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Women advertising practitioners in Malaysia: views on career satisfaction

Much has been said about gender differences in the professional field. In fact, patriarchal societies like Malaysia, is said to have a great deal of biasness favoring males still exist. It is pleasing to note that there is a profession, where gender discrimination hardly exists, and that is advertis...

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Main Authors: Mohd Helmi Abd Rahim,, Foong, Zaai Yee, Normah Mustaffa,
Format: Article
Language:English
Published: Universiti Kebangsaan Malaysian 2010
Online Access:http://journalarticle.ukm.my/1906/1/V26_2_5.pdf
http://journalarticle.ukm.my/1906/
http://www.ukm.my/jkom
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spelling my-ukm.journal.19062016-12-14T06:30:25Z http://journalarticle.ukm.my/1906/ Women advertising practitioners in Malaysia: views on career satisfaction Mohd Helmi Abd Rahim, Foong, Zaai Yee Normah Mustaffa, Much has been said about gender differences in the professional field. In fact, patriarchal societies like Malaysia, is said to have a great deal of biasness favoring males still exist. It is pleasing to note that there is a profession, where gender discrimination hardly exists, and that is advertising. Moreover, advertising is an industry dominated by women in Malaysia. Somehow, women have no problem climbing up to the top. However, advertising is a fast-paced industry which highly demands countless efforts, enthusiasm and sheer perseverance in order to succeed. The research investigates the level of career satisfaction among women advertising practitioners in Malaysia, and determines the specific factors that make them stay or leave the industry. In-depth interviews via the focus group method were done with thirty respondents as to gather data which are more personalized, more in-depth, spontaneous and comprehensive.The respondents were categorized into three groups,namely, veteran, junior and advertising major women students who have had once or twice internship experiences in any advertising agencies. Results indicated that on the average, there is a relatively an average level of job satisfaction among the respondent. Veteran women advertising practitioners showed a higher level of satisfaction whereas the junior respondents generally have low level of satisfaction. Consequently, the undergraduate advertising students had also shown a relatively low level of satisfaction towards their internship experiences. Suggestions from the respondents will be able to provide guidelines for advertising agencies to handle and maintain their women staffs’ work enthusiasm and satisfaction for a better organizational commitment Universiti Kebangsaan Malaysian 2010 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/1906/1/V26_2_5.pdf Mohd Helmi Abd Rahim, and Foong, Zaai Yee and Normah Mustaffa, (2010) Women advertising practitioners in Malaysia: views on career satisfaction. Jurnal Komunikasi ; Malaysian Journal of Communication, 26 (2). pp. 67-86. ISSN 0128-1496 http://www.ukm.my/jkom
institution Universiti Kebangsaan Malaysia
building Perpustakaan Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Much has been said about gender differences in the professional field. In fact, patriarchal societies like Malaysia, is said to have a great deal of biasness favoring males still exist. It is pleasing to note that there is a profession, where gender discrimination hardly exists, and that is advertising. Moreover, advertising is an industry dominated by women in Malaysia. Somehow, women have no problem climbing up to the top. However, advertising is a fast-paced industry which highly demands countless efforts, enthusiasm and sheer perseverance in order to succeed. The research investigates the level of career satisfaction among women advertising practitioners in Malaysia, and determines the specific factors that make them stay or leave the industry. In-depth interviews via the focus group method were done with thirty respondents as to gather data which are more personalized, more in-depth, spontaneous and comprehensive.The respondents were categorized into three groups,namely, veteran, junior and advertising major women students who have had once or twice internship experiences in any advertising agencies. Results indicated that on the average, there is a relatively an average level of job satisfaction among the respondent. Veteran women advertising practitioners showed a higher level of satisfaction whereas the junior respondents generally have low level of satisfaction. Consequently, the undergraduate advertising students had also shown a relatively low level of satisfaction towards their internship experiences. Suggestions from the respondents will be able to provide guidelines for advertising agencies to handle and maintain their women staffs’ work enthusiasm and satisfaction for a better organizational commitment
format Article
author Mohd Helmi Abd Rahim,
Foong, Zaai Yee
Normah Mustaffa,
spellingShingle Mohd Helmi Abd Rahim,
Foong, Zaai Yee
Normah Mustaffa,
Women advertising practitioners in Malaysia: views on career satisfaction
author_facet Mohd Helmi Abd Rahim,
Foong, Zaai Yee
Normah Mustaffa,
author_sort Mohd Helmi Abd Rahim,
title Women advertising practitioners in Malaysia: views on career satisfaction
title_short Women advertising practitioners in Malaysia: views on career satisfaction
title_full Women advertising practitioners in Malaysia: views on career satisfaction
title_fullStr Women advertising practitioners in Malaysia: views on career satisfaction
title_full_unstemmed Women advertising practitioners in Malaysia: views on career satisfaction
title_sort women advertising practitioners in malaysia: views on career satisfaction
publisher Universiti Kebangsaan Malaysian
publishDate 2010
url http://journalarticle.ukm.my/1906/1/V26_2_5.pdf
http://journalarticle.ukm.my/1906/
http://www.ukm.my/jkom
_version_ 1643735197695344640
score 13.211869

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