Gender Relations and Identity at Work: A Case Study of Masculinities and Femininities in an Advertising Agency

The paper explores gender relations and genderidentity, based upon an ethnography of a Swedishadvertising agency. The organization is of specialinterest as it has a strong gender division of labor,where men hold all senior posts, at the same time ascreative advertising work seems to have much moresimilarity with what gender studies describe as"femininity" rather than with forms ofmasculinity. The paper discusses how gender is constructedin an organizational context. Emphasis on workplacesexuality is related to identity work of men in responseto the highly ambiguous and contested context of advertising work. Tendencies toward thefemininization of the work and clientrelationships put some strain on (gender) identity formen, triggering a structuring of gender relations andinteraction at the workplace to restore feelings ofmasculinity. The paper problematizes ideas ofmasculinities and femininities and argues for arethinking of their roles in nonbureaucraticorganizations. Also assumptions about a close connection between domination ofmasculinity and of males are criticallydiscussed.