Project title: The impact of Generative AI on Gender Pay Gap in the Creative Media Industries
Primary supervisor: Dr Yuwei Lin (University of Roehampton)
Second supervisor: Professor Philippa Velija (University of Roehampton)
University: University of Roehampton
SENSS Theme: Justice, Institutions & Social Change
Collaborative partner: The Fawcett Society
Collaborative partner supervisor: Penny East
Degree structure: The structure of the studentship offered will depend on your personal training needs. However, the minimum duration of a SENSS-funded studentship will be 3.5 years: this covers a PhD and a mandatory placement of approximately 3 months. The maximum duration of a studentship will be 4.5 years: this covers a Masters degree followed by a PhD, as well as the mandatory 3-month placement.
Project background
This doctoral study will examine the impact of Generative AI on creative work practices and its relationship to the gender pay gap within Culture, Media, and Sports occupations (referred to in this proposal as the ‘creative media industries’). The project will specifically explore how gender norms and gendered patterns of GenAI use intersect with the rapid emergence and adoption of these technologies, particularly in creative sectors where GenAI is becoming increasingly embedded in everyday practice.
GenAI tools have the potential to democratise creative production, reduce costs, and create new opportunities for entry and innovation. But on the other hand, they may reinforce existing inequalities if access to tools, training, or decision-making around their use remains uneven. Even with higher adoption rates of Generative AI among both genders, the persistent issue of the ‘unexplained’ portion of the gender pay gap remains unresolved. In other words, if educated professionals remain the group most likely to use ChatGPT for work-related tasks, it also raises questions about how AI is reinforcing or reshaping existing workplace practices.
At present, it is unclear whether the adoption of GenAI will help to narrow the gender pay gap by levelling the playing field, or whether it will deepen existing disparities by amplifying structural disadvantages. This study will help understanding these dynamics. The findings will support social justice through promoting fairness and inclusivity in creative work, as well as ensure that the sector remains sustainable, diverse, and innovative in the face of technological change.
Project aims and objectives
This doctoral study aims to find out how women and men experience and engage with GenAI differently in their creative work, and in what ways women’s use of GenAI influence their career progression and earnings in the UK creative media industries.
To do this, the project will adopt a mixed-method approach to examining the socio-technical dynamics in GenAI use for creative works and gender difference in AI adoption in creative media industries. The key research question to be explored is: How do AI practices (with a focus on content generation), levels of AI literacy (including access to training, skills development, and critical understanding), and considerations of AI ethics (such as bias, transparency, and accountability) interact to shape the gender pay gap in the UK creative media industries?
Essential and/or desirable attributes/skills
Essential:
Excellent verbal and written communicate skills
A BA or BSc degree (with merit or distinction) in Sociology or related disciplines
Desirable:
Ability to conduct qualitative research (interview, focus group or ethnography)
Ability to conduct quantitative survey study
An MA or MSc degree (with merit or distinction) in Sociology or related disciplines
Training opportunities
A comprehensive package of training will be agreed in consultation with the supervisors. Elements of training will be provided by the supervisors, the Fawcett Society, and by other providers.
An integrated three-month placement will take place at the Collaborative partner. The final details of the placement will be discussed with the successful applicant.
Studentship details
Studentships are advertised as being between +3.5 and +4.5-year (1+3.5, 2+2.5, +4.5) awards. The standard length of an ESRC-funded studentship is +3.5. This includes the standard +3 PhD, plus an +0.25 (one term) for the integrated placement which you must take as part of your studentship, and a further additional +0.25 (one term) to enable you to undertake training relevant to your research project (including career progression). All studentships are offered on either a full-time or part-time basis.
The studentship award covers your university fees and provides you with a stipend of £20,780 per year [If you study at one of our London-based partner universities, you will also receive an additional £2,000 p.a. in the form of London Weighting – a total of £22,780 p.a.]. You will also be able to apply for additional funding via the SENSS Research Training Support Grant to support your training needs..
Residential eligibility
All applicants, whether Home or International, are eligible for a full award, that is, you will receive a stipend (salary) and you will not have to pay any university tuition fees during your studentship award.
How to apply for this studentship
To be considered for this funding, you must first apply to SENSS for this collaborative studentship. Please read the SENSS Collaborative Studentship Application Guidance Notes before completing the online application form. The Guidance Notes are available here.
If your application is accepted by SENSS, you will need to make a separate application for a place to study at the University of Roehampton as your host University. You will be provided with a link with information on how to make your application to the University of Roehampton once the SENSS proposal has been accepted.
Deadline:
The deadline for submitting your application for SENSS funding on HEIApply is 12:00 GMT on Monday 16 February 2026. No extensions to this deadline will be permitted.
For further enquiries:
For enquiries about this research project, please email Dr Yuwei Lin at Yuwei.Lin@Roehampton.ac.uk.
For enquiries related to your eligibility for this studentship, and/or the application process, please email: Miles Purcell at Miles.Purcell@roehampton.ac.uk.
The likely interview date for this project is 10 March 2026.