the tougher liquid life for women


In Chapter 8 of MW, Mark describes “liquid life” as the “primarily shaped and lived” life by media workers, which poses change and insecurity and has diverse and complex attributes. The Chapter subtly concludes what we have covered in the whole semester: how media industry is confronting change and challenge, and how media workers deal with the new trends. However, in this post I want to talk about my own opinion towards the liquid life of female media workers. I personally believe the liquid life for women is even filled with more changes, challenges, insecurity and complexity.

In a recent report of The Guardian, industry guru believes that UK games industry “in trouble” if it can’t recruit more women. While people are asking the question why more women aren’t entering what is one of the major creative sectors of the 21st century, we have to face the truth that it’s not only about game industry but other creative industry related to media. As we talked in class, there are large quantity of women working in creative industry and media, but few of them can make it to the top. Another Guardian article, which was derived from debate raging on in the UK press about the prevalence and visibility of women in senior posts, argues that women prove critical for hi-tech companies to advance. The article presents how women are living a much more complicated “liquid life”:

Within digital media and advertising technology companies, which are the fastest growing in the media sector (online now accounts for the majority share of media ad spend, greater even than TV), women still trail behind their male counterparts. You just need to attend any digital media event and the likelihood of seeing anything more than a token female speaker or panellist is very low.

However, the article comes up with how women can actively shape the media life they are living on their own initiative:

  • Teach yourself tech. The author encourage women working in the industry to understand and be able to speak the language of the tech teams will go a long way. Most of the digital advertising sector is moving towards automation – targeted advertising and dynamically generated creative are just a couple of examples of how technology is driving the next era of advertising.
  • Be assertive. The author believes in fast growing digital companies you can’t afford to sit around and wait for opportunities to be given to you.
  • Network. Every event is an opportunity to network and a little black book of contacts will make you invaluable to the business and your colleagues.
  • Role models and mentors. Identifying people, regardless of gender, who are in positions that you aspire to or have skills that you need to develop, and finding out how they did it can help identify the steps you could take.
  • It’s OK to think like a woman. The author casts doubt on the old quote from Caroline K Simon – “Look like a girl, act like a lady, think like a man and work like a dog” by claiming it’s finally acceptable to think like a woman in business, particularly if women are to match the needs of online consumers.



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