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Evaluating the perception of female leaders in the telecommunication industry A Stereotype Content Model Approach

  • The representation of female leaders in the STEM-field, especially the telecommunication industry, is rising in the 21st century. In contrast to men in leadership positions, there still exists an incongruity for female leaders, as the stereotypes associated with a leader correspond to those of a man. Therefore, women in leadership positions must decide between fulfilling their social role as being caring and warm, or to fulfil the leadership stereotype of being competent and dominant. To date, they cannot display their female side when in leadership positions, as the expectations one has about the ideal leader do not align with the emotional side of a woman. The qualitative study is based on the classification of women and leaders in the Stereotype Content Model. The research is conducted in a telecommunication company. Therefor, employees of female leaders are interviewed about their perception of their leader. The findings of the research prove, that female leaders in the telecommunication industry are perceived against the female stereotypes. The findings show the female leaders are perceived rather male, meaning they are more competent than warm. It is shown that female leaders must act against their social role, which has negative consequences for them. Consequences can be the avoidance of attempting to compete for certain roles, lower performance or social or economic punishment.

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Author:Sophie Denise Antritter
Advisor:Julika Baumann Montecinos
Document Type:Bachelor Thesis
Year of Completion:2023
Granting Institution:Hochschule Furtwangen
Date of final exam:2023/08/15
Release Date:2023/08/16
Tag:Female leadership; Stereotype Content Model; Stereotypes
Page Number:137
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Human Resource Management
Licence (German):License LogoUrheberrechtlich gesch├╝tzt