THE CULTURAL POLICY OF GENDER EQUALITY

Text topic: Globalization and Intermediality

Text author: Ана Јурчић и Николина Врцељ

Our time, no matter how modern and liberal it seems, still raises the question: Does cultural policy of gender equality in the 21st century really exists or gender discrimination still prevails, both in some cultures and in business? Women advance slowly in the business world, they are paid less than their male counterparts and they need more time and effort to reach the desired positions. In business, especially a global one, women in high positions are very rare. The prejudice is that women are not “cast” for leadership, that they are too emotional, and that they lack the power... Is this really the case? Why don’t more women reach top management positions? The aim of this paper is to answer such questions, to indicate the position of women in global businesses, the opportunities, challenges and obstacles that women face in business, their ability to balance work and family and finally, to give directions how to use cultural policy in removing barriers for advancement of women.