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  • In 1998, Fortune Magazine published its first issue of "The Fifty Most Powerful Women in American Business" ("Power 50"). When I noticed this cover story on the magazine rack, my first inclination was to say "Hooray! Finally they are paying attention to women in business!" And at face value, the existence of this list (which debuted in 1998 and has been produced annually since) looks like an example of liberal feminist triumph in the public sphere. Certainly, there have been gains for women (particularly white women) in the past few decades. Nevertheless, according to data collected by Catalyst, progress remains slow. The January 2002 issue of Perspective notes that while there were no women CEOs of Fortune 500 companies in 1962, by 2002 there were 6. And while 15.7 percent of all corporate officer positions are now held by women, when the numbers are broken down by race it becomes clear that recent gains have primarily advantaged white women, as women of color hold only 1.6 percent of corporate officer positions (Catalyst press release).
    As I paged through Fortune "s first" Power 50 "issue, my excitement about women's progress in the business world faded as I grew increasingly irate at the photographs of the women that were interspersed throughout the article. Although Fortune is a business magazine, the photographs looked as if they belonged in Glamour or Vogue. Looking beyond the visual representation of businesswomen to the language that is used to describe them, it seems clear that Fortune's treatment of women in business serves to reentrench patriarchal views of organization. While purporting to be breaking new ground, Fortune's depiction of women actually seems to just move the male gaze to a new arena.

    Organizations and their members are embedded in ever widening communities, and are shaped in and through broader cultural discourses of power, gender, and the meanings of work and success. One entry into these broader cultural discourses is through popular business magazines. While many communication scholars have focused on popular media, this scholarship has not permeated the study of Organizational Communication (Management Communication Quarterly's 2001 forum edited by May and Zorn on popular management writing is a notable recent exception). If organizations are social constructions with boundaries that transcend the outdated "container" metaphor, then the popular media that business people access certainly must be recognized as contributing to organizational discourse. This paper argues that the popular business press is a powerful participant in gendered organizational practices. After a discussion of the theoretical underpinnings of the paper, as well as a brief review of research in feminist organizational communication and gendered media, the focus moves to Fortune magazine and its "Power 50" list. Finally, I offer a brief case study of the press coverage of Carly Fiorina, Fortune's number one pick for three years running.


    Over the last several decades, it has become accepted wisdom that improving the status of women is one of the most critical levers of international development. When women are educated and can earn and control income, a number of good results follow: infant mortality declines, child health and nutrition improve, agricultural productivity rises, population growth slows, economies expand, and cycles of poverty are broken.


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