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'Investigating gender-based visual representations on the websites of entry-level occupational therapy programmes in Ireland and the United Kingdom.’
Mahon, Lochlainn
Objectives - The purpose of this research is to gain an insight into the online visual marketing of the occupational therapy undergraduate and graduate entry-level courses within Ireland and the United Kingdom. This study examines the specific characteristics of the current visual representations that exist across these university websites. As there are a small proportion of men within the occupational therapy profession, it has become imperative to explore the current practices presented in the recruitment process of online prospectus. Method - The method of research consists of evaluating visual data from 30 university websites across Ireland and the United Kingdom. The data was then recorded onto a specifically designed chart, accounting for necessary information, and analysed using thematic analysis to elicit representative themes. A statistical formula was then constructed to validate the findings of particular themes identified, promoting clarity and reliability. Results - There is sufficient evidence to suggest a significant number of these entry-level websites display components that could potentially inhibit men to enter the profession of occupational therapy. The themes that were categorised in this study were; ‘only women,’ ‘occupational representation’, ‘contextualising the profession’ and ‘painting a unique picture’. Conclusion - A regenerative approach in the marketing of certain entry-level programmes is highlighted to enhance a potential achievement of a more gender-balanced profession. This study has identified positive procedures displayed throughout a small proportion of websites, which can facilitate recommendations towards other institutions to visually represent the profession effectively.
Keyword(s): occupational therapy; healthcare; gender; visual; marketing
Publication Date:
Type: Master thesis (research)
Peer-Reviewed: No
Language(s): English
Institution: University of Limerick
Publisher(s): University of Limerick
First Indexed: 2014-09-25 05:35:49 Last Updated: 2015-11-04 05:43:20