Teaching from a gender perspective in advertising studies: the DOCENTIA programme’s incentive policy
Abstract
The effective implementation of the legal mandate for gender mainstreaming in university teaching has hardly been tested. The main objective of this research is to analyse whether the inclusion of the gender perspective in teaching is an evaluable item in the teacher evaluation programmes. In order to meet this objective, the quantitative technique of content analysis was used to examine the gender approach in the DOCENTIA programmes of the universities that offer the degree in Advertising and Public Relations in Spain. Only a small number of universities include teaching with a gender perspective as one of the defining elements of teaching quality in their training programmes. Gender-sensitive training for Advertising and Public Relations students lacks institutional support in DOCENTIA programmes, which prevents them from facing resistance and undermines their future professional development.
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