Abstract
Gender imbalance is a persistent issueacross Canadian engineering programs. Efforts havebeen made to increase the enrolment of undergraduatewomen in engineering, but reaching gender parity inengineering has been an elusive goal. This researchexamines program recruitment images and videos from18 Canadian engineering university websites. Usingcontent analysis and thematic coding of videotranscriptions, we coded 440 unique images and 37recruitment videos. We find that women students areoverrepresented in images and in videos, at rates higherthan we expect given their proportion within programs.We compare the presentation of women and men acrossseveral dimensions and identify key differences inwomen’s representation in relevant settings, attire, andin the kinds of learning experiences they emphasize invideos. We conclude with suggestions for ways programscan present a more neutral portrayal of women inrecruitment materials.
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