Ac 2007-233: Can a Media Strategy Be an Effective Recruitment and Retention Tool for Women in Engineering and Technology? a Pilot Study

Despite the fact that many Western nations face a critical shortage of skilled professionals in science, technology, engineering, and mathematics (STEM) and despite abundant job opportunities in STEM disciplines, few women still prepare themselves for careers in these fields. Recently, there have been suggestions that new media programming, such as television dramas with women engineers, computer technicians, and/or engineers in leading roles, might help attract more women to these fields. This paper identifies a theoretical rationale for a media centered strategy. It involves using the mass media to create a more positive understanding of women in these professions. It then describes a pilot study that utilized a national sample. Data from that survey suggest that a media-centered approach might have some success in producing greater interest among women in pursuing certain STEM careers.