Red flags in recruitment : communicative impacts of ambivalent sexism on women in a simulated recruitment scenario : a research project presented in partial fulfilment of the requirements for the degree of Master of Communication at Massey University, Albany Campus, New Zealand
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Date
2021
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Massey University
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Abstract
This paper explores the communicative impacts of ambivalently sexist communication on self-identified women with varying strengths of gender identity through the vignette of a simulated recruitment scenario. 90 participants completed an online survey assessing their strength of gender identity before watching a video of a recruiter containing no sexist communication, hostilely sexist communication, or benevolently sexist communication (using Glick and Fiske’s 1996 theory of ambivalent sexism). They then completed assessments around their anticipations of contact quality and reluctant accommodation with the recruiter and their trust in the recruiter based on the video they watched. The results were analysed in SPSS using the PROCESS macro. Both hostilely sexist communication and benevolently sexist communication yielded significant decreases in anticipated contact quality and trust when compared to the control (no sexism) group. Both sexism conditions also resulted in significant increases in expectation of the need for reluctantly accommodating behaviour. No significant effect was found for strength of gender identity as a moderating variable. These results are broadly consistent with other research into ambivalent sexism, but provide a unique communications-based lens through which to view its impacts.
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sexism, ambivalent sexism, gender, gender identity, women, communication, trust, anticipated contact quality, reluctant accommodation, impacts of sexism, New Zealand