Discrimination Against Females and Minorities in Microcomputer Advertising

Abstract

Advertisements in educationally oriented microcomputer journals were content analyzed for gender and racial stereotypes. Males appeared sig nificantly more often than females, and whites more often than racial minorities. Women and girls were portrayed in inactive roles remote from com puters; men and boys tended to be active and show computer mastery. Continuation of such advertis ing may reinforce cultural stereotypes and discour age women and minorities from educational com puting and the pursuit of computing careers. Edu cational programs intended to attract women and minorities into computing careers must compete with this strong media bias.