GenderTechnologyImages” shines a light on images and representation of women and men in the technology and engineering sciences. A so far rarely investigated field in the media has now entered into the spotlight: websites and publicity leaflets.

Research findings depict that especially technology- and engineering-related images frequently reflect stereotypes. The fact that women are still underrepresented in academic as well as non-academic technology and engineering sciences is related to images – in websites, leaflets and in the minds of people, too. Prejudices are all too often mirrored in the web presence and communication materials from technology-related businesses, educational institutions and organisations. A circumstance which neither corresponds with a contemporary web appearance nor does it address potential employees, students or customers equally.

This is where “GenderTechnologyImages” chimes in: gender screening of selected websites and printed media makes gender ratios visible and shows which contents, persons or groups of persons and which gender related attributions and gender images appear in these media. Moreover, it becomes clear how often and in which context women and men are shown and mentioned in images and texts. Several focus-group-interviews with employees of the investigated companies and higher education institutions were carried out. The analysis results were discussed with representatives of academic as well as non-academic research institutions, research and development companies and press/media responsible. The results were geared to the target groups and published in a printed guide and the website that provide information, advice and entertainment to gender and diversity-friendly media design. – the website provides practical information and advice for technology-related institutions and PR managers to arrange publications in public relations gender and diversity friendly. How to put websites, image brochures, films etc. in scene to suit target groups is shown based on different ranges of topics and examples of best practice. VieleFacetten – an online quiz approaches the issue of gender diversity in technology in a playful way. Furthermore, the target-group-specific guideline VieleFacetten on using gender inclusive language evolved from this project. Integrating gender inclusive and gender neutral terminology makes an important contribution to equality between women and men since the use of language reflects the reality of a particular society.

This project essentially creates enthusiasm through organised workshops for technological and engineering companies to use more gender-inclusive language in their media communications.


Further information is available in German or please contact:
period: June 2011 – January 2013
Bundesministerium für Verkehr, Innovation und Technologie (BMVIT)
Österreichische Forschungsförderungsgesellschaft (FFG)