The Gender-Ethnicity Construct in Public Relations Organizations: Using Feminist Standpoint Theory to Discover Latinas' Realities

Abstract

This study examines intersections among dimensions of gender and ethnicity in public relations organizations and recommends further adaptation of the workplace as a site for embracing culture and promoting gender equity. A feminist standpoint methodology facilitated collection of perceptions about gender and ethnicity among Latinas who work in public relations during focus group meetings in Houston, Los Angeles, Miami, and New York. Results suggest that Latinas encounter 3 major forces: (a) low status, no power; (b) navigating identity crisis; and (c) dealing with self-contained opposites. Implications of a gender-ethnicity construct in public relations organizations are discussed.

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