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Presentation Type
Presentation
Full Name of Faculty Mentor
Deborah C. Breede, Communication
Major
Communication
Presentation Abstract
Real estate has become a lucrative business option; however, women still face challenges associated with their gender. Those seeking employment in the real estate market may not realize that their gender identity and/or performance may lead to discrimination within their chosen field. This study will inform students about common perceptions individuals may have of real estate agents who are female, based on gender identity and/or gender performance. Perceptions of professionalism and leadership can be biased and often based on stereotypical gendered assumptions. Qualities associated with leadership are often perceived as traits of masculinity (Black,2019). The language used in the working industry ignores the intersectionality of race and class within the workspace and indirectly highlights hegemonic masculinity. In the workforce, an individual's skill set was found to be heavily associated with gender (Rasmussen, 2001). These assumptions can hinder an individual's professional growth as they limit the number of opportunities presented. The way in which gender is discussed in media-related fields suggests that they further fuel hegemonic views in the workplace, (Black, 2019). Applying Uncertainty Reduction Theory to perceptions identified through interview methodology, the findings will be incorporated into a two-part radio series targeted specifically toward university students, particularly in resort, tourism, and hospitality programs. A radio series would best suit my targeted audience as college students are more likely to listen to something easily accessible on their phones. This study will hopefully give students confidence and the capacity to manage situations in their chosen work field. Key Words: Gender Perceptions, Marketing, Real Estate Agents, Uncertainty reduction theory, Interviewing
Location
Room 2 (BRTH 112)
Start Date
13-4-2022 12:50 PM
End Date
13-4-2022 1:10 PM
Disciplines
Communication
Recommended Citation
St Louis, Jamesia, "The Gendered Views of Professionalism within Real Estate Sales" (2022). Undergraduate Research Competition. 75.
https://digitalcommons.coastal.edu/ugrc/2022/fullconference/75
The Gendered Views of Professionalism within Real Estate Sales
Room 2 (BRTH 112)
Real estate has become a lucrative business option; however, women still face challenges associated with their gender. Those seeking employment in the real estate market may not realize that their gender identity and/or performance may lead to discrimination within their chosen field. This study will inform students about common perceptions individuals may have of real estate agents who are female, based on gender identity and/or gender performance. Perceptions of professionalism and leadership can be biased and often based on stereotypical gendered assumptions. Qualities associated with leadership are often perceived as traits of masculinity (Black,2019). The language used in the working industry ignores the intersectionality of race and class within the workspace and indirectly highlights hegemonic masculinity. In the workforce, an individual's skill set was found to be heavily associated with gender (Rasmussen, 2001). These assumptions can hinder an individual's professional growth as they limit the number of opportunities presented. The way in which gender is discussed in media-related fields suggests that they further fuel hegemonic views in the workplace, (Black, 2019). Applying Uncertainty Reduction Theory to perceptions identified through interview methodology, the findings will be incorporated into a two-part radio series targeted specifically toward university students, particularly in resort, tourism, and hospitality programs. A radio series would best suit my targeted audience as college students are more likely to listen to something easily accessible on their phones. This study will hopefully give students confidence and the capacity to manage situations in their chosen work field. Key Words: Gender Perceptions, Marketing, Real Estate Agents, Uncertainty reduction theory, Interviewing