| Summary: | 碩士 === 龍華科技大學 === 商學與管理研究所 === 97 === Due to the increasing freedom society of Taiwan provokes women’s conscious of self-esteem and self-actualization, the traditional social value to restrict women’s behavior has been abandoned. Hence, the female role depictions in ads are modified being expressed with professional and confident image to follow up contemporary social conception. The study focuses on female managers’ role depiction in office to realize how co-workers evaluate their performance and gender conflict within their working field. The 400 copies of questionnaires are submitted to local and foreign entrepreneur with 345 copies returned. The outcomes are shown as following:
1.The female manages’ professional performance are appreciated, especially when they can also participate in family housework. That idea proves a resistance—unchangeable female stereotypes image.
2.The participants’ negative images toward women are influenced by the media. However, they tend to agree that female managers must possess successful features and personality to demonstrate their professional capability in office.
3.Even the participants express their acceptance toward female managers, however, the attitude deviation may exist because the difference of participants’ background.
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