Cited by 509Ethics and Social Impacts of AIMedia, Gender, and AdvertisingScience Education and Perceptions

Unequal Representation and Gender Stereotypes in Image Search Results for Occupations

Kay, Matthew, Matuszek, Cynthia, Munson, Sean A.·2015·Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems

Abstract

Information environments have the power to affect people's perceptions and behaviors. In this paper, we present the results of studies in which we characterize the gender bias present in image search results for a variety of occupations. We experimentally evaluate the effects of bias in image search results on the images people choose to represent those careers and on people's perceptions of the prevalence of men and women in each occupation. We find evidence for both stereotype exaggeration and systematic underrepresentation of women in search results. We also find that people rate search results higher when they are consistent with stereotypes for a career, and shifting the representation of gender in image search results can shift people's perceptions about real-world distributions. We also discuss tensions between desires for high-quality results and broader societal goals for equality of representation in this space.

Integrity signals

Registry

Crossref · 10.1145/2702123.2702520

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36 of 36 references verified0 citation errors · 0 not checkable

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  • Image search results for occupations slightly exaggerate gender stereotypes and portray the minority gender for an occupation less professionally, and there is a slight under-representation of women.

    “Kay, Matuszek and Munson found that “image search results for occupations slightly exaggerate gender stereotypes and portray the minority gender for an occupation less professionally. There is also a slight under-representation of women.””

    From Discrimination, artificial intelligence, and algorithmic decision-making (2025) · cites this paper as Kay, Matuszek and Munson 2015

  • In recruitment, algorithmic bias can manifest in gender, race, skin color, and personality.

    “In recruitment, algorithmic bias can manifest in gender, race, skin color, and personality.”
  • Certain users on advertising platforms are more valuable to advertisers than others.

    “For example, it is well-known that certain users on advertising platforms are more valuable to advertisers than others [48,55,65].”

    From Discrimination through Optimization (2019) · cites this paper as [48]

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Authors
Kay, M., Matuszek, C., & Munson, S. A.
Affiliations
  • University of Washington (US)
  • University of Maryland, Baltimore County (US)
Venue
Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems
Publisher
ACM
Published
2015-04-18
Pages
3819-3828
OpenAlex
W2149252982
Cited by
509
References
36
Citations by year
2026: 27 · 2025: 36 · 2024: 66 · 2023: 65 · 2022: 64 · 2021: 84 · 2020: 56 · 2019: 41 · 2018: 36 · 2017: 23 · 2016: 10 · 2012: 1
FWCI
110.27
Type
conference paper
Language
en
Open access
closed
Locations
CHI Conference on Human Factors in Computing Systems (publishedVersion)
Topics
  • Social Sciences › Safety Research › Ethics and Social Impacts of AI
  • Social Sciences › Gender Studies › Media, Gender, and Advertising
  • Social Sciences › Psychology › Developmental and Educational Psychology › Science Education and Perceptions
Keywords
gender stereotypes, gender bias, image search, occupation, gender representation, underrepresentation of women, search result quality

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