In the article, we analyse that the current situation of cognitive capitalism, which in the processes of media production introduce the temporary nature of work contracts, long working hours, the demand for unconditional commitment to work, etc., favors women's work. We verify the thesis that the increased number of women in the media industry corresponds to the profitable orientation of modern cognitive capitalism and to the imagination of the work that it presumes, thereby reproducing gender inequalities. Attention is paid to demitologising work in the media as "de-gendered" work with the analysis of feminisation and the increase in individualisation in the media, the rise of "entrepreneurial subjectivity" characterised by denial of inequality, and precarisation of production processes and the related devaluation of journalism as a profession. The analysis of so called "de-gendered engendering" of the media is based on 21 interviews conducted with journalists on three televisions in Slovenia, public TV SLO and commercial POP TV and Planet TV.
Based on analysis of the media system in Slovenia, in the article we find that media policy in the last 25 years has not paid the necessary attention to gender equality. We proceed from the thesis that gender-sensitive media policy has positive effects for the positions of management personnel in the media and, on the contrary, that gender-insensitive media policy is reflected in the positions and values of employees in management structures. This thesis is verified in the article by analysing the situation of the Slovenian media environment. We base the empirical data on 12 interviews with leading staff at three television stations in Slovenia and with representatives of professional associations. The interview analysis shows how media workers occupying leading positions in thinking about gender inequality adopt what we call "the principle of minimising the role of gender" when respondents contend that inequalities do not exist, by which they actually accept and justify them. At the same time, the results show there is considerable homogeneity in the views of management that discrimination according to gender is not a problem, that it does not exist or that the only thing that is relevant in the media is the individual's "own motivation and work". The article points to some new mechanisms of gender differentiation that are appearing in the media industry through practices and attitudes that take on awareness of the importance of equality, which is at the same time denied by...
Gender equality is not the subject of much interest in the media sector in Slovenia. Apart from the general obligations imposed by legislation which has limited impact, neither specific policy mechanisms within individual media organisations nor actions by professional associations have been developed to address gender equality. Since the 1990s up until today women occupied one-third of leading positions in the media in Slovenia. Some positive changes can be observed in the top editorial positions of three major newspapers, where women have been appointed as editors-in-chief for the first time in half a century. They have gained positions, but not power. In this chapter, we analyse gender equality policies in the media and explore the position of women in management and media content, as well as discuss their implications in relation to the (lack of) institutional frameworks which relate to gender equality in the media in Slovenia.
The article argues for audience studies that draw on the analysis of artefactual, spatial, temporal and sensorial aspects of media consumption and build on so-called medium theory and the theory of practice in sociology. In part two of the article, we interpret the results of a qualitative empirical study regarding the daily use of media technology among young people aged 19-29 years. The study finds that the circumstances in which digital media have colonised all spheres of public life and in which online social life has become completely naturalised have led to constant online connectivity as well as highly fragmented and dispersed communication practices of users as they move among different media. The analysis of media consumption diaries points to radical mediatisation, which is playing an important role in the changing generational structure of feeling.
The paper analyses the ratings of three Slovenian television channels (POP TV, Slovenija 1 and Planet TV) in a selected period and problematises some of the most common assumptions about television and its audiences, especially the one about significantly lower television use compared with new media. The need to study media changes in the national context is emphasised and characteristics of the Slovenian television environment are highlighted. The analysis shows that audience fragmentation in the Slovenian context is still very limited but, due to the increased competition, the most popular (commercial) programmes focus on established genres and formats for female viewers.