A multimedia university programme with relatively equal numbers of male and female students in elective programming subjects provided a rare opportunity to investigate female motivation to study and pursue computer programming in a career. The MSLQ was used to survey 85 participants. In common with research into deterrence of females from STEM domains, females displayed significantly lower self-efficacy and expectancy for success. In contrast to research into deterrence of females from STEM domains, both genders placed similar high values on computer programming and shared high extrinsic and intrinsic goal orientation. The authors propose that the stereotype associated with a creative multimedia career could attract female participation in computer programming whereas the stereotype associated with computer science could be a deterrent. (Contains 3 tables and 1 note.)