Media Representation of Prominent Female Entrepreneurs: Reality and Experience

U radu se raspravlja o ženskom poduzetništvu, kao sve češćoj pojavi u gospodarstvu, te se analiziraju prepreke s kojima se žene poduzetnice susreću. Definira se pojam žene poduzetnice, navode se ključna obilježja i izazovi ženskog poduzetništva te se opisuje ženski stil vođenja, govori se o ženama poduzetnicama na tržištu rada, o obrazovanju žena, fenomenu staklenog stropa, financiranju ženskog poduzetništva te udruženjima žena u poduzetništvu kao i o zakonodavnom okviru koji se tiče ženskog poduzetništva. U sklopu rada provedeno je istraživanje o načinima na koji mediji predstavljaju i tretiraju žene poduzetnice, te se putem intervjua s odabranim poduzetnicama došlo do njihovih iskustava i stavova. Istraživanje je potvrdilo kako su žene poduzetnice slabo zastupljene u online portalima s obzirom da je na analiziranim portalima pronađeno vrlo malo članaka koji se izravno dotiču žena poduzetnica. Isto tako, potvrđena je hipoteza da se najveći broj sadržaja odnosno članaka o ženama poduzetnicama nalazi se na portalu Večernji.hr. Najčešće prepreke za ulazak u svijet poduzetništva su težak dolazak do novca te nepodržavanje okoline. Zakon o ravnopravnosti spolova u Hrvatskoj je dobar, no taj se zakon u pravilu ne poštuje, odnosno da povjerenstva za ravnopravnost spolova ne funkcioniraju. U Hrvatskoj, teoretski, postoje dobri temelji za razvoj ženskog poduzetništva, no u praksi, društvo još nije prihvatilo činjenicu da su žene i muškarci jednaki, odnosno jednako sposobni za poduzetništvo, te se nekako i dalje žene vide primarno kao majke i domaćice.This thesis discusses female entrepreneurship, as an increasingly common phenomenon in the economy, and analyzes the obstacles that women entrepreneurs face. The concept of women entrepreneurs is defined and key characteristics and challenges of women's entrepreneurship are stated, women's leadership style is described, as well as women entrepreneurs in the labor market, women's education, the glass ceiling phenomenon, women's entrepreneurship financing, and women's entrepreneurship associations concerning female entrepreneurship. As part of the thesis, research was conducted on the ways in which the media represent and treat women entrepreneurs, and women's experiences and attitudes were gained through interviews with selected women entrepreneurs. This research confirmed that women entrepreneurs are poorly represented in online portals, given that very few articles directly related to women entrepreneurs were found on the analyzed portals. Also, the hypothesis was confirmed that the largest number of contents or articles about women entrepreneurs can be found on the Večernji.hr portal. The most common obstacles to entering the world of entrepreneurship are difficult to access to money and failure to support the environment. The Law on Gender Equality in Croatia is good, but as a rule, this law is not respected, ie the commissions for gender equality do not function. In Croatia, in theory, there are good foundations for the development of women's entrepreneurship, but in practice, society has not yet accepted the fact that women and men are equal, ie equally capable of entrepreneurship, and somehow women are still seen primarily as mothers and housewives