Study of Hermeneutic Phenomenology about Capital Contestation of Women Leaders at Advertising Agencies

DOI

10.2991/aicosh-19.2019.12How to use a DOI?

Keywords

women leaders, the advertising industry, contestation, arena, capital

Abstract

Advertising is a media product that represents reality in various signs determined by advertising workers. Gender-based advertisement text products did not accompany with the involvement of women in the advertising industry. It is because of contestation and symbolic violence that are filling every field. This study aims to see the contestation that occurs in the advertising industry, where women become its leaders. This study used the Habitus-Arena-Capital theory of Pierre Bourdieu and supported by the concept of gender. The paradigm applied critical constructionism, and this study was using an exploratory perspective with a hermeneutic phenomenology approach based on Paul Ricoeur's thinking. Data collection techniques used in-depth interviews and non-participant observation on female CEOs in the advertising agency. Data analysis techniques used stages of hermeneutic phenomenology. The results obtained were a description of various capital from childhood to achievement in adulthood. Research also explored how contestation occurs in various arenas that are very recognizable to the subject. Contesting with the closest people sometimes results in symbolic violence where the female leader becomes the victim. Finally, the research discussion also discussed the emergence of theoretical implications describing subject capital contestation with the same actors in several fields with stronger doxa and more binding risks

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Fitria Angeliqa
PY  - 2019/08
DA  - 2019/08
TI  - Study of Hermeneutic Phenomenology about Capital Contestation of Women Leaders at Advertising Agencies
BT  - Proceedings of the 1st Annual Internatioal Conference on Social Sciences and Humanities (AICOSH 2019)
PB  - Atlantis Press
SP  - 58
EP  - 65
SN  - 2352-5398
UR  - https://doi.org/10.2991/aicosh-19.2019.12
DO  - 10.2991/aicosh-19.2019.12
ID  - Angeliqa2019/08
ER  -