How not to attract women to coding: Make tech pink

Just watched videos of the musicals “Thoroughly Modern Millie” and “Legally Blonde,” so cultural attitudes about women in the workforce are on my mind.

Wheat had discovered what Elizabeth Losh, a digital culture scholar at UC San Diego, calls “ridiculous, pink, sparkly techno-princess land.” Pink websites and polka-dotted flyers are what happens when an entire field overcorrects, Losh says. Women are grossly underrepresented in engineering and computer science careers, a fact that is attracting an increasing amount of attention. Since May, a number of tech companies, among them Google and Facebook, have released their lagging diversity figures, accompanied by pledges to bridge the gender divide. —How not to attract women to coding: Make tech pink – SFGate.