This five-page paper demonstrates that there are discrimination problems with microcomputer advertising. Based on careful research involving 172 various popular, trade, and educational periodicals (such as BYTE, Personal Computing, Mathematics Teacher, and Electronic Education), the authors succinctly present their results with a minimum of editorializing. Basically, the findings reveal that males, females, whites, and minorities are portrayed stereotypically in microcomputer ads, with males as dominant figures, females as “onlookers,” and minorities represented with disproportionate frequency. An extensive list of further references is provided.

The authors conclude: “While such stereotypes may not be intentional on the part of advertisers, the result of these images may be to cancel the extensive efforts of educators and others to create an environment of computer equity.” The paper insists that changes are needed. I agree, and commend the authors for bringing this compelling issue to our attention.