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Girls on Screen: How Film and Television Depict Women in Public Relations

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Girls on Screen: How Film and Television Depict Women in Public Relations Girls on screen: How film and television depict women in public relations Jane Johnston Bond University Abstract the citizenry learns about a profession (Pfau, This paper explores how women in public Mullen, Deidrich & Garrow, 1995; Parker, relations have been depicted in the popular 1998; Robb, 2004; Hill, 2009). Miller (1999) culture forms of film and television. With notes that movies can offer a view of the some reference to early screen depictions, it profession to people who have no personal focuses primarily on film and television from experience of its practice. Indeed, as the the past two decades, analysing women in a profession of public relations is not one that variety of public relations roles in the 1990s people come into contact with on a regular and 2000s. The study looks at nine leading basis like doctors, teachers or accountants, television series and movies from the United representations in popular culture are often the States and United Kingdom to examine how only frame of reference for many people. As women in public relations are portrayed, and Keenan (1996) points out, an analysis of also collates the data from previous studies to depictions in the media is a significant step develop a profile of how depictions have toward fully investigating public perceptions of changed since the 1930s. Primarily, it seeks the industry. to locate these depictions of women on screen While the study incorporates early films within the spectrum of feminist and post from the 1920s onwards, its main focus is more feminist theory, both specific to public contemporary, incorporating the 1990s and relations and from a wider perspective. It 2000s. Two samples are analysed in this paper: then draws on a range of thinking from the first provides a composite of 113 public popular memory, cultivation analysis and the relations films and series analysed in previous public sphere to explain how these depictions literature (and inclusive of this paper’s second become embedded within popular sample); the second provides the primary focus (mis)understandings of the profession. of the paper, focusing on nine films and television series which include women in 1 Introduction public relations during the 1990s and 2000s. The study draws on literature and This study examines the representation of developing theory from the 30-plus years of women in public relations roles in film and research into the gendered profession of public television. It analyses the prevalence of relations while also including some broader women and how they are portrayed in screen feminist and post feminist theory. While depictions, and considers how these inform acknowledging that it cannot do justice to the popular understanding and expectations. full range of literature in these fields, it aims to Though we cannot generalise too liberally provide an overview of some key developments about how audiences might view the industry and studies during this period in order to of public relations through these films and provide a framework for interrogating and television shows, there is support from other analysing the cinematic depictions of public industries and sectors, such as law and the relations characters during this time. By then military, that media depictions (including film and television) are a primary source of how 1 The 1940s version of Miracle on 34th Street is also briefly referred to in the study. 1 Johnston, J. (2010). Girls on screen: How film and television depict women in public relations. PRism 7(4): http://www.prismjournal.org considering the cultural and communication more likely to work at a technical level, while fields of memory studies (Foucault, 1975; men were more likely to be in senior roles, Halbwachs, 1992; Edgerton & Rollins, 2001; making policy decisions, and that women Grainge, 2003) and cultivation analysis tended to do both technical and management (Chandler, 1995; West & Turner, 2010) roles rather than moving from one to the other within the mediated public sphere (Habermas, (Dozier & Broom, 1995; Toth, Serini, Wright 1989; Carpignano, Anderson, Aronowitz & & Emig, 1998; Grunig, Toth, & Hon, 2001). DiFazio, 1993; Aronowitz, 1993; Outhwaite, Among the reasons advanced for this trend 1994; Craig, 2004), it suggests how these included women’s lower inclination to push for depictions can contribute to public and advancement due to their work-family balance professional understanding of public (Grunig, et al., 2001), women were seen as a relations. Ultimately, the paper aims to assist ‘better buy’ than male employees, external in showing the profession of public relations affirmative action pressure meant women had how others see it and the industry may in turn to be employed by law, attractive rates of pay use this knowledge as it works toward a clear were available for comparably qualified work, and realistic understanding of its multiple and and a gender ideology that women were best complex layers and the diversity of those who capable of the “emotional labour” required in work within it. the profession (Donato, 1990, p. 139). In addition, female public relations practitioners Women in public relations often lacked ‘organisational measures of The identification of the ‘velvet ghetto of power’ which included and perpetuated: affirmative action’ by Business Week in 1978, • their relegation to the technician role; which highlighted women being employed in • their lower position within the public relations roles rather than more senior organisational hierarchy; management positions, saw the beginning of • their lack of employee support; an ongoing investigation into women in • being a token woman among a public relations and the ramifications for an predominantly male-dominated senior industry that had moved toward female management team; domination (see IABC, 1984; Cline et al., • their lack of mentors; 1986; Toth & Cline, 1989; Dozier, Grunig & • their exclusions from networks; and, Grunig, 1995.) As numbers of women in the • their lack of respect and value. industry grew to, and remained at, 70 to 80% (O’Neill, 2003; p. 154) (Aldoory & Toth, 2002; Rush, Oukrop & In Women in Public Relations, Grunig et al. Creedon, 2004; Aldoory, 2005; Public (2001) argued that discrimination against Relations Institute of Australia (PRIA) in women does exist in public relations and that it Johnston & Zawawi, 2009) the idea that the is fallacious to think otherwise. In an attempt to industry had become ‘feminised’—described locate parallels between best practice public by Aldoory as “a demographic shift in the relations and those who were the primary profession” (2005, p. 668)—entered the workers in the industry—namely women—they public relations discourse. As Rea put it: “the collated what they called the “feminist values face of public relations is female” (2002, p. of public relations” based on negotiation, 1). relationship building, honesty and trust However, although women remained in the (Grunig, Toth & Hon, 2000). Rush explained majority in the profession, women did not that “they sought to articulate the values of move into management ranks at the same rate excellent public relations, but move the as men. US figures showed that in 1997, discussion from an essentialist argument to a while women represented more than 60% of feminist one” (2004, p. 231). Grunig, Toth and the profession, only 37% were classed as Hon (2000) also included the values of respect, managers (in Rush et al., 2004, p.229). Other caring, reciprocity, self-determination, studies supported this, showing women were interconnectedness, honesty, cooperation, 2 Johnston, J. (2010). Girls on screen: How film and television depict women in public relations. PRism 7(4): http://www.prismjournal.org sensitivity, perceptiveness, ethical behaviour, social and cultural boundaries, rather than intuition, and a sense of justice in their simply reinforcing the white status quo. She feminist values. noted that it was time to move away from the They argued that: idea of the “essentializing of women as embracing feminist values should help natural/different in public relations” (p. 680). to define the field and, in particular This call for an expanded, more inclusive, clarify its purposes. Those purposes – approach to feminism is central to the such as the reinstitution of community arguments of post feminist literature, explained … the development of relationships by Brooks (1997) as not against feminism, but … and the resolution of conflict, will rather about feminism today. Post feminism is be grounded in the character of those described by Adriaens (2009) as a “new form who work in public relations. (p. 65) of empowerment and independence, [where] individual choice, (sexual) pleasure, consumer However, the suggestion that these values culture, fashion, hybridism, humour and were ‘naturally more feminine’ sparked much renewed focus on the female body can be discussion and debate (Rush et al., 2004). considered fundamental” (n.p.). She explains Froelich called them “career killers” (in Rush that this approach moves away from the second et al., 2004, p. 231), arguing that connecting wave feminism2 communication and negotiation skills with of the 1960s, 70s and 80s, feminist values could lead to what has been “critiqued for being too white, too straight, too described as a “friendliness trap” (ibid.) liberal, and consequently ignoring the needs where women were attracted to a career in from marginalized, diasporic and colonised which fairness, truth, honesty and conflict groups and
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