National and Kapodistrian University of Athens

& National Technical University of Athens

Technology, Practice, Identity Seminar

Department of Thematic Studies (TEMA-T)
Linkoping University
2 February 2012

ThePublicImageofCompu4ngTechnology
inGreece,19542004:
GenderIssuesintheMediaConstruc4on
oftheGreekComputerUser

HaraKonsta,DoctoralCandidate

Department of Philosophy & History of Science
Division of History of Science & Technology
 National and Kapodistrian University of Athens
& National Technical University of Athens

Abusinessmanisleavingthecompanyheadquarters
walking towards a luxurious car. It is late in the
evening, the sun is setting off while a jet is
departing. The mans face is invisible in this 1988
advertisement.Inhislefthandisholdingaportable
computer in the shape and size of a briefcase. The
intensive prospect created from the lowposition
photoshootingandthewideanglelensemakesthe
imposing male Figure more dramatic. The main ad
textthatreadsitgoesanyplaceyougoand.itsuits
you, The businessmans portable computer,
emphasizesthemobilityaswellastheaestheticon
thedesignofthedevice.Incontrasttothetheidyllic
athmoshereofthesunset,themovementoftheman
and the boundless boundaries of the image, on the
lefthandside,ontheupperlevelofthepage,among
thetextweseeanimageinsmallersizewithlimited
frame: it is shown a seated woman in an enclosed
ofFice space working on the same portable
computer. The female face is visible to the reader,
heronlymovement istheoneofherFingersonthe
keyboard,whileinthebackgroundweseeanindoor
plantdecoratingtheinteriorspace.
This advertisement is a representative example of
images that portray men and women using
(working)thecomputerdifferently.

 National and Kapodistrian University of Athens

& National Technical University of Athens

Introduction

WriteahistoryoftheGreekcomputeruserthrough
adver=sements.
Star=ngpointistheexamina=onofthewaysar=fact
technologiesaredesigned,producedandadopted,from
ahistoricalpointofviewwithpar=cularSTSreferences.
Analysisofvisualmaterialofthear=fact(electronic
computer)andprac.ces(adver=sing)fortracinghidden
mechanisms
Mechanismsthatincorporatefeminineandmasculine
conceptsandshapegenderbias.
 National and Kapodistrian University of Athens
& National Technical University of Athens

Background

Computerasmasculinetechnology

Restric=onofwomenfromcompu=ngeduca&onand
work

Mediadisplayssustainthisideologywithimagesdepict
womenasinferiortomen.

Awelldocumentedgenderideologyinworkplaces

Genderloomslargeintheconstruc=onofthepublic
imageofworkwithcompu=ngtechnology.
 National and Kapodistrian University of Athens
& National Technical University of Athens

Background

Previousstudiesstayedatasemio=canalysisofmenand
women,leavingoutoftheirinterpreta=ontheway
publiclydisplayedimagesofcompu=ngconstructedboth
genderiden==esandcompu=ngar=facts.

Computerisnotuniformlymasculine:itcontainscertain
componentslinkedtofeminineimagesandpresumed
femininetraits.

Womenarenotsomuchexcludedfromcompu=ng;they
areincludedbutthroughaspecicgenderstereotyped
manner.
Questions

Whywomenarelessenthusias=ccomputerusers?

Whywomenssuccesswithcompu=ngaremade
invisible?

Whywomenwereforlongexcludedfromthecompu=ng
profession?
 National and Kapodistrian University of Athens
& National Technical University of Athens

Aims & Objectives

Write a history of computing technology that
Distantfrompreviousperiodiza=onbasedonthematerialof
thecomputer,moveintoauserapproach.

Examinesmechanismsthatassisttotheadapta=on,
domes=ca=on,localiza=on,appropria=onofthecomputerto
theGreeksociety.
Studiestheconstruc=onofthecomputeruserthrough
adver=sements.

CombinestheHistoryofTechnologyandSTSeld.

Makeuseofgenderstudiesinthehistoryofthecomputer
userconstruc=on.
 National and Kapodistrian University of Athens
& National Technical University of Athens

Methodology

AnalysisofMediadisplays(ads,texts,otherimages)
Content&Semio.canalysis
Referencesfromeldslike:
History/historiographyoftechnologiesadver=sing
HistoryofCompu=ngTechnology
HTS/STSFeminist&GenderStudies
History/historiographyof,automa=on,labor
Adver=singandMarke=ng/MediaandCommunica=on
History/sociology/philosophyofanalogies,metaphorsand
models
PopularandCulturalStudies
 National and Kapodistrian University of Athens
& National Technical University of Athens

Primary Sources

3,000Issues2,300adver=sementsfrom:
Hometechnologyperiodicals
(ComputerforAll,Ram)
Newspapers
(ToVima,TaNea,Rizospas.s)
Business/EconomicsJournals
(FinancialPostman,JournalofEngineersSociety)
 National and Kapodistrian University of Athens
& National Technical University of Athens

Key - references

W.Aspray&D.B.BeaverMarke=ngTheMonster:
Adver=singComputerTechnology(1986)

T.HaighTheChromiumPlatedTabulator:
Ins=tu=onalizinganElectronicRevolu=on,
19541958(2001)

C.LindsayFromtheBasementtotheKitchen:
Construc=ngtheGenderedPersonalComputer
User(1999)

S.A.Bell"Visualmethodsforcollec=ngandanalyzing
data(2010).
The user matter

Evident,welldiscussedanddocumentedinthehistoriographyof
compu=ngtechnology.

Scholarsacknowledgedtheimportanceofstudyingusersfromthe
verybeginning,toendusersandconsumers.

Domes=ca=onoftheinforma=ontechnologyandIsuggesta
dierentapproachbasedontheideaoftheconstructeduseras
productofmediatorsofatechnology.

Images(adver=sements)studytoretrievemechanismsthat
promoteacertainideologyofassocia=onsbetweenfeminineuse
andmasculineuse.
Advertisements as a source for
historical research

Theyconstituteoneofthe(J.Williamson,1978)

AsigniFicantlinkbetweentheimaginaryandreality
(W.GamsonD.Croteau,1992)

Ameanthatpromotevisualidentitiesofthe
constructedusers(C.Lindsay,1992)
Findings
Gender Mechanisms

(1962)

(1993) (2000)
Gender Mechanisms

(1962)

Articulating the Human and the Non-Human (1971)

(1985)
PhD Taught Course
Gender Mechanisms

(1956)

(1969) (1983)
Gender Mechanisms

(1985)

(1966) (2002)
Gender Mechanisms

(1984)

(1991) (2001)
Gender Mechanisms

(1962)

Articulating the Human and the Non-Human (1971) (1985)

PhD Taught Course
Gender Mechanisms

1989 1989
Gender Mechanisms

(1997)

(1987) (1986)
Gender Mechanisms

(1979)

(1990) (1997)
Gender Mechanisms

(1987)

(1998) (2001)
Gender Mechanisms

(1968)

(1986) (1999)
Periods in the
History of Computing technology

From
ComputerInven4on
Toa
UserPercep4on

 Period Device Type Image Use

1940s ENIAC Military
ScientiFic

MainframeComputer ScientiFic,Industrial,
1950s1960s Commercial,
(GiantBrains) Banking&Finance

ScientiFic,Industrial,Commercial,
1970s DesktopComputer Banking&Finance,PublicSector,
MiniComputer OfFiceAutomation(Billing&
Accounting),SmallengineerFirms
MacroComputer

ScientiFic,Industrial,Commercial,
Banking&Finance,PublicSector,
1980s1990s Thepersonal OfFiceAutomation(Billing&Accounting),
computer SmallEngineerFirms,AlltypesofFice
(PC,Apple) work(Hotels,Companies,Commercial
Storesetc.),Home.
ScientiFic,Industrial,Commercial,
Banking&Finance,PublicSector,
PortableComputer OfFiceAutomation(Billing&Accounting),
1990s2000s MobilePhone SmallEngineerFirms,AlltypesofFice
work(Hotels,Companies,Commercial
Periods in the History of Computing: The Pre-Electronic Computer Era (1950s)

Wheres the girl?

Happy,energe=c,formally
dressedasmanagermale
gure

Devicespromiseeasethe
humanmindfromthe
complicated&painfulprocess
calcula=ngprocess. Speed Time-Efficiency

Symbolslinkedtoproper=es
thatthenewdevicespromise
tofulll:Clepsydrafor.me
shaving,Rocketforspeed,
Dartsboardforsuccess.

Inthetextswereadabout
proper=eslike:accuracyin
numericalcomputa=ons,
eciency,etc.
Success Accuracy
Periods in the History of Computing: 1st - Computer as a Calculator (1950-1960)

He is the Mind,
She is the Hand

Theelectronic
computerispresented
totheGreekaudience
asa:
Afasterandmore
capableversionofthe,
wellknown,
electromechanical
calcula=ngmachine
Dis=nc=onbetween
calcula=ngmachines
&electronic
computerthrough
thephysicalsize
Periods in the History of Computing: 2nd - Mainframe Computers (1960-1970)

Electronic Brain
VS
Storage Disk

MainframeComputers.

Thecomputerasan
informa=onprocessing
device.

Thecomputerasa
smartmachineableto
makelogicaldecisionson
behalfofthehuman.

Menasengineers,
hardwaretechniciansor
programmers.

Womenasdataentry
clerks,storage/memory
disksassistants.
 Periods in the History of Computing: 3rd - Office Automation (1970)

A Him-case

Oceautoma=on

Largesystems
mainframe(public
sector,private
corpora=ons).

Computer
domes=ca=on (1976)

Smallersizesystems
inventtothesmall
scaleoce

(1977)
 Periods in the History of Computing: 4th period - The Desktop Computers
(1980-1990)

Computer for the

masses?

Thedesktop
computer

Thepersonal
computer

Smallsizeword
processingsystems
forhomeuse
(1983)
Adeviceforalluses
andallusers

(1983)
 Periods in the History of Computing: 5th - Computer as a Telecommunication
Device (1990-2000)

Limited VS Un-Limited
Workplace

PortableComputer.

Adeviceforalluse/
users

Itispresentedasa
telecommunica=on
device,connectedto
theworldwideweb
andtheinternet (2003)
(digitalrevolu=on

(2004)
Conclusion

ConclusionsObservations

Socioeconomicalmodels
(adver=sements)thathave
embodiedwithin Constructgender
iden==esinwork.
a) thecontextof
technological
innova=ons

b)thetechnological
innova=onprocess
Conclusion

ConclusionsObservations
Incompu=ng
adver=sementswe
Compu=ngTechnology no=ceadrama=c
appearedasarapidly reproduc=on/
developedtechnology con=nua=oningender
issues&inthegender
divisionofcompu=ng
labour
Men:Engineers,
programmers/heartofthe
computer
Women:Dataentry
/peripheral
devices
Conclusion

ConclusionsObservations
Theengenderingofworkalso
Throughtheanalysisof amountstotheconstruc=on
3,000compu=ng ofacertainimagery
adver=sements,I regardingthecompu=ng
avemptedtoshow workplace:ithasbeen
theoverrepresenta=onof portrayedasclosedfor
womenworkingatthe femininework,inthe
keyboardinputandthe tradi=onofenclosed
printeroutputparts industrialworkplaces,and,
(peripheraldevices)ofthe openformasculinework,in
computer. conformitywiththepopular
assump=onabouttheendof
industrialworkalongsidethe
arrivalofa
pos=ndustrialsocialorder.
 National and Kapodistrian University of Athens
& National Technical University of Athens

Thesis Chapters
1stMenonthePhone,WomenontheKeyboard

2ndWomenonthePrinter,MenontheMouse

3rdWomenontheScreen,MenontheHardDrive

4thWorkplaceGenderCompu=ng

5thTheDomes=ca=onofCompu=ngTechnology

6thTraining/educa=onincompu=nguse

(Eachchapterveperiodsofcompu=nghistory)