Communicating Gender Equality During Covid-19 Pandemic: an Analysis of Indian Corporate Websites
Covid-19 has been the test of time for corporates to act responsibly toward the sustainable development goal of gender equality. The present research is conducted to understand the representation of gender equality in Indian corporates through their websites during the pandemic of the Covid-19 seco...
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| Format: | Article |
| Language: | English |
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Milano University Press
2022-07-01
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| Series: | Glocalism: Journal of Culture, Politics and Innovation |
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| Online Access: | https://ojs-unimi-test.4science.cloud/index.php/glocalism/article/view/20356 |
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| author | Mona Gupta Akhsay Tyagi |
| author_facet | Mona Gupta Akhsay Tyagi |
| author_sort | Mona Gupta |
| collection | DOAJ |
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Covid-19 has been the test of time for corporates to act responsibly toward the sustainable development goal of gender equality. The present research is conducted to understand the representation of gender equality in Indian corporates through their websites during the pandemic of the Covid-19 second wave using the Impression management technique. Impression management taxonomy has been applied to lead the content analysis of the 110 corporate websites from public and private sector companies for a period of six months. It is found that the corporates have been using more assertive techniques than defensive and the private sector has been active in comparison to the public sector in working towards gender equality initiatives. The situation of pandemic resulted in low business and struggle for existence still some companies tried to be gender- sensitive. In a focus group discussion with corporate representatives, it is found that Covid-19 was a difficult situation even for the corporates, but by posting womencentric stories and sharing their concerns, it was possible for an organisation to get a dedicated women workforce. Websites thus can work as a potent corporate communication tool whereby promoting gender equality, a company can be a morale booster for its employees and can gather positive public support.
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| format | Article |
| id | doaj-art-9b092e73da9a4018bbe513ea37f3a7a1 |
| institution | OA Journals |
| issn | 2283-7949 |
| language | English |
| publishDate | 2022-07-01 |
| publisher | Milano University Press |
| record_format | Article |
| series | Glocalism: Journal of Culture, Politics and Innovation |
| spelling | doaj-art-9b092e73da9a4018bbe513ea37f3a7a12025-08-20T02:04:59ZengMilano University PressGlocalism: Journal of Culture, Politics and Innovation2283-79492022-07-012Communicating Gender Equality During Covid-19 Pandemic: an Analysis of Indian Corporate WebsitesMona Gupta0https://orcid.org/0000-0001-8979-4772Akhsay Tyagi1https://orcid.org/0009-0009-0500-2615Guru Gobind Singh Indraprastha UniversityThe Lalit Suri Hospitality Group (India) Covid-19 has been the test of time for corporates to act responsibly toward the sustainable development goal of gender equality. The present research is conducted to understand the representation of gender equality in Indian corporates through their websites during the pandemic of the Covid-19 second wave using the Impression management technique. Impression management taxonomy has been applied to lead the content analysis of the 110 corporate websites from public and private sector companies for a period of six months. It is found that the corporates have been using more assertive techniques than defensive and the private sector has been active in comparison to the public sector in working towards gender equality initiatives. The situation of pandemic resulted in low business and struggle for existence still some companies tried to be gender- sensitive. In a focus group discussion with corporate representatives, it is found that Covid-19 was a difficult situation even for the corporates, but by posting womencentric stories and sharing their concerns, it was possible for an organisation to get a dedicated women workforce. Websites thus can work as a potent corporate communication tool whereby promoting gender equality, a company can be a morale booster for its employees and can gather positive public support. https://ojs-unimi-test.4science.cloud/index.php/glocalism/article/view/20356gender equalitypandemicCovid-19corporate websitecorporate communication |
| spellingShingle | Mona Gupta Akhsay Tyagi Communicating Gender Equality During Covid-19 Pandemic: an Analysis of Indian Corporate Websites Glocalism: Journal of Culture, Politics and Innovation gender equality pandemic Covid-19 corporate website corporate communication |
| title | Communicating Gender Equality During Covid-19 Pandemic: an Analysis of Indian Corporate Websites |
| title_full | Communicating Gender Equality During Covid-19 Pandemic: an Analysis of Indian Corporate Websites |
| title_fullStr | Communicating Gender Equality During Covid-19 Pandemic: an Analysis of Indian Corporate Websites |
| title_full_unstemmed | Communicating Gender Equality During Covid-19 Pandemic: an Analysis of Indian Corporate Websites |
| title_short | Communicating Gender Equality During Covid-19 Pandemic: an Analysis of Indian Corporate Websites |
| title_sort | communicating gender equality during covid 19 pandemic an analysis of indian corporate websites |
| topic | gender equality pandemic Covid-19 corporate website corporate communication |
| url | https://ojs-unimi-test.4science.cloud/index.php/glocalism/article/view/20356 |
| work_keys_str_mv | AT monagupta communicatinggenderequalityduringcovid19pandemicananalysisofindiancorporatewebsites AT akhsaytyagi communicatinggenderequalityduringcovid19pandemicananalysisofindiancorporatewebsites |