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

Author

Listed:
  • Dragana Jovanovic

    (Faculty of Culture and Media, Belgrade, Serbia)

  • Vesna Baltezarevic

    (Faculty of Culture and Media, Belgrade, Serbia)

  • Radoslav Baltezarevic

    (Faculty of Business Economics and Entrepreneurship, Belgrade)

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.

Suggested Citation

  • Dragana Jovanovic & Vesna Baltezarevic & Radoslav Baltezarevic, 2014. "The Invisible Entrepreneurs - the Neglect of Women Business in Serbian Mass Media," Journal of Women's Entrepreneurship and Education, Institute of Economic Sciences, issue 3-4, pages 71-82.
    • Handle: RePEc:ibg:jwejou:y:2014:i:3-4:p:71-82
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    More about this item

    Keywords

    Communications; economy; emotions; information; mass media; women entrepreneurship;
    All these keywords.

    JEL classification:

    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • D8 - Microeconomics - - Information, Knowledge, and Uncertainty

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