In recent years, inspired by poststructuralist theory, the study of “sex discrimination” has moved from universalistic to con(textual) analysis. Alvesson and Due Billing (1997), for example, argue for analysis of localized constructions and understandings of masculinity and femininity, and...

This paper reports on the first stage of a major study of the gendering of British Airways. Arguing, that to address sexual discrimination we need to analyze the interactions between social and organizational discourses over time, a study is made of the founding years (1919-24) of British Airways

This chapter examines the role of corporate image-making in the everyday life of organizations and its contribution to the mundane reproduction of discrimination. With British Airways as an example, it is argued that images found in corporate materials reflect the organization’s construction...

This chapter sets out to examine the role of masculinity in the development of a gendered organizational culture over time. The development of images of masculinity within one company—British Airways—is examined through content analysis of company newsletters, advertising copy, annual...

This chapter reports on the first stage of a major study of the gendering of British Airways (BA). Arguing, that to address sexual discrimination we need to analyze the interactions between social and organizational discourses over time, a study is made of the founding years (1919–1924) of BA.