Influence of mass media on realization of gender equality and leadership in Serbia

Gender equality is among the rights that must be guaranteed to every person. Social, political, economic and cultural differences between men and women still persist, especially differences in salaries, roles in political decision-making processes, and unequal distribution of work. In fact, it is based on the numerous stereotypes that exist in the family, education, culture and media. In Serbia, leadership is mainly associated with men, and they have been given political roles, and it is generally accepted that only men should be in political positions. On the other hand, the media (Internet, daily newspapers, radio and television) can influence the reduction of prejudice between the sexes. The purpose of the article is to show the results of the influence of the media on the implementation of gender equality and leadership. Studies have been conducted on the participation of women in the City Assembly, governing and oversight bodies and leadership positions in the city of Sombor (Serbia).