Keyword: «woman»

The article presents the problem of ignoring women as the consumer in trading, marketing and advertising and overlooking of the female role in brand promotion.

There is rather curious non-trivial situation with the women's movement in modern Russia: on the one hand, we can witness "high" feministic discourse in the public sphere, on the other hand, women’s antifeminism is rapidly intensifying. In this fundamentally conflicting confrontation, which makes a split in the ranks of the Russian women's movement (which is constantly emerging) and significantly undermines its emancipatory character, the following contents of the article help us to understand the nature of the social processes that are taking place: (1) the theory of "social chaos", (2) the researches in the field of gender (female and male) identity establishment, (3) the latest anthropological data on the modified model of classical Russian family. Thus, the article admits the fact of women’s antifeminism surge reasonableness in Russia by revealing the causes of Russian women's mass anti-feminism genesis, which are not obvious for modern feministic discourse.

The article describes the phenomenon of gender discrimination. The authors formulate a definition of labor gender discrimination and analyze the causes of this phenomenon. As part of the study, the authors conclude that this type of discrimination is in fact a socio-economic sabotage of the qualified human capital formation process and, ultimately, this personnel policy damages society in the long-term perspective.

Domestic abuse of women is a widespread global social problem of the modern world, leading to certain socio-economic consequences in society. Women all over the world are subjected to physical, social, psychological, sexual, economic and many other types of violence on a daily basis. Victims of spousal violence need social and psychological support, preventive and rehabilitative measures. The Scandinavian states are implementing an effective model of social policy based on social justice, equalization of citizens' incomes, smoothing of property and gender inequality, and the creation of a welfare state. The purpose of the scientific article is to study the state of the social policy of the Scandinavian countries in relation to spousal violence against women. The social experience of the Nordic countries in providing assistance to women victims of domestic violence is real and effective. The family policy of these countries is aimed at creating a safe environment for creating a family and raising children. It will not be possible to completely get rid of domestic violence, but in order to minimize it, it is necessary to develop and put into practice social work technologies for the prevention of family violence. It is possible to find the most effective method of combating this problem by changing the mentality of the population in relation to domestic violence.

The ability to use physical force, cruelty, violence is often a determining factor in the relationship between husbands and wives, parents and children. The Russian Federation does not have a law and a preventive program directly related to domestic violence. However, there are organizational structures, socio-psychological methods and technologies that have been developed to protect the interests of victims of domestic violence. The socio-psychological services are engaged in improving the level of knowledge and qualifications of specialists, special training for intervention in cases of family violence, providing legal, professional and rehabilitation assistance to victims of violence. According to the results of special studies, a significant number of women who have been subjected to violence refuse to confirm this fact, but they are interested in this problem and consider it a negative social phenomenon in modern society. The problem of domestic violence can be solved by a wide-ranging impact on it, detecting an emerging conflict in time and effectively eliminating its consequences. Effective protection will be facilitated by a combination of information, educational, legal and preventive measures.