists. In D. H. Weaver & G. C. Wilhoit (Eds ). The American journalist: A portrait of U.S. news people an [sic] their work (2nd ed., pp. 160-181). Bloomington: Indiana University Press. Löfgren Nilsson [sic]. M. (1993). Klimat och kön (Climate and gender). Goteborg: Department of Journalism and Mass Communication. Goteborg University. Neveu. E. (in press). Female journalists in France. In R. Fröhlich & S. Lafky (Eds.). Women journalists in the western world: What surveys tell us. Cresskill. NJ: Hampton Press. Rakow. L. F. (1989a). A bridge to the future: Re-visioning gender in communication. In P. J. Creedon (Ed.). Women in mass communication: Challenging gender values (pp. 299-312). Newbury Park. CA: Sage. Robinson. G. J. (in press). Theorizing the impact of gender in Canadian journalism. In R. Fröhlich & S. Lafky (Eds.). Women journalists in the western world: What surveys tell us. Cresskill. NJ: Hampton Press. van Zoonen, L. (1994). Feminist media studies. London: Sage. |
The source is given for one sentence in lines 3-7, therefore these lines are not counted. But it is not made clear that both the text before and after this sentence are also taken from Fröhlich 2004. |
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| [3.] Dsi/Fragment 297 04 - Diskussion Zuletzt bearbeitet: 2022-08-07 11:29:51 WiseWoman | BauernOpfer, Dsi, Fragment, Fröhlich 2004, Gesichtet, SMWFragment, Schutzlevel sysop |
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Quelle: Fröhlich 2004 Seite(n): 67, 72, 73, Zeilen: 67: 28-30;72: 29-31; 73: 4-17; |
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| Because of the gender-role expectations that women communicate better, young women increasingly choose this profession because it is considered appropriate for their sex. However, as a consequence, the same gender-based expectations may also trigger a corresponding demand by employers, which in turn reinforces these supposed gender-specific expectations. Even though women since long have constituted the majority in PR, they fail to reach high and leading positions. This shows that women do not have the same chances as men in public relations. In other words, what is supposed to be their career advantage as the better communicators, does not seem to help. Instead, in the professional labor market, a re-codification takes place. A higher value is placed on men, compensating for their presumed entry-level disadvantage as poorer communicators than women, and enables them to advance in a field in which they are ‘naturally’ less qualified more easily. On the other hand, women’s ‘natural’ skills are used less because of the gender-based segregations that are common once these women work in the sector.
Therefore, the image of women as better communicators may actually become a questionable stereotype and a dangerous myth. Together with public relations theories like the ‘feminist model of leadership’ in public relations (Aldoory, 1998) and the ‘revolution of the heart’ (Grunig, Toth & Hon, 2000) it drags the mothering role from home into the work place and thus, as Fröhlich (2004) argues, creates a “friendliness trap” for female PR practitioners. Aldoory, L. (1998). The Language of Leadership for Female Public Relations Professionals. Public Relations Journal, 10(2), 73-101. Fröhlich, R. (2004). Feminine and feminist values in communication professions: Exceptional skills and expertise or 'friendliness trap'? In M. de Bruin and K. Ross (Eds.), Gender & newsroom cultures: Industries at work (pp. 67-80). Cresskill, NJ: Hampton Press. Grunig, L.A., Toth, E. L., & Hon, L. C. (2000). Feminist values in public relations. Journal of Public Relations Research, 12(1), 49–68. |
[page 73]
BACKSTAGE: BEHIND THE FACADE As in other professions, women do not have the same chances as men in journalism and public relations, despite the rhetoric. Because of gender-role expectations, in our case the expectation that women communicate better, they frequently and increasingly choose those professions that are deemed appropriate for their gender. The same gender-based expectations may trigger a corresponding demand by employers, which in turn reinforces supposed gender-specific expectations. In the professional labor market, a re-codification takes place, whereby the higher value placed on men compensates for their supposed entry-level disadvantage (of being poorer communicators than women) and makes it easier for them to advance in a field in which they are naturally less qualified. In contrast, women’s exceptional skills are utilized less because of the gender-based, vertical segregation that routinely takes place once they are working in the sector. [page 67] Within this context, Aldoory (1998) outlined her “feminist model of leadership" in public relations and Grunig et al. (2000) even referred to a “revolution of the heart" (p. 63). [page 72] The image of women as “the better communicators" is a questionable stereotype and a dangerous myth because it imports the "mothering" role from home into the workplace (see also Robinson, in press). Aldoory, L. (1998). The language of leadership for female public relations professionals. Journal of Public Relations Research, 10, 73-101. Grunig, L. A., Toth, E. L., & Hon, L. C. (2000). Feminist values in public relations. Journal of Public Relations Research, 12(1), 49–68. Robinson. G. J. (in press). Theorizing the impact of gender in Canadian journalism. In R. Fröhlich & S. Lafky (Eds.). Women journalists in the western world: What surveys tell us. Cresskill. NJ: Hampton Press. |
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