Publicação
Project Womatter: social brand against gender stereotypes and professional discrimination of women in France
| dc.contributor.advisor | Morais, Rodrigo | |
| dc.contributor.author | Ramos, Lauriane Baltazar | |
| dc.date.accessioned | 2021-02-09T13:46:51Z | |
| dc.date.available | 2021-02-09T13:46:51Z | |
| dc.date.issued | 2020-12 | |
| dc.description.abstract | The thesis project is based on the importance of a social brand which aims to reduce stereotypes and professional discrimination of women in France. Different research in the theoretical framework as well as a survey have allowed to analyze the factors in depth details which impact on the full and complete integration of women in the professional world. These factors such as stereotypes which can be generated by education, may unfortunately reinforce discriminatory behaviors. Also, women are less represented in jobs in high position such as CEO, director. As a result, these different facts lead to the emergence of an average pay gap between men and women, difference in the kind of contracts women get, as well as it creates a strong difficulty for women to reach high job position. Furthermore, research has also been conducted on the importance of social branding in order to have an effective and interactive awareness campaign which aimed to create a community.The social brand through different impactful campaigns uses tools such as advertising, social media, to spread an interactive awareness message to address an important social issue which in the case is professional discrimination of women in France. | pt_PT |
| dc.identifier.tid | 202627829 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.26/35301 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Stereotypes | pt_PT |
| dc.subject | Women | pt_PT |
| dc.subject | Discrimination | pt_PT |
| dc.subject | Professional | pt_PT |
| dc.subject | Social brand | pt_PT |
| dc.title | Project Womatter: social brand against gender stereotypes and professional discrimination of women in France | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.grantor | Instituto de Arte, Design e Empresa - Universitário | |
| thesis.degree.name | Design e Cultura Visual | pt_PT |
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