Title

Bridging Digital and Gender Divides: A Preliminary Study Applying Uses and Gratification Theory to Dot Diva’s Recruiting Strategies

Document Type

Article

Publication Date

2011

Publication Source

Issues in Information Systems

Volume

12

Issue

1

Inclusive pages

256-263

Peer Reviewed

yes

Abstract

The paucity of females in computing courses at both high school and college levels as well as the lack of female computing majors and professionals in the industry has been well documented. This study investigates whether one Web site’s attempt to recruit female computing majors warrants further examination by applying the Uses and Gratification Theory to analyze the likely success of Dot Diva’s recruitment strategies. The analysis indicated the site has the potential to satisfy viewers’ cognitive, affective, personal integrative, social integrative, and tension release needs and thus warrants future research involving the target audience. The analysis also discovered that the site lacked interactivity but met standards for demassification and asynchroneity.

Keywords

gender, uses and gratification theory, computing, pedagogy

Disciplines

Communication

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