Evolución de los estereotipos de género en los procesos de comunicación interna de las empresas

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Abstract

Introduction: In a global and changing world in real time, company communication processes have become essential for safeguarding the good name of business organizations. It is inevitable that these communication processes form proforma areas of messages in an attempt to catch trends and to preserve a reputation at clear risk of manipulation, now increased with the arrival of Artificial Intelligence. Among the stereotypes that are dealt with, that of gender equality is necessarily among those to take into account and take care of from the point of view of the message. Therefore, its detection, analysis and elimination of differences concerns society as a whole and, therefore, business organizations. Objective: The main objective of this research work is to know how companies perceive gender stereotypes. Methodology: As is usual, practical and accurate as far as possible in social sciences, we advance holding onto a qualitative methodology based on conducting in-depth interviews with people management executives, in order to analyze communication habits and their greater or less subjectivity regarding the gender of sender and receiver. Conclusions: The conclusions presented must necessarily be purposeful with the clear objective of contributing to alleviating unnecessary biases.