| Abstract [eng] |
The role of genders in the social context is of special relevance, because integration of possibilities for gender equality into activity of the enterprise helps to create not only favourable and friendly environment for the employee, but to improve position of the enterprise in the market. Social responsibility in respect of genders satisfyes the needs of employees: provide equal opportunities for women and men to seek for career, to earn equal wage for the same work, make decisions of highest level, to combine responsibilities of family and work and etc. Through communicative processes posibilities of gender equality are integrated into common working strategy of the enterprise and employees are informed about socially responsible activities done in their respect. Appropiate communication determines successful realisation of social responsibility and significant, coming up to expectations result. It is important to understand the use of communication for both the head of the organisation and it‘s employees, because it is not only a means for giving information, but also part of the business of the organisation. Subject of Master‘s paper – social responsibility in respect of possibilities for gender equality. Aim of the work – to analyse social responsibility in respect of possibilities for gender equality and it‘s communication. Objectives of the work – to analyse conception of social responsibility, it‘s areas and levels; to examine aspects of social responsibility communication; to give dimensions of integration of possibilities for gender equality into social responsibility of enterprises; to investigate what social responsibility is pursued in business enterprises in respect of possibilities for gender equality and how it is communicated; to give conclusions and recommendations for enterprises regarding the realisation of social responsibility in respect of genders. In the investigative part of master‘s paper two hypotheses are raised: enterprises are not interested in pursuing and communicating of social responsibility in respect of possibilities for gender equality; disinterest of enterprises is determined by stereotyped attitudes about gender roles. In the work these methods of research are used: systematic analysis of scientific literature, logical analysis, analysis of documents, survey of questionnaires. Having analysed social responsibility of enterprises in respect of genders and it‘s communication, conclusion is drawn that narrow view of social responsibility is typical for enterprises in respect of genders – social responsibility is understood as apropos means for solving problems of gender relationships, hovewer, embryos of gender integration into social responsibility are noticed. Social responsibility comunication analysis has shown that social responsibility in respect of employees and it‘s communication is of mutual value; organization, improving it‘s image and reputation, achieves it‘s planned objects and employees are provided with more favourable working conditions and get moral satisfaction with their work. Social responsibility communication of full value encourages employees to be actively interested in socially responsible activity, to change and form traditional attitude, to improve their personality and help for the organisation to integrate social responsiblility into it‘s working strategy. |
