master's thesis
THE IMPACT OF MARKETING ON SOCIAL POSITION OF WOMEN

Ivana Burušić Barčan (2016)
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing
Metadata
TitleUtjecaj marketinga na položaj žena u društvu
AuthorIvana Burušić Barčan
Mentor(s)Marija Ham (thesis advisor)
Abstract
Suvremeni marketinški stručnjaci imaju mogućnost obraćati se globalnoj javnosti, što im, osim potencijalno velikog poslovnog uspjeha, nosi i veliku moralnu i društvenu odgovornost. U utrci za profitom i svojim „dijelom tržišnog kolača“ mnogi od njih ne prežu ni pred čime kako bi privukli i zadržali pozornost potrošača koji na raspolaganju iz dana u dan imaju sve veći izbor. Mnogi su, poneseni surovim kapitalizmom, otišli toliko daleko da krše temeljna ljudska prava suvremenih civilizacija – točnije prava žena. Iako i Zakon o ravnopravnosti spolova i Zakon o medijima zabranjuju promocijske aktivnosti koje na bilo koji uvredljiv i ponižavajući način prikazuju nekoga u odnosu na spol i spolnu orijentaciju, okruženi smo, točnije, zatrpani smo promidžbenim porukama koje prikazuju ženu – seksualni objekt kao manje vrijedno i manje inteligentno biće koje treba znati gdje mu je mjesto. U radu je stavljen naglasak na nepovoljan položaj žena u svim sferama suvremenog društva te na doprinos koji u tome imaju organizacije promovirajući svoje proizvode seksističkim i za žene uvredljivim i ponižavajućim porukama. Svaki pojedinac može i ima obvezu doprinijeti borbi za ravnopravnost spolova: moć je u rukama potrošača.
Keywordssexism in marketing activities the position of women in society the impact of marketing marketing mix gender equality
Parallel title (English)THE IMPACT OF MARKETING ON SOCIAL POSITION OF WOMEN
Committee MembersMarija Ham (committee chairperson)
Helena Štimac (committee member)
Marina Stanić (committee member)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Lower level organizational unitsChair of Marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-15
Parallel abstract (English)
Modern marketing experts have the opportunity to address the global public, which brings them potentially major success and large moral and social responsibility. In the race for profits and their "part of the of the market cake", many of them do not stop at nothing in order to attract and retain the attention of consumers who have a growing choice each day. Many of them, because of the raw capitalism, have gone so far as to violate the fundamental rights of modern civilization - more specifically women's rights. Even thougth the Law on Gender Equality as well as the Media Law are forbidding promotional activities that are showing someone in any abusive and demeaning manner in relation to their gender and sexual orientation, we are surrounded by, more specifically, we are overwhelmed with advertising messages that show a woman - sexual object as inferior and less intelligent being who needs to know his place. This seminar is the emphasis on the disadvantaged position of women in all spheres of modern society and the contributions of the organizations that are promoting their products by sexist and to women insulting and demeaning messages. Each individual can and is obliged to contribute to the struggle for gender equality: the power is in the hands of consumers.
Parallel keywords (Croatian)seksizam u marketinškim aktivnostima položaj žena u društvu utjecaj marketinga marketing miks ravnopravnost spolova
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:945417
CommitterGordana Kradijan