Discourse at work
when women take on the role of manager
pp. 241-271
in: Gilbert Weiss, Ruth Wodak (eds), Critical discourse analysis, Berlin, Springer, 2003Abstract
This chapter is part of an interdisciplinary research project into management models and gender (see Gómez Esteban et al., 2000). The main aim of the study is to explore whether and to what extent new theoretical models of management are encouraging the promotion of women to positions of responsibility in companies and thus leading to a correlative improvement of the image of women managers. There is a lot of literature on these theoretical models, taught in business schools, and influential in organizational practices (management, organizational tasks, selection and promotion), where they regulate the functions of management and the way power is wielded in companies. In fact, we have found that these new models defend a more democratic view of management, and emphasize, for instance, communicative and relational skills (showing empathy and requesting compliance) versus an assertive style. We expected that the inclusion of these features would contribute to breaking the "double bind" women face regarding professionalism and femininity (given the fact, found in previous research, that assertive women in high positions are perceived as less feminine, while non-assertive women in these positions are perceived as less competent).