Date of Award

5-19-2015

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Michael Hazel

Second Advisor

Dr. David Givens

Abstract

This is a project that examines gender stereotypes, social perception, power and fear as factors as to why there are few women in leadership positions. It also explores how social change through digital communication strategies such as advertising are effective ways to empower women and help reach gender equality in the workplace. This project looks at how advertising campaigns have begun to focus on empowering women, gender equality and the attempt to eliminate stereotypes through digital media and communication initiatives. In addition, the interactive universalism philosophy and ethical assumptions along with the social identity theory are used to support the concept that social change through digital communication is an effective way to narrow the gender gap and create equality in the workplace. The project used the literature review as the foundation for the website and included custom content written specifically for the website. The intention of the website was to create a digital community that provides informational content to empower women to lead in life and business. Change can happen but it will take awareness, education, media communication, time and support from those who encourage gender equality to make a positive difference and create equality in organizations.

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