| Abstract: | After the fall of state communism, the business press in Poland has become an active image designer for people involved in management. Shaping the stereotypes about the market, enterprises and management, it also has an effect on gender related stereotypes and images. A study of a widespread Polish business magazine reveals a pretty flat picture: women managers are typically portrayed in traditional female social roles and the images of men are stripped of feelings and individuality. However, a trend toward the emergence of some variety can be noticed and perhaps the presence of women can contribute to a major change in management? |
