Gender Roles, Gender Bias, and Cultural Influences: Perceptions of Male and Female UAE Public Relations Professionals

Sang Lee, Raya Hamad Alsereidi and Samar Ben Romdhane ()
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Sang Lee: College of Mass Communication, Ajman University, Ajman P.O. Box 346, United Arab Emirates
Raya Hamad Alsereidi: College of Mass Communication, Ajman University, Ajman P.O. Box 346, United Arab Emirates
Samar Ben Romdhane: College of Mass Communication, Ajman University, Ajman P.O. Box 346, United Arab Emirates

Social Sciences, 2023, vol. 12, issue 12, 1-15

Abstract: Research into gender dynamics in the Public Relations (PR) industry has suggested that the gendered perceptions of PR roles, gender bias, and cultural norms may contribute to gender-related issues in the field. The current study, framed as an exploratory investigation, examines how PR professionals in the United Arab Emirates (UAE) perceive gender equality issues within their industry. Drawing on survey responses from 152 PR practitioners in the UAE, this research investigates the extent to which these professionals perceive gender equality issues in the PR sector. The survey results reveal positive perceptions of gender equality issues, although some specific gender-related concerns emerge. One key finding is that there are minimal gender differences in perceiving gender equality issues between male and female professionals. Respondents also expressed confidence that their organizations are implementing practices in support of gender equality and recognizing the impact of such practices on employee performance. Given the lack of data on gender equality in the UAE, this exploratory study contributes to a better understanding of gender equality among professionals and provides insights into the strategies for advancing gender equality in the sector.

Keywords: gender equality; UAE; public relations; gender bias; gender sensitivity (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2023
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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