It’s All About Sex. The Peculiar Case of Technology and Gender

Abstract

Gender and technology might seem unrelated on first sight because technology is often considered a neutral other that does not have anything to do with gender. Yet, taking a closer look at the language we use to talk about technology, at the images we rely on to represent technology, its uses and users, it becomes clear that gender stereotypes are more present than ever in the context of technology. Rather than subverting traditional gender roles, technology often reinforces and re-inscribes stereotypical behavior and ideas. Analyzing Apple iPad/iPhone advertisements, this paper will uncover some of the gender biases present in popular techno-narratives.