The Invisible Entrepreneurs - the Neglect of Women Business in Serbian Mass Media

Jovanović, Dragana and Baltezarević, Vesna and Baltezarević, Radoslav (2014) The Invisible Entrepreneurs - the Neglect of Women Business in Serbian Mass Media. Journal of Women's Entrepreneurship and Education (3-4). pp. 71-82. ISSN 1821-1283

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Abstract

Rapid development of technology and communication science enable high mobility of people, goods, capital, managers, workers in globalized market. Entrepreneurship became synonymous for corporate communications including Public Relations, marketing, advertising, corporate social responsibility and similar disciplines. In such communication system it is almost impossible to isolate women`s from man`s communication activities. Or it isn`t so hard? Among communication channels necessary for market promotion, branding and advertising of women entrepreneurship mass media are often the weakest link. Topic of this paper are mass media in Serbia, and their influence on transition economic processes, public opinion, based on ownership concentration and inappropriate media laws, self censure, stereotypes, prejudice, etc. Analysis of media content in several daily newspapers from Serbia during one week in February 2014, qualitatively and quantitatively show ways mass media engage emotions instead of information to influence public in case of economy.

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