Las mujeres comunicadoras y relacionistas públicas en Costa Rica. Una aproximación a su perfil profesional.
Palabras clave:
relacionistas públicas, brecha salarial, techo de cristal, big data, perfil profesional
Resumen
Este artículo analiza la situación de las mujeres profesionales del ámbito de la gestión de la comunicación y las relaciones públicas en Costa Rica. Centrándonos en aspectos de corte estructural, el objetivo es estudiar la feminización de la profesión en el país, así como la existencia del denominado techo de cristal y de diferencias salariales entre hombres y mujeres. Finalmente, también se analizan los conocimientos de los profesionales costarricenses en cuanto a las nuevas tecnologías relacionadas con el big data.
Se ha realizado un análisis estadístico con los datos cuantitativos de profesionales costarricense obtenidos en el proyecto Latin American Communication Monitor (2016-2017). Los resultados dan cuenta de la existencia mayoritaria de mujeres en la profesión, así como de la brecha salarial entre hombres y mujeres, del techo de cristal que limita el acceso de las mujeres a los puestos directivos y de un mayor conocimiento de las tendencias en comunicación por parte de las mujeres.
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Citas
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Choi, Y. & Hon, L. C. (2002), “The Influence of Gender Composition in Powerful Positions on Public Relations Practitioners' Gender-Related Perceptions”, Journal of Public Relations Research, Vol. 14, No. 3, pp. 229-263.
Chung, H. & van der Horst, M. (2017). Women’s employment patterns after childbirth and the perceived access to and use of flexitime and teleworking. Human relations 0 (00), pp. 1-26. DOI: 10.1177/0018726717713828
Dircom (2017). Anuario de la Comunicación 2017. Madrid, España: Dircom.
Fernandez, R.M. & Campero, S., (2017), “Gender sorting and the glass ceiling in high-tech firms”, ILR Review, Vol. 70, No. 1, pp.73-104.
Gandomi, A. & Haider, M. (2015). Beyond the hype: Big data concepts, methods, and
analytics. International Journal of Information Management, 35(2), 137-144.
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Grunig, L. A., Toth, E. L. & Hon, L. C. (2000), “Feminist Values in Public Relations”, Journal of Public Relations Research, Volume 12, Issue 1, pp. 49-68
Guo, L., Vargo, C. J., Pan, Z., Ding, W. & Ishwar, P. (2016). Big Social Data Analytics in Journalism and Mass Communication: Comparing Dictionary-Based Text Analysis and Unsupervised Topic Modleing. Journalism & Mass Communication Quarterly, 1-28. doi: 10.1177/1077699016639231
Hernández R., Fernández, F. & Baptista, P. (2007). Metodología de la investigación. México: McGraw Hill.
Hymowitz, C., & Schellhardt, T. D. (1986) “The glass ceiling”, Wall Street Journal, 24 March, pp. 1D, 4D.
Lewis, S. C., Zamith, R., & Hermida, A. (2013). Content Analysis in an Era of Big Data: A Hybrid Approach to Computational and Manual Methods. Journal of Broadcasting & Electronic Media, 57(1), 34–52. doi:10.1080/08838151.2012.76170
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Mayela Fallas, C. (2014). “Central America”. En Watson, T. (ed.) (2014). Latin American and Caribbean Perspectives on the Development of Public Relations: Other Voices, Palgrave Macmillan: Londres
Molleda, J. C., Moreno, Á., Athaydes, A., & Suárez, A. M. (2012), “Macroencuesta latinoamericana de comunicación y relaciones públicas”, Revista Organicom, Vol. 7, No. 13, pp. 119-141.
Moreno, A., Molleda, J. C., Athaydes, A., Suárez, A. M., Herrera,
M. & Álvarez, A. (2017). Latin American Communication Monitor
2016-2017. Tendencias en comunicación estratégica: big data,
automatización, engagement, influencers, coaching y competencias.
Resultados de una encuesta en 17 países. Madrid, España:
EUPRERA/DIRCOM
Moreno, A., Molleda, J.C., Athaydes, A. & Suárez, A.M. (2015), Latin American Communication Monitor 2015. Excelencia en comunicación estratégica, trabajo en la era digital, social media y profesionalización. Resultados de una encuesta en 18 países. EUPRERA, Brussels, Belgium.
Place, K. R. (2011), “Power and gender at the crossroads: A qualitative examination of the nexus of power and gender in public relations”, PRism, Vol. 8, No. 1, pp. 1-13.
Pompper, D. (2007), “The Gender-Ethnicity Construct in Public Relations Organizations: Using Feminist Standpoint Theory to Discover Latinas' Realities”, Howard Journal of Communications, Vol. 18, No. 4, pp. 291-311.
Purcell, M. & Baldwin, J.N. (2003), “The Relationship Between Dependent Care Responsibility and Employee Promotions”, Review of Public Personnel Administration, Vol. 23, No. 3, pp. 217-240.
Schroeck, M., Shockley, R., Smart, J., Romero-Morales, D. & Tufano, P. (2012).
Analytics: The real-world use of big data. How innovative enterprises extract value from
uncertain data. Recuperado de https://www.ibm.com/smarterplanet/global/fles/se__sv_
se__intelligence__Analytics_-_The_real-world_use_of_big_data.pdf
Sivarajah, U., Kamal, M. M., Irani, Z., & Weerakkody, V. (2017). Critical analysis of Big Data challenges and analytical methods. Journal of Business Research, 70, 263-286.
Tench, R., Moreno, A., Khalil, N. & Fuentes, C. (2017a). “From intra-organizational to extra-organizational gender gaps. Creative methodological instruments to understand gender issues in Public Relations and Communication Management in Latin America”. 19th Annual EUPRERA Congress, Public Relations and the Power of Creativity Strategic opportunities, innovation and critical challenges, 12th–14th October, London.
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Tench, R., Verčič, D., Zerfass, A., Moreno, A. & Verhoeven, P. (2017c), Communication Excellence – How to Develop, Manage and Lead Exceptional Communications, Palgrave Macmillan, London, United Kingdom.
Weiner, M. & Kochhar, S. (2016). Irreversible: The public relations big data revolution [IPR Whitepaper]. Gainesville, FL: Institute for Public Relations.
Wrigley, B. J. (2002), “Glass Ceiling? What Glass Ceiling? A Qualitative Study of How Women View the Glass Ceiling in Public Relations and Communications Management”, Journal of Public Relations Research, Vol. 14, No.1, pp. 27-55.
Zerfass, A.; Moreno, A.; Tench, R.; Verčič, D., & Verhoeven, P. (2013). European Communication Monitor 2013. A Changing Landscape - Managing Crises, Digital Communication and CEO Positioning in Europe. Results of a Survey in 43 Countries. Brussels: EACD/EUPRERA, Helios Media.
Zerfass, A., Moreno, A., Tench, R., Verčič, D., & Verhoeven, P. (2009). European Communication Monitor 2009. Trends in Communication Management and Public Relations. Results of a Survey in 34 Countries. Brussels: EACD/EUPRERA, Helios Media.
Zerfass, A., Moreno, A., Tench, R., Verčič, D., & Verhoeven, P. (2008). European Communication Monitor 2008. Trends in Communication Management and Public Relations - Results and Implications. Leipzig: University of Leipzig/Euprera.
Zerfass, A., Tench, R., Verčič, D., Verhoeven, P., & Moreno, A. (2014). European Communication Monitor 2014. Excellence in Strategic Communication - Key Issues, Ledership, Gender and Mobile Media. Results of a Survey in 42 Countries. Brussels: EACD/EUPRERA, Helios Media.
Zerfass, A., Tench, R., Verhoeven, P., Verčič, D., & Moreno, A. (2010). European Communication Monitor 2010. Status Quo and Challenges for Public Relations in Europe. Results of an Empirical Survey in 46 Countries. Brussels: EACD/EUPRERA, Helios Media.
Zerfass, A., Van Ruler, B., Rogojinaru, A., Verčič, D., & Hamrefors, S. (2007). European Communication Monitor 2007. Trends in Communication Management and Public Relations - Results and Implications. Leipzig: University of Leipzig/Euprera.
Zerfass, A., Verčič, D., Verhoeven, P., Moreno, A., & Tench, R. (2015). European Communication Monitor 2015. Creating communication value through listening, messaging and measurement. Results of a Survey in 41 Countries. Brussels: EACD/EUPRERA, Helios Media.
Zerfass, A., Verčič, D., Verhoeven, P., Moreno, A., & Tench, R. (2012). European Communication Monitor 2012. Challenges and Competencies for Strategic Communication. Results of an Empirical Survey in 42 Countries. Brussels: EACD/EUPRERA, Helios Media.
Zerfass, A., Verhoeven, P., Tench, R., Moreno, A., & Verčič, D. (2011). European Communication Monitor 2011. Empirical Insights into Strategic Communication in Europe. Results of a Survey in 43 Countries. Brussels: EACD/EUPRERA, Helios Media.
Zerfass, A., Verhoeven, P., Moreno, A., Tench, R., & Verčič, D. (2016), European Communication Monitor 2016. Exploring trends in big data, stakeholder engagement and strategic communication. Results of a survey in 43 Countries. Brussels: EACD/EUPRERA, Quadriga Media Berlin.
Andsager, J. L. & Hust, S. J. T. (2005) “Differential gender orientation in public relations: Implications for career choices”, Public Relations Review, Vol. 31, pp. 85–91
Bardin, L. (1986). El análisis de contenido. Madrid: Akal.
Chen, H., Chiang, R. H. L. & Storey, V. C. (2012). Business intelligence and analytics: from big data to big impact. MIS Quarterly, 36(4), 1165-1188.
Choi, Y. & Hon, L. C. (2002), “The Influence of Gender Composition in Powerful Positions on Public Relations Practitioners' Gender-Related Perceptions”, Journal of Public Relations Research, Vol. 14, No. 3, pp. 229-263.
Chung, H. & van der Horst, M. (2017). Women’s employment patterns after childbirth and the perceived access to and use of flexitime and teleworking. Human relations 0 (00), pp. 1-26. DOI: 10.1177/0018726717713828
Dircom (2017). Anuario de la Comunicación 2017. Madrid, España: Dircom.
Fernandez, R.M. & Campero, S., (2017), “Gender sorting and the glass ceiling in high-tech firms”, ILR Review, Vol. 70, No. 1, pp.73-104.
Gandomi, A. & Haider, M. (2015). Beyond the hype: Big data concepts, methods, and
analytics. International Journal of Information Management, 35(2), 137-144.
Grunig, J. (2001), “The role of public relations in management and its contribution to organizational and social effectiveness”, speech delivered in Taipei, Taiwan, May 12, 2001. Available at: http://www.instituteforpr.org/wp-content/uploads/2001_PRManagement.pdf (accessed 12 December 2017).
Grunig, L. A., Toth, E. L. & Hon, L. C. (2000), “Feminist Values in Public Relations”, Journal of Public Relations Research, Volume 12, Issue 1, pp. 49-68
Guo, L., Vargo, C. J., Pan, Z., Ding, W. & Ishwar, P. (2016). Big Social Data Analytics in Journalism and Mass Communication: Comparing Dictionary-Based Text Analysis and Unsupervised Topic Modleing. Journalism & Mass Communication Quarterly, 1-28. doi: 10.1177/1077699016639231
Hernández R., Fernández, F. & Baptista, P. (2007). Metodología de la investigación. México: McGraw Hill.
Hymowitz, C., & Schellhardt, T. D. (1986) “The glass ceiling”, Wall Street Journal, 24 March, pp. 1D, 4D.
Lewis, S. C., Zamith, R., & Hermida, A. (2013). Content Analysis in an Era of Big Data: A Hybrid Approach to Computational and Manual Methods. Journal of Broadcasting & Electronic Media, 57(1), 34–52. doi:10.1080/08838151.2012.76170
López Doblas, J. (2005). Herramientas para el trabajo sociológico. En Iglesias de Ussel, J. & Trinidad, A. (eds.), Leer la sociedad. Una introducción a la sociología general. Madrid: Tecnos
Mayela Fallas, C. (2014). “Central America”. En Watson, T. (ed.) (2014). Latin American and Caribbean Perspectives on the Development of Public Relations: Other Voices, Palgrave Macmillan: Londres
Molleda, J. C., Moreno, Á., Athaydes, A., & Suárez, A. M. (2012), “Macroencuesta latinoamericana de comunicación y relaciones públicas”, Revista Organicom, Vol. 7, No. 13, pp. 119-141.
Moreno, A., Molleda, J. C., Athaydes, A., Suárez, A. M., Herrera,
M. & Álvarez, A. (2017). Latin American Communication Monitor
2016-2017. Tendencias en comunicación estratégica: big data,
automatización, engagement, influencers, coaching y competencias.
Resultados de una encuesta en 17 países. Madrid, España:
EUPRERA/DIRCOM
Moreno, A., Molleda, J.C., Athaydes, A. & Suárez, A.M. (2015), Latin American Communication Monitor 2015. Excelencia en comunicación estratégica, trabajo en la era digital, social media y profesionalización. Resultados de una encuesta en 18 países. EUPRERA, Brussels, Belgium.
Place, K. R. (2011), “Power and gender at the crossroads: A qualitative examination of the nexus of power and gender in public relations”, PRism, Vol. 8, No. 1, pp. 1-13.
Pompper, D. (2007), “The Gender-Ethnicity Construct in Public Relations Organizations: Using Feminist Standpoint Theory to Discover Latinas' Realities”, Howard Journal of Communications, Vol. 18, No. 4, pp. 291-311.
Purcell, M. & Baldwin, J.N. (2003), “The Relationship Between Dependent Care Responsibility and Employee Promotions”, Review of Public Personnel Administration, Vol. 23, No. 3, pp. 217-240.
Schroeck, M., Shockley, R., Smart, J., Romero-Morales, D. & Tufano, P. (2012).
Analytics: The real-world use of big data. How innovative enterprises extract value from
uncertain data. Recuperado de https://www.ibm.com/smarterplanet/global/fles/se__sv_
se__intelligence__Analytics_-_The_real-world_use_of_big_data.pdf
Sivarajah, U., Kamal, M. M., Irani, Z., & Weerakkody, V. (2017). Critical analysis of Big Data challenges and analytical methods. Journal of Business Research, 70, 263-286.
Tench, R., Moreno, A., Khalil, N. & Fuentes, C. (2017a). “From intra-organizational to extra-organizational gender gaps. Creative methodological instruments to understand gender issues in Public Relations and Communication Management in Latin America”. 19th Annual EUPRERA Congress, Public Relations and the Power of Creativity Strategic opportunities, innovation and critical challenges, 12th–14th October, London.
Tench, R., Topic, M. & Moreno, A. (2017b). “Male and female communication, leadership styles and the position of women in public relations”, Interactions: Studies in Communication & Culture, Volume 8 Numbers 2 & 3. doi: 10.1386/iscc.8.2-3.231_1
Tench, R., Verčič, D., Zerfass, A., Moreno, A. & Verhoeven, P. (2017c), Communication Excellence – How to Develop, Manage and Lead Exceptional Communications, Palgrave Macmillan, London, United Kingdom.
Weiner, M. & Kochhar, S. (2016). Irreversible: The public relations big data revolution [IPR Whitepaper]. Gainesville, FL: Institute for Public Relations.
Wrigley, B. J. (2002), “Glass Ceiling? What Glass Ceiling? A Qualitative Study of How Women View the Glass Ceiling in Public Relations and Communications Management”, Journal of Public Relations Research, Vol. 14, No.1, pp. 27-55.
Zerfass, A.; Moreno, A.; Tench, R.; Verčič, D., & Verhoeven, P. (2013). European Communication Monitor 2013. A Changing Landscape - Managing Crises, Digital Communication and CEO Positioning in Europe. Results of a Survey in 43 Countries. Brussels: EACD/EUPRERA, Helios Media.
Zerfass, A., Moreno, A., Tench, R., Verčič, D., & Verhoeven, P. (2009). European Communication Monitor 2009. Trends in Communication Management and Public Relations. Results of a Survey in 34 Countries. Brussels: EACD/EUPRERA, Helios Media.
Zerfass, A., Moreno, A., Tench, R., Verčič, D., & Verhoeven, P. (2008). European Communication Monitor 2008. Trends in Communication Management and Public Relations - Results and Implications. Leipzig: University of Leipzig/Euprera.
Zerfass, A., Tench, R., Verčič, D., Verhoeven, P., & Moreno, A. (2014). European Communication Monitor 2014. Excellence in Strategic Communication - Key Issues, Ledership, Gender and Mobile Media. Results of a Survey in 42 Countries. Brussels: EACD/EUPRERA, Helios Media.
Zerfass, A., Tench, R., Verhoeven, P., Verčič, D., & Moreno, A. (2010). European Communication Monitor 2010. Status Quo and Challenges for Public Relations in Europe. Results of an Empirical Survey in 46 Countries. Brussels: EACD/EUPRERA, Helios Media.
Zerfass, A., Van Ruler, B., Rogojinaru, A., Verčič, D., & Hamrefors, S. (2007). European Communication Monitor 2007. Trends in Communication Management and Public Relations - Results and Implications. Leipzig: University of Leipzig/Euprera.
Zerfass, A., Verčič, D., Verhoeven, P., Moreno, A., & Tench, R. (2015). European Communication Monitor 2015. Creating communication value through listening, messaging and measurement. Results of a Survey in 41 Countries. Brussels: EACD/EUPRERA, Helios Media.
Zerfass, A., Verčič, D., Verhoeven, P., Moreno, A., & Tench, R. (2012). European Communication Monitor 2012. Challenges and Competencies for Strategic Communication. Results of an Empirical Survey in 42 Countries. Brussels: EACD/EUPRERA, Helios Media.
Zerfass, A., Verhoeven, P., Tench, R., Moreno, A., & Verčič, D. (2011). European Communication Monitor 2011. Empirical Insights into Strategic Communication in Europe. Results of a Survey in 43 Countries. Brussels: EACD/EUPRERA, Helios Media.
Zerfass, A., Verhoeven, P., Moreno, A., Tench, R., & Verčič, D. (2016), European Communication Monitor 2016. Exploring trends in big data, stakeholder engagement and strategic communication. Results of a survey in 43 Countries. Brussels: EACD/EUPRERA, Quadriga Media Berlin.
Publicado
26-02-2019
Cómo citar
Khalil-Tolosa, N., Fuentes-Lara, C., & Verhoeven, P. (2019). Las mujeres comunicadoras y relacionistas públicas en Costa Rica. Una aproximación a su perfil profesional. ComHumanitas: Revista Científica De Comunicación, 9(2), 51-65. https://doi.org/10.31207/rch.v9i2.165
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