Feminization of the film? Occupational roles of public relations characters in movies

Abstract

This study applied role theory to examine occupational roles and gender differences of public relations practitioners in films. A content analysis of 22 films produced 1995-2010 found that when it comes to societal expectations regarding the occupational roles and gender of public relations practitioners, films with public relations characters present a distorted view of reality. The majority of characters were men, suggesting that films may not perpetuate feminization of the profession. Male and female practitioners were equally likely to be in managerial roles, but females were more likely to have social interactions, perpetuating the myth of the “PR bunny” (Fröhlich & Peters, 2007). Most characters were publicists or spokespersons and the overall tone of the films was negative. Male public relations characters were characterized more negatively than female characters were, but all characters scored low on positive character traits such as honesty and trustworthiness, and higher on negative traits such as being manipulative and profit-driven. Inaccurate media presentations of public relations practitioners can negatively affect public relations by influencing how society views the profession and by perpetuating erroneous assumptions.