Marissa Mayer: An analysis of media reaction to a pregnant CEO

Abstract

Marissa Mayer made headlines when she became only the 20th female CEO of a Fortune 500 firm in 2012 while also the first woman to take such a position while pregnant. Another firestorm of coverage commenced when she returned to work after two weeks of leave following the birth of her baby. The purpose of the current study is to analyze media and public reaction to a pregnant CEO based on the Mayer case. Using qualitative content analysis, coverage and reaction to Mayer’s appointment and pregnancy are used as an inkblot test of current views concerning women’s ability to combine motherhood with work. Our findings illustrate the underrepresentation of women in high profile public positions makes them hyper-visible and consequently their personal choices can be seen as about women in general, not just about themselves. While most pregnant working mothers do not undergo the degree of scrutiny faced by Mayer, our findings demonstrate that the motherhood mandate is alive and operational in current society. Implications of findings for future research and practice are discussed.