Resumen

CHALA, Priscila. Gender capital and vertical segregation: effects on creative advertising trajectory. Cuad.inf. [online]. 2018, n.42, pp.197-215. ISSN 0719-3661.  http://dx.doi.org/10.7764/cdi.42.1244.

This research analyses the effects of gender capital in the creative, academic, social, economic, erotic, human, psychic and emotional capitals during the different phases of the professional career of a group of creatives from the Ecuadorian advertising field. Through 16 semi-structured interviews, based on content analysis, we developed an approach regarding their beginning, admission, permanence and promotions experiences mediated by gender. The findings suggest that the apparent parity observed in the first phase is blurred, while the asymmetries that determine that the trajectory of women and men are headed towards vertical segregation increase.

Palabras clave : women; discrimination; creativity; capitals; stereotypes; socialization.

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