Locating and disseminating effective messages

Abstract

Numerous researchers have documented the declining numbers of women seeking and receiving bachelor's degrees in computing (e.g. [3][9][15]). Early research suggests this pattern does not apply across all institution types (e.g. [7][11]), computing specialties, or cultures [12][14]. Most of the current research on women in STEM is drawn from computing, engineering, and education perspectives, and focuses on educational, social, and cultural issues [9][12][14] and career socialization [8][10]. No research to date has addressed computing major and career choice from a communication lens. Because perceived characteristics of majors contribute to career choice [4] understanding the messages that influence these choices offers opportunities for interventions to change the portrayal of computing. We hypothesize that memorable messages about computing careers differ by gender and institution type, influencing career and major choice. Using a communication lens and qualitative and quantitative techniques, we examine how memorable messages and their sources relate to recruitment and retention of students in computing. Results will inform new message campaign strategies to address the underrepresentation of women in computer disciplines1