GENDER STEREOTYPES AND TERTIARY EDUCATION: DIFFERENCES IN ACCESS REGARDING EDUCATION LEVELS AND DIFFERENCES IN ADVERTISEMENT CAREER

In spite of the steps forward in gender equality movement, especially in Western societies, differences between men and women can be globally seen. Furthermore, Spain has achieved great political and social advances in this field, but gender dissimilarities still persist. These inequalities can yet be observed in mass media roles, power participation, career opportunities or education. However, it is important to acknowledge the important role of education in order to close the gap. The stereotypes shown in commercial communication and mass media communication should be noticed because of their possible influence.
Consequently, it becomes important to relate gender and tertiary education in Spain. Thereby, the main objective of this research is to compare the access and the choices of women regarding their higher education to men’s choices and their access, especially advertisement degrees. Spanish National Institute of Statistics’ data have been reviewed to analyze this issue.
The results state majority of women amongst university students, thus no gender differences can be alleged in this matter. Nevertheless, a difference in degree’s preferences by gender can actually be seen. For instance, it is more likely to find men in studies of Architecture, Engineering and Technology while women prefer Health, Social and Law related studies or Art and Humanities. Thus, regarding Publicity and Public Relations degree there are more women than men.
It can be concluded that although the access barriers and differences have disappeared, dissimilarities can still be found in the paths selected. It should be acknowledged that these selections may be a determining factor in the future line of work of these graduates.