Ma, već brinem o kući – Mizoginija u sitnom supružničkom i porodičnom preduzetništvu
I’m already thinking of the housekeeping chores – Misogyny in small couple and family entrepreneurship

Summary/Abstract: This article treats misogyny as a structural and complex socioeconomic, political and institutional phenomenon. Its operation is explained inthe domain of small couple and family entrepreneurship in traditional sectorsof production and services in Serbia at a time of the forces financialization ofpost-socialist Serbia as a peripheral economy. As sources and mechanisms of amisogynistic attitude it recognizes both a patriarchal gender regime, and theglobal and national financial and political oligarchies, which through processes ofmarketization, financialization and the general centrality of the economy in societystimulate and reproduce misogyny. Gender policies created in such a contextremain insufficiently geared towards the economic and social development andthe emancipation of women and hence ineffective. The empirical findings of astudy on 10 couple and 30 family businesses (micro and small sized) illustrate thepresence of misogyny in this domain of entrepreneurship. Misogynic relationshipsof differing visibility and intensity are present in family businesses, in relation tothe most important long-term management decisions about the distribution ofpower and resources in household and business roles in the family firm, in all stylesand bargaining models of management. These relationships manifest themselvesthrough prejudices, stereotypes, ritualization and offensive hierarchies. The burdenof home work and care work predominantly on female shoulders, and women’sownership and/or management positions overall are obscured by and subordinateto the male members of the household and family businesses.

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