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Journal of Women and Minorities in Science and Engineering
SJR: 0.468 SNIP: 0.905 CiteScore™: 1.65

ISSN Print: 1072-8325
ISSN Online: 1940-431X

Journal of Women and Minorities in Science and Engineering

DOI: 10.1615/JWomenMinorScienEng.v2.i1-2.40
pages 49-63

GENDER PORTRAYAL IN VETERINARY MEDICAL ADVERTISING: IMPLICATIONS FOR OCCUPATIONAL SEGREGATION

Mary M. Christopher
Department of Pathology, Microbiology and Immunology, School of Veterinary Medicine, University of California, Davis, CA 95616
Debra L. Drew
P.O. Box 20181, Tampa, FL 33622

ABSTRACT

Veterinary medicine has experienced a rapid increase in women graduates. Advertising, an important source of images and stereotypes, can impact perceptions of appropriate job roles within the profession. The purpose of this study was to evaluate the portrayal of males and females in advertisements in veterinary medical journals. We evaluated 126 ads from nine journals directed toward clinical veterinarians. Gender, occupation or role, practice type, text, and product were evaluated using multivariate Chi-square tests and nonparametric rank-sum tests. There were significant differences in the practice type of men and women veterinarians; women were underrepresented, and were always portrayed as small-animal practitioners. All technicians portrayed were women. Differences were also observed in the portrayal of male and female clients. Differential gender portrayal in veterinary medical advertisements reinforces the segregation of men and women veterinarians by practice type, and perpetuates stereotypical roles and behavior.


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