We All Love Being Women in S.P.A.M, But Are We Ignoring the Real Issue?
I’ve become fascinated with the internet's (at least my algorithm's) newest fascination, “Women in S.P.A.M,” which, after further research, does not refer to the canned meat product but to women in Social Media, Public Relations, Advertising & Marketing. Which happens to be exactly what I’m trying to be: a proud woman in S.P.A.M (not the canned meat!)
The phrase was originally popularized by creator Laura Cameron (@lauragcameron) in May, and it spread like wildfire among women in similar careers. It felt like a rallying cry for women in these fields to finally be recognized for the work that goes into an industry often viewed as “fluffy.” The comments ate this up, with everyone sharing their love for their careers, the phrase and each other. Which is exactly why the phrase resonated so much with people. But, as time went on, and the phrase marinated, the conversation shifted.
What does it actually mean to be a woman in S.P.A.M? Is it the romanticization of the burnout? Is it the glamorous lifestyle with cosmos in one hand and sending that quick approval email on the other? The moodboards with Samantha Jones, laptops, coffees and fierce business casual outfits. Or is the reality that although this is a female-dominated industry, the leadership roles don’t reflect that?
Substack user AXE + SAW (@axesaw) wrote in their Substack that “PR and social media are majority female industries…So why are we still borrowing the language of industries where women are the exception? [It’s] because the problem is not that we’re missing at the bottom. The problem is that we disappear the moment we try to rise.”
What we lose when creating these aesthetic moodboards of working in S.P.A.M is the conversation about the lack of leadership roles women can get into. How is it that in a female-dominated industry, women are still being overlooked, ignored at board meetings and stuck below that glass ceiling? What Women in S.P.A.M could’ve been was less of a Samantha Jones moment and more of recognizing the importance of having women in executive leadership.
Similar to “Marketing Girlies,” where in an effort to be taken more seriously, it personally demotes us, Women in S.P.A.M brings us back to square one where the job is considered unserious and underappreciated. AXE + SAW also said, “Language shapes perception, and perception shapes how you’re treated in a pitch meeting, a salary negotiation, the moment you ask for what you’re worth. We are not girlies. We are strategists, writers, researchers, cultural analysts, account leads, creative directors and business owners. That is not a girlie job. That is just a job. A serious one.” Although it’s fun to create this community, I think it’s important to recognize the language we use to refer to ourselves. We are not just “marketing girlies,” doing our silly little social media work; we are trendsetters, and we drive brand engagement and sales.
Without our online presence, most companies would be forgotten. I think it’s important we reframe “Women in S.P.A.M” back to its original intent. There would be no success without the work that we do.
That’s not to say I don’t love what Women in S.P.A.M is, I personally adopted that phrase immediately. The phrase has even created its own community with lots to offer. Women have really come together to create a supportive environment I have always admired. Laura Cameron has even created networking events surrounding Women In Spam in order to really build these honest relationships. It has really brought us together and allowed for a space to connect, learn, and discover more about the world of social media, public relations, advertising and marketing. It really is a wonderful thing to be a part of this community. So let’s continue bringing attention to what it really means to be a “Women in S.P.A.M,” not just selling the aesthetic of a 2000s rom-com protagonist in Dolce & Gabbana.
Nicole Diaz is in her final year at California State University, Northridge, studying public relations and minoring in art history. She is currently president of CSUN’s Public Relations Student Society of America chapter and a media relations assistant in CSUN’s Strategic Communication & Brand Management Department. She hopes to pursue a career in film and television publicity after completing her summer publicity internship at Lionsgate Films.