Imaginario colectivo y feminización de la actividad aplicación de técnicas cuantitativas y cualitativas para un análisis de caso

This article studies the labour market in an Andalusian region from a gender perspective and analyses if the collective imaginarium included in the selection process can helps to explain that reality. The objective of the research is double: on the one hand, try to know the labour situation of women and men in the analysed towns, and their relation with the kind of activity, and to identify the activities qualified as «feminized», as opposite to the «male» activities, and, on the other hand, to discover the selections criterions used in the contract, in order to analyse if they can explain the labour reality. The observed units have been people from the Human Resources area of the enterprises from different economic sectors. We have designed and elaborated a survey with 400 interviews. The results have been analysed with different correlation indicators (Cramer�s V, Phi Coefficient ...) and with the Conjoint Analysis technique. This technique explain the labour reality obtained in the statistical analysis. The collective imaginarium and the preferences of the people that select the workers shown by this technique are coherent with the labour situation described by the statistical analysis. A fundamental question to take into account is that, as the cultural patrons that inform the selection are: preference of man, full time, and so on, preference for women in some activities and for men in others, and so on, if we want a change in the situation, the first thing is to try to change the stereotypes that allow these preferences