ASSESSMENT OF GENDER EQUALITY AMONGST CREATIVE DESIGN ADVERTISING PRACTITIONERS IN LAGOS, NIGERIA.

Abstract

This research investigates gender equality amongst creative design practitioners of various advertising agencies in Lagos, Nigeria. It examined how females creative design practitioners are under-represented and why they suffer slow career progression in the industry. The study examined how social, structural and institutional factors have influenced the level of inequality found in advertising agencies. The study was carried out amongst creative design practitioners employed by the eighty-five advertising agencies in Lagos, Nigeria registered with the Advertising Practitioners Council of Nigeria (APCON) and the Association of Advertising Agencies in Nigeria (AAAN). Using purposive sampling method, survey tools consisting of questionnaire and interview were administered in the study area. A total of five hundred and ninety eight (598) questionnaires were distributed through a SurveyMonkey link and six (6) experts interviewed. One hundred and five (105) persons responded. Data received was analyzed using SurveyMonkey and Quirkos analytical software (version 2.4.1). The result of the respondents were presented in tables with accompanying figures and where necessary, themes, codes. Research findings revealed that male practitioners outnumber female practitioners with a percentage of 62.5 to 37.5, translating to a ratio of 1.67:1. Furthermore, the study revealed that certain conditions have influenced female career choices which include: design abilities, childhood experiences, parental influences and practical exposure. Other conditions as revealed from the research show that female careers are affected by cultural beliefs and societal perceptions. In addition, it was suggested that certain perceptions, such as: biological factors, motherhood, notions of child bearing, family emergencies and family structure has affected career decision-making of female creative design practitioners as compared to their male counterparts. This, the study suggests has shorten the career trajectory of female practitioners in the agencies. In conclusion, the research recommended, that advertising agencies recruit more female practitioners in their creative departments. It also suggested that policies that will enhance job performance amongst creative design practitioners be encouraged