Influenced? Who me?

As a current student of the domains of Marketing and Management Information Systems, I have been thinking a lot lately about influence. Who influences us as individuals and who are the key influencers in society? How much are we truly the makers of our own destiny (i.e. we decide what we do, what we think, etc.), and how much is what’s given to us externally, either from our parents, our culture, our religion, our friends or our education?

In terms of our value system, most of us would probably think that we have been primarily influenced by our parents and our culture – either positively or negatively. If we had a difficult or dysfunctional upbringing, we might react to this by wanting to act in all the ways we didn’t see as children. Or sadly, we might repeat the mistakes of our parents, becoming the person we hoped we’d never be.  

Why is it then, that none of us seems to think that we are influenced by the media in general or advertisers in particular? Why do we think, for example, that our perception of our own beauty hasn’t been shaped by the pictures we see in Seventeen Magazine or Sports Illustrated? Why do we think that we are smarter than advertisers, more aware of the ways that we might be manipulated?

It could be as simple as the fundamental attribution theory. This psychological theory states that when things go our way, we attribute this success to our own skill or ability. When things don’t go our way, we tend to blame external influences for the failure. “It’s all their fault; if only they hadn’t made it so difficult.” Do we do the same thing when it comes to being influenced? Perhaps our natural tendency is to think that we decide everything knowingly and intentionally. If we feel bad about the way we look, we think it’s because we are actually overweight or out of shape. If we feel better about ourselves because we’re carrying the latest Coach bag, we think it’s because the Coach bag is just nicer, prettier, more classy.

The challenge for those of us receiving a business education is to see the ways that we are subject to the many forces which influence us. We are heavily influenced by television, the media and the internet. Especially as a woman, I am very aware that there are many expectations placed upon me from these sources – be thin, be successful, have white teeth, no wrinkles, wear the right clothes…the list goes on. 

As we grow older and (I hope) more aware of our own biases, opinions and beliefs, we can acknowledge where we are being influenced and we want to stand firm in our own choices. To understand that each of us is, to some extent, a product of the influencers around us, doesn’t make us weak or stupid. Yes, it makes us a product of 2013, but we’re all in that boat!

John or Jane...who's more qualified?

According to a study presented to the US National Academies of Science, a persistent gender hiring bias exists in the field of academic science. The study, conducted by faculty from Yale University, states "Faculty participants rated the male applicant as significantly more competent and hireable than the (identical) female applicant."  To my shock, this study was not conducted in 1955 or even in 1985. It was conducted in 2009. Although the study focused on hiring practices within an academic setting, I would think that such bias still exists in many other sectors as well.

In our Leadership & Teamwork course this week, we were presented with many statistics about the status of women in business and the picture is not one where equality exists. Leadership positions are predominantly held by men and over the last few years, there hasn't been much improvement. It was a heated dialogue in our class as for many people (surprising for me, many women), the idea that women might hold an equal number of positions in the business world was something they did not fully support. They saw equality as posing a threat to the family itself, to the traditional role that women hold in our society.

While I certainly do not hold the same concerns, I think it's interesting to note that before every potential shift in our society, fear is the automatic reaction. When women first began working outside the home, people thought that it would mean the destruction of the family - it did not. When integration of schools was suggested, people thought it would result in a breakdown of the fabric of "society." It did not. Yes, there are pains that occur with any social change movement, but ultimately, if the change is driven by justice, equality or truth, society is better when the movement succeeds.

I hope that as women in the SFU MBA program, we will become part of the shift toward a greater number of strong, vibrant, skilled leaders within businesses across Canada and the world. I also hope that whether our name is Jane or John, we will be judged not on our gender but on our education and experience.