Communicating Gender Equality During Covid-19 Pandemic an Analysis of Indian Corporate Websites

Bibliographic Data

ID13074482
AuthorsMona Gupta (0000-0001-8979-4772, Guru Gobind Singh Indraprastha University, corresponding author), Akhsay Tyagi (Aditya Birla (India))
Year2022
Issue2
Publication date2022-07-31
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueGlocalism Journal of Culture Politics and Innovation (JOURNAL)
Journal identifiersISSN: 2283-7949 • E-ISSN: 2283-7949
PublisherMilano University Press (PUBLISHER)
DOI10.12893/gjcpi.2022.2.9
OpenAlexW4327674267
LanguageEN
Citations received1
References cited9

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

Business · Coronavirus disease 2019 (COVID-19 · Corporate governance · Gender diversity · Gender equality · Impression management · Pandemic · Political science · Private sector · Public relations · Public sector · Social science · Sociology · Workforce · Gender Diversity and Inequality · Gender Studies · Gender, Feminism, and Media · Law · Media, Gender, and Advertising · Medicine

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