How Women Navigate Social Networks to Overcome Gender Stereotypes in Creative Roles
Gender stereotypes in social networks can significantly impact women’s performance in creative roles, particularly when occupying “brokerage” positions. A brokerage role involves connecting individuals or groups that are otherwise unconnected, and it is a position commonly linked to creativity and innovation. However, research shows that gender stereotypes favor men in these roles. A recent study titled “Joining Disconnected Others Reduces Social Identity Threat in Women Brokers” and published in “Organizational Behavior and Human Decision Processes” by Raina A. Brands of University College London and Pier Vittorio Mannucci of Bocconi’s Department of Management and Technology explores how women can overcome these stereotypes by adopting a particular type of brokerage approach—joining disconnected others.
The study reveals that women experience social identity threat when taking on “separation” brokerage roles, where the broker maintains separation between groups, a role typically associated with men. However, when women engage in “joining brokerage”—bringing disconnected individuals together—they experience fewer identity threats and enhance their creative self-efficacy and performance.
Joining Brokerage Reduces Gender Bias
The research examines two primary approaches to brokerage: separation brokerage, where the broker controls the flow of information by keeping groups apart, and joining brokerage, where the broker connects groups and encourages collaboration. These two approaches are associated with different gendered expectations. Separation brokerage is male-typed, perceived as requiring traits like control and assertiveness, whereas joining brokerage is seen as more female-typed, aligning with communal traits such as fostering relationships and cooperation.
According to the study, women are more likely to experience stereotype threat when adopting a separation approach to brokerage. They fear confirming negative gender stereotypes, which can undermine their confidence and performance. As Pier Vittorio Mannucci explains, “Women brokers experience lower creative self-efficacy when adopt a separation approach because they fear that they will be judged through the lens of gendered stereotypes”.
However, when women adopt a joining approach, these threats are mitigated. The study shows that women in joining roles did not experience the same identity threat as those in separation roles, enabling them to perform just as well as their male counterparts in terms of creativity. The authors note, “The joining approach provides an identity-safe environment for women, allowing them to broker effectively without facing the pressure of countering male-typed stereotypes”.
Creative Self-Efficacy and Performance
The research consists of multiple studies, including surveys and experiments, to test how different brokerage approaches affect creative performance. In one experiment, participants were asked to imagine themselves as brokers in a network and to adopt either a separation or joining approach. Women who used a separation approach reported lower creative self-efficacy, which in turn reduced their creative performance. By contrast, women using a joining approach did not experience this drop in confidence or performance.
The field-based pilot study reinforced these findings, with creative self-efficacy—a person’s belief in their ability to generate novel ideas—emerged as a crucial mediator. When women adopt a joining approach, their self-efficacy remains intact, leading to better creative outcomes. Another experiment shows that this effect is driven by the fact that women who engage in joining brokerage do not suffer from the same stereotype-driven anxiety that can hinder performance in more traditionally male roles.
A Path Forward for Women in Brokerage Roles
Brands and Mannucci’s study highlights that the way women approach brokerage roles can significantly affect their experience of social identity threat and their performance. By adopting a joining approach, women can sidestep the negative consequences of gender stereotypes and thrive in creative roles.
The study has also implications for organizations. By encouraging a more collaborative and inclusive style of networking, companies can create environments where women feel empowered to innovate without the fear of conforming to outdated gender expectations. In the authors’ words, “it would be wise for organizations to implement interventions that reduce the social identity threat that women experience as brokers—for instance, by educating women about stereotype threat and how to counter it, challenging negative stereotypes about women brokers, and promoting women who broker as role models.”
