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Women In And Behind Media Today
Katya Degrieck
30 November 2015
Leading Ladies Promoting Walking Dinner by Women on Board
At Museum Plantin-Moretus UNESCO world heritage
MEDIA LITERACY
Is the ability to communicate competently
in all media forms, print and electronic
as well as to access, understand, analyze and evaluate
images, words and sounds
that make our contemporary culture
For this presentation I would like to broaden the notion of literacy, to knowledge transfer in our societies today, beyond the books of the 17th century
2
Women and Media Content Creation
1
3
When it comes to writing, men and women do an equal job
4
There is agreement that in western countries, there is gender parity on writing
50% 50%
70%
30%
Stichting CPNB 2014, Netherlands
Published fiction, 2013, UK
However, a female writer is far less reviewed in media
5
Being reviewed by media
0%
100%
2%
98%
Knack Top 10 in 2013
according to Knack magazine, Flanders Belgium, 2013
Top 100 – all times
according to De Tijd Belgium, 2013
27%
73%
0%
100%
Knack Top 10 in 2008-2013
according to Knack magazine, Flanders Belgium, 2013
Being included in Top lists by media
Alle writers reviewed by 3 major newspapers
Study by Opzij Netherlands, 2013
Also in America, literary magazines and reviewers are not closing the book on gender bias
The % of female authors that were reviewed, as opposed to male authors, for 2014 (a selection of literary magazines of the VIDA study)
Source: 2014 Literary Landscape VIDA count. http://goo.gl/f8M1E8
45 55
New York Times Book Review
33
67
The New Yorker
31
69
Harper’s Magazine
28
72
The Times Literary Supplement
6
Women writers also fall less into prizes
7
10%
90%
1%
99%
De Staatsprijs voor Proza °1855 - Dutch language , Belgium/Flanders
16%
84%
0%
100%
Gouden Uil
° 1995- Dutch language, Belgium/Flanders
Libris Literatuur prijs
° 1993- Dutch language, Belgium+Netherlands
Prix Goncourt ° 1903, France
% women that won, since start of the prize
Understandbly, women still take male pen names today
*: Also published with her own name Source: http://mashable.com/2015/03/01/female-authors-pen-names/#J6_PHMkFiqql
Year Name Pen name Famous Works
1832 Amantine-Lucile-Aurore Dudevant George Sand Valentine, Indiana
1856 Mary Ann Evans George Elliott Middlemarch
1865 Louisa May Alcott* A.M. Barnard Little Women
1846 The Brontë Sisters Charlotte: Currer Bell Emily: Ellis Bell Anne: Acton Bell
Jane Eyre, Wuthering Heights, The Tenant of Wildfell Hall
1934 Pamela Lyndon Travers P.L. Travers Mary Poppins
1984 Joan Cooper J. California Cooper A Piece of Mine, Family
1995 Nora Roberts* J.D. Robb Crime Series In Death
1997 Joanne Rowling J.K. Rowling, Robert Galbraith Harry Potter series, The Cuckoo’s Calling
2011 Erika Leonard E.L. James Fifty Shades of Grey trilogy
2012 Christina Lynch & Meg Howrey Magnus Flyte City of Magic, City of Lost Dreams
8
The good news is that women are commercially succesfull
Bestsellers list books by women
UK’s 2014's fiction bestsellers* written by women
Current top 50 authors** are female
50% 50%
Source: * 2014 UK fiction bestelllers list: http://goo.gl/bAVCsz **Amazon chart
54%
46%
9
This is internationally true. Also in our countries, women are commercially succesfull as writers
22%
78%
60%
40%
10
Netherlands - Bestsellers Top 100 in 2014 - by Stichting CPNB 40%
60%
35%
65%
Flanders - Bestsellers Top 20 in 2014 - by GFK, Boek.be
France - Bestsellers Top 50 in 2013 - by GFK
France - Bestsellers Top 5 in 2013 - by GFK
% women on list
In 47 European newsrooms, there is almost gender pairity amongst journalists. 43% of the journalists are women
Source: Global report on the Status of Women in the News Media, 2010 - www.iwmf.org
48% 52%
47 newsroom In France, Germany, Spain and
the United Kingdom, 2010
11
43%
57%
25%
75%
Senior & top management level
Junior & entry level
In Belgium, there is gender parity amongst journalists under 35 years, but only 20% is a woman amongst journalists age 55+
Source: Academic paper, by Univeristé Libre of Brussels and the Univeristy of Ghent, in 2013. N=1640 or 33% of all journalists in Belgium in 2013
51% 49%
32%
68%
Belgium
12
34%
66%
37%
63%
French language – Belgium
Dutch language - Belgium
20%
80%
55 years and older Under 35 years Women start out with gender parity But by age 55, women represent 20% of all news makers
55%
41%
40%
40%
39%
36%
32%
33%
32%
32%
Chicago Sun Times
San Jose Mercury News
The Wall Street Journal
Los Angeles Times
The Washington Pots
New York Post
Daily News
USA Today
The Denver Post
New York Times
Publications listed from widest to most narrow gender gap
The USA has gender parity amongst journalists, but only 38% of names mentioned in the newsmedia (bylines & credits) are female
Source: WMC DIVIDED 2015: THE MEDIA GENDER GAP, USA 2015 http://goo.gl/SrNqBX 13
In the USA, news journalists are for 48% female
In mentioning names (bylines & credits), there is more parity in online newsbrands
Source: WMC DIVIDED 2015: THE MEDIA GENDER GAP, USA 2015 http://goo.gl/SrNqBX
37%
63%
32%
68%
Evening Broadcast
38%
62%
42%
58%
Internet
Wires
In the USA, there are roughly as many male and female news journalists (48%)
14
42%
58% 53% 47%
…
Women report on different news topics
Source: WMC DIVIDED 2015: THE MEDIA GENDER GAP, USA 2015 http://goo.gl/SrNqBX
10%
30%
33%
35%
35%
38%
38%
42%
42%
50%
50%
50%
55%
Sports
Weather
Crime and Justice
Politics
Science
Business / Economics
Technology
Entertainment
Culture
Lifestyle
Health
Religion
Education
All news media (print, tv, internet) in the USA in 2015
% women reporting per news topic
15
In the USA women write less for the screen
Source: The Writer's Guild of America (West) http://tvtropes.org/pmwiki/pmwiki.php/Main/MostWritersAreMale
27
73
Film writers
19
81
Television writers
16
Women have also only 20% in key roles of director, writer, producer, executive producer, editor and cinematographer
Source: Study of 700 american movies produced in 2014 http://blogs.indiewire.com/womenandhollywood/study-2014s-top-700-films-confirm-that-women-hire-women-20151027
13%
87%
Directors
27%
73%
Producers
20% 80%
% for all american movies produced in 2014
13%
87%
Writers
21%
79%
Executive producers
9%
91%
Cinematographers
18%
82%
Editors
17
When the films are helmed by women, different statistics are revealed
Source: Study of 700 american movies produced in 2014 http://blogs.indiewire.com/womenandhollywood/study-2014s-top-700-films-confirm-that-women-hire-women-20151027
8%
92%
52% 48%
WRITERS
% for all american movies produced in 2014
15%
85%
35%
65%
EDITORS
5%
95%
26%
74%
CINEMATOGRAPHERS
FILMS HELMED BY WOMEN
FILMS HELMED BY MEN
18
Women are less awarded. In the last 10 years, one in 5 women is nominated for writing, directing, editing and producing films
22%
78%
10-Year Total Writing, Directing, Editing, Producing
Nominations, All Categories 2006-2015
2,074 women
Source: Women’s Media Center Investigation: 10-year Review of Gender & Emmy Nominations, 2015
18%
82%
Emmy Nomination for Editing All Categories 2006-2015
147 women
8%
92%
Emmy Nomination for Directing All Categories 2006-2015
116 women
28%
72%
Emmy Nomination for Producing All Categories 2006-2015
1,640 women
13%
87%
Emmy Nomination for Writing All Categories 2006-2015
171 women
19
Emmy’s award of american televison
Images of Women in Advertising by artist Hank Willis Thomas “Unbranded: A Century of White Women”
Thomas uses images from mainstream commercial print advertisements from 1915 to today, but takes away the brands and the text
Come out of the Bone Age, darling..., 1955 20
21
You don't have to try so hard!, 1958
Aggressive loyalty, 1963
22
And they'll treat you good, 1981 23
Power in numbers, 2008 24
There is great gender parity when it comes to creating content, be it in writing books, creating news or audiovisual content
Gender gaps still exist when it comes to
– Being reviewed,
– Falling into prizes or
– Being mentioned by name,
Most of these activities are done by “older” comités or senior management
The good news is that when women helm companies, gender gaps tend to disappear, and … new media seem to speed up the process
25
Media and Women in Leadership Positions
2
26
The CEO’s of the Top 10 Media companies in the world are men
Source: from FORBES’ most recent Global 2000 list, an annual compilation of world’s biggest public companies. Rankings are determined in four metrics: sales, profits, assets and market value. Market value calculation is as of April 6, 2015, closing prices and includes all common shares outstanding. All figures are consolidated and in U.S. dollars.
Global Ranking
Media company Home Country
Market value ($B)
CEO
1 46 Comcast USA 147
2 84 Walt Disney USA 179
3 150 Twenty-First Century Fox USA 72
4 163 Time Warner USA 71
5 256 Time Warner Cable USA 43
6 288 Direct TV USA 43
7 315 WPP UK 30
8 392 CBS USA 24
9 424 Viacom USA 28
10 426 British Sky Broadcasting USA 26
27
But in Belgium, Media, Technology and Telco is the sector with the highest percentage of women, namely 27%
27%
21% 21%
14% 12%
18%
82%
% board seats held by women
BELGIUM
Source: Deloitte, Women in the Boardroom, A Global Perspective, 4th edition. Data October 2014. http://goo.gl/k8skqC 28
30%
70%
FRANCE
17%
83%
NETHERLANDS
18%
82%
GERMANY
Top 5 Industries
30% 28% 27% 27% 26%
20% 20% 19% 19% 13%
21% 20% 18% 17% 17%
But in Belgium, Media, Technology and Telco is the sector with the highest percentage of women, namely 27%
27%
21% 21%
14% 12%
18%
82%
% board seats held by women
BELGIUM
Source: Deloitte, Women in the Boardroom, A Global Perspective, 4th edition. Data October 2014. http://goo.gl/k8skqC 29
30%
70%
FRANCE
17%
83%
NETHERLANDS
18%
82%
GERMANY
Top 5 Industries
30% 28% 27% 27% 26%
20% 20% 19% 19% 13%
21% 20% 18% 17% 17%
21 companies analyzed 120 companies analyzed,
SBF120
48 companies analyzed 90 companies analyzed
Careful
In the Media sector in Europe, women hold less than one-third of all decision-making positions
Source: Women and Media Industries in Europe, 2012-2013. Led by a consortium of European scholars. Covered all 28 EU Member States and looked at 99 major media industries across Europe. http://goo.gl/kluuck
16%
25%
24%
21%
32%
36%
32%
33%
30%
CEO (L1)
Boardmember (L1)
Total L1
COO (L2)
Other Operational Managers (L3)
Heads of Directorate / Unit (L4)
Heads of Department (L5)
Total L2-L5
Total all Levels
Percentage of women in decision-making positions and boards in selected media companies in the EU-27
This drops to one-fourth in level 1 positions
30
N=99 major media industries across Europe
Across Europe, the newer media formats have more women in decision-making positions
Source: Women and Media Industries in Europe, 2012-2013. Led by a consortium of European scholars. Covered all 28 EU Member States and looked at 99 major media industries across Europe. http://goo.gl/kluuck
25%
27%
22%
23%
Total
Radio
TV
Newspaper
Percentage of women in decision-making positions by media format, in EU-27
Total
Radio
TV
Newspaper
31
N=99 major media industries across Europe
One in 4 board member is female In Belgium, closer to one in 5
Source: Women and Media Industries in Europe, 2012-2013. Led by a consortium of European scholars. Covered all 28 EU Member States and looked at 99 major media industries across Europe. http://goo.gl/kluuck
35%
55%
40%
29%
16%
26%
20%
22%
25%
UK
SE
FI
NL
IT
FR
DE
BE
EU-27
Percentage of women as board members in the media sector by country
32
N=99 major media industries across Europe N=5, for Belgium
Public companies have a slightly higher gender diversity , on all decision-making levels
Source: Women and Media Industries in Europe, 2012-2013. Led by a consortium of European scholars. Covered all 28 EU Member States and looked at 99 major media industries across Europe. http://goo.gl/kluuck
22%
26%
34%
37%
34%
35%
35%
12%
18%
30%
34%
28%
30%
29%
CEO (L1)
COO (L2)
Other Operational Managers (L3)
Heads of Directorate / Unit (L4)
Heads of Department (L5)
Total L2-L5
Total all Levels
Percentage of women in decision-making positions in selected media companies in the EU-27
private public
Women occupy around one-third of all counted positions in public service
33
99 major media industries across Europe
Public companies influence the European’s and Belgium’s average
Source: Women and Media Industries in Europe, 2012-2013. Led by a consortium of European scholars. Covered all 28 EU Member States and looked at 99 major media industries across Europe. http://goo.gl/kluuck
30%
48%
43%
15%
8%
20%
27%
40%
35%
UK
SE
FI
NL
IT
FR
DE
BE
EU-27
Percentage of women in decision-making positions (L1-5) by country Public companies N=43 major media industries across Europe N=2, for Belgium
34
Belgium and Europe have similar averages of gender diversity
Source: Women and Media Industries in Europe, 2012-2013. Led by a consortium of European scholars. Covered all 28 EU Member States and looked at 99 major media industries across Europe. http://goo.gl/kluuck
24%
41%
42%
21%
10%
25%
21%
31%
32%
UK
SE
FI
NL
IT
FR
DE
BE
EU-27
Percentage of women in decision-making positions (L1-5) by country
35
N=99 major media industries across Europe N=5, for Belgium
In terms of policies and monitoring mechanisms, Belgium is among the lowest of all 27 countries in Europe
Source: Women and Media Industries in Europe, 2012-2013. Led by a consortium of European scholars. Covered all 28 EU Member States and looked at 99 major media industries across Europe. http://goo.gl/kluuck
100%
75%
100%
50%
100%
50%
76%
20%
36%
UK
SE
FI
NL
IT
FR
DE
BE
EU-27
The existence of codes of conduct, policies and monitoring mechanisms to promote gender equality by country, in EU-27
36
Examples of policies & monitoring mechanisms • Policy on sexual harassment • Dignity at work place • Policy on maternity leave • Policy on paternity leave • Equality awareness training • Leadership, mngt & training for women • Harassment advisors • Trainee positions specifically for women • …
N=99 major media industries across Europe N=5, for Belgium
Although the public companies tend to pull % up,
the media sector, alone or grouped with telco and technology is more diverse in Europe than other sectors
Scandinavian countries and audiovisual (newer) media have greater gender diversity
For Belgium, the number of companies in most studies is too low to make hard statements
37
Women and Reading
CASA BOSQUES BOOKSHOP, MEXICO
3
38
In all countries girls have a reading advantage
On international assessments in every country in the world, boys’ reading achievement lags that of girls
Source: PISA Program for International Student Assessment https://nces.ed.gov/surveys/pisa/pisa2012/pisa2012highlights_5c.asp
62%
51%
46%
44%
44%
39%
38%
37%
32%
31%
31%
29%
26%
25%
24%
23%
Finland
Sweden
Norway
Germany
France
Italy
OECD
Austria
Belgium
USA
Denmark
Spain
Netherlands
UK
Japan
China
Difference in average scores of 15-year-old female and male students on PISA reading literacy scale, 2012
39
There are 3 more prominent explanations why girls are the better reader
• Biological/Developmental
– Before attending school, young boys evidence more problems in learning how to read than girls.
– This explanation believes the sexes are hard-wired differently for literacy.
• School Practices:
– Boys are inferior to girls on several school measures—behavioral, social, and academic—and those discrepancies extend all the way through college.
– This explanation believes that even if schools do not create the gap, they certainly don’t do what they could to ameliorate it.
• Cultural Influences:
– Cultural influences steer boys toward non-literary activities (sports, music) and define literacy as a feminine characteristic.
– This explanation believes cultural cues and strong role models could help close the gap by portraying reading as a masculine activity.
Source: 2015 Brown Center Report http://www.brookings.edu/research/reports/2015/03/24-gender-gap-loveless 40
Although this analysis focuses on where the gender gap in reading stands today, not its causes, three explanations emerge.
-40,00 -30,00 -20,00 -10,00 0,00 10,00 20,00
Germany
France
Japan
Korea
Belgium
Ireland
Norway
New Zealand
Canada
Spain
Change in Males’ Reading Enjoyment and Change in Males’ Reading Score, 2000-2009 (Ranked by Change in Males’ Index of Reading Enjoyment)
Change in Males' PISAReading Literacy Score
Change in Males'Enjoyment Index (x100)
Most countries try to get boys to enjoy reading and improve their reading. Belgium scores 5th in the world
Source: 2015 Brown Center Report http://www.brookings.edu/research/reports/2015/03/24-gender-gap-loveless 41
Belgium succeeded in increasing enjoyment for
boys significantly and while increasing literacy
France increased reading enjoyment even more but dropped points in reading
literacy
Although the reading gap seems to evaporate by adulthood, women remain the more enthousiastic readers
• Reading scores for men and women were statistically indistinguishable up to age 35. Even in Finland
• After age 35, men had statistically significantly higher scores in reading, all the way to the oldest group, age 55 and older
• But ….Women remained the more enthusiastic readers even as the test scores of men caught up with those of women and surpassed them
• Of the people never reading a book, 67% are men
Source: 2015 Brown Center Report. International reading score assessment of adults conducted in 2012. http://www.brookings.edu/research/reports/2015/03/24-gender-gap-loveless
59% 41%
I read once a week Age 24 and younger
63%
37%
I read once a week By age 55
33%
67%
I never read a book
Participants were asked how often they read a book
42
In the US the average woman read 14 books in the past 12 months, compared with the 9 books read by the average man
Women read more in all formats
Average American # books last 12 months
72%
63%
27%
77%
68%
29%
67%
57%
25%
books inany
format
printedbooks
e-books
0% 50% 100%men women total
Among % adults who said they read at least one book in whole or in part in past 12 months
Source: Pew Research Center survey conducted March-April, 2015, n=1.907 adults
14 9
E-books
Printed books
Any format
43
Similar patterns in Europe
Source: Allensbach Media Market Analysis conducts a yearly major study of 25,000 Germans http://publishingperspectives.com/2015/07/germany-a-nation-of-readers/#.Vk2hpXZY6ko
44% 56%
German population - 2015
54% 46%
German Women - 2015
Read a book, at least once a week
YES
NO
YES NO
Study in Germany, 2015
44
Men read books by male authors Women read books by female authors
Male authors accounted for 90 per cent of the 50 most-read titles by men over the past year
While the reverse held true for women’s titles.
Source: Study by Amazon-owned social-cataloguing website Goodreads; polled 40,000 British citizens on reading habits, 2015
10%
90%
50 most-read titles by men
Female authors
Male authors
Study by Amazon Goodreads, UK, 2015, On 40,000 British citizens
45
Women are the more enthusiastic reader.
We read books of our own gender.
This explains women’s commercial success as writers.
46
Women and the Digitalisation of Media
4
47
70%
59%
91%
84%
Have or have access to agame console
Play video games onlineor on their phone
0% 50% 100%boys girls
We know already that boys are more likely to play video games
Source: Pew Research Center Teens Relationships Survey, Sep Oct 2014, and Feb-March 2015. N=1,060 ages 13 to 17. http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/
Percentage of girls and boys who….
48
And as of age 13, we see that girls dominate social media
Source: Pew Research Center Teens Relationships Survey, Sep Oct 2014, and Feb-March 2015. N=1,060 ages 13 to 17. http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/
45%
36%
0% 20% 40% 60%boys girls
% of girls and boys to report that they use … Boys and girls age 13-17 N= 1.060
Social media
49
Girls communicate also more through messaging apps than Boys
Source: Pew Research Center Teens Relationships Survey, Sep Oct 2014, and Feb-March 2015. N=1,060 ages 13 to 17. http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/
37%
51%
29%
31%
Teens with phonesusing mesaging
apps
Snapchat
0% 20% 40% 60%
boys girls
% of girls and boys to report that they use … Boys and girls age 13-17 N= 1.060
50
Although the gaps narrows, women -as adults- continue to lead in social media while online forums are popular among men
11%
11%
21%
25%
31%
44%
77%
10%
20%
25%
26%
24%
16%
66%
Tumblr
Reddit, Digg, …
0% 50% 100%men women
% of online adults by gender who use the following social media and discussion sites
Source: Pew Research Center USA, March-April 2015..
68%
80%
53%
73%
2010 2015
women men
% of adult internet users who use social networking sites
The social media gap narrows Visual networks have the biggest gender gap
51
One in 6 women watch Youtube daily versus One in 4 men
Men spend an average hour on
Youtube per week
Women spend about 35 minutes on
Youtube per week
54% user base
25% watch a video daily on Youtube
46% user base
17% watch a video daily on Youtube
N= 280 active million accounts
Source: Pew Research Center 2015.
76% of women are on Facebook versus 66% of men
Source: Pew Research Center 2015.
Men : 31% Women: 69%
Men 254 posts Women 394 posts 55% more
66%
34%
76%
24%
Average posts on Facebook
Facebook gamers
Woman are trend setters on Social Media, Mobile and Visual media
Source: Nielsen, the female/male divide Media dn Entertainment,
28%
65%
28%
48%
25%
53%
23%
45%
Get more than 50% oftheir news from social
media
To stay in touch withfamily and frends
Creative outlet, likeblogging and photos
sharing
Entertainment purposes
0% 50% 100%men women
Trend 1: Social media on the rise
Woman are trend setters on Social Media, Mobile and Visual media
60% of social media time is spent in smartphones and tablets.
Trend 2: Mobile on the rise
Source: Business Insider report, 2015 & Pew and Burst Media studies, 2015
46%
32%
43%
20%
smartphone
tablets
0% 20% 40% 60%men women
To check their social accounts, they access via…
American study 2015
Smartphone is the most important device in a woman's life
Relationship with devices • 87% of women say they can't imagine their lives without their phone
• Women are "addicted" to their smartphones
Use of Mobile for Now Time Social media Text messaging Shopping
More rapid growth and engagement for women with their mobile
Source: Joint study , "Women + Mobile: The Unbreakable Bond“ by Time Inc. (www.timeinc.com) and Nuance Digital Marketing (www.nuancedigitalmarketing.com) , USA, 2013 56
60%
43%
0% 100%
64%
58%
50% 60% 70%
88%
80%
60% 80% 100%
72%
64%
60% 80%
55%
46%
40% 60%
Trend 2: Mobile on the rise
Woman are trend setters on Social Media, Mobile and Visual media
Instagram, Tumblr, and Pinterest are the three fastest growing social networks today,
earning ten million new users each, in just a year.
Trend 3: Visual web on the rise
33%
8%
0% 20% 40%men women
Use of Pinterest, as largest visual social network
American study 2015
Source: Business Insider report, 2015 & Pew and Burst Media studies, 2015
Facebook can reveal gender in language. Certain words, phrases, and topics distinguish men and women more likely than others
Source: University of Pennsylvania's Positive Psychology Center, cc2.0. http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0073791
female male
Emoticons are just a new tool for self-expression and communication. And women use them more
Women use more and more often emoticons
EMOTICON USE
In same-gender groups
women: emoticons connote support, gratitude and solidarity through humor
men: emoticons express teasing and sarcasm
In mixed-gender groups
women : more emoticons to express teasing, sarcasm and humor
male : more emoticons + less emoticons for teasing, sarcasm & humor
Source: 2012 study, by Alecia Wolf, an assistant dean at the University of Texas. Book “Encyclopedia of Gender & Society”, by Jodi O’Brien https://goo.gl/wTegx6 and The Next Web: http://goo.gl/JIftRA
59
Science proven facts in the use of emoticons
1. We react to them like we would real human face
2. They correlate with real-life happiness
3. They make you appear more friendly and competent
4. They create a happier workplace
As young teenagers, girls demonstrate their superior communication skills in social media and messaging applications
And as adults, women continue to drive trends in new media and new communications platforms like
– social media
– mobile platforms
– visual media, or
– use of new tools
60
Computers are female
Since the origins…
The first programmer was a
woman, Lady Ada Lovelace…
62
These ladies were the first “computor ” working
on ENIAC at the University of Pennsylvania’s Moore School of Engineering, bearing the job title of “computor”.
Our computers are female They have women’s voices and pronouns
Microsoft’s Cortana Amazon’s Alexa Samsung’s S Voice Google Now Apple’s Siri
63
Besides the actual voice, the programs fold feminine turns of phrase into their
robotic and occasionally inane answers to our requests
Because by and large, people tend to respond more positively to women’s voices
64
Social science shows that
• There’s likely to be greater acceptance of female’s speech; both women and men
said female voices came across as warmer
• We want our technology to help us, but we want to be the bosses of it, so we are more
likely to opt for a female interface
– Female voices help us solve our problems by ourselves
– Male voices as authority figures who tell us the answers to our problems
Impact on business
• Brand managers and product designers tasked with developing voices for their companies are trying to reach
the largest number of customers
Computer programs are more often seen as women
Source: http://www.wired.com/2015/10/why-siri-cortana-voice-interfaces-sound-female-sexism/ 65
Loebner test (the Turing test) is an annual competition in artificial intelligence that awards prizes to the chatterbot (program) considered by the judges to be the most human-like. In the last years the winning programs have female names…
ELIZA was a computer
program (MIT, 1964) and an early example of primitive natural language processing. The first attempt attempted at a human-machine interaction with the goal of creating the illusion of human-human interaction.
Year Program
2010 SUZETTE
2011 ROSETTE
2012 CHIP VIVANT
2013 MITSUKO
2014 ROSE
2015 ROSE
… and this is beautifully reinforced by the movie industry
Source: http://www.wired.com/2015/10/why-siri-cortana-voice-interfaces-sound-female-sexism/
In the film “Her” Samantha, is the female the voice (Scarlet Johanson) behind the new operating
system OS1
In the film “Ex Machina” Ava is the female A.I. robot prototype
66
Media and Technology: Enabler for Women
67
Cheap and open access to the web, closely followed by media literacy, empowers women
68 Source: GSMA Intelligence and World Bank Data, Altai Consulting analysis, 2015
51%
52% 58%
36% 28%
46%
41%
Women think differently when purchasing a mobile device
69 Source: Nielsen Global Study, Q1 2013
+5%
-4%
-7%
-10%
-4%
Not in all countries do women dominate social media
70
71
Millenials & Women
By 2020 Millenials will comprise of half the global workforce
Baby Boomers Born between 1946–1965
72
Generation X Born between 1966–1980
Millennials Born between 1981–2000
Millenial generation is a different workforce. They expect flexibility and are tech savvy
Millenials =
Expect Flexible Work Hours
73
• Many = expect to be mobile and work from home / office / cafe at will
• 20% = identify as ‘night owls’ and often work outside normal busines hours
• 38% = freelancing vs 32% among those over 35 years old
• 32% = believe they will be working mainly flexible hours in the future
Millenials =
Tech savvy
• 34% = prefer to collaborate online at work as opposed to in-person or via phone (vs 19% for older generations)
• 45% = use personal smartphones for work purposes vs 18% for older generations
• 41% = likely to download applications to use for work purposes in next 12 months & use their own money to pay for them vs 24% for older generations
Millenial trend setters are maybe the biggest opportunity ahead of us to reduce the gender gap, in media and online ventures
Online Platforms and Market places become a material income source for many people
74
Average annual earnings – selected online platforms
Source: US Census Bureau Historical Income Tables. KPCB. ThumbTack, 2015