‘It’s hard to be what you can’t see’ - gender representation in marketing’s academic journals

ABSTRACT

This commentary explores gender representation in marketing’s academic journals. We explore three key areas a) the gender composition of editorial boards, b) special issue celebrations and c) awards. We highlight how in 2020, 68% of editorial board positions are held by male colleagues, and consider the consequences of this both in terms of providing role models for female academics – ‘it’s hard to be what you can’t see’ (Wright Edelman, M. [2015]. Child watch® column: It’s hard to be what you can’t see. https://www.childrensdefense.org/child-watch-columns/health/2015/its-hard-to-be-what-you-cant-see/) – but also in there being less opportunities for women to avail of key indicators of esteem utilised in promotions processes. We argue for an intersectional approach to addressing injustice and inequalities within our academy. We propose a programme for change – revolving around decision-making, quotas, awards, and celebrations – for the gatekeepers in our field to consider.

KEYWORDS:

• Academic journals
• equality
• diversity and inclusion
• injustice and inequality
• intersectionality
• gatekeepers
• gender
• marketing academia
• representation

Acknowledgments

The authors would like to thank Sonya Grier, Lauren Gurrieri, Lisa O’Malley and Mark Tadajewski for their insightful and thoughtful observations on earlier versions of this commentary. We would also like to thank the wider Genmac (https://genmac.co) community for specifically encouraging and supporting this research project, and more generally serving as a safe haven for us and our research in the world of marketing academia.

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes

1. In making this statement, we are not implying any essentialism here. We recognise that not all female academics are constructive, helpful and energising leaders.

2. Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of the Academy of Marketing Science, Journal of Retailing, International Journal of Research in Marketing, European Journal of Marketing, Industrial Marketing Management, International Marketing Review, Journal of Advertising, Journal of Advertising Research, Journal of Interactive Marketing, Journal of International Marketing, Journal of Public Policy and Marketing, Marketing Letters, Marketing Theory, Psychology and Marketing, Quantitative Marketing and Economics

Additional information

Notes on contributors

Andrea Prothero

Andrea Prothero is Professor of Business and Society at University College Dublin, Ireland, and Co-Director of the UCD Centre for Business and Society (CeBaS). Her research broadly explores the area of Marketing in Society with a key focus on sustainability and gender issues.

Pierre McDonagh

Pierre McDonagh is Professor of Critical Marketing & Society at the School of Management, University of Bath, UK. Pierre has researched sustainable consumption & production since the early 1990’s and helps people understand what sustainable communication entails. He also writes about issues in gender equality in marketing and the benefits and challenges of critical marketing communications. He recently co-authored 'The Dark Side of Marketing Communications' with Tim Hill, which features as part of the Routledge series on Studies in Critical Marketing.