THE GENDER LEADERSHIP AS AN ASPECT OF MANAGING EFFICIENCY IN MEDIA COMPANIES

Abstract

The article deals with the theory of gender performativity by J. Butler in respect to gender leadership. The interpretation of this phenomenon offered by Guy Debord shows the results and stereotypes aimed at undermining the female potential of leadership. Gender inequality is particularly striking in the areas of business, management, and security and militarily services. Despite the fact that many media workers are women, most of them are against the ideas of equality, cooperation and integration. These and other problems are expressed by different viewpoints by both academics and prominent politicians. They stress that women’s access to key positions in companies, the management hierarchy, and the government of the country should be changed. Nevertheless, many questions remain unanswered, like «who is the ‘real’ democratic leader?»; «what characteristics do women leaders distinguish?»; «why is neither the neoliberal capitalist nor liberal social ideal adequate but functioning nowhere?» During the time of Ukrainian independence, these issues have not been resolved yet.
 At the same time, the comparison of the share of women in the total share of employers in different countries of the world shows that their share is increasing (for example, in Ukraine, this share is 31—40%). We conducted a study on the effectiveness of women’s labor in different countries. The figures are based on the share of female workers in the total structure of workers and the income generated by one woman on average. In the context of, for example, the Ukrainian economy, these indicators have declined substantially in 2008—2018, against the backdrop of a global upward trend in these indicators. Compared to Singapore, the gap between the revenue index increased by 33.4% in 2008—2018. Of all the countries cited, the worst income growth results are only in Ukraine. At the same time, the labor market of Ukraine has the following characteristics: employment of women in managerial positions in 2017 is 41.1%; the employment rate of middle and upper management women is 42.4% in 2016; the share of women in the total number of employers in 1991 was 33.1%, and in 2018 — 36.92%. Thus, gender leadership in the media sphere in Ukraine shows discrimination against women and demonstrates the impossibility of productive and effective work as a manager. However, gradually these issues will, in the context of the proposed solution, be comprehensive and will change the relationships within such companies for the better.