Bridging Digital and Gender Divides: A Preliminary Study Applying Uses and Gratification Theory to Dot Diva’s Recruiting Strategies
Issues in Information Systems
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.
gender, uses and gratification theory, computing, pedagogy
Dacia Charlesworth (2011).
Bridging Digital and Gender Divides: A Preliminary Study Applying Uses and Gratification Theory to Dot Diva’s Recruiting Strategies. Issues in Information Systems.12 (1), 256-263.