Gender in the digital space
Once celebrated as an ambassador of equality, cyberspace and its connected tools soon turned out to foster gender-based stereotypes. Quite the reverse of expectations, gender has emerged as one of the defining demographics of interest on the internet.
Demographically targeted advertising has attracted the interest of online marketers in many different sectors. Marketing and advertising strategists indicate that gender is a key attribute and predictor of intent to purchase; however, research shows that gender-oriented key phrases do not generate more sales but can cost more for advertisers relative to gender-neutral queries.
The industries dwelling on the gender assignment, now apparently diversified, would fall short of large data sets used for gender-targeted ads. Yet cyberspace allows us to show a non-gender-incognito identity. There are ways to camouflage one’s visible identity elements by crafting an identity well beyond one’s actual appearance, gender, age and ethnicity.