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Dr. Kelly Page
Lecturer in Digital Media Marketing
Cardiff Business School
T: @drkellypage
T: @caseinsights
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Presentation for:
23rd September 2010
The Gendering of Digital
Media Knowledge
Is it really all about Sex?
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Who would you describe if I asked you to
describe a typical:
Web Designer?
Games Designer?
Systems Architect?
Database Developer?
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Gender Norms What is appropriate ‘normal’
behaviour for a man and a women?
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Gender Stereotypes
Hypotheses about sex differences which influence
our expectations of men and women and our
evaluation of their work, qualities and abilities!
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Gender Identity
An individuals notion of
her/himself. His/her
personal identity.
Influenced by gender
norms and stereotypes!
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Social Institutions are Gendered
Educational System. Media.
Families. Labour Market.
Workplace.
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However …
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Not only is digital media complex
(not just complicated)
So too is the gendering of the people that
use and design in digital media and the
social context within which this occurs.
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Web sample recruited
(n=2077)
Significant difference
No WSD/M experience
exhibiting:
• Lower mean scores for
actual web knowledge
[memory]
• Lower perceived web
knowledge
[confidence]
• Lower perceived web
usability
[complicated/useful]
• Lower current web
usage
[access]
1: Knowledge & Social Context
”Life in your years not years in your life!”
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2: Know, Social Context & Sex
”Effect of Digital Media Knowledge on Perceptions
of Digital Media is influenced more by being Female
in Digital Design than Male.”
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3. Perceptions. Sex. Gender
”Perceptions of Digital Media DO NOT SIG. DIFFER
Between Users of Differing Biological Gender [sex]”
Sample recruited (n=191)
No Significant difference
Males/Female on
Perceptions Ease/Use
Males/Females on
Masculinity
Males/Females on
Neutral
Significant Difference
Males/Females on
Femininity (Females more)
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3. Perceptions. Sex. Gender
”Perceptions of Digital Media DO SIG. DIFFER
According to a Users Gendered Identity”
Masculinity
Ease of Use – Overall; Learning Ease
Usefulness – Overall; Purchase; Communication
Femininity
Ease of Use – Overall; Purchase; Communication;
Information Search
Usefulness – Purchase; Information Search
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In summary …
The differences in knowledge, perception and use of
digital media is not JUST about
Being a man or a women …
It is more deeply about:
How we are socialised to see, think, be
and interact as a man or a women in
digital use, learning and design …
How we participate in this …
And how we each evolve …
18© Kelly Page
Challenging the gendered
frameworks in digital design!
“To challenge continuing gender - norms, stereotypes, and
identities - in digital design we need to firstly challenge the
frameworks within which we each think about & debate
them” (Adapted from: Jude Browne, 2007)
Framework 1:
My biological gender as a female or male
is a simplified view of what I was born, excluding the complex
nature of who I am, how I behave, how I see myself and how I
respond to the world within which I coexist.
- I’m a digital designer -
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19© Kelly Page
Woman to Man:
“You Make the Tea!”
Man to Woman:
“Ok. You Start the
Digital Revolution!”
20© Kelly Page 2020
CONNECT
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LinkedIn: Dr. Kelly Page
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Sources
Page, K. and Uncle, M. 2004. Consumer web knowledge of the world wide web: Conceptualization and
measurement. Psychology & Marketing 21(8), pp. 575-593.
Page-Thomas, K. 2006. Measuring task-specific perceptions of the world wide web. Behavior & Information
technology 25(6), pp. 469-477.
Page, K. L., Robson, M., Uncles, M. D. (In-review 2010). The Social Context of Consumer Web Knowledge and
Web Usability, Unpublished Manuscript in Review: Psychology & Marketing, (In review).
Page, K., Kasemsri Na Ayudhya, T., and Smith, J. (Ongoing) The Gendering of Digital Media Perceptions,
Work-in-Progress - Unpublished Manuscript.
Browne, J., (2007) The Future of Gender, Cambridge University Press. Cambridge.
Lippa, R. A., (2002) Gender, Nature and Nurture, Lawrence Erlbaum Associates, London.
Akman, I and Mishra, A. 2010. Gender, age and income differences in internet usage among employees in
organizations. Computers in Human Behaviours 26(3), pp. 482-490.
Ozkan, T. and Lajunen, T. 2005. Masculinity, Femininity, and the Bem Sex Role Inventory in Turkey. Sex Roles
52(1), pp. 103-109.
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The content of this presentation is the property of shared interest
between the author, Kelly Page and other parties who have contributed
and/or provided support for the generation of the content detailed within.
These contributing parties include, but are not limited to: Cardiff
University (CU); University of New South Wales (UNSW); Cranfield
University; Oxford University Press (OUP); Prentice Hall Publishing, and
other commercial sponsors and research partners.
Kelly Page (cc) 2010