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- Publisher
- Springer International Publishing
- Copyright
- © Springer Nature Switzerland AG 2020
- ISBN
- 978-3-030-59176-2
- Pages
- 53 –64
- DOI
- 10.1007/978-3-030-59177-9_4
- Publisher site
- See Chapter on Publisher Site
Abstract
[The Ad Council’s “She Can STEM” (SheCanSTEM.com) campaign works to promote science, technology, engineering and mathematics (STEM) to girls by subverting the culturally-dominant stereotype that the fields are masculine endeavors. This study examines select "She Can STEM" campaign images to see how they avoid the most common visual STEM stereotypes. However, the campaign’s strong avoidance of all STEM tropes ends up creating a campaign deficiency by stripping its role models of all visual cues that the women are in STEM.]
Published: Dec 11, 2020