Are Google ads sexist?

Researchers at Carnegie Mellon built a testing rig and populated it with over 17,000 fake profiles, some male and some female. They then used this to analyse the results of Google job searches.What the research results showedTargeted ads are driven by many different factors, including search history and online activity so these profiles were set up fresh to eliminate any differences that might result from this. The only difference then was gender.The results were quite surprising – males were shown many more high pay jobs than females were. Whether the Google algorithm is sexist or not (and not everyone agrees that it is) there is still a problem. This is that our behaviour can be shaped by what we are shown – if girls for example grow up only seeing males doctors, scientists, engineers or construction workers, then they are quite likely to consider these ‘male’ jobs, which they are not.Likewise, if females are shown low pay jobs, they might come to think that this is the norm and not aim higher.The good news is that plenty of firms are doing their bit to encourage girls into careers with them.So, come on Google – sort it out; and girls – don’t be put off those high-pay jobs and don’t listen to any nonsense about ‘boys’ jobs and ‘girls’ jobs.

Latest Blogs

Top 5 reasons why MetFilm School is the place to kick-start your future in the screen industry!

MetFilm School is a world-leading film, television and online media school offering undergraduate, postgraduate and short courses. Our London campus is based at the famous Ealing Studios. Here you can find our top five reasons to study at MetFilm... Read more

Open day!

Open day 8th April 10am to 3pm. Come and see our facilities, chat to the staff and guests and get a feel for the amazing environment we have.Amazing GAP year opportunities: come to beautiful Northumberland, less hassle and none of the expense of... Read more