In what ways is new media adolescent?

New media has had many of the characteristics of adolescent behaviour. It's been very image-conscious, self-indulgent and irresponsible. For example, many designers have insisted on doing work that they find cool, rather than work that clients really need.

What has forced new media to grow up?

Economics have been the principal driver. Companies have started to measure the usability and effectiveness of their web sites, and analyse the impact of their spending. The industry's had to grow up incredibly fast.

What's the relationship between new media adolescence and 'nose-ring' design?

'Nose-ring design' is web design that focuses on graphic effects and the latest technology at the expense of straightforward usability. This description says a great deal about how web designers have been perceived as young, rebellious and irresponsible.

How did adolescent new media appeal to men in the corporate world?

Many middle managers in corporates found the whole idea of new media very attractive and rejuvenating. Suddenly they had permission to get out of their suits and into leather jackets and jeans. It was very much a boys' club atmosphere.

What was it like for women working in the industry in that adolescent phase?

It was fine for young, hip women who were totally into the technology and could be 'one of the lads'. But women who weren't techno-freaks and didn't fit that image could feel quite isolated and marginalised. Generally, people assumed that women knew less about the technology. The media reflected this tendency by focusing on women such as Martha Lane-Fox not as the business brains behind ventures, but as glamorous icons.

How are women placed in the industry now?

Arguably, a lot of women in new media were less hung up on image and style, and more interested in work that actually produced a good end result. Therefore, women are probably better placed now to move ahead in the industry.

What are the most interesting findings from your research?

Our research covered a small sample of 12 women, most of whom are information architects or project managers. A strong finding is that women want a more business-like approach. As one woman said: "The industry attracts a certain type of egocentric and unpolished personality. We need more business-minded professionals."

Are women less concerned with personal glory?

From our research, women think less about how their work will reflect on their image, and much more about whether the work will deliver what clients and users want.

What are the biggest rewards for women in new media?

The industry has generated huge enthusiasm because it’s been such an engine for change. It's also opened up new career opportunities for women who have gone into new media from other areas, including traditional IT, humanities, design, architecture and television. Women have also appreciated the informality and flatter structures of the industry.

A woman in the survey cites the following reasons why she enjoys working in new media:

• Recognition of my achievements by both employer and peers
• Amount and level of responsibility
• New and different challenges at a constant (relentless) pace
• Being able to make a contribution to the success of the company
• Excitement of working for a start-up
• Working with intelligent like-minded 'can do' individuals
• Working with people across different cultures (in Europe and the US)
•  Working in a successful company where change is the norm

Do women want their gender to be irrelevant?

Women don't want special treatment. The common view is: "Don't treat me as a woman, just treat me as a professional." But it's undeniable that there’s still a gender bias. As a woman in our survey commented: "Being a woman still means you get paid less on average, preconceptions work against you, and you’ve got a lot more to prove than a man, as this is still very much a male-dominated area. Fortunately, though, things seem to be changing."

Many women had experienced no problems being a woman in the industry. However, one woman cited "working with men" as her chief frustration in the business. She continued: "Throughout my 17 years in IT, I have often been the only woman in the department, especially as I’m from a more technical background. When I used to go to clients for consultancy, they would always direct the technical questions at the men, and often I would not be taken seriously. It always takes a lot of hard work - or having to be twice as good - to be eventually accepted in the department."

To deal with gender inequality, one woman gave this excellent piece of advice: "Treat the guys like your equals and don’t demonstrate any level of admiration for what they do. You can do it too."

How has the dot.com downturn affected women?

Several women in our survey thought the crash was bound to happen, given the hype and the lack of professionalism. They believe it’s time to do work that's better value for money, more business-like, user-focused, responsible, thought-through and measurable. Many feel the downturn is a relief, an opportunity for new media to grow up.

As one respondent said: "I would hope that, with all the redundancies the big companies are making, the industry is going to tighten its belt, produce a higher standard of work and cut down on bullshit. Information architecture should become more important as it becomes more obvious that sites with poor usability make less money."

How can new media education help women?

New media design courses have emphasised style and had a very narrow definition of creativity. But we need a greater focus on business needs, requirements and end users. Women may do better in the industry once new media education moves in this direction.

How do you see women's future in new media?

I would hope that, in growing up, new media will become less gender-specific and women will play a more equal role. Also, if you believe what Tom Peters says about the feminisation of the future, women's skills will ensure they have an important role in new media. Women will be able to be themselves and not have to pretend to be one of the boys.  

Karen Mahony of Xymbio and Lucy Marcus of HighTech Women will both be panellists at an online debate about ‘Women in European New Media and IT’ on Wednesday 16 May. If you’d like to listen in or give your views, please see the BT Ignite Communications Programme site at: http://62.7.240.57/icp-bin/?MIval=ICPThread&myObjectId=903728&myObjTypId=3373

 

Fiona Thompson is a freelance writer who contributes regularly to The Guardian on work and edits the New Channels section of the BT Ignite Communications Programme site. You can reach her at fiona@despot.demon.co.uk

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