The Impact of the Feminization of the Public Relations Industry in Indonesia on Communication Practice

Abstract

Public relations is often regarded as a female field. It is a developing field where it seems that gender equity has become a reality. But has it really? This study aimed to analyze the impacts of the feminization of public relations, and whether this is benefiting women practitioners and the overall industry in Indonesia. This study sought to answer: (1) Does the public relations practitioner's gender influence his/her dominant role? And, (2) What are the impacts of the feminization of public relations in Indonesia? In answering these questions, in-depth interviews with 53 public relations practitioners and educators in Jakarta were conducted. Results show that indeed gender influences the Indonesian public relations practitioner's dominant role. Also, the impacts of the feminization of the public relations industry in Indonesia are: Degradation of the public relations profession; Appearance as a job prerequisite; Male practitioners regarded as gay; Encroachment; Low budget allocation; Low remuneration; and Sexual harassment in the workplace.