Representations of Gender in the Get A Mac Ad Campaign
The absence of women in significant technology roles in Apple’s Get a Mac advertising campaign, which ran on television and internet from 2006-2010, reveals a gender gap. This lack of representation becomes a hidden curriculum suggesting that computers are exclusively reserved for men, and influencing the way women and girls associate ideas of technology and gender, affecting their career choices and relationships to technology. This paper undertakes an analysis of the representation of gender in these commercials, through both the anthropomorphized leads and the other characters in the campaign, and will substantiate the thesis that Get a Mac reproduces negative stereotypes regarding women and technology.
Meg Knowles and Ramona SantaMaria. "Representations of Gender in the Get A Mac Ad Campaign" Ubiquitous Learning: An International Journal 3 (2011).
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