Features of a female proactive approach to career advancement in modern society: gender trends in the media industry

Abstract

The article studies an aspect of women’s career advancement in the media industry, taking into account a proactive approach. Examples from various sectors of the media industry confirm the identified gender trends, historically emerging stereotypes and related features of achieving professional effectiveness for female representatives. The author’s novelty is the use and disclosure of the term proactivity in relation to women’s active life position and responsibility for professional development to ensure the sustainability of their socio-economic situation. The given comparative examples, based on modeling a proactive and reactive approach to managing one’s own career advancement, contrast with each other and allow one to draw a conclusion about their essential differences and consequences that require a more detailed analysis at the present stage of development of society. The material of the article is presented on the basis of a desk study, which included an analysis of media materials, statistics, and a secondary analysis of data from research centers.