Oria, Ehsanullah (2024) The Career Challenges Faced By Women In A Male Dominant Culture & It’s Effect On The Business Development: The Case Of Afghanistan’s Television Media Marketing Sector. Masters thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK.

	Text SAMPUL.pdf - Submitted Version Download (2MB)
	Text BAB I.pdf Download (328kB)
	Text BAB II.pdf - Submitted Version Download (162kB)
	Text BAB III.pdf - Submitted Version Restricted to Repository staff only Download (214kB)
	Text BAB IV.pdf - Submitted Version Restricted to Repository staff only Download (282kB)
	Text BAB V.pdf - Submitted Version Restricted to Repository staff only Download (146kB)
	Text DAFTAR PUSTAKA.pdf - Submitted Version Download (238kB)
	Text LAMPIRAN.pdf - Submitted Version Restricted to Repository staff only Download (388kB)

Abstract

The participation of women in Afghanistan's Media Marketing Sector is critically low. In
April 2023, the Human Rights Watch (HRW) reported that women in this sector face various
forms of discrimination and sexual harassment. The report detailed everyday barriers for
women and girls in one of the poorest countries in the world. Discrimination in Afghanistan’s
Media Marketing Sector has resulted in a 70% employment loss due to limited female
participation. This is primarily because of restricted access to education, stereotyping, gender
inequality, racism, and religious barriers in a male-dominated society. This study aims to
identify the managerial challenges women face in the media marketing sector in Afghanistan
and the adverse effect of male dominant culture on the Business growth of the Media
Marketing Sector. Based on The Media Advocacy Coalition reports that around 60% of
media-related jobs have been lost, with women disproportionately affected due to Taliban’s
takeover on 2021 which significantly affected the media Marketing sector. Afghan men are
often more defensive and patriarchal in organizational decision-making and practices. This
study highlights how male dominance poses significant managerial challenges for women in
Afghanistan, leading to inferiority complexes, bias, discrimination, inequality, and gender
imbalance at work. The study used a qualitative method with a phenomenological inquiry to
reveal women's life experiences in attaining top marketing and managerial positions. Thirty
practitioners in various media marketing and management positions were interviewed.
Despite ongoing discrimination, there have been slight changes in male dominance in
managerial roles.
The findings show that gender inequality significantly reduces the business growth
rates of the media marketing sector. As per the latest data latest in 2012 the GDP of
Afghanistan was $20.29 billion due to almost 50% of female gender’s participation in private
& government sectors, entrepreneurship and their participation in media marketing Sector,
while in 2023 after the strict Taliban’s ruling against female genders, the GDP of the country
severely reduced to $14.47 billion due to restrictions against females, a decline of 40% in
female employments and of their participation in Business sectors including TV Media
Marketing sector in 2023. Media that does not represent women's interests and perspectives
fails to engage half the population, reducing viewership, advertising revenue, and economic
viability. The research also found that women face significant deprivation in the TV media
marketing sector, worsened by the Taliban's resurgence. Women's employment has dropped
from 11% in 2022 to 6% in 2024 due to severe restrictions and targeted threats. Many female
marketers do not pursue academic development in marketing, being conditioned by a male-
dominated system for centuries.
The implications of this study include raising awareness and improving the current
situation for women in Afghanistan’s Media Marketing Sector. Equal participation of women
can contribute to Television Media Marketing Sector’s Business Development. These
findings can help key stakeholders, government bodies in Afghanistan implement better
policies for Media marketing Sector.

Actions (login required)

View Item