How social and digital technology shape gender representation - The example of Amazon’s AI recruitment tool

Abstract

This study examines how social and digital technologies shape gender representations, using Amazon’s biased AI recruitment tool as a case study. Through analysis of Amazon’s algorithmic discrimination against female candidates, this research demonstrates how society and digital technology assign different workplace values to men and women based on biological differences, social roles, and business interests, creating gender representations where women are perceived as less socially competent than men. The AI recruitment tool, which penalized resumes containing female-related terms, reflects entrenched social biases that become embedded in digital algorithms, challenging the notion of “technology neutrality.” However, the study argues that these gender representations are not irreversible. With the rise of feminist consciousness, legal protections for gender equality, and the development of social media platforms that provide new avenues for women’s voices and entrepreneurship, society and digital technology are beginning to reshape traditional gender stereotypes. The findings reveal the dual nature of technology’s role in gender representation: while it can perpetuate existing social biases, it also offers tools for challenging and transforming discriminatory practices.