Gender stereotyping in Indian recruitment advertisements: A content analysis

Abstract

Gender stereotyping in recruitment advertisements perpetuates and validates stereotypes prevalent in society. By means of a content analysis of Indian recruitment advertisements published in a national daily, the research concludes that gender stereotyping is being practised by recruiters across sectors in India. The study looks in detail at the kind of jobs that are being stereotyped as female. The study also found that gender stereotyping was less evident in fields that require higher education qualifications.