Title: Gender stereotyping in Indian recruitment advertisements: a content analysis

Authors: Rahul Anand

Addresses: College of Business, KAIST, 85 Hoegiro, Dongdaemun gu, Seoul 130-772, South Korea

Abstract: Gender stereotyping in recruitment advertisements perpetuates and validates stereotypes prevalent in society. By means of a content analysis of Indian recruitment advertisements published in a national daily, the research concludes that gender stereotyping is being practised by recruiters across sectors in India. The study looks in detail at the kind of jobs that are being stereotyped as female. The study also found that gender stereotyping was less evident in fields that require higher education qualifications.

Keywords: India; gender stereotyping; recruitment advertisements; content analysis; receptionists; tele-callers; school teachers; stereotypes; recruitment ads; recruitment adverts; female; women; higher education qualifications.

DOI: 10.1504/IJBGE.2013.059161

International Journal of Business Governance and Ethics, 2013 Vol.8 No.4, pp.306 - 322

Received: 14 Feb 2013
Accepted: 04 Oct 2013

Published online: 05 Feb 2014 *

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