The solution for Ana Caralt would be a massive mobilization of society to demand this right, because in her opinion quantity does not equal quality in work. Valerie Itey agrees on this point, and does not believe in the need for fixed working hours. For her part, Beatriz Fernández believes that the volume of work in Spain is a cultural issue, and is in favour of a closer relationship with Europe. “ says Beatriz.
However, taking into account the greater presence of men in management, will online advertising be more masculine? In Raquel Rivera’s opinion, it is evident that the fact that men have traditionally been the ones who do advertising has an influence. “There is fear of giving a feminine focus to advertising,” she says. But it also has to do with another botim data reality: women are much more versatile when it comes to adapting to the message. However, a man might not buy a car because he considers its advertising feminine, explains Ana Caralt.
However, Raquel Rivera adds that in the digital environment the campaigns are less sexist.
To conclude, the directors addressed the main characteristics that the labour market demands from future professionals in digital media. Firstly, they spoke of certain academic shortcomings. They consider that the gap between the academic and professional worlds is tremendous and that there should be greater unity between both worlds. To do this, they propose that students combine studies with work and, on the other hand, they demand greater practical training from teachers, since in many cases they have not even worked in companies in the sector.
As for the main requirements for working in this field, Valerie Itey is absolutely clear: “desire, passion and commitment.