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“Nobody really wants to be called bossy or domineering”: Feminist critique of media “industry speak”

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<mark>Journal publication date</mark>2/01/2019
<mark>Journal</mark>Journalism Practice
Issue number1
Number of pages17
Pages (from-to)35-51
Publication StatusPublished
Early online date22/11/17
<mark>Original language</mark>English


This article examines talks given by 12 female media professionals at a Southern US university’s center on women in communication between 2013 and 2015 to identify the influence of hegemonic masculinity in industry speak about women and professionalism in the fields of journalism, advertising, and public relations. This paper applies a feminist critique of discussions about “work–life balance,” “leaning in,” “emotion,” and language about the role of technology and innovation in women’s careers, to argue that inherent in these discussions about media professionalism are traits that perpetuate binary notions of feminine–masculine traits of the workplace. As a whole, these messages fail to account for notions of intersectionality and perpetuate inequality and masculine power for future professionals.