了解泄漏的管道系统:STEM职业女性社会营销的行为生态学方法

IF 3.1 4区 管理学 Q2 BUSINESS Journal of Social Marketing Pub Date : 2021-11-04 DOI:10.1108/jsocm-03-2021-0051
Hafize Çelik, Forrest Watson
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引用次数: 0

摘要

目的本文旨在探索女性在科学、技术、工程和数学(STEM)领域的“泄漏管道”的复杂性,在这种有趣的背景下,STEM毕业生人数很多,但在这些领域工作的女性人数很少。设计/方法论/方法作者对土耳其的八名STEM“离职者”和八名“留任者”进行了深入采访,以了解对他们职业道路的多层次影响。发现应用行为生态学模型来丰富STEM对女性流失的理解。作者发现了一个由参与者、关系和影响组成的复杂系统,这些系统会影响女性对STEM职业的不适应/热爱以及不断变化的自我意识的谈判。实际含义作者强调,社会营销人员应该考虑对哪怕是最具个人主义色彩的决策的复杂影响,以产生系统性的变化。独创性/价值本文深化了行为生态模型的使用,激励因素和去激励因素的影响层与女性职业选择的内部谈判相互作用。本文将经典理论(自我实现(Maslow,1943)和双因素模型(Herzberg et al.,1959))整合到系统社会营销中。
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Understanding the leaky pipeline system: behavioural ecological approach to the social marketing of women thriving in STEM careers
Purpose This paper aims to explore the complexity of the “leaky pipeline” of women in science, technology, engineering and maths (STEM) in the intriguing contexts where there are a high number of STEM graduates but a low number of women working in these fields. Design/methodology/approach The authors conducted in-depth interviews with eight STEM “leavers” and eight “persisters” in Turkey to understand the multi-level influences on their career paths. Findings The behavioural ecological model is applied to enrich the understanding of women’s attrition from STEM. The authors found a complex system of actors, relationships and influences that impact the negotiations of women’s felt misfit/love of their STEM career and changing self-actualisation. Practical implications The authors highlight that social marketers should consider the complex influences on even the most individualistic-looking decisions to produce systemic change. Originality/value This paper deepens the use of the behavioural ecological model in the ways that the layers of motivator and demotivator influences interact with women’s internal negotiations of career choice. The paper integrates classic theories (self-actualisation (Maslow, 1943) and two-factor model (Herzberg et al., 1959)) within systems social marketing.
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CiteScore
4.60
自引率
29.20%
发文量
33
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