The Corporate Annual Report: A Photo Analysis of Male and Female Portrayals

Abstract

Analysis of photographs in the annual reports of 25 airline firms over a six-year period disclosed inconographic portrayal of women in subservient, less-serious roles than men. As an annual report represents the personality and philosophy of the firm, latent messages of sex-role stereotyping should be avoided. Implications of sex-role depictions in business media are discussed and suggestions for further research are offered.