本研究採用法國社會學家Pierre Bourdieu 提出的「慣習理論」 (habitus) 和場域的關係作為理論架構，檢視以創意為導向的台灣廣告業創意部門之性別化慣習，同時探討女性創意人員如何在此場域累積各項資本來突破其性別框架，選擇擁抱 或拒絕陽剛氣概對於職涯發展的影響。試圖探究以下研究問題： （一）台灣廣告業創意部門的組織裡存在什麼性別化的慣習？（二）這樣的性別化慣習是如何運作的？（三）在這樣性別化的慣習運作下，女性創意人員如何在組織中發展她們的職業生涯？
　　本研究採取深度訪談，以滾雪球抽樣 (snowball sampling) 方式，訪談七位來自不同廣告公司與不同職級的女性創意人員。根據訪談資料的分析，顯示慣習在這個場域的數個特性。首先，雖然受訪者一再強調廣告業已較其他產業進步，但面臨公領域的職場競爭或是私領域的身份轉變，女性創意人員仍受傳統社會文化帶來的性別刻板印象所影響。其次，受訪者表示文化資本的重要性，藉由逆襲性別框架與帶動社會、經濟與象徵資本的累積，建構自己的位置。其三，職涯發展上受訪者肯定陽剛氣概帶來的正面影響，倘若要晉升更高職位，陽剛氣概與陰柔氣質的兼備更具優勢。最後，市場經濟環境影響與廣告業的象徵性形象消減，加上COVID-19疫情帶來的變化，受訪者對於未來在廣告業的發展呈現世代性落差。
　　關於台灣廣告創意產業與從業人員性別關係的相關研究相當稀少，廣告與社會文化息息相關，本研究的結果將有助於瞭解媒介組織的運作是如何建構和維護性別的階層化，以及女性應該如何突破這種性別化型態，促使在該場域的發展。此外，希望藉此促進更多研究者投入該領域，探究不同性別的從業人員所帶來的社會文化影響。

　　This study is based on Habitus, a social structure theory proposed by French sociologist Pierre Bourdieu, to examine the gender habits in Taiwan's creative department of advertising agencies. While exploring ways female creatives' breakthrough in gender equality, should they choose to accept or deny the masculinity norms in their career path, which beg the following questions: (1) what is the common norm of gender equality that exists in the creative industry? (2) How is gender equality practiced? (3) In what way does this routine influence female creatives down the career path?
　　This study employed an in-depth interview of seven female creatives, from seven advertising agencies of different job rankings. According to the analysis of the interview, firstly, despite interviewees repeatedly emphasizing the industry has progressed away from the gender stereotype in the workplace, female staff weren’t offered sufficient opportunities and faced challenges transitioning from their true identity to the public domain. Secondly, respondents expressed the importance of cultural capital to construct their own position against the gender framework and to drive the accumulation of social, economic, and symbolic capital. Thirdly, interviewees suggest masculinity norms provide a fast-track to career advancement, whereas women possessing both masculinity and femininity norms benefit even further down the career path. Lastly, due to the recession and COVID-19 pandemic, the advertising industry is experiencing a cutback on symbolic capital, and interviewees had different views on their future career development.
　　This study benefits advertising creatives to understand the status quo, overcome gender stereotypes in the workplace, and benefit future career advancement. It encourages researchers to invest in the field of study and hopes to generate social impacts to the industry.

學位論文審定書 i
誌謝 ii
摘要 iv
Abstract v
目錄 vii
表次 ix
第一章 緒論　1
第一節 全球廣告業與女性的關係　1
第二節 台灣女力崛起與台灣廣告業的概況　6
第三節 研究目的與研究問題　10
第二章 文獻探討　12
第一節 女性與陽剛氣概　13
第二節 廣告業的性別與組織文化　17
第三節 廣告業中性別隔離的現象　20
第四節 廣告業內的女性與慣習理論　23
第三章 研究方法　28
第一節 研究對象　29
第二節 研究資料蒐集　32
第三節 研究資料分析　35
第四節 研究倫理　38
第四章 研究發現　40
第一節 你叫什麼名字？：職業開展時期　41
一、性別化的生存環境　41
二、女性創意人員的資本累積　48
三、向上的動力與阻礙　55
第二節 面臨抉擇的質變：創意主管時期　61
一、向上晉升帶來的轉變－狼性／劣根性　61
二、當創意人員成為創意主管－換位思考　64
三、身份轉變的女性創意主管－戰力品／戰廢品　68
第三節 找到自己的節奏：未來職涯發展　74
一、組織中的生存法則－脆弱的力量　74
二、自我能力的提升－你是什麼牌？小牌、紅牌、老牌　77
三、職涯發展的選擇－離不開／離開的廣告業　79
第五章 研究結論與建議　83
第一節 研究發現和討論　84
一、組織性別化形態的慣習　84
二、組織性別化慣習的運作　86
三、女性創意人員的職涯發展　88
第二節 研究限制與建議　91
一、男性創意人員　91
二、廣告公司不同部門　93
三、台灣不同的創意產業組織　93
四、量化層面的了解　95
參考文獻　96
中文部分　96
英文部分　98
附錄　105

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